Brands featured...

E-commerce Best PracticeTips & Techniques

by Paul RoukeHead of Usability at PRWD

30th November 2011 @ Conversion Conference London

I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy

About Me

I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Santander

I provide services to help retailers improve their website conversion rate

•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation

PRWD Clients IncludeBrands I work with include...

Conversion principles for e-commerce

Best practice tips & techniques

Persuasive e-commerce design examples

Summary

Session agenda

What is Usability and User Experience?

Key Conversion Principles

Provide Transparency

Build trust & confidence

Remove barriers to entry

What is Usability and User Experience?

Key Conversion Themes>> Provide transparency>> Build trust and confidence>> Remove barriers to entry

What is Usability and User Experience?

Your value propositionHow can you ensure your visitors see your key value proposition & unique selling points?

Introduce a site-wide promotional bar under your primary navigation – this is becoming a design pattern on major retail sites, and consumers will come to expect this

What is Usability and User Experience?

Product pageHow can you encourage more visitors to add a product to their shopping basket?

Provide complete transparency of your delivery and returns proposition – which means don’t hide them from consumers

Provide complete transparency of your delivery and returns proposition – which means don’t hide them from consumers

Provide the right level of product detail, both written and visual, to allow visitors to make informed purchase decisions

If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion

If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion

If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion

If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion

Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages

Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages

Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages

What is Usability and User Experience?

Shopping bag/basket/cartHow can you encourage more visitors to checkout (who are then more likely to convert)?

Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout

Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout

Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout

Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them

Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them

Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them

Allow visitors to edit their shopping contents within the shopping bag rather than having to go back to the product page

Provide visibility and clarity of both your security measures and your accepted payment methods

View a detailed analysis of the ASOS shopping here - http://bit.ly/ASOSbbp

Provide visibility and clarity of both your security measures and your accepted payment methods

Introduce the word ‘secure’ or ‘securely’ on your call to action button – this is a simple but potentially highly effective test you can do to optimise your conversion rate

Introduce the word ‘secure’ or ‘securely’ on your call to action button – this is a simple but potentially highly effective test you can do to optimise your basket conversion rate

What is Usability and User Experience?

New customer checkoutHow can you remove barriers for new customers (whilst encouraging them to create an account*)?

*Why? Well its damn important if you want to build long term meaningful relationships with your customers!

Speedo mention nothing about creating an account at the start of checkout – leaving new customers to simply get on with entering their details to place their order

It is only at the end of checkout that Speedo encourage new customers to create an account – almost making it a ‘no-brainer’ – and they get over 75% of new customers choosing to create an account

ASOS provide one the most simple, barrier free checkout pages for new customers – simply asking them to continue

Compare this to their previous design which forced new customers to create an account in order to checkout

What is Usability and User Experience?How did this change in message and call to

action impact the performance of this page

Abandonment Rate Was Reduced by 50%

ASOS then simply ask new customers to choose a password as part of their checkout process – turning what is a huge ‘perceived’ usability barrier in to simply entering a few characters in to 1 text field

Lakeland also provide new customers with 1 option – continue – whilst at the same time providing confirmation to new customers that they can create an account at the end

Lakeland then provide clear customer focussed reasons as to why the new customer will want to create an account – once again making it almost a no-brainer

Argos also recognise the important of not forcing registration yet at the same time making it clear you will have the option to register later

What is Usability and User Experience?

Persuading users to buyWhat are proven persuasive design techniques that increase e-commerce conversion?

Naked Wines deliver a unique and highly persuasive e-commerce experience for new and returning visitors – they are delivering a truly user-centric online experience & business strategy

View a detailed analysis here - http://bit.ly/bookingBP

Booking.com feature a wide variety of persuasion techniques, particularly on their search results pages

SummaryAs these techniques are so important to the worlds biggest retailers, they are even more important to everyone else...

Transparency, trust and barrier removalIs your e-commerce site following these

key conversion principles?

Connect with me

http://uk.linkedin.com/in/paulrouke

Office:+44 (0)161 228 0585

Mobile:+44 (0)7739 745 126

Email:paulrouke @ prwd.co.uk

Web:http://www.prwd.co.uk

PRWD22 Lever StreetManchesterM1 1EAUnited Kingdom

http://twitter.com/paulrouke

Thankyou for listening to “E-commerce Best Practice

Tips & Techniques” by Paul Rouke

Slides and usability & conversion best practice available here:

http://bit.ly/CROresources