Designing the Perfect E-Commerce Experience Alex Metcalf, Senior Usability Analyst.

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Presentation transcript:

Designing the Perfect E-Commerce Experience Alex Metcalf, Senior Usability Analyst

Got a preference? User experience work Web 7.0 tag cloud folksonomy syndication platform

Got a preference? User experience work Web 7.0 tag cloud folksonomy syndication platform

How can I get this? User experience work

user experience fundamentals of successful e-commerce

Understand before you act ? ? ?

Web analytics ? ?

Understand before you act Web analytics Customer research ?

Understand before you act Web analytics Customer research Site strategy

Get your core journeys right

Technology supports, not leads

Apply the right advice Buy Now!

Apply the right advice Buy Now!

Broaden your user experience work Usability testing

Broaden your user experience work Stakeholder interviews Online survey Observation sessions Focus groups Customer interviews Feasibility workshop Card sorting sessions SEO planning Wireframe development Storyboard design Template development Accessibility audit Research CMS auditing Writing for Web training Usability testing Content migration Accessibility checks Ongoing consultancy DesignBuild

Measure success of your work

Increased conversion rate Increased page impressions Increased unique users Increased satisfaction with site

Measure success of your work Increased conversion rate Increased page impressions Increased unique users Increased satisfaction with site Each one means what to your site strategy?

26,000+ cars independently reviewed 4,000+ prices checked each day 1.5m vehicle sales monitored each year

The challenge How best to serve car buyers, sellers, owners Monetisation importance: Advertising revenues, Parker’s Plus, …

The process Identify and analyse key site journeys Improve, prioritise and rearrange content Target the links and calls to action Test a prototype with key audiences, then refine

The results User-centric refreshed site Key elements identified for future development Importantly, in numbers… Unique users up 17% year-on-year Page impressions up 22% year-on-year

Thank you Visit us – E455