Creating A Customer-Led Strategy - Jonah McLachlan
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Recent talk at SMART Retail conference, Belfast 2019. Sharing case studies and best practice from retail. This talk encourages providers to create better online and offline experiences for their customers. From Jonah McLachlan UX Designer
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Creating A Customer-Led Strategy - Jonah McLachlan
- 3. We work with large, complex, enterprise organisations…
- 4. …and ambitious retailers, to help them drive sales online and instore
- 7. Date Range | Jan 1 - Nov 1 ‘17 Conversion Rate peaked at 2.10% Mobile conversion rate typically lower Conversion Rates Over time Conversion Rates by Device Top Products (Sales) Avg. Conversion Rate = 0.88%
- 8. Date Range | Jan 1 - Nov 1 ‘17 Firefly Purchase Funnel Product Views Cart Checkout Purchase 319, 220sessions Did not view product 26.07% Did not add to cart 95.98% Checkout Abandonment Rate 35.27% Viewed a product 73.81% Started Checkout 1.35% Made a purchase 0.88% Added to cart 2.96% Cart Abandonment Rate 58.68% 💰 😢
- 9. Medical Purchase - Parents/guardians will often need advice from their therapist to ensure the product will not hurt or be detrimental to their child’s development. Emotional Purchase - More cautious / meticulous when buying for someone else. Top concerns are safety, comfort and emotional benefits for their end-user (child). Practical Purchase - Parents caring for a child with a disability are busy & time strapped. They need a product that can fit their busy lives (robust, car journeys, cleaning routines etc.) Costly Purchase - For many customers, this product is an expense they cannot afford or have to save hard for. Often single income households etc. International Purchase - Some USA customers may not be comfortable purchasing from a UK company. Potential reasons for barriers / delays to conversion…
- 10. Medical Purchase - Parents/guardians will often need advice from their therapist to ensure the product will not hurt or be detrimental to their child’s development. Emotional Purchase - More cautious / meticulous when buying for someone else. Top concerns are safety, comfort and emotional benefits for their end-user (child). Practical Purchase - Parents caring for a child with a disability are busy & time strapped. They need a product that can fit their busy lives (robust, car journeys, cleaning routines etc.) Costly Purchase - For many customers, this product is an expense they cannot afford or have to save hard for. Often single income households etc. International Purchase - Some USA customers may not be comfortable purchasing from a UK company. Potential reasons for barriers / delays to conversion…
- 11. Content Localisation |User Videos
- 12. 12 Homepage |Recommendations 1. Improve visibility of free worldwide delivery & returns. E.g. Add banner below the header 2. Better utilise the space above the fold for campaigns. Reduce wasted vertical space above fold move CTA visibility above fold 3. Clarify what you sell above the fold e.g. “We create life-changing products for children Age 1-8 years old with special needs” 4. Reduce aggressiveness of pop ups across both desktop / mobile (e.g remove Newsletter / time in live chat) Short term 3 Fold 1 3 BLACK FRIDAY 15% OFF Shop Now Product 1 Shop GotoSeat 15% off
- 13. 13 Selection /Add to cart|Recommendations Short term 1. Remove Terms & Conditions barrier to purchase Remove any reference to UK terminology (e.g. county-> state, postcode->zipcode). 2. Fix add to cart interaction on mobile to allow user to close the cart pop up & continue shopping 3. Add “one size only” to any items that applies in selection 4. Remove floor sitter content from selection (see product details reccomendation) 1 Fold 3 3 2
- 16. 5% Implementing our short term recommendations for Black Friday 2017, increased conversion from from 0.88% average
- 18. 2. You’re not trusting the data
- 20. Site Speed | Evidence of Negative impacts on conversion 83% of users expect a site to load in 3 seconds or less - WebpageFX Inc, 2017
- 21. l Mobile E-commerce Funnel: Shopping funnel (Mobile Traffic | Dec 30 - Jun 30 ’16) Major Conversion Blockers VitaLiberta.comVitaLiberta.com vitaliberata.co.uk
- 22. Analytics Shop / Product Listing
- 23. Comparative analysis ✓ Thumbnails show evidence of rating system ✓ Filter/ Sorting tools are mobile optimised ✓ Footer displays payment/security info St,Tropez.co.uk Shop / Product Listing Josiemaran.co.uk Boots.com
