H O W C A N T H E E - C O M M E R C E E X P E R I E N C E
B E I M P R O V E D T H R O U G H S T R A T E G I C D E S I G N ?
November 18, 2012S A R A K A L I N O S K I
An E-commerce site has a clear purpose: it needs to sell. Improving the design and user experience of a website can lead directly to increased sales. The way a web designer approaches an online shopping experience is different than designing a regular website. Design elements such as photography, color and the overall visual tone of the website are chosen strategically when crafting a user experience for online shopping.
In addition to design elements, strategic design attention is focused on specific pages, such as the product page and checkout pages, and specific sections within the website including the shopping cart. A mobile strategy is also important to consider when designing
for e-commerce.
As with anything on the web, the trends in design and user experience for e-commerce may change, but there are best practices that will hold true for some time. Making the user experience as fluid and easy as possible will increase the chances of a customer placing an order through the site. There are a number of user experiences to consider across an e-commerce site. This paper will concentrate on design elements and touch on some of the most important user experience fundamentals as they relate to design.
Bring the retail shopping experience into
the online shopping experience
In many ways, an e-commerce shopping experience is similar to a retail shopping experience. Approaching an e-commerce user experience with that mentality is helpful because it provides a clear direction for what should be implemented. Online user experience that mimics an activity that a customer has grown accustomed to through retail shopping is beneficial in building trust in both the products and the overall e-commerce site.
Customer Service
A staple of every retail shopping experience is a
customer service associate that greets you and answers product questions. A number of e-commerce sites have implemented this experience by offering an online sales representative who greets a user via a chat window and answers questions.
Virtual Dressing Room
Another example of a retail experience that has been brought into some e-commerce sites is a virtual dressing room that allows you to see how clothing looks on an avatar with your measurements.
Product Photography
In a retail experience, a user can pick up a product and view it from all angles, try the item on, or even test drive the product (Chapman, 2009). While an online store can’t offer the same level of product familiarity to a customer, there are ways the product can be depicted through photography and video that can give customers a better understanding of the product. This will be covered in further detail in the photography section of this paper. Navigation
When you walk into a retail store, you may ask someone what part of the store your product is in. When you get to that section, you may find that product in a specific aisle with like products (Chapman, 2009). Product navigation for an online shopping experience is organized in a similar way, a logical user experience. However, in some cases, online shopping makes it even easier to navigate and find a specific product through heavy filtering by size, color, brand, and other specifics. The search bar is also a quick way to find a product on an e-commerce site.
Window Display
The homepage of a website can be thought of as a store’s display window (Chapman, 2009). What can a designer put on a homepage that gives a user an idea of what the website contains? Often times, large hero photos or promotions are incorporated on to the website homepage.
Bring the retail brand experience into the
online shopping experience
There are some retail stores that provide such a unique shopping experience that one can not mistake that store for another. These stores have given thought to who their audience is and how to appropriately display the products they are selling. While it’s one thing for a store to master the retail shopping experience, it’s another to bring that same experience to an online shopper. Apple
If you’ve ever walked into an Apple store, you may have observed Apple’s unique retail experience. Just like the products and product packaging, the retail store is so simple that it creates a powerful statement and a shopping experience that feels like no other. Of course, this seamless experience has been brought across the online and mobile experiences as well.
Abercrombie
Abercrombie offers a retail experience that includes blaring music, the smell of Abercrombie for Men fragrance wafting in the air, a teenage boy with defined abs ready to greet you at the entrance, dark mood lighting, large plants, and large black and white images of scantily dressed young adults on a beach. Like it or not, this is a real experience. You know you’re in an Abercrombie store and it appeals to their retail audience. How did they bring this experience online? While the website doesn’t blare music or spurt out cologne, it is very slick, simple and dark. The same black and white sexy images from the store are used on the website.
Lowe’s
Like their competitors, Home Depot and Menards, Lowe’s retail experience creates a warehouse feel with concrete floors to make you feel as if you are getting the lowest prices with products straight from a warehouse. The Lowe’s website design gives off a simple, stripped-away “warehouse” feel, but it also has design elements to communicate that it is a sophisticated brand, such as gradients on the buttons and on the top of the page.
These aforementioned examples may seem like obvious cases of transitioning strong retail brand equity into an online store design, but unfortunately not all e-commerce sites approach their website design in this way.
That being said, not all brands have a differentiating retail experience. That’s why brands like Apple are so special— the product and retail experiences are cohesive throughout the whole customer experience, creating a very strong brand.
