Devour Your Competition: Building the best (ecommerce) web site in 2013
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This is the slidedeck from my March 2013 Presentation of the same name at the ASD/IMA show. Learn about these must have features to dominate in ecommerce in 2013.
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Devour Your Competition: Building the best (ecommerce) web site in 2013
- 1. Devour Your Competition: Building the Best Web Site Rick Wilson President/COO Miva Merchant ASD/IMA March 2013 – Las Vegas, Nevada
- 2. Devour Your Competition: Building The Best Web Site New Features That Are Must Haves In 2013
- 3. What is the New Normal? Usability Utility Desirability
- 4. Must Haves Concepts in 2013 Usability Utility Desirability • Intuitive • Functional • Seductive • Focused • Easy to Use • Impressive • Effective • Helpful • Social Communication More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u
- 5. What does this look like? Usability Utility Desirability • Intuitive • Functional • Seductive • Multi-Device Design • 2013 Must Have • Enhanced Product Features Pages • Focused • Navigation & Search • Easy to Use • Community • Analytics Tools • Social Media & SEO • Effective Communication • Helpful • Impressive • Optimized Checkouts • Product • Product Reviews & Page Direction Comparisons
- 6. USABILITY • Intuitive • Focused • Effective
- 7. Intuitive Usability: Multi-Device Design • Store interfaces need to be usable as a whole • Mobile vs. RWD • There is an increasing demand • *Mobile design is not for everyone.
- 9. Focused Usability: Navigation - Traits • Functionally Easy to Use • Understandable Hierarchy • Consistent Location Example: HealthChemist.co.nz
- 10. Focused Usability: Navigation - Features Drop Down, Fly-out, & Mega Menus Breadcrumbs “Speaking” Block Navigation
- 11. Focused Usability: Advanced Search • Emphasize Search • Auto-Complete • Search Facets • Searching Categories • Sorting & Pagination Options Example: FirstPlaceParts.com
- 12. Effective Usability: Optimized Checkouts • Optimize the Checkout • Enhancing Checkout – Mini Basket – Shipping Estimator • Multiple Step vs. Don’t stop with just the checkout. Abbreviated Checkouts Contact forms, FAQs, and other important pages should be clear to navigate. Need Help? Recommended Reading: http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-store
- 13. UTILITY • Functional • Easy to Use • Helpful
- 14. Functional Utility: Key Features For 2013 • Mini Basket • Shipping Estimator • Smart Breadcrumbs • Category Pagination & Sorting • Category & Product Page Templates
- 15. Functional Utility: Other Features To Consider • Facebook Connect • Social Networking Buttons • Social Commerce • Blog Integration
- 16. Easy to Use Utilities: For the Customer • Category Quickview • AJAX Add to Cart • Notifications after Actions
- 17. Easy to Use Utilities: For the Store Owners • Monitor Traffic • Track Sales & Conversion Rates • View Customer Checkout Flow • Track Searches • Test new features
- 18. Helpful Utility: Helping the Customer • Product Comparisons • Related Products • Detailed Category Pages
- 19. DESIRABILITY • Seductive • Community • Impressive
- 20. Seductive Desirability: Enhanced Product Pages - Show Alternate Colors & Views - Product Zoom - Large Image Lightbox
- 21. Seductive Desirability: Enhanced Product Pages
- 22. Community Desirability: Social Media & Marketing • Display your social networks • Be an active member in each social community • Integrate Social Media
- 23. Impressive Desirability: Product Reviews
- 24. Review Usability Utility Desirability • Intuitive • Functional • Seductive • Multi-Device Design • 2013 Keys • Enhancing Product • Mobile & Responsive • Mini Basket Pages • Shipping Estimator • • Focused Quality Images • Search • Easy to Use • Community • Facets • A/B Testing • Social Media • Autocompletes • AJAX Add to Cart • Follow on Contact • Effective • Helpful • Impressive Communication • Product • Product Reviews • Optimizing Checkouts Comparison
- 25. Questions ??? Email Me: rwilson@mivamerchant.com
- 26. Sources • PR8 Update 7 & 8 Overview - http://www.mivamerchant.com/pr8-8-features • Test Early, Test Often - http://uxdesign.smashingmagazine.com/2008/01/31/10-principles-of-effective-web-design/ • Usability, Utility, Desirability - http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u • Multi-Screen World - http://services.google.com/fh/files/misc/multiscreenworld_final.pdf • Top 100 Grossing E-Commerce Sites - http://baymard.com/checkout-usability/benchmark/top-100 • Essential E-Commerce Website Features - http://sixrevisions.com/user-interface/e-commerce-website-features-tips- examples/ • 7 Inspirational Steve Jobs Quotes for Designers - http://onthecloud.mycroburst.com/7-inspirational-steve-jobs-quotes-for- designers/ • Mobile Websites vs. Responsive Websites - http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive- design.html
