18
François Courtois Senior UX Designer June 2014 10 DESIGN GUIDELINES TO REDUCE CART ABANDONMENT
| Date post: | 09-May-2015 |
| Category: |
Retail |
| Upload: | yu-centrik |
| View: | 221 times |
| Download: | 0 times |
François CourtoisSenior UX Designer
June 2014
10 DESIGN GUIDELINES TO REDUCE CART ABANDONMENT
OUR STORY
● Founded in Montréal 11 years ago
● Specialized in User Experience Design of products & services
● Multidisciplinary team of obsessed experts
★ 10 000 hours of users interviews★ 400 products or services designed★ More than 500 happy clients
SOLE CANADIAN PARTNER OF UX ALLIANCE | IN 26 COUNTRIES
68% OF SHOPPING CARTS HAVE BEEN ABANDONED IN 2013.1
PRODUCT PAGEMake information compelling at this key decision point. 170% of online shopping carts are abandoned before checkout.2
Discover
Compare
ChooseGet inspired
Share
Save for laterDECISION PROCESS CHECKOUT Delivery details Pay CRM
program
CDN$ 15.00
CDN$ 11.95
FREE Two-Day Shipping!
In Stock
You Might Also Like These
STRETCH T-SHIRT 34 reviews
70% of consumers read reviews of products before buying.3
Provide a summary of consumer reviews.
Provide as many different HD views as your customer needs, including in use photos and videos.68% of consumers report using YouTube to browse and research retail companies.4
Indicate clearly:● the price and discount● the stock status● the shipping costs and time
55% of consumers abandon carts due to shipping costs.6
24% of consumers abandon carts when the estimated delivery date is not provided.6
Let customers buy when they are ready.Cross-selling or Upselling?Always propose alternative choices.Upselling is 20 times more effective than cross-selling to increase the average order size.5
Add to Cart
Add to Wish List
Customers visit business websites on their phones
on average 6 times during their purchase process.7
Click to zoom
NAVIGATIONConsider all the ways consumers find an item.
25% of consumers drop-off because navigation is too complicated.8
1
2
3
Give quick access to typical needs in the top level category and make these categories clickable.
Keep a simple hierarchy.Avoid exceeding 3 category levels.
AllSearch chair
Search suggestion
chair in All departmentschair in Home & Gardenchair in Sports & Outdoors
Office chair
Optimize your search engine for typical search queries with autocompletion.
Give quick access to promotional contents in the category.(Special offers , seasonal trends, … )
SKIRTSHOME / WOMAN / SKIRTS
OUR LOVELY SKIRTSUse clear page headings
Don’t forget breadcrumbs
Show customers where they are in the site:
NEW ARRIVALS CLOTHING
WOMEN
New arrivalsOutwearTopsSkirts & pants
BAGS
MEN
New arrivalsShirtBlazerSportswear
SALES
2
CALL TO ACTIONMinor changes, major lifts.19
For insound.com, by simply changing the button text from “Continue” to
“Review Order”, the conversion rate of the page increased by 8%.9
REGISTERName
Get Free Access
Subscribe
Maintain consistent graphic design throughout the site.
Indicate what customers gain by taking action.
Call to action Call to action Call to action
Call to action Call to action
Call to action
Call to action
Avoid showing several “calls to action” in the same page.
3
LOADING TIMEConsider your customer’s attention span.
57% of online consumers will abandon a websiteafter waiting 3 seconds for a page to load.10
In case processing is slow, use a visual progress indicator to show progress.
Optimize third party services.
Javascript
Credit card authorization
Reduce the number of pages in the checkout process.
Mo
Reduce the number of objects.
or
4
CUSTOMER SERVICETrust is hard to win and very easy to lose.
63% of online buyers look at the retailer’s return policybefore making a purchase.11
● Reward loyalty, e.g. Show your best customers that you care about them through Membership Programs (CRM).
● Propose convenient services, e.g. Free return policy.
● Optimize the speed of delivery, e.g. Store pickup within 2 hours .
Keep payment security information visible throughout the checkout process.
5
STORE LOCATORLet customers decide where to close the deal.
