wsi ui recommendations
TRANSCRIPT
Watch Sta(on UI Recommenda(ons
Naviga&on
Masthead / Header
• Drop Menus
• Keyword Search Input Size • Breadcrumbs
• Brand Naviga(on
LeD Menu Guided Search
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Page Layouts
Home Page
Brand Bou(que Landing Page
Lis(ng Results Page
• Results Browser • Quicklook
Product Detail Page
Blog Page
UI Recommenda(ons
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Masthead / Header Large Search Input – allows customers to enter beNer keyword searches
Chat / Customer Care links – quick easy access to customer care informa(on and online chat help
AJAX Shopping Bag – provides immediate feedback when adding items, shows latest addi(ons in a drop panel (like fossil.com)
Drop menus in Top Naviga&on – more than just lists of page (tles, can show photos, icons and more to help customers navigate
Breadcrumb Trail – customers always know where they are and how to get back to the page they liked
UI Recommenda(ons
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Home Page Large full width promo&onal space – flexible to accommodate sub-‐layouts if desired.
Three standard small promo&onal spaces – also help to funnel users down the page
• Shipping or Sale promo(on
• GiD Cards • Community or Social Callout – Can be Facebook or RedCross or both.
Three SEO op&mized content blocks
• Trends – 3 to 5 trend headlines/photo and intro text that link to ar(cle landing pages.
• New Products -‐ grid of new products, visual indica(on of the products a user will find in the store. Each links to a PDP. Most recent 12 addi(ons.
• Blog Updates – 3 to 5 blog headlines/photo and intro text that link to ar(cle landing pages.
Featured/Best Seller Product scroller – 8 to 12 top selling or featured products across all brands. 4 products displayed at a (me with a scrollbar below to navigate leD/right through them.
UI Recommenda(ons
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Brand LP The Brand Landing Page is the cornerstone of the Watch Sta(on user experience. Many customers will start their path to purchase here from CPC campaigns and natural search result links. Other customers will arrive here from the home page or from brand LP links on results lis(ngs and PDP pages. If a customer is looking for a brand specific product they will see this page.
Brand Promo&onal Space
• Large 2/3rds width promo(onal region
• Can be used for guided naviga(on as shown
• Medium sized secondary promo(onal region
• Sale or Featured product or category • Small mini-‐site promo(on link – see mini-‐site UI
Featured collec&ons content region – 3 to 5 items, category or ‘collec(on’ imagery with links -‐ “shop Ceramics >”
Featured/Best Seller product scroller – same func(onality as the home page but brand filtered.
UI Recommenda(ons
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Brand Mini-‐Modal A Mini-‐Modal is a mini-‐website within a website presented in an overlay window.
The purpose of this mini-‐modal is to provide a vehicle for a brand experience which does not interrupt the flow of Ecommerce. A customer can choose to open the mini-‐site and learn more about a brand without leaving the WSI website or naviga(ng away from the Brand Bou(que landing page.
This modal content would be served on the page but hidden off screen to provide enhanced SEO to the Brand LP itself, only being made visible to a user when the link is clicked but available to search bots during their normal page indexing.
Content could be commissioned via Fossil or provided by the Brand – as html, flash or even pdf. Content could be sized to fit the available window or made for scrolling.
The X buNon at top right of the window closes the window.
UI Recommenda(ons
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Guided Search / Refinement Guided Search Lis(ng result func(onality is really the brain of WSI (Brand LPs are the heart).
Key guided search criteria or facets will be based on Informa(on Architecture which will be based on merchandising and catalog selec(on.
A ver(cal accordion UI presenta(on is in considera(on though an open list of op(ons would be preferable. Segments such as collec(ons would poten(ally only be available once a brand has been selected. A message to “select a brand to view available collec(ons” would be displayed in that area by default. This scenario is being inves(gated with Endeca.
AJAX would be used to update results lis(ngs as well as disable op(ons within refinement to avoid zero result lis(ngs. A standard page refresh would be a fallback for SEO and Accessibility.
Search / IA Criteria:
• Gender • Brand • Style or Type (if accessories are to be included) • Collec(on / Sub-‐type • Price • Dial / Band Color • Case / Band Material
UI Recommenda(ons
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Lis&ng Results Page Product results pages are where customers spend the majority of their (me on any online retail store. WSI objec(ves are to provide the best yet simplest method for customers to browse and locate products they are interested in.
• Guided Search tools in leD column – See Guided Search UI
• 3 -‐ 4 products per row – large photos • Brand LP links above each product • Product photo, name, price, ra(ng, callout
• Pagina(on at top and boNom
• Number of items per page
• Sort order • Price, Newness, Ra(ng, Popular
• Add to list + Add to cart icon buNons • Browse results link – see Product Browser UI
UI Recommenda(ons
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Lis&ng Results Browser A new take on the ‘quicklook’ UI feature found on many retail websites.
