27
2
What is E-commerce Website All About
3
If it worked (or didn’t) for Napoleon it should work for us too !
4
It all starts (and ends) in “The Real World”
5
Categories: What matters is not what reality is but the way a customer sees it
6
Who are theyGenderAgeRaceEducationWhere they live Occupation
7
Shopping process Customers are different types and have different needs
Influencers Buyers Users
Customers are driven by driven by variety of reasons when the consider a product Need Perceived need Peer pressure
Product search is influenced by: Perceived risk Level of involvement Familiarity and expertise Time pressure
8
Types of product you carry defines the type of web storefront you need
Low or high involvement purchasesImpulse or planned purchasesHigh ticket value and low ticket value
9
Low vs. High involvement
10
Impulse vs. Planned
11
High price vs. Low price
12
Who we are talking to?
Aspiring Musicians - Kevin
Younger, 18-30 years old. Wants to have the coolest gear.Less money to spend so purchases tend to be smaller than Weekend Warrior.Very internet savvy. Experienced in making purchases online.Like to use the web for research.Less brand loyal.May not know exactly what they want and need help.
Weekend Warrior/Pro-sumer - James
Slightly older, 30-45 years old.Has a day job, music is a hobby that sometimes pays for itself.Tends to be more brand loyal. Not as concerned with being cool. Might have kids that are into music.Researches heavily on price and models, and tends to spend more money than Aspiring Musician.
The site’s target audiences are primarily male consumers seeking to find information about and shop for various musical instruments. The two primary target audiences for this project are Aspiring Musicians and Weekend Warrior/pro-sumers. The secondary audience is gift givers.
Primary target audiences
13
How we get from Point A to Point BWhat’s the SINGLE most persuasive thought we can convey?
Music123.com is THE definitive source for music gear on the Web today. With helpful, engaging content, a huge selection of products, and a team of knowledgeable customer service reps, the site helps musicians at any level find the right product(s) so they can enjoy more from their music.
Personified: “Music123.com is the best site for me to find and learn about music gear. I know I can rely on their site to keep pace with my musical needs. Music123.com is the first place I visit when I’m looking for the latest gear at the best prices.
Personified: “Music123.com is my online resource for researching musical equipment. The site is easy to use, the prices are competitive, and the selection is second to none. I’m loyal to Music123.com and more proud than ever to be a customer.”
Aspiring Musicians - Kevin Weekend Warrior/Pro-sumer - James
14
How do design websiteWeb analyticsHeat mapsUsability analysisCustomer surveys“Borrow” design
15
Web analytics
16
17
18
Heat Maps
19
Usability testing
20
21
Before
22
After
23
24
Overstock breadcrumbs
25
Amazon breadcrumbs
26
How Lessno does it?
Now Future
27
ConclusionE-commerce websites are very linear from usability
perspectiveAll cross selling and up selling is additive and
should no distract customers from their shopping path
It matters what you sell and to whom Customers are generally not interested in seeing
too much information at one placeCustomers want to have access to a lot of
information on demand (on click)
Become Lessno.com Beta Tester
Ianko Ignatiev
