IA for Shopping October 16, 2007 Lauren Vo

1. IA for Shopping October 16, 2007 Lauren Vo

2. Notoriously fickle Promiscuous Impatient 8 s rule is now 4 s rule When researching, they visit an average of 3.2 sites. They spend 1 minute and 49 seconds on each site with the exception of the final site they visit while trying to complete their task. In this case, they spent an average of 3 minutes and 49 seconds. The average user spends 30 seconds on your homepage and will read 10 to 20 words. They will only scroll 23% of the time. Characteristics of Online Consumers

3. Characteristics of Online Consumers Bottom Line: Don’t overestimate the patience of your user.

4. Shopping List • Ripstik caster board • Shoes • Fruit • Population of the United States • Book • Laptop

5. Ripstik Caster Board • Sharper Image • Does some things right: intuitive layout, service guarantee, customer reviews, fixes my misspelling • But look at the accessories • You have to scroll away from the product • Cross selling has no logical connection to product • Navigation issues • Not easy to navigate through search pages • Back button doesn’t work

6. Amazon Gets It Right • Amazon’s Ripstik caster board • Lots of pictures, lower price, free shipping • Effective cross selling: wheels and ramp are accessories • Personalization • User reviews • International • One-click Bottom Line: Make cross selling effective and ensure easy navigation.

7. Amazon’s Evolution 1995: Launch 2000: Tab Graveyard 2006: Yesterday’s Design

8. Amazon’s Redesign

9. Free shipping Number of items and keeps a running total User reviews Wishlist Benefits of registration Hacker Safe logo Breadcrumbs Social media integration Lets customers know where they are in the checkout process Unique features C28 Gets It Right Bottom Line: Even a smaller site can have great IA.

10. Shopping List • Ripstik caster board • Shoes • Fruit • Population of the United States • Book • Laptop

11. Bottom Line: Don’t force users to register. Fruit • Price check video • Security • Privacy • Marketing • Tact

12. Population of the United States Bottom Line: Don’t make it look like an ad.

13. Book • M-commerce issues • Smaller interface • Differences in functionality/compatibility • Slower page loading times • Amazon redirects you to amazon.mobi from dotmobi emulator Bottom Line: Keep mobile users in mind.

14. Book • Accessibility • Target is being sued by the National Federation of the Blind over website accessibility • Fangs is an open source screen reader emulator Bottom Line: Make websites accessible.

15. Security • Secure Socket Layer (SSL) • Verisign • SSL certificate guarantees identity • Encryption of private data • Hackersafe Logo • Scan Alert • Scans your site for security issues • Unclear if this actually helps sales Bottom Line: You want SSL.

16. Laptop • 2007 Q2 • Notebook shipments were up 40% year over year. • HP shipped 4.7 million laptops, up 77% over last year. • Dell shipped 3.4 million units, up only 10% year over year.

17. Laptop Bottom Line: Business strategy > IA.

18. Resources • Get Elastic Ecommerce Blog www.getelastic.com/ • Jakob Nielsen's Website http://www.useit.com/ • Dotmobi Home http://mtld.mobi/ • Fangs on SourceForge http://sourceforge.net/projects/fangs

19. Sources(Note: See individual slide notes for source use.) Amazon. (2007). A quick tour of our new remodel. Retrieved October 16, 2007, from Amazon site: http://www.amazon.com/gp/events/gno/ Billingsley, J. (2007). A good example of bad cross-selling. Retrieved October 16, 2007, from Get Elastic site: http://www.getelastic.com/ecommerce-cross-selling-gone-wrong/ Boag, P. (2006). Statstastic! Jakob loves his stats. Retrieved October 16, 2007, from Boagworld site: http://www.boagworld.com/archives/2006/08/statstastic_jakob_loves_his_stats.html Bustos, L. (2007). Amazon tabs’ extinction means better customer experience. Retrieved October 16, 2007, from Get Elastic site: http://www.getelastic.com/tabbed-navigation-usability/ Bustos, L. (2007). Small etailer packs big usability features. Retrieved October 16, 2007, from Get Elastic site: http://www.getelastic.com/small-etailer-packs-big-usability-features/ Bustos, L. (2007). Usability review: The sharper image. Retrieved October 16, 2007, from Get Elastic site: http://www.getelastic.com/usability-review-the-sharper-image/ Chaffey, D. (2006). The 4 second rule of online customer engagement. Retrieved October 16, 2007, from Dave Chaffey site: http://www.davechaffey.com/Internet-Marketing/C7-Service-Quality/Online-customer-engagement-research/

20. Sources(Note: See individual slide notes for source use.) eMarketer. (2006). Online retailers face four-second barrier. Retrieved October 16, 2007, from eMarketer site: http://www.emarketer.com/Article.aspx?id=1004259 Moses, A. (2006). Online shopping: it's click or miss. Retrieved October 16, 2007, from Sydney Morning Herald site: http://www.smh.com.au/news/web/click-or-miss/2006/11/09/1162661799042.html Nielsen, J. (2007). Fancy formatting, fancy words = looks like a promotion = ignored. Retrieved October 16, 2007, from useit site: http://www.useit.com/alertbox/fancy-formatting.html Olson, D. (2007). Newcrazy ecommerce video gets “personal” with your information. Retrieved October 16, 2007, from Get Elastic site: http://www.getelastic.com/ecommerce-video-checkout-personal-information/ OUT-LAW News. (2006). Target sued over web accessibility. Retrieved October 16, 2007, from OUT-LAW News site: http://www.out-law.com/page-6634 Savitz, E. (2007). Notebook shipments up 40% In Q2, DisplaySearch says. Retrieved October 16, 2007, from Tech Trader Daily site: http://blogs.barrons.com/techtraderdaily/2007/09/11/notebook-shipments-up-40-in-q2-displaysearch-says/ Webmaster World: Ecommerce. (2005). ScanAlert (Hacker Safe): What exactly does it do? Retrieved October 16, 2007, from Webmaster World site: http://www.webmasterworld.com/forum22/3982.htm