Use Design Elements Strategically
Overall, the design of the online store should relate to the products or services offered in the store or the parent brand identity (Pintilie, 2011). The site colors, photos, videos and overall tone of the design should reflect the brand. The homepage of an e-commerce site is similar to the display window of a retail store— it can be a place to showcase feature products and information with images and information to draw customers in (Chapman, 2009). Seasonal promotions, large catalog-style images, and featured items are all effective options for the homepage design.
Be cautious of what you are drawing attention to on each page— colors and photography can be used to draw a user’s eye across the site. The conversion steps should be one of the main focus points on each page (Page, 2012). Text is an important part of the overall design because it helps drive customers to the website via search engines. However, users often scan long text for interesting content. If possible, condense the text to short bullet points on the main pages to make the text more engaging (Page, 2012). A product page is an example where more bulleted, descriptive text is useful for the customer. Easy-to-read text often increases engagement and conversion rates (Page, 2012).
Use Photography and Videography to
Give Context to the Product
Photography is a powerful element on any website, and is especially important on an e-commerce site because it may be the first time, or the only time someone is viewing a particular product. Aside from communicating tangible things such as color, scale and context, photography can also communicate the intangibles— benefits, ideas, concepts and even the overall sophistication of a brand. Photography also helps to build a customer’s trust in the product.
While the photography style for e-commerce should depend on the product being sold, there are a few bases most product photography should cover. It is interesting to note which retail experiences have been brought into online photography and videography, such as demo videos or virtual dressing rooms.
Scale
Product photography should communicate scale, including how it might look against the body or against a familiar object, such as a coin. Below a transmitter is displayed on a finger to show scale (Dexcom, 2012).
Display the Product Benefit
If possible, display the product benefit. For example, an image on the iPhone (Apple, 2012) can display the notification center feature on the phone.
Multiple Views
Some products are easier to understand if multiple views are available, and it will help customers to know exactly what they are getting (Chapman, 2009). The Best Buy example below has multiple views and a demo (Best Buy, 2012).
Video
Video can be a powerful indicator and a useful tool to aid a customer in making a decision. For example, a video on Mango (Mango, 2012) an e-commerce clothing site can show how the clothing moves when someone is walking in it.
Demos
A demo is a great example of how a retail experience can be brought online into e-commerce. For some products, it is helpful to be able to “test drive” some of the features and benefits. Best Buy offers a Demo on a GPS product below (Best Buy, 2012).
User Experience
In addition to the decisions on the type of photography and videography to include, it is also a good idea to think about how the customer will experience the photography on the e-commerce site. For example, when many products are available on a category page, offering a preview of the image by mouseover is a nice UX interaction because the user can preview the product without leaving the page (Rodriguez, 2010).
Home Depot offers a detailed product preview on their website, shown below (Home Depot, 2012).
Overall, the decisions on whether to use large scale images with a 360 view or video to show product benefits in more detail depends on the product itself. A video of how furniture looks in a living room would be less valuable than a video that shows how a clothing item may fit. The style of the photography should also match the product category.
Use Color Strategically
When you think of a strong brand, you probably
associate a specific color with it. It’s no secret that color is an important design element in creating brand equity. Color can also have a big impact on user experience
when it comes to a brand’s e-commerce site. The choice of color, as well as how a specific color is used on different areas of the website, can affect how a user interacts with the site.
Color Should Reflect the Store’s Brand
Consider the target audience and the products or services your store offers when selecting the colors for your e-commerce site. The color should relate to the products and services in some way (Pintilie, 2011). That being said, don’t hesitate to break down color stereotypes. A store selling breast cancer products does not have to be primarily pink; it could be a bolder color that represents strength.
Use Color to Direct a User to the Most Important Areas on the Webpage
Color can be used to lead a user across a page by calling out important areas and calls to action (Morton, 2012). Buttons, warnings and featured information can be brought to attention with brighter colors. These areas should be contrasted against more subtle colors to prevent the web page from getting too “busy.” If there are too many colors and shapes it is impossible for the user to focus attention to a specific area and may make it difficult to navigate the website.
Additionally, the ideal sequence for a user to navigate through the page can be determined by the web designer through use of color.
Use Color to Indicate Navigation
A simple website design can be brought to life with color when a user scrolls across the page. Rollover effects on clickable areas can be called to attention with color. The decision to use color for a rollover effect on the site should depend on how much color is already being used within the site— a colorful site may become too busy with additional color added to rollover actions.
