the big 7: optimizing the online shopping experience
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Optimizing the digital shopping BIG
7
experience.
Renee Racine-Kinnear
Director, Online Customer Experience Indigo Books Inc.
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82% of consumers have stopped doing business with a company as a result of a negative experience. Customer Experience Impact Report, Harris Interactive 2010 Commissioned by RightNow
First, a little context.
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80% of Starbucks’ revenues come from customers who visit their stores an average of 18 times a month.
Business Week, 2006
Then, a little perspective.
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True customer experience is defined by the customer’s perception of the interaction. Bruce Temkin, Experience Matters
And a can of worms.
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01
Ye
we
ni, V
icto
ria
, A
U
7 actionable ways
to make your experience
better.
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01
Ye
we
ni, V
icto
ria
, A
U
Open feedback channels.
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01 Invite your customers to join a voice
of the customer group. Maintain a
diverse, willing group of customers
that you can go to for on the spot
feedback.
Voice of the customer.
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01 Invite <1%> of your customers to
complete a post-visit survey.
Remember to review the data.
Experience surveys.
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01 The social sphere is more than a PR
and marketing opportunity. It’s a CX
treasure. Listen for what your
customers are saying about your
experience. Act on what you hear.
Social listening.
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01 The “Ideagora”
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01 Another Ideagora
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02
kyg
p, P
ari
s
Don’t ignore your data.
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02 Why be data oriented?
“Those who cannot remember the
past are condemned to repeat it.” George Santayana, 1905
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02 How to be data oriented.
Establish a metrics review process.
Set targets that provide context for
interpreting the data. (YOY, budget,
trending)
Establish a metrics sharing
process.
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02 Things to watch.
Conversion is the moral
at the end of the story.
Total Site Visits
Orders
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02 Things to watch
Conversion is the moral
at the end of the story.
The funnel is where the
whole tale is told.
Total Site Visits
Product Views
Adds to Basket
Purchase Path
Orders
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02 More things to watch.
Bounce
Click mapping
Searches per visit
Browse behaviours
(fallouts)
Avg items per cart
Purchase frequency
Abandonment
Satisfaction scores
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02 The only way to understand
perception and how it shifts from
day to day is to watch satisfaction
scoring.
Measuring perception
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02 The impact of satisfaction.
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03
kyg
p, B
russe
ls
Establish a testing program.
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03 “There are three kinds of untruths:
lies, damn lies and statistics.” Mark Twain
Don’t guess. Test.
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03 1. You aren’t the customer.
2. Your executive team isn’t the customer.
3. Your customer, as it turns out, IS the customer
and you have access to them.
4. If you make changes that increase conversion,
you did the right thing.
5. The words “actually, we tested that and…”
trumps any argument or pushback.
Top 5 reasons to test.
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03
Calls to action
Navigation
Page Layouts
Copy
Promotions/Offers
Imagery
Key customer activities, eg:
search
carting
checkout process
What’s test-worthy?
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03 Concept/Idea testing: 1:1 with your VoC volunteers.
Creative/page layouts: A/B or multi-var, content
management system
Live features: 1:1 lab interviews or remote testing
Customer labs and beyond
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03 Notes from the field.
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04
Ric
ky D
avid
, S
witze
rla
nd
Remove obstacles.
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With some rare exceptions, search is the most important feature of a retail website. Here’s why…
Obstacle 1: Finding
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04 The story of “Something. Something.”
It was called “Something, Something
Fault”.
Sarah read about it in the paper
yesterday.
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04 The story of “Something. Something.”
?
Sara
h’s
husband
So she came online…
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04 The story of “Something. Something.” T
hat lo
oks f
am
iliar…
> $
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Obstacle 2 : Task completion
The more clicks [effort] required to complete a task, the less likely a customer is to complete it.
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04 Web disorientation.
The sense of being lost within a process.
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04 Web disorientation.
Quickest ways to disorient your customer:
Bad navigation
Inconsistent creative/page structures
Forcing page changes for small tasks
Complex sign up/sign ins mid-process
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Too close for contact… Online customers want to be able to self-resolve and move on.
Obstacle 3: Troubleshooting
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04
Static FAQ’s and
a phone number
will not support
self-reliance.
Strive for self-service
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04 Self service = happy customers.
When Indigo implemented
“searchable help” with a
pre-emptive attempt to
answer customer email, it
resulted in a 7% decrease
in contact volume.
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Remember task completion? More so.
Obstacle 3: Purchasing
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04 The perfect purchase path is, or gives the illusion
of being, one page long.
It is clear. Simple. And over quickly.
The purchase path.
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04 Easy. Simple.
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04 And over quickly.
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Kyg
p, M
eu
do
n
05
Respond to the mobile shift.
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60% of mobile shoppers
are shopping from home.
Ipsos/PayPal survey 2011
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70% of iphone owners use
apps while shopping in
store accenture, as reported by Internet Retailer 2010
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05 The mental shift.
6.6 million Canadians own a smartphone.
53% use it to make purchases.
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05 The mental shift.
16% of Indigo.ca visitors were mobile this
holiday season.
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05 The way it is.
The same experience.
Good or bad from one,
transfers to the satisfaction
with your overall experience.
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05 Consider your customer in all
channels. Identify their needs.
How can you make life better for
them by layering your channels?
A great omni-channel experience.
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06
Pa
ulo
Ma
rga
ri,
Be
rlin
Develop features that set you apart.
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06 What it means to be Canadian online.
When you’re up against a powerhouse,
competing on price isn’t an option.
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06 What it means to be Canadian online.
85% of shoppers said they would be willing
to pay more to ensure a superior customer
experience. Customer Experience Impact Report, Harris Interactive 2010, Commissioned by RightNow
$
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06 But what is a ‘better experience’?
Your Customers
UX Professional Shoppers overwhelmingly cite Amazon’s
experience as the best around.
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06 But what is a ‘better experience’?
Your Customers
UX Professional
UX designers *usually don’t agree.
*some UX designers probably work at amazon
=
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06 Design
Product
Value
Service
Follow through
*Features that make
shopping with you
easier, faster, better,
more satisfying
Ways to differentiate.
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06 Differentiating features
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06 Differentiating features
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06 Differentiating features
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07
Kyg
p, P
ari
s
Never view a purchase as the end.
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07 Say thank you.
Give a rock solid delivery date – per item if necessary.
Confirm the order via email/sms.
Allow a window for change.
Welcome returns.
Encourage sharing or commenting on their experience.
Post-transaction must do’s.
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26% of global consumers posted negative comments after having a negative customer experience.
Accenture research
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Happy customers will tell 3-6 people… or more if you facilitate the dialogue. Here’s how...
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07 Great experiences are everywhere.
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01 02 03
05 04
06 07
Hear your customers.
Review your data.
Test.
Remove obstacles.
Be mobile.
Differentiate.
Keep the conversation going.
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Thank you.
BIG 7
Renee Racine-Kinnear Director, Online Customer Experience Indigo Books Inc. [email protected]