IA for Shopping

1

• IA for Shopping
• October 16, 2007
• Lauren Vo

2
Characteristics of Online Consumers

• Notoriously fickle
• Promiscuous
• Impatient
• 8 s rule is now 4 s rule

• When researching, they visit an average of 3.2
  sites.
• They spend 1 minute and 49 seconds on each site
  with the exception of the final site they visit
  while trying to complete their task. In this
  case, they spent an average of 3 minutes and 49
  seconds.
• The average user spends 30 seconds on your
  homepage and will read 10 to 20 words.
• They will only scroll 23 of the time.

3
Characteristics of Online Consumers
Bottom Line Dont overestimate the patience of
your user.
4
Shopping List

• Ripstik caster board
• Shoes
• Fruit
• Population of the United States
• Book
• Laptop

5
Ripstik Caster Board

• Sharper Image
• Does some things right intuitive layout, service
  guarantee, customer reviews, fixes my misspelling
• But look at the accessories
• You have to scroll away from the product
• Cross selling has no logical connection to
  product
• Navigation issues
• Not easy to navigate through search pages
• Back button doesnt work

6
Amazon Gets It Right

• Amazons Ripstik caster board
• Lots of pictures, lower price, free shipping
• Effective cross selling wheels and ramp are
  accessories
• Personalization
• User reviews
• International
• One-click

• Bottom Line Make cross selling effective and
  ensure easy navigation.

7
Amazons Evolution
1995 Launch 2000 Tab Graveyard 2006
Yesterdays Design
8
Amazons Redesign
9
C28 Gets It Right

• Free shipping
• Number of items and keeps a running total
• User reviews
• Wishlist
• Benefits of registration
• Hacker Safe logo

• Breadcrumbs
• Social media integration
• Lets customers know where they are in the
  checkout process
• Unique features

Bottom Line Even a smaller site can have great
IA.
10
Shopping List

• Ripstik caster board
• Shoes
• Fruit
• Population of the United States
• Book
• Laptop

11
Bottom Line Dont force users to register.
Fruit

• Price check video
• Security
• Privacy
• Marketing
• Tact

12
Population of the United States
Bottom Line Dont make it look like an ad.
13
Book

• M-commerce issues
• Smaller interface
• Differences in functionality/compatibility
• Slower page loading times
• Amazon redirects you to amazon.mobi from dotmobi
  emulator

Bottom Line Keep mobile users in mind.
14
Book

• Accessibility
• Target is being sued by the National Federation
  of the Blind over website accessibility
• Fangs is an open source screen reader emulator

Bottom Line Make websites accessible.
15
Security

• Secure Socket Layer (SSL)
• Verisign
• SSL certificate guarantees identity
• Encryption of private data
• Hackersafe Logo
• Scan Alert
• Scans your site for security issues
• Unclear if this actually helps sales

Bottom Line You want SSL.
16
Laptop

• 2007 Q2
• Notebook shipments were up 40 year over year.
• HP shipped 4.7 million laptops, up 77 over last
  year.
• Dell shipped 3.4 million units, up only 10 year
  over year.

17
Laptop
Bottom Line Business strategy gt IA.
18
Resources

• Get Elastic Ecommerce Blog www.getelastic.com/
• Jakob Nielsen's Website
• http//www.useit.com/
• Dotmobi Home
• http//mtld.mobi/
• Fangs on SourceForge
• http//sourceforge.net/projects/fangs

19
Sources(Note See individual slide notes for
source use.)

• Amazon. (2007). A quick tour of our new remodel.
  Retrieved October 16, 2007, from Amazon site
  http//www.amazon.com/gp/events/gno/
• Billingsley, J. (2007). A good example of bad
  cross-selling. Retrieved October 16, 2007, from
  Get Elastic site http//www.getelastic.com/ecomme
  rce-cross-selling-gone-wrong/
• Boag, P. (2006). Statstastic! Jakob loves his
  stats. Retrieved October 16, 2007, from Boagworld
  site http//www.boagworld.com/archives/2006/08/st
  atstastic_jakob_loves_his_stats.html
• Bustos, L. (2007). Amazon tabs extinction means
  better customer experience. Retrieved October 16,
  2007, from Get Elastic site http//www.getelastic
  .com/tabbed-navigation-usability/
• Bustos, L. (2007). Small etailer packs big
  usability features. Retrieved October 16, 2007,
  from Get Elastic site http//www.getelastic.com/s
  mall-etailer-packs-big-usability-features/
• Bustos, L. (2007). Usability review The sharper
  image. Retrieved October 16, 2007, from Get
  Elastic site http//www.getelastic.com/usability-
  review-the-sharper-image/
• Chaffey, D. (2006). The 4 second rule of online
  customer engagement. Retrieved October 16, 2007,
  from Dave Chaffey site http//www.davechaffey.com
  /Internet-Marketing/C7-Service-Quality/Online-cust
  omer-engagement-research/

20
Sources(Note See individual slide notes for
source use.)

• eMarketer. (2006). Online retailers face
  four-second barrier. Retrieved October 16, 2007,
  from eMarketer site http//www.emarketer.com/Arti
  cle.aspx?id1004259
• Moses, A. (2006). Online shopping it's click or
  miss. Retrieved October 16, 2007, from Sydney
  Morning Herald site http//www.smh.com.au/news/we
  b/click-or-miss/2006/11/09/1162661799042.html
• Nielsen, J. (2007). Fancy formatting, fancy words
  looks like a promotion ignored. Retrieved
  October 16, 2007, from useit site
  http//www.useit.com/alertbox/fancy-formatting.htm
  l
• Olson, D. (2007). New crazy ecommerce video gets
  personal with your information. Retrieved
  October 16, 2007, from Get Elastic site
  http//www.getelastic.com/ecommerce-video-checkout
  -personal-information/
• OUT-LAW News. (2006). Target sued over web
  accessibility. Retrieved October 16, 2007, from
  OUT-LAW News site http//www.out-law.com/page-663
  4
• Savitz, E. (2007). Notebook shipments up 40 In
  Q2, DisplaySearch says. Retrieved October 16,
  2007, from Tech Trader Daily site
  http//blogs.barrons.com/techtraderdaily/2007/09/1
  1/notebook-shipments-up-40-in-q2-displaysearch-say
  s/
• Webmaster World Ecommerce. (2005). ScanAlert
  (Hacker Safe) What exactly does it do? Retrieved
  October 16, 2007, from Webmaster World site
  http//www.webmasterworld.com/forum22/3982.htm