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www.webcredible.co.uk 1
webcredible | customer experience design 1
Ecommerce: usability & designbest practices
Trenton MossDirector
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www.webcredible.co.uk 2
webcredible | customer experience design 2
About Webcredible
36% increase in made-to-order online
revenues for Laura Ashley
50% reduction in mobile homepage
drop-offs for Macmillan Cancer Support
Customer experience design agency
44% conversion improvement and a
168% uplift in leads for Propertywide
80% increase in hotel 'look-to-book'
conversions for Thomson
Increased retention,
sales, loyalty, ROIOptimise user
experience
Customers have
improved brand
experience
Web | Mobile | Apps | Commerce | Social | Intranet | Application | Cross-channel
Reduced attrition,
churn, cost of sales
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www.webcredible.co.uk 3
webcredible | customer experience design 3
FYI
I promise you that I wont read from thePowerPoint. Personally, I believe that the PowerPoint
should complement the presentation, rather than
dictate it. In fact, this slide will be the first, last and
only slide that I read aloud to you.
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Why?
Increased sales
Reduced call centre costs
Better brand perception
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Im finding this
extremely difficult to
use... I give up!
Thats sooo stupid,
why would they do
this!?
Under normalcircumstances I
would have left thiswebsite a long time
ago.
How am I supposedto buy thisI cantfind the checkout
button!
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Can I write down the
web address I wantto use this site when I
get home.
Ah yes, thats really
obvious can I keep
going?
Yes, this was what Iexpected to see andits clear what to do
next.
That was really
simple is that allthere is to it?
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(Those were all real quotes by the way)
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Agenda
True or false?
Helping users find products
Providing a perfect product page
Crafting an easy checkout
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True or false?
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True or false?
1. Do whatever Amazon does they're
rarely wrong
2. Using adverts will nearly always
decrease conversions3. Reducing the number of clicks will
reduce drop-offs
4. Some users are afraid to 'add to
basket' as they think it will commit
them to a purchase
5. The use of videos will increase
conversion rates
True False
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Helping users find products
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Helping users find products
Finish
Start
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Helping users find products
Browse
Search
Homepage Product page
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Helping users find products
Provide intuitive product categories
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Provide intuitive product categories
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Provide intuitive product categories
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Provide intuitive product categories
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Helping users find products
Provide intuitive product categories
Set expectations
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Set expectations
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Set expectations
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Set expectations
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Set expectations
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Helping users find products
Provide intuitive product categories
Set expectations
Effective search results pages
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Effective search results pages
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Helping users find products
Provide intuitive product categories
Set expectations
Effective search results pages
Mix browse with search & vice-versa
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Mix browse with search & vice-versa
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Mix browse with search & vice-versa
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Mix browse with search & vice-versa
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Helping users find products
Provide intuitive product categories
Set expectations
Effective search results pages
Mix browse with search & vice-versa
Building trust
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Building trust
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Building trust
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Building trust
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Providing a perfect product page
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Providing a perfect product page
Add to basket button
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Add to basket button
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Providing a perfect product page
Add to basket button
Clear price
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Clear price
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Clear price
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Providing a perfect product page
Add to basket button
Clear price
Multiple product views
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Multiple product views
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Multiple product views
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Providing a perfect product page
Add to basket button
Clear price
Multiple product views
Link to other products
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Link to other products
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Link to other products
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Link to other products
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Link to other products
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Providing a perfect product page
Add to basket button
Clear price
Multiple product views
Link to other products
Feedback given on add to basket
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Feedback given on add to basket
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Feedback given on add to basket
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Crafting an easy checkout
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Crafting an easy checkout
Provide a visible progress bar
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Provide a visible progress bar
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Crafting an easy checkout
Provide a visible progress bar
Allay fears
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Allay fears
They seem to
take securityseriously
Ah, thats why
they need my
email address
I wont have to
make anaccount if I dont
want to
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Crafting an easy checkout
Provide a visible progress bar
Allay fears
Provide effective error messages
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Provide effective error messages
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Provide effective error messages
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Crafting an easy checkout
Provide a visible progress bar
Allay fears
Provide effective error messages
Design out errors in the first place
A l
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A clever personsolves a problem.
A wise person avoids it
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Design out errors in the first place
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Crafting an easy checkout
Provide a visible progress bar
Allay fears
Provide effective error messages
Design out errors in the first place
Ask for the bare minimum
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Ask for the bare minimum
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l
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Annual ecommerce report
Available for free from
Webcredible website
15 leading retailers
compared across 15
cross-channel guidelines
Coverage by BBC &
Retail Week
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Trenton Moss
Director
www.webcredible.co.uk/blog | www.twitter.com/webcredible