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 they Gender Age Race Education Where 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 purchases Impulse or planned purchases High 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, 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, 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 B What’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 - KevinWeekend Warrior/Pro-sumer - James

14 How do design website Web analytics Heat maps Usability analysis Customer surveys “Borrow” design

15 Web analytics

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17

18 Heat Maps

19 Usability testing

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21 Before

22 After

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24 Overstock breadcrumbs

25 Amazon breadcrumbs

26 How Lessno does it? Now Future

27 Conclusion E-commerce websites are very linear from usability perspective All 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 place Customers want to have access to a lot of information on demand (on click) Become Lessno.com Beta Tester Ianko Ignatiev