Presentation on online usability and user experience and how to untalize this to enhance your e-commerce revenue. For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/

1. Improving e-commerce revenues through
improved usability and user experience
™
September 2010
Chris Rourke, Managing Director, User Vision

2. Who is User Vision?
Leading Usability & Accessibility Consultancy
Usability Services for Web sites and Software
Consultancy
Audits / Evaluations
Usability Testing
Training
Based in the UK but new UAE office
Clients include: BBC, Tesco, Lloyds Bank, Emirates
Airline, Jumeirah, IKEA, Nokia, O2, public sector
organisations and many more
The people over there on Stand 17 opposite Google!
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3. User Experience & Usability looks at
 Effectiveness – Can they  Benefits are
reach their goals?  Better conversion rates
 Efficiency – How fast?  Reduced phone-based support
Number of errors?
 Improved sense of trust,
 Satisfaction – Was it a custumer retention
good/bad experience?
 Return visits, recommendations
 Better use of marketing budget
 Improved brand representation
Persuasion: “You can lead a
horse to water but you can’t
make them drink”
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4. User Experience & Usability
the Usable Road the UX Road
the Customer Service Road
Proactive
Reactive
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5. eCommerce – Survival of the Easiest
E-Commerce is concerned about
Conversion rates
Percentage of site visits that result in
a purchase (or whatever you wanted
the visitor to do at your site)
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6. Why Conversion Rates Fall
100%
Slow page
load
Accessibility problems
Confusing jargon, topic
Poor look and organisation
% of site visitors
feel
Inflexible search
Clumsy site
navigation Unreadable content
Poor search
Forms errors
results
Privacy & security
concerns
0%
Customer First Impression Search for info or Act upon info
Acquisition service or service
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7. Online Ecommerce Success - Striking a balance
 Websites need to strike a balance between what the site wants people to
do and what people really want to do
Users want to Sites owner wants you to
 Buy just what you want  Buy more than what you want
 Go immediately to goal, then leave  Look at and click on ads
 Control their personal data  Take up their cross sells / upsells
 Stick around
 Capture some personal data
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8. Bridging the Gulf
We need to use this architecture
Designer’s Lets use this new cool technology
View Our database only accepts these characters User’s
View
Task Analysis &
Usability Methods
Business’s
View I want to buy this product
I want to register for updates
I need to find this information
We sell these products `
Our company is structured this way
People should know about the
company history
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9. Ways to bridge the gulf
 Remove fear factors & barriers to purchase
 Persuade users to continue
 Let users play by their own rules (may not be yours)
 Check your negative pathways & be forgiving
 Keep your site accessible
 Take a close look at what your users do on your site
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10. Let Users Play by their rules: Inflexible process
Being forced to choose a ‘make’ is
making the user play by your rules
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11. Let Users Play by their rules: Inflexible process
The process is too much work,
people will give up.
Lesson: Learn how your users
organise & prioritise things and
want to perform tasks
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12. Let Users Play by their rules: Shopping Behaviour
Keeping it real
How do people do it
in the real world?
People like to go
from overview to
detail at same time
when shopping
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13. Let Users Play by their rules: Shopping Behaviour
Lesson: Persuade users to go
from the overview to the
details but with easy access
throughout
| 14 June 2010 Chris Rourke Managing Director User Vision
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14. Let Users Play by their rules: Cross sell intelligently
I am about to buy some
men’s Cargo pants
Do I really want a women’s
Poncho or cardigan?
Lesson: Use the information
you have to better persuade
the visitor
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15. Negative Pathways: Query Relaxation
As typical with many travel sites : If no
results, I need to re-do my search
again,
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16. Negative Pathways: Query Relaxation
In New Zealand: If no
results, I can choose
options slightly
outside my original
search.
A better experience
Lesson: See if you
can offer customers
the ‘next best thing’
www.newzealand.com.
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17. Negative Pathways: Error messages
| 18 | November 2009 | Rob van Tol, Senior Consultant, User Vision
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18. Let Users Play by their rules: Don’t force registration
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19. Let Users Play by their rules: Don’t force registration
Around a quarter of shoppers will abandon their
purchase if forced to register.
Lesson: Don’t do it
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20. Keep it accessible
“The power of the Web is in its
universality. Access by everyone
regardless of disability is an
essential aspect. “
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21. Take a close look at what your users do on your site
Usability Testing Eye tracking
Lesson: You are
not your user so
Learn about them.
Card Sorting for information Early prototype testing
architecture
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22. Eye tracking – Heat maps
 People often look at
 Forms
 Faces
 What faces look at
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23. Eye tracking – Gaze Trail
 Scanning behaviour is typical
Scanned, than
briefly read
Just skimmed
Scanned and
read
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24. Advertising effectiveness- Is the Ad Copy read?
 Reading meter
 Number of readers
 Average amount of
text read
 Reading Intensity
Maps
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25. Advertising effectiveness- Is there an Emotional Response?
Strong Response
•Strong emotional response
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•Brand prominent

26. Summary
 Remove fear factors & barriers to purchase
 Persuade users to continue
 Let users play by their own rules (may not be yours)
 Check your negative pathways & be forgiving
 Keep your site accessible
 Take a close look at what your users do on your site
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27. Thank You! For further information, contact:
Chris Rourke Come See us at Stand 17!
Managing Director
 Try out eye tracking
User Vision  Accessibility & usability
The Fairmont Dubai quick check
Office 508
Sheikh Zayed Road
Dubai, UAE
Tel: +971 4 311 6607
Email: chris@uservision.com ,
Jameel@uservision.com
Web: www.uservision.co.uk
Twitter: @crourke @uservision
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