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IA for Shopping and Shopping Carts PowerPoint Presentation

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About This Presentation

Slide 1 - IA for Shopping & Shopping Carts Adrian Whatley INF 385e Fall 2005
Slide 2 - E-Commerce Consumer Purchase Factors Closing the deal with the shopping cart Simplify Support Secure Confirm Conclusion Overview
Slide 3 - E-Commerce Is Big Business 50% of US net users and 20% of non-US net users regularly buy online (2002) “Click and Mortar” firms see an increase in visits to traditional sales outlets
Slide 4 - Uncontrollable Factors Consumer characteristics Social Economical Cultural Psychological Beyond the the control and influence of marketers Uncontrollable Factors
Slide 5 - Product/Service Characteristics Medium Characteristics Merchant/Intermediary Characteristics Controllable Factors In other words: IA is essential for an enjoyable e-commerce experience!
Slide 6 - The Factors at Work No Thanksgiving  Web Ad IA
Slide 7 - A metaphor employed by e-commerce sites to help customers better understand the online purchasing experience. Shopping baskets Shopping bags And many more What Is a “Shopping Cart?” www.williamssonoma.com www.llbean.com
Slide 8 - Billions in sales are lost every year because customers become frustrated and leave an e-commerce site Trust and usability are the two attributes most often cited by customers as the reasons for choosing a site Design is Important…
Slide 9 - A Quest! + =  Scandinavian movie about a girl whose homely sister has her banished to the frozen woods. She is saved by Jack Frost who helps to find her a dreamy husband..
Slide 10 - Overall Design is Important… Weird! Pixel-y! Clean, easy checkout
Slide 11 - …but the shopping cart can make or break a site. 65% of buyers leave their shopping carts in mid-purchase (eMarketer 2003) IA can help reduce cart abandonment rates
Slide 12 - “Programmers need to hear people call their baby ugly.” Terrell Jones, president of Travelocity Keys to Good Cart Design Simplify the process. Explain the steps. Secure the transaction. Confirm the order.
Slide 13 - Simplify: Make the Cart & Its Contents Easy to Find Have multiple entry points Be transparent Give product information Availability Quantity Price Allow products to be stored for later purchase The shopping cart should: Basket
Slide 14 - Simplify: Break-Up the Ordering Process Page Numbers llllllllllllllllllllllllllllll Where am I? Where am I going? http://www.cupandblade.com/store
Slide 15 - Simplify: Provide Clear Instructions Required fields Saves space Next step Builds trust Go back
Slide 16 - Explain: Provide Rich Functionality Cross-selling Navigational Options Detailed Description
Slide 17 - Explain: Provide Support During Checkout dddddddddddddddddddd Unanswered questions can translate into lost sales Phone support is best for new customers or those uneasy with web purchases Support via a chat window like eBay’s “Live Help” or UT Libraries’ “Ask a Librarian” is gaining favor FAQs should be provided at the very least
Slide 18 - Explain: Show All Costs This cake better be $%&^ good. Show taxes, shipping and any another purchase costs. No surprises!
Slide 19 - Secure: Put Their Minds at Ease In order to establish trust, the customer must be comfortable with you and your site’s security Think about possible customer concerns at every step Your security standards should be easily accessible and clearly written Williams Sonoma
Slide 20 - Confirm: Make Sure the Order is Correct Right address? Right product? Right price?
Slide 21 - Confirm: Send a Confirmation E-Mail Include: Confirmation date Order number Tracking (if possible) Be brief!
Slide 22 - Organize a focus group to test the shopping cart before the site is launched. Make sure your cart simplifies, explains, secures and confirms the online ordering process. Remember, a successful Web site is built around customer-centered design. Conclusion
Slide 23 - Taking the shopping centre online: new models in e-commerce. Timothy Dixon, Andrew Marston Property Management;Volume 23;Issue 2; 2005 Electronic commerce: A comparative study of organizational experiences. Majed Al-Mashari Benchmarking: An International Journal;Volume 9;Issue 2; 2002 Product search in e-shopping: a review and research propositions. Jennifer Rowley Journal of Consumer Marketing;Volume 17;Issue 1; 2000 Influencing the online consumer's behavior: the Web experience Efthymios Constantinides Internet Research;Volume 14;Issue 2; 2004 Comfort your online customer: quality, trust and loyalty on the internet. Dina Ribbink, Allard C.R. van Riel, Veronica Liljander, Sandra Streukens Managing Service Quality;Volume 14;Issue 6; 2004 An integrated framework for recommendation systems in e-commerce. Timothy K. Shih, Chuan-Feng Chiu, Hui-huang Hsu, Fuhua Lin Industrial Management & Data Systems;Volume 102;Issue 8; 2002 One-stop-shop information mall – MTR’s experience. Y.K. Chan, Martin Brown, K. Neailey, W.H. Ip Managing Service Quality;Volume 10;Issue 2; 2000 References
Slide 24 - Good information architecture increases online sales. Ivan Walsh http://www.sitepoint.com/print/increases-online-sales Ten ways to improve the usability of your ecommerce site. Webcredible consultancy. http://www.webscredible.co.uk/user-friendly-resources/web-usability/ecommerce-usability.shtml Information architecture of the shopping cart: best practices for the information archtitectures of e-commerce ordering systems. Sarah Bidigare, Argus Center for Information Architecture, May 2000. http://argus-acia.com/white_papers/shopping_cart_ia.html The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience. Douglas K. Van Duyne, James A. Landay, Jason I. Hong. Addison-Wesley, 2003. References
 

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