We are currently studying persuadability on the main eCommerce sites of Spain, Chile and the United States – which we hope to publish in late march – and among the 100 variables that we will be analysing, the block on the shopping experience is undoubtedly an important part of our assessment.
Here are the factors that we have been analysing from their positioning in search engines and access to the store up as far as payment.
1. Positioning in search engines and access to the store.
o The website has been designed for optimum positioning.
o Key words in search engines are normally purchased.
o Landing pages are normally used for certain campaigns.
o The pages inside have been designed with users coming directly from search engines in mind.
2. Store home-page
o The graphic design of the home-page is well-designed and perfect for inviting us to shop.
o The section on new items and offers is well-represented visually.
o The information is clean and clear (no visual noise).
o There are multiple points of access to products.
o There is a quick invitation to start the shopping process.
o Target audiences and/or requirements are segmented.
o Clients are recognised from the home-page (cookies).
o The search engine is clearly visible and constant on every page.
o The search results show what the user needs, in order of importance.
o Compound searches are possible.
o It helps to correct spelling mistakes, accents, synonyms?
o The user can configure and personalise it (sort by page, availability, brand, etc.).
o The format in which the results are presented can be personalised: by list, pictures, in detail, summary, etc.
o It offers search terms to the user while he/she is writing in the search field.
o It suggests alternatives if there are no results.
o It has an advanced, feature-based search engine
o It has configurers which guide the user towards the best product for his/her requirements.
4. Product categorisation.
o Categorisation is adapted to the user?s mental model.
o The labels used are unequivocal.
o There is a coherent hierarchy of subcategories.
o Different types of categorisation are offered (life-style, segment,…).
o It provides access to the top-selling products.
5. Store browsability.
o The browsing structure is consistent throughout the store.
o Browsing flows in a linear fashion throughout the website.
o Direct access to the shopping basket is provided.
o Each page moves the user forward in the shopping process.
o The purchasing process is personalised with tailored recommendations.
o We can create a wish-list.
6. Product presentation.
o The product description is clear.
o Product information is complete.
o The different ways in which the product can be used are displayed.
o Large, descriptive images of the product are used.
o The price and shipping costs are clear.
o Assessments of the product by other users are included.
o Expert assessments are included.
o Comparison with other products is possible.
o The texts are perfectly readable.
o The product is presented as a series of advantages and benefits.
o Emphasis is placed on the most emotional part of the product.
o The language used is clear for the user.
o Launches or new products are contextualised.
o The product can be viewed from different angles.
o There are multimedia elements which help the user to ?imagine? the product: video, demo, etc.
o The user can ?experience the product? (virtual tester, zoom in, change colour, see index and initial pages?).
o Related products or categories are displayed.
o Certain products can be customised.
o The customer can register comments about the product.
7. Check-out process.
o It is a quick, streamlined process.
o It tells us where we are in the process.
o It tells us the next step.
o The product we are purchasing is clearly named.
o Product availability is always clear.
o It allows us to define how urgent shipping is.
o Content can be easily added/edited in the shopping basket.
o It offers as many payment options as possible.
o Shopping does not require registration until the last minute.
o Registration is implicit in the check-out process.
o If they make you register initially, they explain the advantages of doing so clearly.
o The check-out process can be started, interrupted at any time and taken up again without losing the information entered.
o The form only requires the most necessary details.
Are we leaving anything out?