This Ecommerce sessionexplores the latest trends in the e-commerce customer experience, providing practical examples of product pages, navigation, shopping basket, and the checkout process. You will be able to compaImproving the Ecommerce Usre your own ecommerce activities against best practice examples, and how to introduce these proven techniques into your own ecommerce site.

1. Improving the Ecommerce User Experience Dr Mike Baxter Sales Logiq 14 th May 2010

2. What is User Experience?

5. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm

6. Unexpected causes An attractive female researcher asked male subjects to complete a visual perception test – either on a scary bridge or on a bridge that was not scary. Significantly more of the scary-bridge subjects later contacted the researcher to ask to go out with her. The Mis-attribution of Arousal Paradigm We do quite a lot of things for reasons we don’t realise!

7. Too much choice damages sales Barry Schwartz 2004 The Paradox of Choice

8. Too much choice damages sales Offering customers a choice of 24 different jams, rather than 6, reduced purchase commitment by 90% Barry Schwartz 2004 The Paradox of Choice

10. The Blink Test http://www.sanbaldo.com/exp/

13. Webby Awards 2009 Best Home Page Nominee

14. Webby Awards 2009 Best Home Page Nominee Marketing promise basics: Who am I? What do I offer? Why should you choose me?

15. Webby Awards 2010 Best Retail – People’s Voice Winner Who am I? What do I offer? Why should you choose me?

16. What are the promises? Who do you trust to deliver them? Who am I? What do I offer? Why should you choose me?

17. Marketing Promise: Landing Pages

18. Marketing Promise: Landing Pages Who am I? What do I offer? Why should you choose me?

21. Where am I on the site?

22. How do I find products like this?

25. ? ? ? Where do I find it?

27. Is it available?

28. Is it available?

31. Payment & Delivery Promise Payment / delivery promise basics: How / when can I get it? How can I pay for it?

35. Checkout steps

39. Avoiding loss of information already entered www.houseoffraser.co.uk Between the (obligatory) registration and the first step of checkout, House of Fraser ‘forgets’ my information!

40. Avoiding loss of information already entered Saving basket contents can increase revenue (within the bounds of effective stock management)

42. Stock management & session timing www.dell.com www.jcpenney.com

51. Trust https://

55. How do we measure user experience? Customer journey analysis Web analytics