Keep Color Harmony in Mind
All of the colors used within the website should
complement each other. If possible, choose photos that also complement the color palette and tones of the website. Choose Colors Based on Color Theory
Color theory is a science that studies how colors affect different people and cultures (Chapman, 2010). While color associations can be different for everyone, studies have linked common emotions to specific colors. It is not a mistake that many hospitals use blue in their branding, as blue is associated with calmness and responsibility (Chapman, 2010). Colors can also influence user
decisions within the website, such as the decision to click a follow-up button. For example, blue and green “add to cart” buttons have a higher success rate than red and orange buttons (Rodriguez 2010). Understanding the color associations consumers may make when visiting your e-commerce website is an important part of the design and user experience.
Provide a User Experience that Allows
the Customer to Navigate Easily
Considering that the main purpose of an e-commerce website is to sell, it is imperative that the user experience allows a customer to navigate through the website and make purchases easily.
Navigation
Navigation should be obvious and logical. Navigation, buttons and text links should all be differentiated from each other and from regular text within the page so it is clear that those items are clickable.
Similar Products Should be Grouped Together Under a Clear Navigation Title.
All navigation items and buttons should be clear and uncomplicated (Rodriguez, 2010). For example, a button for a newsletter sign-up that reads “Newsletter” is less effective than an action button that reads “Sign-up to Receive our Newsletter.”
Bread crumb navigation above the page content is useful in indicating where the customer is within the website (Rodriguez, 2010). This is especially helpful if a customer heavily filters their search and is deep within a specific product section. There should always be a clear link back to the homepage of the website; it is a common practice for the logo on the site to link back to the homepage. Search Filtering
Ideally, a customer will be able to control their shopping experience and how they will be able to find their product (Rodriguez, 2010). Search filters such as highest rated, price, color, size, brand and style allow the customer to narrow down their search and find their desired item much quicker.
Search Box
While it can be argued that a well-designed website with clear navigation does not need a search box, it is a best practice to have one that is easily accessible. A search box is the most direct way a customer can find what they are looking for within an e-commerce website, and according to the CTO of 3DCart, Jimmy Rodriguez, over 20% of online visitors prefer the direct use of a search box over category navigation (Rodriguez, 2010). A search box on a website is equivalent to asking a sales associate to lead you directly to a product in a retail store.
Login vs. Guest Checkout
At what point during an online shopping experience should a customer be required to login? While overall it is frustrating for a customer to be required to login just to browse, there are a few benefits for the customer.
• A customer can add items to favorites as they shop. • A customer may see personalized greetings
throughout the site.
• It can communicate that the site is secure and their financial information will be safe.
• Previous purchases or recommended items may be visible throughout the site.
There has been a rise over the past few years in invitation-only or daily-deal websites that require a customer to login just to browse. This may not be frustrating to the customer because it has an exclusivity factor that may make the customer feel like they are part of an inner circle with exclusive member-only savings. While an argument can be made for the customer benefits of requiring a login before a customer can place an order, and the e-commerce company benefits because they are able to capture customer information, overall it is another obstacle for the customer to complete and may risk losing a customer (Chapman, 2009). The decision to require a login before a customer places an order should be weighed carefully; the benefit of doing so should outweigh the potential risk of losing a customer by creating another obstacle. Rather than requiring a customer to sign up for an account before they order, give them the option to save their account information at the end of the checkout process. This can make order tracking or future orders easier (Chapman, 2009).
If you require a customer to sign up for an account before they can place an order, it’s another obstacle you’ve placed in their path. Which is more important to you: getting the order or capturing customer information? Remember that the second option may mean losing some customers.
Radio Buttons vs. Dropdown List
The decision to use radio buttons or a dropdown list in online forms and lists should depend on the content and context.
While there are no hard and fast rules to abide by, the following considerations can help with the decision of which widget to use.
To emphasize options, radio buttons are useful. This is especially helpful if the options are similar or unfamiliar and the user can benefit from the side by side
comparison of options (Holst, 2010).
A drop-down list is a good widget to use when displaying a longer list, such as a list of countries. Familiar content, such as country selecton, works well in longer lists because the user does not need to read each option, they only need to choose their country (Holst, 2010).
Another consideration when making this decision is space— dropdown lists take less space than radio buttons. However, user experience should not be
compromised because of space constraints — the widget display should depend on the context (Spencer).