Editor's Notes
- Introduce and declare the topic
- We’re going to start with a high level view and work our way to specific items.This concept can be applied to websites as a whole or detailed items.Start asking yourself, “Does your [idea/solution/change] improve usability, utility, desirability”Jon Wiley, Lead Designer at Google, said“When I think of design and creating great user experiences, I generally think of it in terms of three things: usability, utility and desirability.”Image CreditsiPhone: http://images.apple.com/iphone/design/images/hero_front.jpgSwiss Army Knife: http://www.jimsimcoe.com/wp-content/uploads/2010/10/swiss_army_knife.jpgCandy: http://www.candyfavorites.com/blog/wp-content/uploads/love-candy.jpeg
- Expand each main item
- Steve Jobs has said, “That's been one of my mantras -- focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.”Image Source: http://www.digitaltrends.com/wp-content/uploads/2011/10/steve-jobs-holding-iphone.jpg
- According to a study by Morgan Stanley Research (2010) – Mobile web browsing will pass desktop web browsing and continue to increaseMore Information:http://www.mivamerchant.com/landingmobileImage Credit:http://johnpolacek.github.com/scrolldeck.js/decks/responsive/Sources:https://placester.com/real-estate-marketing-academy/11-must-haves-for-a-responsive-real-estate-website/http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.html
- Shopping is becomming more of a multi device taskImpulse Buys - Mobile purchases leads to more spontaneous shoppingO’Niel Case Study (6 Week Comparison)iPhone/iPod: Conversions: +65.71% , Transactions: +112.50%, Revenue: +101.25%Android Devices: Conversions: +407.32%, Transactions: +333.33%, Revenue: +591.42%Sources:http://electricpulp.com/notes/you-like-apples/
- More Information: http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/http://www.smashingmagazine.com/2008/02/26/navigation-menus-trends-and-examples/
- Examples:http://www.healthchemist.co.nzSources & More Information: http://sixrevisions.com/user-interface/e-commerce-website-features-tips-examples/http://www.smashingmagazine.com/2008/02/26/navigation-menus-trends-and-examples/
- Example:www.FirstPlaceParts.comMore Information:http://uxdesign.smashingmagazine.com/2009/12/08/principles-of-effective-e-commerce-search/http://econsultancy.com/us/blog/10407-site-search-for-e-commerce-13-best-practice-tips
- 60% of all e-commerce visitors abandon their shopping cart. Why?“We recommend you first optimize your existing checkout process and create a clear and concise multi-step checkout for your customers BEFORE experimenting with a one page checkout.”“Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people's attention for much longer” - Jakob Nielsen’s, from a Evidence-Based User Experience Research, Training, and Consulting group: Nielsen Norman GroupDon’t stop with just the checkout. Contact forms, FAQs, and other important pages should be clear to navigateMore Information:http://www.mivamerchant.com/one-page-checkoutSources:http://www.mivamerchant.com/blog/a-definitive-guide-to-a-one-page-checkout-for-your-ecommerce-storehttp://baymard.com/checkout-usabilityhttp://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/Image Credit:http://dryicons.com/icon/architecture-blueprint-icons-set/shopping-cart/
- Image CreditsSwiss Army Knife: http://www.swissknifeshop.com/media/catalog/product/cache/1/image/5e06319eda06f020e43594a9c230972d/W/G/WG16999.jpg
- Just want to be sure that you are aware of Miva’s newest improvements & features
- Just want to be sure that you are aware of Miva’s newest improvements & features
- Gather the Easy for You to use… Set it and forget it!Analyze your site’s performance, take the pain Others:SearchSpring -HummingBird – Real Time Traffic - http://projects.nuttnet.net/hummingbird/Visual Webstie Optimizer – Q/A & Multivariat testing http://visualwebsiteoptimizer.com/Image Credit:https://lh5.ggpht.com/pzVoPNaE2qjdmsGzXIMiEnXW37Tq993TPb28JZltq29JIGUlQXaWfgFX-wiqVHmXog=w705
- Easy for You to use… Set it and forget it!Image Credit:https://lh5.ggpht.com/pzVoPNaE2qjdmsGzXIMiEnXW37Tq993TPb28JZltq29JIGUlQXaWfgFX-wiqVHmXog=w705
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- Image Credit:http://images5.fanpop.com/image/photos/30400000/Candy-candy-30424649-1920-1200.jpg
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- *** FADE IN THREE IMAGES WITH EACH BULLET POINT ***
- Without usability and utility, you can't really create desirability