devour your competition building the best web site
DESCRIPTION
Building a web site is easy; building a GREAT web site that has all the features that customers like takes some skill and knowledge. Even if you think your web site already has it all, Rick Wilson, President of Miva Merchant has some ideas and suggestions for creating the kind of web site that customers have to come to expect in ecommerce shopping – and the kind of web site that will help you devour your competition. We love knowing that customers are visiting our ecommerce site, but how do we turn a browser into a buyer? For most ecommerce web sites, less than 4% of all visitors actually make a purchase. So how can you increase your sales conversion rate when the odds are against you? With over 13 years in ecommerce, Rick has the expertise to help guide you - and your buyers - in the right direction.TRANSCRIPT
Devour Your Competition: Building the Best Web Site
Rick Wilson President/COO Miva Merchant
ASD/IMA March 2013 – Las Vegas, Nevada
Devour Your Competition:Building The Best Web Site
New Features That Are Must Haves In 2013
What is the New Normal?
UtilityUsability Desirability
Must Haves Concepts in 2013
Utility• Functional• Easy to Use• Helpful
Usability• Intuitive• Focused• Effective
Communication
Desirability• Seductive• Impressive• Social
More Information: http://www.zurb.com/article/1128/the-3-elements-of-good-design-usability-u
What does this look like?
Utility• Functional
• 2013 Must Have Features
• Easy to Use• Analytics Tools
• Helpful• Product
Comparisons
Usability• Intuitive
• Multi-Device Design
• Focused• Navigation & Search
• Effective Communication
• Optimized Checkouts & Page Direction
Desirability• Seductive
• Enhanced Product Pages
• Community• Social Media & SEO
• Impressive• Product Reviews
USABILITY
• Intuitive• Focused• Effective
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.
Intuitive Usability:Multi-Device Design
Focused Usability:Navigation - Traits
• Functionally Easy to Use• Understandable
Hierarchy• Consistent Location
Example: HealthChemist.co.nz
Focused Usability:Navigation - Features
Breadcrumbs
“Speaking” Block Navigation
Drop Down, Fly-out, & Mega Menus
Focused Usability:Advanced Search
• Emphasize Search• Auto-Complete• Search Facets• Searching Categories• Sorting & Pagination
Options
Example: FirstPlaceParts.com
Effective Usability:Optimized Checkouts
• Optimize the Checkout• Enhancing Checkout
– Mini Basket– Shipping Estimator
• Multiple Step vs. Abbreviated Checkouts Don’t stop with just the checkout.
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
UTILITY
• Functional• Easy to Use• Helpful
Functional Utility:Key Features For 2013
• Mini Basket• Shipping Estimator• Smart Breadcrumbs• Category Pagination & Sorting• Category & Product Page Templates
Functional Utility:Other Features To Consider
• Facebook Connect• Social Networking Buttons• Social Commerce• Blog Integration
Easy to Use Utilities:For the Customer
• Category Quickview• AJAX Add to Cart• Notifications after
Actions
Easy to Use Utilities:For the Store Owners
• Monitor Traffic• Track Sales & Conversion Rates• View Customer Checkout Flow• Track Searches• Test new features
Helpful Utility:Helping the Customer
• Product Comparisons• Related Products• Detailed Category
Pages
DESIRABILITY
• Seductive• Community• Impressive
Seductive Desirability:Enhanced Product Pages
- Show Alternate Colors & Views - Product Zoom - Large Image Lightbox
Seductive Desirability:Enhanced Product Pages
Community Desirability:Social Media & Marketing
• Display your social networks• Be an active member in each social
community• Integrate Social Media
Impressive Desirability:Product Reviews
Review
Utility• Functional
• 2013 Keys• Mini Basket• Shipping Estimator
• Easy to Use• A/B Testing• AJAX Add to Cart
• Helpful• Product
Comparison
Usability• Intuitive
• Multi-Device Design• Mobile & Responsive
• Focused• Search
• Facets• Autocompletes
• Effective Communication
• Optimizing Checkouts
Desirability• Seductive
• Enhancing Product Pages
• Quality Images
• Community• Social Media
• Follow on Contact
• Impressive• Product Reviews
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