- Customer-centered Rules For Design Of E-commerce Websites Pdf Download
- Customer-centered Rules For Design Of E-commerce Websites Pdf Online
- Customer-centered Rules For Design Of E-commerce Websites Pdf Free
- Customer-centered Rules For Design Of E-commerce Websites Pdf Pdf
This study provides guidance to develop personalized e-commerce for Indonesian students with a method recommended by users and to investigate the characteristics of Indonesian students in using e-commerce. This study used a qualitative method to analyze three components of web design i.e. Information, navigation, and visual designs. Customer-centered rules for design of e-commerce Web sites In the e-commerce industry, quite a few reports discussed design guidelines for Web site design. In a series of reports about e-commerce user experience, Nielsen, Farrell, Snyder, and Molich [8] identified a set of design rules related to the category pages, checkout and registration process, product pages, and user s trust.
Delivering the 'best brand experience' and engaging customers, building relationships and encouraging return visits are the hallmarks of outstanding websites, according to an evaluation by Accenture's Marketing Sciences group that published its first-ever list of the top business-to-consumer websites. Of more than 260 B2C sites that the team of 30 researchers evaluated, Adidas.com, Ford.com, Google.com, Microsoft.com and Nike.com were standouts.
According to the results, these sites were 'successful at engaging consumers using a variety of techniques, such as providing detailed, high-quality information in interesting formats; building relationships through interactive exchanges; and encouraging return visits by current and potential customers through the use of promotions, premium services, clubs and other online innovations.'
The Accenture team examined three broad areas, says Jeffrey Merrihue, CEO of Accenture Marketing Sciences. First, did the website offer basic information and services that should be easily found on all corporate websites? Second, did the website help create relationship- and brand-building with consumers? And third, did it have e-commerce functions and provide the ability to sell more product?
Specifically, the evaluation team relied on nine factors composed of 33 criteria Accenture says are necessary to deliver a high-performing branded customer experience. The nine areas covered: search and navigation, information, service, engagement, relationship building, branding, e-commerce, globalization and number of visitors.
What was surprising to Merrihue was the 'dysfunction' and wide range of problems that his team discovered in all areas of evaluated companies' websites. For example, on one company's site, 'there was really superior brand-building, but if you wanted to find the basics, you couldn't do it,' says Merrihue.
Overall, he says, there was not one specific factor that everyone had trouble with. 'What that told me was that the sector was still very chaotic,' Merrihue says. 'People would focus on one aspect and get it right, but it took all of their energy to get that right,' and other areas, such as building a great e-commerce engine, would be neglected.
This is all very important for 21st-century businesses because a corporate website is 'the place where businesses are expressing their entire value proposition,' he says. In the past, it was a 30-second TV commercial, and now it's a website.
So what did the top five do so well? According to Accenture...
The Nike site scored particularly high in the areas of engagement, relationship building and branding, as it delivered instant impact with tight integration with its offline marketing activity and other elements to engage targeted customers and make it relevant to their daily lives. For instance, Accenture noted that Nike, by using its site to market Nike+ and NikeID, incorporated innovative mechanisms that enable consumers to measure and manage their running regime and even design their own sports shoe.
Google.com was rated as particularly strong in the area of relationship building, as the simplicity of the site's design enables a consumer to set up a Google account and return to a homepage that is tailored to deliver the information that he wants to access on a regular basis. Repeat Google users can readily register to gain access to a variety of services ranging from maps and video to blogs, images and news.
Ford's U.S. site received high marks because of its depth of product information, which the Accenture Web Evaluator rated as detailed, helpful and well-presented. For instance, people who use the Ford site can enter its Virtual Showroom, where they can access detailed product information that is interactive and easy to use and can also locate dealers, search dealer inventory and learn about financing options.
Microsoft.com provides online services that create 'stickiness' and deliver value to the customer. The site encourages visitors to return to download software, access user guides and tutorials, and obtain other product information.
Accenture gave the Adidas site high marks for branding, noting that from the moment a user arrives at the Adidas landing page, the site delivers a high-impact positive brand experience with a 'wow' factor. That impression is sustained throughout the site, as its design, function and layout support the company's 'Impossible is Nothing' messaging with animation, images of star athletes and other design elements that support the slogan and the brand while providing visitors with information about the company and its products.