Provide Thorough Information
on the Product Detail Page
The product detail page is a place for a customer to learn in-depth information about the product. The content of this page should have enough detail for the customer to decide if the product is right for them. One of the main reasons for loss of e-commerce sales on a site is lack of information about the products (Pintilie, 2011). While the amount of information about a product is important, the hierarchy of how this information is presented is also important.
Information Hierarchy
The hierarchy of how product information is presented is an important design consideration; the information should draw customers in, and the information that is most appealing to customers should stand out in size or color. According to the CTO of 3DCart, Jimmy Rodriguez, a product image is most important to the customer, followed by product name, description, price, reviews and similar products, in that order (Rodriguez, 2010). Product Images
As stated in the product photography section,
photography communicates important tangible details to the customer such as color, scale and context. It can also communicate the intangibles — benefits, ideas, concepts and even the overall sophistication of a brand. Photography is very important in the product detail section because it is the leading factor in helping a customer to make a decision.
Product Variations
It is very common for a product to offer variations in color, size and more. It is imperative that the design of this section calls the variations to attention. While a text dropdown can work to choose variations, also consider displaying the choices visually (Rodriguez, 2010). For example, rather than listing the color, a customer can make a selection from a swatch of available colors.
Rather than just listing the sizes, a customer can choose from a size chart. The choice to display variations visually also depends on the nature of your site. For example, showing variation in size visually by stacking size options next to each other may work well on a children’s site, but may not work on a sophisticated clothing site.
Inventory Display
While many e-commerce sites choose not to display items that are not in inventory, in some cases out of stock items are displayed. This may be part of an e-commerce strategy. For example, daily-deal websites may display an item, but indicate that it is out of stock to communicate that you need to act fast to purchase your desired item on the website. A product that is no longer in stock either should not be shown or there should be a clear indication that it is no longer available (Rodriguez 2010).
Feature the Shopping Cart in your Design
The shopping cart feature is important because it is the main link between browsing and completing a sale. It is a common feature across most e-commerce sites.
Title
The most common title for the area where for purchase items are stored on an e-commerce site is the Shopping Cart. However, the actual title you may want to give this area can depend on the products within your store. Pharmaceutical items are often small and not
purchased in large quantities. In a retail store that sells pharmaceutical items, you may pick up a basket when
you are shoppingfor these items. In fact, a pharmacy
or beauty store may not even offer a shopping cart to their customers, just a basket. Therefore, you may want to base the title of the action buttons and for-purchase product area on what types of products are sold in your e-commerce store. Bag, Basket and Cart are all popular variations.
Design
Since this feature is a necessary step to completing a sale, it is imperative that the shopping cart is placed in a logical spot within the website and stands out on the page (Rodriguez, 2010). The shopping cart placement should be consistent across the pages. The shopping cart area can be differentiated in design using color or size. Often times the shopping cart area is indicated by a cart icon.
User Experience
It is a common practice for an action item to be placed next to each product, either on a product category page or an individual product detail page, that will allow a customer to add the product to the shopping cart. This call to action is generally indicated with a button or text link, and should be obvious (Cronin, 2009). When a customer adds an item to the cart by clicking this button, there should be an indication on the shopping cart area that this action took place (Rodriguez, 2010). The specific design indication will depend on how the shopping cart is displayed on every page. The action can be indicated simply by adding a number next to the cart icon, or with more detail by indicating the total price of items in the shopping cart.
Cart Dropdown
In order to display the shopping cart consistently across all pages, it is often placed within the top navigation of the website. To fit in this area, the cart is often condensed to just the most important information, such as the number of items within the cart. The information you choose to display in the condensed version depends on the nature of your e-commerce site. In most cases, it is necessary to implement a cart drop-down to display additional information. It is a common practice for the cart dropdown to be a roll-over effect.
The content displayed in the cart dropdown view also depends on the nature of your e-commerce site, but it is common to show each item, along with the price
and quantity for each item added to the cart. It is very important to place an obvious call to action in this area for a customer to complete their sale; often a “Checkout” button is placed at the bottom of the itemized list
(Cronin, 2009).
The length of the shopping cart dropdown will often depend on the number of items placed inside the cart. However, you will want to have a plan in place for how the cart is displayed if a large quantity of different items is added to the cart.
