Whatley Shopping

8/6/2019 Whatley Shopping

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IA for Shopping & Shopping Carts

Adrian Whatley

INF 385e

Fall 2005


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E-Commerce

Consumer Purchase Factors

Closing the deal with the shopping cart

Simplify

Support

Secure

Confirm Conclusion

OverviewOverview


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EE--Commerce Is Big BusinessCommerce Is Big Business

50% of US net users

and 20% of non-US

net users regularly buyonline (2002)

Click and Mortar

firms see an increase

in visits to traditionalsales outlets


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Uncontrollable Factors

Consumer characteristics

Social

Economical

Cultural

Psychological

Beyond the the control and influence of

marketers

Uncontrollable FactorsUncontrollable Factors


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1. Product/Service Characteristics

2. Medium Characteristics

3.

Merchant/Intermediary Characteristics

Controllable FactorsControllable Factors

In other words: IA

is essential for anenjoyable e-

commerce

experience!


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The Factors at WorkThe Factors at Work

No Thanksgiving

Web Ad

IA


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A metaphor employed by e-commerce sites

to help customers better understand the

online purchasing experience.

Shopping baskets

Shopping bags

And many more

What Is a Shopping Cart?What Is a Shopping Cart?

www.williamssonoma.com

www.llbean.com


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Billions in sales are lost every year because

customers become frustrated and leave an

e-commerce site

Trust and usability are the two attributesmost often cited by customers as the reasons

for choosing a site

Design is ImportantDesign is Important


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Overall Design is ImportantOverall Design is Important

Weird!

Pixel-y!

Clean, easy

checkout


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but the shopping cart canbut the shopping cart can

make or break a site.make or break a site.

65% of buyers leave

their shopping carts in

mid-purchase(eMarketer 2003)

IA can help reduce

cart abandonment

rates


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Programmers need to hear people call their baby ugly.Terrell Jones, president of Travelocity

Keys to Good Cart DesignKeys to Good Cart Design

1. Simplifythe process.

2. Explain the steps.

3. Secure the transaction.

4. Confirm the order.


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SimplifySimplify: Make the Cart & Its Contents: Make the Cart & Its Contents

Easy to FindEasy to Find

Have multiple entry points

Be transparent

Give product information

Availability

Quantity

Price Allow products to be stored

for later purchase

The shopping cart should:Basket


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SimplifySimplify: Break: Break--Up the Ordering ProcessUp the Ordering Process

Page Numbers

lllllllll

lllllllll

lllllllll

lll

Where am I?

Where am I going?

http://www.cupandblade.com/store


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SimplifySimplify: Provide Clear Instructions: Provide Clear Instructions

Required fields

Saves space

Next step

Builds trust

Go back


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ExplainExplain: Provide Rich Functionality: Provide Rich Functionality

Cross-selling

Navigational

Options

Detailed Description


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ExplainExplain: Provide Support During: Provide Support During

CheckoutCheckout

ddddddddddddd

ddddddd

Unanswered questions can

translate into lost sales

Phone support is best for new

customers or those uneasy

with web purchases

Support via a chat window

like eBays Live Help or

UT Libraries Ask a

Librarian is gaining favor FAQs should be provided at

the very least


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ExplainExplain: Show All Costs: Show All Costs

This cake better be $%&^ good.

Show taxes, shipping and any another purchase costs. No surprises!


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SecureSecure: Put Their Minds at Ease: Put Their Minds at Ease

In order to establish trust, the customer must be comfortable with

you and your sites security

Think about possible customer concerns at every step Your security standards should be easily accessible and clearly

written

Williams Sonoma


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ConfirmConfirm: Make Sure the Order is Correct: Make Sure the Order is Correct

Right address?

Right product?

Right price?


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ConfirmConfirm: Send a Confirmation E: Send a Confirmation E--MailMail

Include: Confirmation date

Order number

Tracking (if possible)

Be brief!


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Organize a focus group to test the shopping cartbefore the site is launched.

Make sure your cart simplifies, explains,secures and confirms the online orderingprocess.

Remember, a successful Web site is built aroundcustomer-centered design.

ConclusionConclusion


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Taking the shopping centre online: new models in e-commerce.Timothy Dixon, Andrew MarstonProperty Management;Volume 23;Issue 2; 2005

Electronic commerce: A comparative study of organizational experiences.

Majed Al-MashariBenchmarking: An International Journal;Volume 9;Issue 2; 2002

Product search in e-shopping: a review and research propositions.

Jennifer RowleyJournal of Consumer Marketing;Volume 17;Issue 1; 2000

Influencing the online consumer's behavior: the Web experience

Efthymios ConstantinidesInternet Research;Volume 14;Issue 2; 2004

Comfort your online customer: quality, trust and loyalty on the internet.

Dina Ribbink, Allard C.R. van Riel, Veronica Liljander, Sandra StreukensManaging Service Quality;Volume 14;Issue 6; 2004

An integrated framework for recommendation systems in e-commerce.Timothy K. Shih, Chuan-Feng Chiu, Hui-huang Hsu, Fuhua LinIndustrial Management & Data Systems;Volume 102;Issue 8; 2002

One-stop-shop information mall MTRs experience.

Y.K. Chan, Martin Brown, K.Neailey, W.H. IpManaging Service Quality;Volume 10;Issue 2; 2000

ReferencesReferences


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Good information architecture increases online sales.

Ivan Walsh

http://www.sitepoint.com/print/increases-online-sales

Ten ways to improve the usability of your ecommerce site.

Webcredible consultancy.

http://www.webscredible.co.uk/user-friendly-resources/web-usability/ecommerce-usability.shtml

Information architecture of the shopping cart: best practices for the information archtitectures of e-

commerce ordering systems.

Sarah Bidigare, Argus Center for Information Architecture, May 2000.

http://argus-acia.com/white_papers/shopping_cart_ia.html

The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web

Experience.

Douglas K. Van Duyne, James A. Landay, Jason I. Hong.

Addison-Wesley, 2003.

ReferencesReferences

Documents

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