- 24. Heuristic review with recommendations # Shown on wireframe Functional / content Shop / Product Listing Ensure users can see products above the fold: Remove the ‘shop’ text/ image / shop title & reduce size of padding to Remove chat as it interferes with primary tasks on this page Reformat filter options for mobile: Implement tray filter as a modal & reduce the number filter of options Reduce confusion around sorting options: Reduce the number of sorting options to ‘Price’ & ‘Ratings’ (high- low/ low-high) Remove distraction of pagination from the top of the listings page. Follow best practice mobile E-commerce for loading more results Remove distraction of virtual chat Retain add to basket CTA to allow users who know what they are buying to buy quicker Ensure there is adequate add to cart feedback Display thumbnails in a 2x2 format to allow users to compare product & prices Provide evidence of rating on the thumbnail (star system for consumer guidance/ decision making) 1 3 4 5 2 6 7
- 25. Lo-Fi Wireframe (As some mobile views are cut off due to length, see accompanying PDF for detailed view) Shop / Product Listing 1 2 3 4 5 6 7
- 26. 3. You can never stop learning
- 28. Sliderobes are specialists in fitted sliding wardrobe doors and storage. They offer customers creative solutions to their storage problems, with an end-to-end service through design, manufacture and installation. Sliderobes
- 29. Control
- 30. Variation
- 32. Option1
- 33. Option2
- 36. You must believe in the UX Process You are not the End-User Let your users inform decisions You must meet your user’s goals Your product is never complete. 1. 2. 3. 4. 5.
Notes de l'éditeur
- Let me tell you three stories and then give you some 5 takeaways.
- The single most expensive lesson we can learn, is how unlike you are from the customer.
- Mother’s and Father’s of beautiful children who need support and care features. Previously they were used to NHS sponsored products very industrial. Not very comfortable minimum requirements for ergonimics. Leckey partnered with key distributers and local therapists to create wonderful products Children who can’t walk, play or sit independently. So what did we do?
- 2 key questions emerged - > Q1. 26.07% sessions NOT view a product? Why is this so high? Q2. 95.98% do not add to cart. Why is this so high? Legit reasons >>>
- Legit reasons why:
- Legit reasons why:
- Our recommendations based off our heuristic analysis, user testing and GA. For HOMEPAGE For PRODUCT PAGE >>>
- Turning this into wireframes to test with users.
- Worked with partner company Eyekiller to meet the problems of: Home > Product Product > Basket What benefit did this bring?
- Started with The single most expensive lesson we can learn, is how unlike you are from the customer. Cost of inaction Can’t we just be happy with that 0.8% conversion rate? Scared of web design We don’t understand it “If it aint broke, don’t fix it” Everything is connected to emotions: poor experience = frustration Bad experience = not joyous customers, but complete loyalty.
- Started with The single most expensive lesson we can learn, is how unlike you are from the customer. Cost of inaction Can’t we just be happy with that 0.8% conversion rate? Scared of web design We don’t understand it “If it aint broke, don’t fix it” Everything is connected to emotions: poor experience = frustration Bad experience = not joyous customers, but complete loyalty.
- Luxury tanning brand with a large international reach. But the co.uk was struggling.
- Every second really does count. User’s are so impatient and will simply bounce.
- These are big conversion blockers.
- *ANIMATION* Why isn’t this page performing? 61% drop off at shop and minor through-traffic.
- This shows the important of letting the research data influence the design. We are removing the guess work from the designer here, and trusting wholly on what the users are telling us.
- Recently married. Regularly get told to pick up my clothes. Describe my storage space. Don’t tell my wife about this website!
- How do you go about boosting your conversion rate? A - B testing.
- When you let data inform your design decisions you have: A successful product. confidence in your work. A benchmark to improve on. A passion to beat the control! Lets summarise everything today: