Ecommerce Advice
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Ecommerce Advice
Collection of ideas and advice for ecommerce merchants.
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Homepage Usability: Can Users Infer the Breadth of Your Product Catalog? - Articles - Baymard Institute

Homepage Usability: Can Users Infer the Breadth of Your Product Catalog? - Articles - Baymard Institute | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

This really is a brilliant article about product merchandising and information architecture for ecommerce sites. The point is very simple and is made with a great selection of examples of what works and what doesn't (and there are some famous names in the doesn't group).

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Will high street retailers win the battle for delivery speed?

Will high street retailers win  the battle for delivery speed? | Ecommerce Advice | Scoop.it
Five years ago pure play was the king of the ecommerce jungle. The lean business models, efficient tax structures and minimal property costs were destined to mean the end of bricks-and-mortar retail as we know it.
Tim Leighton-Boyce's insight:

One of the key points here comes right at the end: it's no longer relevant to consider ecommerce as in some way separate from other forms of retail. In the eyes of the customer it's all one company.

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Cross-Channel UX: Seamlessness

Cross-Channel UX: Seamlessness | Ecommerce Advice | Scoop.it
Companies and organizations that provide a seamless experience across more than one channel have a competitive advantage.
Tim Leighton-Boyce's insight:

The streaming video example here is brilliant. You could do the same thing with ecommerce. Try "we've kept your shopping for you". This kind of seamless experience offers customers a real benefit in terms of convenience.

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Microsites: Pros, Con, Examples & Best Practices

Microsites: Pros, Con, Examples & Best Practices | Ecommerce Advice | Scoop.it
In the past, the term microsites had often been used interchangeably with mini-sites, those one page stand-alone Web pages used by direct marketers in the 90s.
Tim Leighton-Boyce's insight:

This post contains lots of general advice and examples of microsites which will be relevant to many retailers. The article is written from an SEO perseptive, but it covers a lot more than that. Useful from an Information Architecture standpoint for dealing with product groups.

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Create Intelligent Digital Workflows, Not Responsive Monotony

Create Intelligent Digital Workflows, Not Responsive Monotony | Ecommerce Advice | Scoop.it
The thing about responsive designs, or all the other fancy design concepts, is that they have nothing to do with the design. And it isn't until you realize this that you start to understand both the true potential, but also the pitfalls.
Tim Leighton-Boyce's insight:

This is a must read for anyone who works with product pages. The pain will seem familiar, I'm sure.  It's a practical lesson, from experience, of how to work with product images, copy and pricing.

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Product Video Usability Guidelines and Best Practices

Product Video Usability Guidelines and Best Practices | Ecommerce Advice | Scoop.it

consumers watch product videos over 60% of the time and it makes them more confident about their purchase decisions. And here comes a really crazy fact: shoppers who view video are 174% more likely to purchase than visitors who did not!.

Tim Leighton-Boyce's insight:

Take a look at the video from the German retailer selling microphones in this excellent post on using videos on ecommerce sites. Superb.

 

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How to Recoup 30% of "Card Declined" Abandonments - Articles - Baymard Institute

How to Recoup 30% of "Card Declined" Abandonments - Articles - Baymard Institute | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

Great article which starts with some very simple content-changes to your site which might claw back some of that lost income and then goes on through much more sophisticated solutions.

 

My advice: see if you can get a lift out of the language changes first.

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LukeW | Mobile Design Details: Performing Actions Optimistically

LukeW | Mobile Design Details: Performing Actions Optimistically | Ecommerce Advice | Scoop.it

"The situation on mobile is dire. People expect a faster experience on mobile then they get on the desktop but the networks connecting them to your service are naturally slower. As a result, your Web site or native app ends up fighting performance on both sides. In these situations it really pays to be an optimist."

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Tim Leighton-Boyce's curator insight, July 30, 2013 8:14 AM

There are some really useful ideas in here on how to make mobile experience FEEL much better. With more and more customers using touch screen devices, this really matters.

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How users read

How users read | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

Read this article before you write any copy for your website. It's a clear guide to why you need to make things really simple. It's also a great example in itself.

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Hidden Secrets of the Amazon Shopping Cart 2.0 -

Hidden Secrets of the Amazon Shopping Cart 2.0 - | Ecommerce Advice | Scoop.it
You may be in a test cell right this moment. Go to Amazon.com, search for a book and look at their add to cart button, ready to buy area. Is the background of the box white or blue?
Tim Leighton-Boyce's insight:

I love articles like this: it contains a visual history of the evolution of Amazon's "Add to Cart" area, plus ideas on what they were testing and why. This goes way, way beyond the usual split testing mantra and offers real insight into the "why" as well as the "what" of ecommerce.

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Display Retargeting: Are Personalized Ads Better than Generic? | Get Elastic Ecommerce Blog

Display Retargeting: Are Personalized Ads Better than Generic? | Get Elastic Ecommerce Blog | Ecommerce Advice | Scoop.it
Display Retargeting: Are Personalized Ads Better than Generic? - Marketing, Merchandising
Tim Leighton-Boyce's insight:

I've seen some very powerful remarketing campaigns from clients. Also worth noting that you can now build lists yourself from within Google Analytics. This is well worth testing now.

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Thank You Page Resources

Thank You Page Resources | Ecommerce Advice | Scoop.it
A list of all the best stuff I've tweeted, used, read or absorbed over the last couple of years.
Tim Leighton-Boyce's insight:

Ecommerce "thank you for your order" pages are a great opportunity. Your customer has just bought from you: they're clearly interested. And they're looking at a screen on your site thinking "what now..."

