2. Retail Cops . UX Research. E-Commerce User Experience
• User Behavior
• Homepages and Category Pages
• Product Pages
• Shopping Carts, Checkout and Registration
• Search (Including Faceted Search)
• Customer Service
• Wish lists, Gift Certificates, and Gift Giving
• Trust and Credibility
• Store Finders and Locators
• Transactional Email and Confirmation Messages
3. Retail Cops . UX Research. E-Commerce User Experience
User Behavior
how people shop online.
Behavioral analysis,
study metrics, and
essential findings are
combined to create a
complete overview of
shopping behavior and
best practices.
focuses on having a deep understanding of users, what
they need, what they value, their abilities, and also their
limitations.
UX best practices promote improving the quality of the
user’s interaction with and perceptions of our product
and any related services.
• Business Understanding
• Audience Definition
• Set Goals
• Business Artifacts
UNDERSTAND
4. Retail Cops . UX Research. E-Commerce User Experience
Homepages and Category Pages
The homepage, along
with the category pages,
help organize and
prioritize a website’s
offerings. Customers run
into problems when they
can’t tell what your site
sells or can’t find the
products they want to
buy.
Best practices for homepage design
• Create a good first impression
• Keep customers on your site
• Sell and build trust
• Introducing your website as a great place to shop
• Show what you sell
• Finding (navigating to) products
• Classification systems for e-commerce websites
• Facilitating direct navigation
• o Encouraging serendipitous exploration through category pages
• Category pages
• Presenting options
• Navigating through subcategories
• Differentiating category pages from product listing pages
• Product listing pages
• Product listing pages play an important role in the purchase
process
• Presenting options
• Layout of category pages can help the shopping process
• Best ways to show product offerings
• Product comparison
• Helping shoppers compare products easily
• Designing controls for sorting products
• Comparison tables
5. Retail Cops . UX Research. E-Commerce User Experience
Product Pages
Customers need adequate
information about a product
before they will buy it online.
Effective product pages use a
combination of text and
images to show product
information, availability, price,
and a clear way to purchase
the item. This report also
includes guidelines for
designing product
customization options and
presenting user reviews.
Best practices for Product page design
• Elements of a successful product page
• Doing the job of the salesman — without the hype
• Allowing quick comparison
• Providing second opinions
• Starting the purchase process
• Navigating among products
• Finding products
• Product descriptions
• Best practices in writing and presenting product description
• Layering product details
• Layout considerations
• Helping people make comparisons
• Word choice boosts sales
• Describing details and characteristics
• Specification tables
• User reviews and ratings
• Visual elements for fast comprehension
• Criteria to ask in reviews
• Criteria to ask about the reviewer
• Types of reviewers
6. Retail Cops . UX Research. E-Commerce User Experience
Product Pages
Best practices for Product page design
• Product images
• Linking to and from images
• Size, alternate views, detail, and composition
• Communicating accurate information
• Zoom tools
• Price, costs and availability
• How and where to show price
• Relevant information related to cost
• Specifying product options, like color and size
• Naming the options
• Indicating selected options
• Color swatches
• Multilevel lists and menus
• Options that are not available
• Error messages for non-selected options
7. Retail Cops . UX Research. E-Commerce User Experience
Shopping Carts, Checkout and Registration
When your customer can’t or
won’t complete an online
order even though they found
a product they want, it is a
disaster for your site.
You lose that sale, and you
often lose the customer as
well.
Best practices for Product page design
• Elements of a successful checkout process
• Organizing the purchase
• Encouraging registration
• No surprises
• When, where and how
• Closing the sale
• Checkout process steps and procedures
• Essential elements of a shopping cart
• Editing the shopping cart
• Saving the shopping cart
• Gift options
• Requesting personal information
• Form entry problems
• Error messages
• Registration
• Problems with registration
• Optional registration (FB, Google integration)
• Required registration
• Elements of registration
8. Retail Cops . UX Research. E-Commerce User Experience
Shopping Carts, Checkout and Registration
Best practices for Product page design
• Shipping and billing address forms
• Multiple recipients
• Shipping and delivery options
• Delivery
• In-store pickup
• Payment information
• Gift cards and gift certificates
• Completing the order: summary and confirmation
• Order summary
• Order confirmation
9. Retail Cops . UX Research. E-Commerce User Experience
Search (Including Faceted Search)
You can’t sell a product that
your customers can’t find.
Your site must accommodate
all types of searches and
return relevant results for
categories, products, and
product characteristics.
Search is a critical element of
building a profitable website
Best practices for Search page design
• Exploiting search to meet customer needs
• Feeling for breadth or depth of the site's product selection
• Quickly locate a product category or something specific
• Fallback option to site navigation
• Narrow options
• Return to an item previously located
• Customer queries
• Search queries, what people type
• Query length
• Within site searches versus web-wide searches
• Best practices for search on e-commerce websites
• Placement of search
• Accommodating different lengths and types of searches
• Interpreting the query
• Narrowing options
• Returning useful results
• Advanced and scoped searches
• Presenting search results
• Sorting results
• Narrowing product choices
• Guided navigation versus faceted search
10. Retail Cops . UX Research. E-Commerce User Experience
Customer Service
When customers can quickly
find information, it’s better,
and less expensive, than
when they must contact the
company for assistance.
Shoppers expect to find
relevant information at the
right time and place.
