Inside eCommerceDesign for Success

@micksgarage@so_uh_yeah

Brendan McMahon

Designing for Conversion

• 1998: Joined Organic Inc.• 2001: dot.com bubble burst

• 2001-2005: Independent Consulting/ G2 Interactive

• 2006-2008: Dell Inc.

• 2009: Hotels.com

• 2009-2013: Sears Holdings Corporation

About Me

Ecommerce - Conversion

Marketing - Audience

IT - Engine

Content - King

Design - Experience

Traditional ‘Website’ Design is Dead

Questions?

Traditional ‘Website’ Design is Dead

If you aren’t designing and developing for a multi-device experience you are missing the boat

Purchase Funnel Expectation

Questions?

Purchase Funnel Reality

Design pulls it together

Questions?

Designing for Conversion

Design has to be part of any tactical or functional implementation

What are we designing for?• Top of Funnel

(browse)• Bottom of Funnel

(cart/checkout)• Page weight• Data set• Page Goals

What are we measuring?• Bounce Rate• Exit Rate• Conversion Rate• Interactions• A/B

1. Introduce your customers the style of the store – Home page is the page you are giving the basic information about your business

2. Style and design should be the same for all pages

3. Compose the central part of home page

4. Product catalogue must be visible right from the home page

5. Organize the header of the home page

6. Don’t forget to include the search engine on your home page

7. Manage the catalogue categories in fine and logical way

8. Contact information must be visible and easy to find –

9. Information regarding delivery, returns, and general terms & conditions

10. One or two inserts from testimonials page. .

Design for Trust

What response does your HP elicit?

2

3

4

5

6a

6b

78

1

9 10

2

2

KISS - Keep It Simple Stupid

The KISS Method

Simplicity. Readability. Consistency• Landing Pages

• Defined Path to Product

• Large, Hi-Quality Product Images/Video

• Reviews

• Purchase Response Triggers

• Clear Call to Action

• Simple account and checkout

KISS – Basics of Site Design

KISS - Landing PagesNavigational

Search Landing Page

Lifestyle with a view to customization

KISS – Refine the Results

KISS – Support the User

KISS – Refine by Attributes

KISS - Assurance

KISS – The Right Results

KISS – Detailed Product Pages

KISS – Detailed Product Pages

KISS – Product Images

KISS – Purchase Triggers

KISS – Purchase Triggers

KISS – Purchase Response Triggers

KISS – Reviews

KISS - Accounts

KISS - Cart

KISS - Checkout

KISS - Checkout

• Design for PURPOSE

• Cut the Response Time – don’t over engineer

• Respect your Customers Time

• Understand the Traffic Drivers

• Hit The Visitor’s Interest

• Be Responsive – design with Multi-device in mind

Conclusion