One vexing question that remains to be answered, of course, is just how much a robust online 'brand experience' translates to companies' bottom lines. Or, consequently, how little. For example, while the Accenture rankings hail the successes of Ford's website, the automaker has been struggling during the last several years. 'Right now, there's too little information to be able to track how improvements in Web performance and transactions lead to increased productivity of the sites' and the company's bottom line, Merrihue says. 'But we will get there.'
He won't comment on Ford's financial situation, but he does laud its website-its virtual showroom and how a customer can build an automobile online. 'I would challenge you to find [something as good as that site from a comparable company] on the Web,' Merrihue says.
While his team culls more data on the sites, Merrihue estimates that in about 18 months he'll have a better understanding of just how much effect the overarching correlation can have on companies. He adds, 'We are committed to proving or disproving that hypothesis.'
Next read this:
Let’s face it, we have all been victims of an impractical or just plain unresponsive checkout system while trying to finish an online purchase.
Most websites are built with the intention to convert the visitors into customers but there is no way that can happen when a poor checkout design is implemented.
Potential customers are looking for a quick and satisfying online experience which means you need to make sure that happens.
Truth be told there have been a few times where I personally didn’t buy an item just because what should have been a simple checkout turned into an unnecessary interrogation with no navigation or step indicators.
To prevent a fleeing potential customer it is imperative to review not only your overall e-commerce design but your ecommerce checkout flow.
Today’s article will feature the basic fundamentals of an ecommerce checkout design including your cart graphics and your overall flow that will hopefully convert your ecommerce store into a profitable one.
1. Keep the Cart Simple
ASOS.com
The first on a very important list of e-commerce checkout fundamentals and must haves is the shopping cart.
The shopping cart is the first visual indicator to potential customers that your site provides a good or service that can be purchased online.
Though a seemingly simple attribute the design of your shopping cart should match the website. Getting appropriate graphics is essential to help the process of conversion.
There are various representations of the famed shopping cart which includes standard shopping trolley, the basket and of course shopping bag for you to choose from. You can even settle for text if you like.
Whichever design you choose you must make sure that it is visibly accessible.
In other words, it needs to be located in an area where visitors will notice it within five seconds or less. You will often find shopping carts are located in the top right corner.
Keep in mind that your shopping cart also needs to be a reasonable size, not too big and not too small. Remember that your cart design doesn’t need to be fancy, just visible.
Other than the basic graphic for your cart you will want to make sure that it updates in real time.
Whenever a customer adds an item the basket should automatically display the new addition.
Make sure this confirmation is clearly displayed. No one should have to look around to see if their item has been successfully added to their cart.
2. Display the Cart Details
oakstreetbootmakers.com
When it comes to purchases a lot of it has to do with the information that is displayed. This includes product details, photos and videos. In fact 92.6% of shoppers base their purchasing decisions on the visuals that are associated with a particular product.
What does this tell us?
It simply tells us the great importance of the visual elements chosen. The photos which you use can either lead to a sell or a passover.
More often than not a potential buyer will likely add an item to their cart if multiple images of the product are included.
Videos are also helpful to push for a sell but you must make sure that the video is straight to the point as to not to lose the viewer’s attention.
Other than photos and videos you need to make sure that your items feature important information like titles and product summaries.
Customers want to know what exactly it is they are buying.
This is a factor that can help instill trust. Along with product summaries you should be sure to include options if applicable which may include color, size and other customizations.
Within your checkout design there should also be a section to change quantity and remove items should the customer change their mind.
Above all else when it comes to making sure details are displayed you will definitely want to include the price of the item, available shipping and the final price (including tax) before they actually checkout.
You don’t want to surprise the customer with hidden prices and fees. This is a sure way to have them abandon their carts and your site.
3. Give Those Options
viners.co.uk
People like having options. They enjoy having the power to customize and control their purchases so you should make sure such control is given.
Cart abandonment can also be brought about with the lack of options your site allows. These options can be seemingly basic but to a customer they can make a world of difference.
Such options you may want to consider is the ability for customers to save their items for later.
Sometimes a person is in the middle of shopping but all of sudden realizes they can’t purchase the item at that point in time but still intend to buy what’s in their cart when time permits.
Allowing them to save these items for later ups the chances of them returning to complete their purchase.
Along with allowing customers to save their carts you need to make your online store as friendly as possible by offering various forms of payment methods.
Lack of payment options can really take a toll on your business if you’re not careful. By assuming that everyone uses only one form of payment e.g. credit cards you consequently alienate those who do not use credit cards.
Offering multiple payment methods will be just as helpful to you as it will be to the customer. Remember to display the payment options on your page where visitors can clearly see it before they begin shopping.
