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IA for Shopping & Shopping Carts
Adrian Whatley
INF 385e
Fall 2005
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E-Commerce
Consumer Purchase Factors
Closing the deal with the shopping cart
Simplify
Support
Secure
Confirm Conclusion
OverviewOverview
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EE--Commerce Is Big BusinessCommerce Is Big Business
50% of US net users
and 20% of non-US
net users regularly buyonline (2002)
Click and Mortar
firms see an increase
in visits to traditionalsales outlets
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Uncontrollable Factors
Consumer characteristics
Social
Economical
Cultural
Psychological
Beyond the the control and influence of
marketers
Uncontrollable FactorsUncontrollable Factors
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1. Product/Service Characteristics
2. Medium Characteristics
3.
Merchant/Intermediary Characteristics
Controllable FactorsControllable Factors
In other words: IA
is essential for anenjoyable e-
commerce
experience!
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The Factors at WorkThe Factors at Work
No Thanksgiving
Web Ad
IA
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A metaphor employed by e-commerce sites
to help customers better understand the
online purchasing experience.
Shopping baskets
Shopping bags
And many more
What Is a Shopping Cart?What Is a Shopping Cart?
www.williamssonoma.com
www.llbean.com
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Billions in sales are lost every year because
customers become frustrated and leave an
e-commerce site
Trust and usability are the two attributesmost often cited by customers as the reasons
for choosing a site
Design is ImportantDesign is Important
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Overall Design is ImportantOverall Design is Important
Weird!
Pixel-y!
Clean, easy
checkout
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but the shopping cart canbut the shopping cart can
make or break a site.make or break a site.
65% of buyers leave
their shopping carts in
mid-purchase(eMarketer 2003)
IA can help reduce
cart abandonment
rates
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Programmers need to hear people call their baby ugly.Terrell Jones, president of Travelocity
Keys to Good Cart DesignKeys to Good Cart Design
1. Simplifythe process.
2. Explain the steps.
3. Secure the transaction.
4. Confirm the order.
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SimplifySimplify: Make the Cart & Its Contents: Make the Cart & Its Contents
Easy to FindEasy to Find
Have multiple entry points
Be transparent
Give product information
Availability
Quantity
Price Allow products to be stored
for later purchase
The shopping cart should:Basket
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SimplifySimplify: Break: Break--Up the Ordering ProcessUp the Ordering Process
Page Numbers
lllllllll
lllllllll
lllllllll
lll
Where am I?
Where am I going?
http://www.cupandblade.com/store
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SimplifySimplify: Provide Clear Instructions: Provide Clear Instructions
Required fields
Saves space
Next step
Builds trust
Go back
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ExplainExplain: Provide Rich Functionality: Provide Rich Functionality
Cross-selling
Navigational
Options
Detailed Description
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ExplainExplain: Provide Support During: Provide Support During
CheckoutCheckout
ddddddddddddd
ddddddd
Unanswered questions can
translate into lost sales
Phone support is best for new
customers or those uneasy
with web purchases
Support via a chat window
like eBays Live Help or
UT Libraries Ask a
Librarian is gaining favor FAQs should be provided at
the very least
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ExplainExplain: Show All Costs: Show All Costs
This cake better be $%&^ good.
Show taxes, shipping and any another purchase costs. No surprises!
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SecureSecure: Put Their Minds at Ease: Put Their Minds at Ease
In order to establish trust, the customer must be comfortable with
you and your sites security
Think about possible customer concerns at every step Your security standards should be easily accessible and clearly
written
Williams Sonoma
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ConfirmConfirm: Make Sure the Order is Correct: Make Sure the Order is Correct
Right address?
Right product?
Right price?
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ConfirmConfirm: Send a Confirmation E: Send a Confirmation E--MailMail
Include: Confirmation date
Order number
Tracking (if possible)
Be brief!
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Organize a focus group to test the shopping cartbefore the site is launched.
Make sure your cart simplifies, explains,secures and confirms the online orderingprocess.
Remember, a successful Web site is built aroundcustomer-centered design.
ConclusionConclusion
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Taking the shopping centre online: new models in e-commerce.Timothy Dixon, Andrew MarstonProperty Management;Volume 23;Issue 2; 2005
Electronic commerce: A comparative study of organizational experiences.
Majed Al-MashariBenchmarking: An International Journal;Volume 9;Issue 2; 2002
Product search in e-shopping: a review and research propositions.
Jennifer RowleyJournal of Consumer Marketing;Volume 17;Issue 1; 2000
Influencing the online consumer's behavior: the Web experience
Efthymios ConstantinidesInternet Research;Volume 14;Issue 2; 2004
Comfort your online customer: quality, trust and loyalty on the internet.
Dina Ribbink, Allard C.R. van Riel, Veronica Liljander, Sandra StreukensManaging Service Quality;Volume 14;Issue 6; 2004
An integrated framework for recommendation systems in e-commerce.Timothy K. Shih, Chuan-Feng Chiu, Hui-huang Hsu, Fuhua LinIndustrial Management & Data Systems;Volume 102;Issue 8; 2002
One-stop-shop information mall MTRs experience.
Y.K. Chan, Martin Brown, K.Neailey, W.H. IpManaging Service Quality;Volume 10;Issue 2; 2000
ReferencesReferences
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Good information architecture increases online sales.
Ivan Walsh
http://www.sitepoint.com/print/increases-online-sales
Ten ways to improve the usability of your ecommerce site.
Webcredible consultancy.
http://www.webscredible.co.uk/user-friendly-resources/web-usability/ecommerce-usability.shtml
Information architecture of the shopping cart: best practices for the information archtitectures of e-
commerce ordering systems.
Sarah Bidigare, Argus Center for Information Architecture, May 2000.
http://argus-acia.com/white_papers/shopping_cart_ia.html
The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web
Experience.
Douglas K. Van Duyne, James A. Landay, Jason I. Hong.
Addison-Wesley, 2003.
ReferencesReferences