• not essen(al • further study to validate conver(ng to buying customers
• most func(onality and content of a standard PDP page
• does not include cross-‐sells, reviews or other addi(onal resources
• Full screen format
• Large zoomable image like PDP
• “more informa(on” link to standard PDP
• link to reviews on standard PDP • thumbnail scroller showing currently displayed product and/or horizontal scrollbar to browse the selec(on or results
• AJAX (no refresh) “Add to Bag”
UI Recommenda(ons
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Lis&ng Results Quicklook Tradi(onal ‘quicklook’ func(onality is popular across many categories of retail ecommerce websites.
• not essen(al • further study to validate conver(ng to buying customers
• most func(onality of a standard PDP page
• does not include cross-‐sells, reviews or other addi(onal resources
• “more informa(on” link to standard PDP (not shown here)
• link to reviews on standard PDP • previous/next product links • AJAX (no refresh) “Add to Bag”
UI Recommenda(ons
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Product Detail Page PDPs should provide the ul(mate first impression, even more than a home page. This is the first impression of the product, rather than the collec(on or the brand or the website.
Key informa(on about the product needs to be highly placed:
• “Add to Bag” – most important, high contrast, large, high on page, adjacent to the price. Include an “Add to wish list” or similar buNon in a lower contrast style as a secondary CTA.
• Product Image – large, mul(ple views, zoom-‐able, poten(ally a full screen view op(on.
• Price – also large, somewhat contrasted with surrounding copy. Adjacent to the “Add to Bag” buNon so that an impulse buy is easier to make.
• Ra(ng star widget – prominent loca(on so that a casual browser will see that the product has a high ra(ng and may take more (me to review the product.
• Share links, let customers share the product without looking for this feature.
• Quan(ty – likely this will be removed but available during checkout.
Addi(onal resources:
• Descrip(on and Details – a tabbed interface allows customers to review more detail on the product without pushing down reviews and ra(ngs which are equally as important. • Chat Now – smaller, less prominent than on customer care pages but s(ll located in the top right of the page.
• Recommended product cross-‐sell in right column • Full ra(ngs and reviews below main product informa(on.
• Product Guides – SEO “Authority” and customer educa(on
UI Recommenda(ons
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Recommended Products Recommended products should take two forms, inside PDP and outside PDP.
Inside the PDP page recommended products should be based on data about that product: “Customers who viewed this product also viewed” or “Customers who viewed this product ul(mately purchased”.
• Each product lis(ng should include Brand LP link, price, product name, review/ra(ngs
Implementa(on could include hiding informa(on then revealing it on roll-‐over.
Significant issues surround this topic related to brand posi(oning:
• Can mixed brands appear on a PDP or will brand homogeny be required?
• Can mixed brands appear outside of a PDP (content & blog pages) or will brand homogeny be required?
The impact of homogeny is that the recommenda(ons will not be as relevant to the customer and will limit the effec(veness of this cross-‐selling technique. Some brands may not have a diverse enough catalog for effec(ve recommenda(ons.
UI Recommenda(ons
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Product Guides WSI should include as much informa(on about products as possible. In addi(on to enhancing the value of the site for customers in terms of educa(on about the product there is an immediate gain for SEO.
Both html and pdf guides are recommended.
Addi(onally a watch fit and sizing interac(ve element would provide a standout aNrac(on.
UI Recommenda(ons
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Blog Content
A blog landing page should display the most recent 5 – 10 posts (depending on average post length) and having the following features:
• Archive of Posts by date • Tagged Posts using top keywords based on analysis for SEO. • Cross links to other blogs to establish a community rela(onship with other watch content outlets. This will encourage these more established blogs to link to WSI when appropriate thereby transferring their own authority page rank to WSI.
• Trackbacks, Facebook integra(on, Social Sharing of each post, comments and ra(ngs.
• Content strategy should include re-‐pos(ng and providing aNribu(on to insighsul ar(cles published on other blogs, ideally with new original content added which is relevant to WSI directly.
Watch Sta(on Path to Purchase
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Path to Purchase
Home Entry Home => Women/Men/Color/Shape Results => Refine => Refine => PDP => Checkout
Home => Search => Refine => Refine => PDP => Checkout
Home => Brand LP => Refine => Refine => PDP => Checkout
Brand Entry Google => Brand LP => Featured Collec(on Results => Refine => PDP => Checkout
Product Entry Google => PDP => Checkout
Trend Entry Google => Trend LP => Trend Results => Refine => PDP => Checkout
Blog Entry Google => Blog => Product Link => PDP => Checkout