71% of consumers use a Store Locator to find a store.12
69% of consumers expect businesses to be within 5 miles.12
1. Store Name
1.54 km away from your location
(514) 906-8400
Mon - Fri: 10:00 a.m. to 9:00 p.m.Sat: 10:00 a.m. to 6:00 p.m.Sun: 11:00 a.m. to 5:00 p.m.
Go
Make the address and the phone number clickable, especially for mobile devices.
Indicate opening hours and whether it’s currently open, especially for mobile users.
Indicate the distance from the customer’s location. On mobile devices, panning interferes
with scrolling. Therefore, provide a list of stores ranked by the distance from the customer rather than a map.
Enter a Location
Name, Street, City, State or Postal Code
or
Use current location
currently open
Address 1321 Rue Ste-Catherine OuestMontreal, Quebec H3G 1P7
Phone
Hours
6
CHECKOUTDon’t interrupt the flow.
1 out of 4 customers abandon online purchases due to forced registration.13
E-Commerce website “nameon.no” increased its conversion rate by 11.40% by simply removing all distractions during the checkout process.14
FLOW THEORY
➔ Don’t distract customers from the main goal.➔ Enjoyment and the ability to focus lead customers
to perceive a process as useful and easy.
Use precise button labels.
Confirm your order Proceed
Use contextual error indications.
jdoe&gmail.com Use a valid email address
Add descriptions to form field labels
Password ? Use special characters for a more secure password (i.e. #, $, %)
7
MULTI- CHANNELConsider all information hubs.
Let customers easily add items to their shopping cart or wishlist via desktop, smartphone or tablet.
Users starting their research on a smartphone finish their purchase:1. in store2. on a smartphone3. on a computer 15.
On smartphones, add local offers and information.
95% of smartphone users say they’ve searched for local information.
59% of those users visited a local business after searching.15
Get ahead of the tablet explosion: avoid Flash contents.
72% of tablet owners make purchases from their tablets on a weekly basis 15.
TV
Friends and family
OnlineStore
8
LANDING PAGESState the value proposition clearly.
Answer why customers should buy from you when they could buy from the competition.
The Homepage receives 40% of all site entrances.16
Category pages can account for more than 50% of all pages viewed on an E-commerce site 16.
9
AFFILIATE PUBLISHERSWork with affiliate publishers to re-engage your customer.
36% of shoppers who abandon their cart did it because they found a better price elsewhere.17
Affiliate publishers are third-party groups that send potential customers to your website for a cut of the sale:
● Coupons and offers (RetailMeNot, CouponCabin)● Loyalty and rewards (Ebates, QuidCo)● Social Shopping (Kaboodle, ShopStyle)● Comparison Shopping (PriceGrabber, ShopWiki)
➔ Set your goals and choose your affiliate publishers.
➔ Make a distribution plan.
➔ See who’s driving sales then make changes accordingly.
10
Only 20% of Fortune 500 merchants have strategies to re-engage 18
Share these best practices with your colleagues!We’d love to hear about your conversion results too.Get in touch with our research and usability experts.
1-514-523-5862
@yucentrik
yucentrik.ca
uxstaff.com
yulab.ca
1. 27 Cart Abandonment Rate Statistics - Baymard Institute - 20142. Forrester Research - 20123. Buy it, Try it, Rate it a survey conducted by Weber Shandwick in 20124. Google/Shopper Sciences, ZMOT Purchase Path Studies, U.S., April 20125. Predictive Intent - 20126. Comscore - 20127. Beyond and Lexis Research 20128. Sign Up for Free Basic Account - Statista - 20149. Optimizely - 2012
10. PhoCusWright Inc. on behalf of Akamai - 201011. Comscore - 201212. Google/Nielsen Mobile Path to Purchase custom study, Nov 2013.13. User Interface Engineering14. Wingify - 201215. Google, The Mobile Playbook, 201216. Screen Pages - 201317. WorldPay - 201218. Webtrends - 201219. “Minor Changes, Major Lifts” (Dr. Flint McGlaughlin, Managing Director and CEO, MECLABS, and Paul Cheney, Editorial Analyst, MECLABS)
END NOTES
Thank you!Joelle [email protected]/in/jstempwww.yucentrik.ca+1 514 523-5862
