Increase sales, engagement and satisfaction through better design Mo Syed @uxmo User experience for e-commerce
User experience for ecommerce - UX Riga 2014
Jan 15, 2015
Increase sales, engagement and satisfaction through better design.
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Increase sales, engagement and satisfaction through better design
Mo Syed @uxmo !
User experience for e-commerce
Why?
Conversion stubbornly low
Growth slowing
Competitive environment
A new way
What’s going on in the brain?How we perceiveWhat drives us
How we can use these insights?
A cognitive model of engagement
Attention is scarce, interruption is abundant.
The mindunconscious
conscious
Cues the breadcrumbs that lead us, without us knowing.
Seeking - dopamine system
Desire
Reward - opioid system
Satisfaction
Time spent in journey
Use
r en
gage
men
t
Buy threshold
Leave threshold
So why do we buy?
Purchase
Tablet App
Kiosk
POS Display
In-Store
Postal Mailing
Catalogue
Email Newsletter
Website
Recommendations
Social platforms
Search
Connected TV
Retargeting ads
Time spent in journey
Use
r en
gage
men
tBuy threshold
Leave threshold
Visit new
site
See retargeting add
Buy
cost benefit
Design approaches for conversion
or reducing cost
Effortless buying
Eliminate confusion
Meet expectations
Refine interactions
Where users look
Eye tracking
from http://www.useit.com/alertbox/reading_pattern.html
Where users look
F-Shape pattern
Visual priority
Take a look at this
A
B
C
B B
B
G
E
F
Path dependence
B
X
A
Path to completion
from http://rosenfeldmedia.com/books/webforms/
Path to completion
from http://rosenfeldmedia.com/books/webforms/
Layout grids
Highest priority
Medium priority
Low priority
Visual harmony
from http://en.wikipedia.org/wiki/Grid_(page_layout)
Layout grids
Clear scan lines
Clear path to completion
The F-pattern
Visual noise
Visual noise
Visual starting point
?
Visual starting point
Where users lookEye tracking on web forms
from http://rosenfeldmedia.com/books/webforms/
The cost of choice
£39/month Sign up now
or
EyeHandThought
cost benefit
Size, quality, price & perception.
A cognitive bias is a pattern of deviation in judgment that occurs in particular situations.
Anchoring describes the common human tendency to rely too heavily, or "anchor," on one trait or piece of information when making decisions.
5 19 25 9120
19 25 9 1205
Summary
References!
http://en.wikipedia.org/wiki/ List_of_cognitive_biases
Priceless by William Poundstone
Web Form Design: Filling in the Blanks by Luke Wroblewski
Why We Buy: The Science of Shopping by Paco Underhill
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