Best practices for Customer Service design
• Finding customer service information
• Name and placement of customer service link
• Cross-reference customer service information
• Customer service policy
• Policies that customers understand
• Dealing with long pages
• Details customers want
• Frequently Asked Questions (FAQs)
• Layout and organization
• Searchable database
• Returns
• Return policies by geography
• Return policy strategies
• Contacting the company
• How to feature contact information
• Contact details
• Contact forms
• Store locators
• Live help
• Promoting and implementing live chat
• Shopping assistance
• Product guides
• Contextual help
• Other areas
• Receipts
• Order status
• Surveys
11. Retail Cops . UX Research. E-Commerce User Experience
Wish lists, Gift Certificates, and Gift Giving
If you’re running a business-
to-consumer site without
wish lists and gift certificates,
you’re giving up valuable
business.
Gift buyers come to your site
because someone they know
likes to shop with you, not
because they have an
independent relationship with
your site. The smallest glitch
in the user experience can be
fatal for these users.
Best practices for Wish lists, Gift Certificates, and Gift Giving page design
• User attitudes toward online gift giving
• Fear of online gifting
• Personal touch versus convenience
• The guilt and relief around gift certificates and wish lists
• And the best gift is…
• Choosing gifts online; the steps involved and barriers at each step
• The gift choice process
• Finding a trustable site
• Finding a suitable item
• Purchasing the item
• Choosing gift options
• The gift receipt and message for the recipient
• Shipping to a different address
• Confirming order and receipt
• Wish list guidelines
• Wish list considerations
• Creating the list
• Adding items
• Sharing the list
• Notification mail
• Buying from a wish list
12. Retail Cops . UX Research. E-Commerce User Experience
Trust and Credibility
Trust is essential to the user's
willingness to risk time,
money, and personal data on
a website.
If you lose trust, you lose the
sale and you may lose the
customer as well.
Best practices for Trust and Credibility
• Visual design and site experience
• First impressions
• Professional site design
• Site search is reliable and usable
• Information about the company
• Company details that users want
• Stating facts
• Demonstrating expertise
• Product Information
• Displaying the appropriate level of product detail
• Answering user questions
• Respecting users’ information
• Requesting personal information
• Registration
• Credibility indicators
• Endorsements
• Logos
• Feedback on third-party sites
• Reviews: good and bad
• Pricing and cost
• Showing price
• Justifying the cost
• Inventory and availability
• Performance and errors
• Fraud, security, and policies
• Customer support process and policies
13. Retail Cops . UX Research. E-Commerce User Experience
Store Finders and Locators
Customers often need to visit
physical locations of
companies to complete
transactions. Your website,
and any mobile apps, should
help them find the most
convenient location that offers
the services they need.
Best practices for Store Finders and Locators
• How to present location information to reduce customer calls and to get
people in your stores
• Placement and naming of locator links
• Global and utility navigation bar link
• Parameters based on available services and products
• Behavioral patterns for finding locations
• Search engine usage to find stores
• Specific information people seek
• Mobile and desktop considerations
• Directions and maps
• Interactive locator tool versus location list
• Integrating maps and directions
• Forms for location information
• Turn-by-turn directions
• Map pan and zoom functionality
• Location listings that are easy to scan
• Critical information people need to make decisions
• International considerations
• Layout of location listings
• Visual design of location listings
• Enabling printing and emailing directions
• Third-party directions and mapping platforms
14. Retail Cops . UX Research. E-Commerce User Experience
Transactional Email and Confirmation Messages
Confirmation email is one of
the most important touch
points to inform a customer
of their transaction. Good
email usability can save
money by reducing telephone
calls to your call center
Best practices for Transactional Email and Confirmation Messages
• Get an inside look at how customers handle transactional email
messages in their inbox
• How email affects trust
• Common issues with transactional email
• Subject, sender, and message body
• Writing From, Subject, and message body information
• Recommended features for all transactional messages
• Message sequences
• Distinguishing your messages from phishing messages
• Email attributes
• Trust
• Completeness
• Value
• Ease of use
• Writing
• Design
15. Retail Cops . UX Research. Online Portal features
ONLINE PORTAL FEATURES
Buy product
Sales Call
Order Entry
Credit Criteria
16. Retail Cops . UX Research. Online Portal features
Recommended Components
Deal of the day
Best selling
We recommend
Product Catalogue
Hot Offers
New arrival
Main Navigation (Shop by Department)
Customers Who Bought This product Also Bought….
Cart
Payment Methods
17. Retail Cops . UX Research. Online Portal features
• Recommended Features
Login/ FB- Google integration
Look at my checklist (Define categories or specific products)/ Add items to
checklist (Search product catalog in cool and easy way)
Checklist provides options/ offers
My Budget
Loyalty points of each product and my total no of points/ closest available prize
Finalize checklist
Schedule delivery time
Buy: 2 options: cash on delivery / Pay by Visa
Social Media (share-like)
Extra Discounts ( generate deals with banks to give they customer special
discounts) (Marketing Revenue)
Shop the look
Shopping Advise
18. Retail Cops . UX Research. Online Portal features
• Recommended Features (Personalization)
My Wish List
My points
My Budgets
My Checklist
My Shopping Statistics
Delivery Schedule
Delivery Progress
Birthday – Alert - Gift
MY…