Download - 電子商務 Where Is My Order by Jerry 20140324
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Prepared by Jerry2014/03/24
電商 Where is my order?
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供應商 使用者
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General Idea
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一般來說…
網站轉換率優化 (Conversion Rate Optimized)
平均訂單價值 (Average Order Value)
+
低流失率
提高客單
傳統零售商 ?
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What is user concern about?
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購物者 (User)
瀏覽 選擇
結帳
50% 10%
100 50 5
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購物者 (User)
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The devil is in the details.
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產品分類頁
Walmart Target
http://mr6.cc/?p=3216
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Call to Action
Walmart Target
http://mr6.cc/?p=3216
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Checkout
Walmart Target
http://mr6.cc/?p=3216
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Is it real? 顧客想的跟你不一樣!
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Checkout
「 checkout 流程」 一定要愈短愈好、愈簡單愈好吧?
長期流程 vs. 成交流程
長期流程 (lifetime customer value) 首次 / 回訪感受
• window shopping 體驗• 強化瀏覽一般陳列頁面的『防呆機制』• 顯示舊客戶上次購買品項、還沒逛完的東西
http://mr6.cc/?p=4356
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Discount / Voucher
給首次客戶優惠 vs. 給舊客戶優惠
給首次客戶優惠 !!!
舊客戶是因為第一次的購物體驗而回訪真正重要的是讓第一次進來的變成客戶
• 首次小賠,但可取得客戶名單做 remarketing• 寄發 eDM ,內容不只是在曝光產品
http://mr6.cc/?p=4356
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What’s more
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Some UI tips
Target 購物車以醒目的紅色字條顯示結帳
Walmart 斗大的 CTA 引起使用者注意並加以行動輸入資料有超大的數字鍵,避免誤觸
http://bnext.com.tw/article/view/id/31395
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Some UI tips
Amazon 提供的一點即結帳,相當便利 Lowes 在手機上提供「到店取貨」的選項
http://bnext.com.tw/article/view/id/31395
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Some UI tips
單欄型式優於多欄
統一相似的功能,避免支離破碎的 UI
http://www.inside.com.tw/2013/07/08/a-good-user-interface-has-high-conversion-rates
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Some UI tips
主要目的請反覆強調,別只提一次 (CTA)
清楚區別三種功能性(可點擊、已點擊、純文字)元素
http://www.inside.com.tw/2013/07/08/a-good-user-interface-has-high-conversion-rates
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THANK YOU!any questions?