13 COMMON MISTAKES IN WEBSTORE DESIGN PRESENTER

YVAN LAMOUREUX PRINCIPAL & CREATIVE STRATEGIST

THE STATE OF RETAIL TODAY

FORESTER RESEARCH REPORT ON E-COMMERCE 2011

•  154 million people in the U.S. make online purchases each year, amounting to $155.2 billion in sales, or approximately $1,000 each.

•  47% of online customers will not buy, or only in exceptional circumstances, unless a product is on promotion.

BOUNCE RATE

SALES RESULTS

MISTAKE #1 NOT PROVIDING

DETAILED PRODUCT INFORMATION

THE FIVE SENSES

PROVIDE DETAIL • Product information

• Proper care instructions

• Brand or design

• Frequently asked questions area (FAQ)

• Use descriptive words

rapha.cc

MISTAKE #2 HIDING CONTACT

INFORMATION

CREDIBILITY

CONFIRM TRUST

www.privatejet.com

MISTAKE #3 A LONG & CONFUSING CHECKOUT PROCESS

TOO MUCH TIME

APPLE’S CHECK OUT PROCESS

OLD

DEC 2009

apple.com/ca/

MISTAKE #4 GETTING THE ORDER

OVER CAPTURING CUSTOMER

INFORMATION

24% E-COMMERCE SITES REQUIRE ACCOUNT REGISTRATION

require registration doesn’t require registration

AN EXTRA STEP TOWARDS A LONG-TERM RELATIONSHIP

amazon.com

MISTAKE #5 THE SEARCH

FUNCTION IS NOT PROVIDING THE

CUSTOMER EXACTLY WHAT THEY’RE LOOKING FOR

NO ADVANCE SEARCH FUNCTION

PARAMETER SEARCH

Momondo elegantly and effectively sticks to the most important input fields, making parameter search user-friendly.

Trulia’s parameter search is a bit more complicated but thoughtfully supported by input hints and prompts. Even more options are hidden under the “More search options” link for advanced users.

momondo.com & trulia.com

FACETED SEARCH

Filtering on Amazon.

The search filtering on Plus+ is a bit more complex but still easy to use. Again, it is supported by input hints and prompts.

amazon.com & plusplus.com

TAGGING PRODUCT

kontain.com & cleartrip.com

MISTAKE #6 NOT CATERING TO

CUSTOMER SERVICE IN AN APPARENT

MANNER

CUSTOMER SERVICE

ORGANIZE YOUR FAQ

lulu.com

MISTAKE #7 HOSTING POOR

QUALITY PRODUCT IMAGES

CUSTOMER SERVICE

electronics.shop.ebay.co.uk

CUSTOMER SERVICE

victorinox .com & bang-olufsen.com/en-CA

MISTAKE #8 THE SHOPPING CART

IS FULL OF HOLES

YOUR CART NEEDS TO SUPPORT YOUR CUSTOMERS HABITS

shopjustice.com

MINI CART FUNCTION

MISTAKE #9 HOSTING RESTRICTIVE

PAYMENT OPTIONS

LIMITED PAYMENT OPTIONS?

MANY PAYMENT CHOICES

bestbuy.com

MISTAKE #10 MISSING REPEAT

PURCHASING OPPORTUNITIES

YOU NEED SECTIONS FOR GROUPING PRODUCTS

jcrew.com & feepeople.com

COORDINATE PRODUCT COMBINATIONS

MISTAKE #11 MISLEADING OR

CONFUSING NAVIGATION

YOU CAN HAVE TOO MUCH NAVIGATION

SIMPLE CATEGORIES

needsupply.com

MISTAKE #12 FOCUSING ON THE SITE

RATHER THAN THE PRODUCT ITSELF

DESIGN IS NOT ART

Kipling.com & spyder.com

SHOWCASE THE PRODUCT & ADD VALUE

MISTAKE #13 NOT

THINKING MOBILE

OPTIMIZED MOBILE SITE

lauraashley.com

GLOBAL MOBILE DATA TRAFFIC

RESPONSIVE DESIGN IS TODAY

WHAT IS NEXT?

CONCLUSION

ARE YOUR READY FOR REPEAT SALES & WEBSTORE DOMINATION