Choose a Checkout Experience
Strategically
A majority of e-commerce research focuses on the checkout experience because it is the final step in securing a sale. Studies have determined which unpleasant user experiences most often cause a customer to abandon their cart during the checkout process. Research specialists have narrowed down the ideal checkout experience into three main design formats: one-page checkouts, accordion style checkouts, and traditional linear multi-step checkouts. While there is a multitude of user experience considerations and extensive industry research surrounding the checkout process, I will focus my checkout overview on the main design and navigation considerations. Determining which process is best for your site may depend on your industry, audience and company goals.
One Page Checkouts
One page checkouts typically display the address and credit card details and may depend on whether the user is a returning customer with previously saved information. It is extremely efficient and can increase the possibility of a user completing a sale, although it does not necessarily perform better than other checkout designs. Another benefit of a one page checkout is that superfluous
information is more easily cut from the page content in an effort to keep the form fields on one page (Holst 2011). This example from Old Navy populates the top section with previously-saved information.
Accordion Style Checkouts
Accordion style checkouts have increased in popularity this year and are classified by a process of expanding and collapsing steps as the user enters checkout information. While it is a single page, studies show that most users experience an accordion style checkout as a multi-step process (Holst 2012). One problem that can come up with the multiple-step perception is that a user may hit the back button rather than the edit box to revise information on a previously-completed step, sending the user back to the beginning of the checkout process and increasing the possibility of a user abandoning their cart.
This is an example of an accordion style checkout from Apple:
Multi-Step Checkouts
A multi-step checkout is classified as a checkout process in which the user submits information in multiple steps, usually across separate pages. One of the main risks of a multiple-step checkout is the possibility of the process becoming non-linear, (when the steps of the process fall out of order), which is confusing and frustrating to customers (Appleseed, 2012). This mainly happens when there are steps within steps, such as requiring a user to login during the checkout process, but can be prevented by never directing the customer toward a step that was shown previously.
Overall, what the user is asked to do during the checkout process determines how favorable their experience will be (Holst, 2011). Many users are familiar with a few standard steps within the checkout process— requiring more than the norm, or complicating the process, can cause a user to abandon their shopping cart. A good checkout experience may mean a return customer. Use Minimal Design to Communicate Progress The checkout process is the final step in completing a sale for your website. For this reason, the design should be minimal; remove any distractions or links from the sidebar area to keep your customer focused on the checkout process (Rodriguez, 2010). This process should also give indicators of progress to let the customer know where they are and how many steps there are to complete the sale. If a customer does not know how many steps are left within the checkout process, they may be more likely to abandon their cart. Indicators can be as simple as a progress bar or chevrons on the top of the page. Along with clear indicators of progress, any errors made when a customer is completing the checkout forms should be clearly communicated; errors can be shown by highlighting the problem area or with bold, colored text that states the problem (Holst, 2011). Basic UX Guidelines for the Checkout Forms There are a number of ever-changing user experience guidelines for online forms based on in-depth analytical research and user-testing. Below I am sharing a few basic rules of thumb to use when designing your checkout forms.
• Add descriptions to form fields (Holst, 2011).
• If the required information seems unnecessary, offer a short explanation by the form field (Holst, 2011). • Use only one column for form fields (Holst, 2011). • Keep UX in mind when choosing between radio buttons
and drop-down menus for the form (Holst, 2010). • Offer multiple payment methods (Jeffrey, 2012). • Choose button text carefully— words such as
“Continue” or “Apply” can be confusing— make it clear what the next step is (Holst, 2011).
• Format credit card form fields as they appear on a card to avoid confusion (Holst, 2011).
The ideal checkout experience has been narrowed down to three main design formats: one-page checkouts, accordion-style checkouts, and traditional linear
multi-step checkouts. Regardless of the format, there are user experience and design best practices that can be implemented into your site. Determining which checkout process is best for your site may depend on your industry, audience and company goals.
The Rise of Mobile Commerce
While design and user experience considerations for mobile commerce differ greatly because of the amount of content that can be displayed and how a customer interacts on a mobile device, the principles are similar.
There has been a significant rise in mobile commerce and it is growing by the day. It is ncreasingly important to ensure that your e-commerce store has a mobile strategy. This Shopify infographic displays the increase in Mobile commerce (Shopify, 2012):
Conclusion
The purpose of an e-commerce site is to sell products and services. Improving the design and user experience of a website can lead directly to increased sales. Design elements such as photography, color and the overall visual tone of the website have a strong impact on how the customer perceives and interacts with the site. Making the user experience as fluid and easy as possible will increase the chances of a customer placing an order through the site.
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