While you are trying to make checking out a better experience for your customers you should also give them the option on whether to create an account or not.
Too many times sites force buyers to register before they can complete their purchase. This is aggravating on many levels as most of us want to “get in and get out”.
Many of us already have enough accounts that we need both hands and maybe a foot to count them on.
The last thing we want is to have to create another account with another password when all we desire is a quick purchase. Not to mention customers associate registering to receiving unwanted e-mails.
To most buyers a forced registration is just another roadblock in the process of their purchase.
Giving a customer an option to checkout as a guest can actually lead to more purchases in the future believe it or not.
4. Instill Trust
Secure payments by PayPal
The first thing most buyers wonder when going to a site where they are able to make a purchase is “is this site safe”.
With technologies advancement has come the risk of your information falling into the wrong hands so it is understandable for customers to be a bit nervous.
There are various methods however to quell these worries such as by using trust indicators. The most obvious method is to provide a message that your site is indeed secure.
Add visual clues like a lock symbol as well as any third-party seals of approval on your site and not just on the checkout page either. Also include a link to your privacy policy to fortify your assurance that your site is safe.
Allowing for product reviews is also a great way to instill trust with your customers.
Giving them the ability to leave testimonials about your business is a great idea too. This doesn’t just help you as a business but it helps potential buyers as well. Buyers will often research a website they have never used if they plan on making a purchase from said site. The mere act of allowing buyers to rate and comment on a product means that you trust them and value their opinion about their product.
Make sure that your customer service information is easily accessible as well. By having this information ready you are letting customers know that you are available and aren’t some mysterious entity. Giving a working number and an e-mail for them to reach you for questions or concerns is a perfect way to further establish trust.
5. Keep the Process Linear
Many companies, including Amazon go as far as literally representing their checkout process as a line.
Your checkout process should be linear. In other words, there should be no steps within steps.
When this is done customers often become confused and frustrated before bailing on their purchase altogether. This not only leaves you with a potential customer who won’t come back but also with a loss in conversion.
Neither of which is a good thing.
Customer-centered Rules For Design Of E-commerce Websites Pdf Download
Your checkout flow should lead the customer to complete their purchase without any interruptions.
A linear checkout means a logical flow but this can be interrupted by sites that require you to make an account prior to completing your purchase.
Often times these steps within steps will direct you from your account creation to a previous step within the checkout process.
This creates confusion for the buyer as they are typically sent to a page they have seen before. This leaves the buyer confused and assuming that there was either an error within the checkout system or that they simply did something wrong.
By avoiding these steps you can keep your checkout linear.
Providing a progress indicator that leads the customer step by step will also be beneficial.
Labeling the steps and indicating exactly where the customer is with their checkout via colors and highlights will give them an idea what will be required of them next.
If your site must have a multi-step process use the progress indicator to inform the customer which step they are at and how many more steps are left until they have completed their purchase.
6. Uncomplicate Your Forms
Any forms used on your checkout page should be free of ambiguity and they should not be overly complexed. Though making a purchase online customers do not want to have provide too much information and forms should take this into account.
While some information must be asked in order to finish an order its illogical hierarchy can have customers once more abandoning their planned purchase.
While there are many steps and considerations that need to be made when creating a checkout form there are some basic implementations that need to always be put into practice.
Any and all form fields need descriptions and if applicable an explanation.
This can be easily done by providing a clickable question mark at the end of each field which can be accessed for a detailed explanation. This is a must for required fields or it can prevent confused customers from finishing.
Whether the title field is ambiguous or not it is smart to add an explanation link to each to avoid assumptions.
Other than making sure your forms have the right titles and descriptions you need to also make sure the form fields show up in a logical manner. You wouldn’t have the credit card information appear at the top of the form before everything else would you? Of course not.
Customer-centered Rules For Design Of E-commerce Websites Pdf Online
Keep everything consistent and logical by having contact information appear first, followed by shipping information and then billing information. This is a standard setup that most buyers are familiar with.
Also make sure that your form can readily and visually indicate errors before users can move on to complete their purchase.
Customer-centered Rules For Design Of E-commerce Websites Pdf Free
Conclusion
While there are certainly a lot more guidelines than the six above it should be noted that the above fundamentals will definitely push your checkout design in the right direction.
Customer-centered Rules For Design Of E-commerce Websites Pdf Pdf
Remember to constantly test your checkout’s efficiency to spot bugs in the system as well as analyze customer cart abandonment if you have the ability to do so.