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How different are online shoppers compared with off-line shoppers? Lonneke Spinhof, senior UX consultant, presents the results from a study on online shopping behavior. Discover some interesting insights on the search and selection process that online consumers go trough. Presentation from Lonneke Spinhof for the Humix Session on 5/11/2013. Would you like to join our next free Humix Session? Please subscribe to our newsletter: http://www.humix.be/nl/Humix-Session-keep-me-posted
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Online shopping behavior
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Similarities
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Products that fit their needs
A good buy
Compare the options
Price isn’t the only important factor
Differences
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Easy access to multiple shops
No sales person
Trust to pay before receiving the product
Bigger amount of choices
More external factors in the buying experience
No physical product interaction
Some stats
Why do we shop online?
5)
7)
12)
13)
29)
33)
36)
49)
0) 10) 20) 30) 40) 50) 60)
Other)
It)is)easy)when)you)want)to)order)a)surprise)
Webshops)oLen)have)a)larger)range)of)products)
Online)shopping)gives)me)less)shopping)stress)
To)avoid)shopping)crowds)
It)is)cheaper)to)shop)online)
It)is)easier)to)shop)online)
You)can)shop)at)any)moment)of)the)day)
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N=79)
Important elements in online shopping
Price) Service) Product)range) Delivery)
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N=104)
1st)
2nd) 3rd)4th)
Free shipment
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27%)
59%)
14%)
Can%free%delivery%persuade%you%to%buy?%
Yes,)that)is)decisive)
Yes,)in)doubt)
No)
N=104)
How to serve online shoppers
Show the way
User oriented product categories
Product oriented filters
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No carousel
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Relevant product info Materials Dimensions Weight Functions Variations …
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Product detail page
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Selection assistance
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Big & qualitative photo’s
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Old tricks
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Social pressure
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Limited stock
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Shortage = opportunity
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Buy what others buy
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Closing the deal
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Be trustworthy
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Transparent costs
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Free shipment threshold
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Confirm good decision
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Simple checkout Good form design No account required No unnecessary info
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Simple checkout
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Keep on measuring & improving!
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