1 / 25

Hollie Goldman, online shopper

Hollie Goldman, online shopper. $9.95. $14.99. Hollie’s. Hollie’s. Hollie’s. Hollie Goldman 123 Main Street Our town, ST 12345 USA. Hollie Goldman 123 Main Street Our town, ST 12345 USA. Hollie Goldman 123 Main Street Our town, ST 12345 USA. Hollie Goldman Forrester Research

wren
Download Presentation

Hollie Goldman, online shopper

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Hollie Goldman, online shopper

  2. $9.95

  3. $14.99

  4. Hollie’s Hollie’s Hollie’s Hollie Goldman 123 Main Street Our town, ST 12345 USA Hollie Goldman 123 Main Street Our town, ST 12345 USA Hollie Goldman 123 Main Street Our town, ST 12345 USA Hollie Goldman Forrester Research 400 Technology Sq. Cambridge, MA 02139 USA Hollie Goldman Forrester Research 400 Technology Sq. Cambridge, MA 02139 USA Hollie Goldman Forrester Research 400 Technology Sq. Cambridge, MA 02139 USA

  5. “$10 off your next purchase”

  6. $9.95 FREE!

  7. Hollie Goldman, Amazon.com customer -- with a parting gift from buy.com

  8. The Experience Is Everything Harley Manning Research Director Forrester Research

  9. Agenda • What is user experience? • How does it contribute to profitability? • How can you create a great user experience ?

  10. Theme A great user experience is the most cost-effective path to Web profitability

  11. Offline: buy at store Offline: browse catalog Users have specific goals when they go online User Scenario Goal Online: compare products

  12. Find category http://www.retailer.com LOGO Men's Women's Mary is wearing Gifts our red dress s, brown snakeskin Help loafers, and is Shopping Cart carrying our Customer Service Retro 1-Strap Backpack. About Retailer Privacy Policies Content and function must serve user goals Goal User Scenario

  13. Find category --> Get information http://www.retailer.com Sleeveless Red Dress Size LOGO Color Price $48.00 Men's Women's Buy! Gifts Rayon/Cotton Help blend. Machine Shopping Cart wash. Women's Customer Service 42" from natural waist. Petiole 40" About Retailer from natural waist. Privacy Policies http://www.retailer.com LOGO Men's Women's Mary is wearing Gifts our red dress s, brown snakeskin Help loafers, and is Shopping Cart carrying our Compare Customer Service Retro 1-Strap Backpack. About Retailer Privacy Policies Content and function must serve user goals Goal User Scenario

  14. Find category --> Get information --> Compare products http://www.retailer.com Sleeveless Red Dress Size LOGO Color Price $48.00 Men's Women's Buy! Gifts Rayon/Cotton Help blend. Machine Shopping Cart wash. Women's Customer Service 42" from natural waist. Petiole 40" About Retailer from natural waist. Privacy Policies http://www.retailer.com Sleeveless Red Dress $48 Short-sleeved Blue Dress $42 http://www.retailer.com LOGO LOGO Men's Women's Gifts Men's Women's Mary is wearing Help Gifts our red dress s, Shopping Cart brown snakeskin Customer Service Help loafers, and is Shopping Cart carrying our About Retailer Compare Customer Service Retro 1-Strap Backpack. Privacy About Retailer Policies Privacy Policies Content and function must serve user goals Goal User Scenario

  15. Online user experience A user’s total interaction with a site, including ease-of use, content, and function

  16. Agenda • What is user experience? • How does it contribute to profitability? • How can you create a great user experience ?

  17. User experience moves business metrics • Consumers respond to it • Business decision-makers require it • Firms know they must provide it

  18. Despite good intentions, most sites provide a poor experience • Shoppers give up on two-thirds of their buying attempts • Job seekers can’t complete applications • All users struggle with basic site flaws

  19. A basic flaw: poor text legibility • Almost half of all sites are hard to read • Text blends into background • Type is too small

  20. The business impact of design flaws • Products and services are hard to find • Prospects can’t make a decision • Willing buyers can’t complete an order

  21. Firms can throw money at these problems • Bribe defectors to return • Increase marketing budgets to drive traffic • Slash prices to improve look-to-buy ratios

  22. Or firms can fix their broken sites . . . • Make it easier to find products and services • Help prospects make decisions • Remove barriers to ordering

  23. . . . because there are a lot of Hollies out there • 67% of Web buyers have abandoned an online shopping cart • 60% of travel site users go to another site when they can’t easily find what they want • The more active the online investor is, the easier he/she thinks it is to switch providers

  24. Theme A great user experience is the most cost-effective path to Web profitability

More Related