 

Seize the day!

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Why Most Online Shoppers Don't Make it Past the First Step of Checkout

Why Most Online Shoppers Don't Make it Past the First Step of Checkout | Ecommerce Advice | Scoop.it
The first step of your checkout sets the tone for the entire checkout experience. It’s when you’re supposed to put your best foot forward.
Tim Leighton-Boyce's insight:

Great article, making a very good point about the common 50% (or worse) abandon rate between cart and checkout. 

 

The post contains loads of examples for your swipe file, plus links to resources including how to track abandon rates in GA and more. Also a link to a very promising Magento checkout plugin.

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E-Commerce UX Trends

E-Commerce UX Trends | Ecommerce Advice | Scoop.it
E-commerce designs benefit from large product images, robust reviews and easy discounts, but suffer from hidden product detail, poor site feedback, and crowded customer-service areas.
Tim Leighton-Boyce's insight:

This article adds some great new findings to the long-running series on e-commerce design. It's well worth a read.

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Subscriber Engagement Over Time | MailChimp Email Marketing Blog

Subscriber Engagement Over Time | MailChimp Email Marketing Blog | Ecommerce Advice | Scoop.it
As a data scientist at MailChimp, I get to dive into some pretty hefty datasets to search for patterns and learn more about our customers. Most recently, we set
Tim Leighton-Boyce's insight:

This is a 'must read' for everyone who uses email marketing. If ecommerce merchants could improve their long-term engagement to match the media sites, it would be very valuable.

 

The suggestion at the conclusion of the piece is very relevant. Try using a 'new subscriber' autoresponder series with a high emphasis on useful content rather than promotional offers. Perhaps even go for lifetime value: test shifting the emphasis in ongoing emails towards 'useful and interesting' with subtle promotions in second place.

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You Decide

You Decide | Ecommerce Advice | Scoop.it
Backcountrygear.com has a page called WAYS TO SHOP-- Here a shopper can specify a criteria they care the most about (like buying American made or lightweight items). This leads them to a page that ...
Tim Leighton-Boyce's insight:

Nice idea, but I think this can be improved. There are still too many choices, so it's just an alternative IA, with the same paradox of choice issue. But if you cut it down to perhaps just three it would be possible to make it very prominent at the start of a visit -- even as an overlay...

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E-Commerce Navigation: Show Sibling Categories for Easy Scope Adjustment - Articles - Baymard Institute

E-Commerce Navigation: Show Sibling Categories for Easy Scope Adjustment - Articles - Baymard Institute | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

Very practical ideas on navigation and product categorisation. File this for when you're doing some work on your menus and product pages. Or perhaps it might prompt some new changes now.

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Net Promoter News: The BBC doubles up on Net Promoter, ‘Big Four’ Australian banks short changing on customer service, Volume beats Client Services Drum with Digital Census Win

Net Promoter News: The BBC doubles up on Net Promoter, ‘Big Four’ Australian banks short changing on customer service, Volume beats Client Services Drum with Digital Census Win | Ecommerce Advice | Scoop.it
The BBC’s iPM takes pulse of Friends and Family…. On BBC 4’s iPM program, the National Health Service’s (NHS) Net Promoter-based Friends and Family Test again comes under the (clinical) microscope....
Tim Leighton-Boyce's insight:

Good to see some real-life Net Promoter stories from the UK

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An introduction to Customer Effort Score - Smart Insights Digital Marketing Advice

An introduction to Customer Effort Score - Smart Insights Digital Marketing Advice | Ecommerce Advice | Scoop.it
Customer satisfaction measurement approaches from BT and Henley Business School Customer effort score may be the new kid on the block, but just like other . Marketing topic(s):Customer service and support.
Tim Leighton-Boyce's insight:

This is a great read for anyone involved in ecommerce. By asking customers about how easy they find it to buy from you it's possible to identify the pain points and boost loyalty and recommendation. It seems likely that this can produce quicker results than relying on Net Promoter Score.

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New Facebook Insights - Take the Tour - Smart Insights Digital Marketing Advice

New Facebook Insights - Take the Tour - Smart Insights Digital Marketing Advice | Ecommerce Advice | Scoop.it

Detailed guide to Facebook's new Insights

Tim Leighton-Boyce's insight:

This is a really good introduction to the new Facebook Insights which should help any retailer work out which type of Facebook activity works best for their customer.

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A Simple Guide to Increasing Customer Lifetime Value: Focus on the First 5 Minutes

A Simple Guide to Increasing Customer Lifetime Value: Focus on the First 5 Minutes | Ecommerce Advice | Scoop.it
Several years ago I was fortunate enough to work at Microsoft and take part in a fun usability study. We had two rooms, a one-way mirror, and a simple theory..
Tim Leighton-Boyce's insight:

Here's an interesting idea: really fine-tune the first few minutes of your customer's experience of your company. And start the timer before they even reach the site. For example: begin with the advert on Google, or the email you send.

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Segmented Google Analytics Remarketing Lists - Loves Data Blog

Segmented Google Analytics Remarketing Lists - Loves Data Blog | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

I'm seeing a lot of ecommerce merchants doing some very good things with Adwords remarketing. This article provided step by step instructions on how to manage your own remarketing campaigns via GA.

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Tim Leighton-Boyce's curator insight, July 25, 2013 5:25 AM

Adwords remarketing from within GA puts personalisation in the hands of smaller companies. This step-by-step set of instructions is really useful

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13 Ways to Use Vine for Ecommerce [Or Instagram Video!] | Get Elastic Ecommerce Blog

13 Ways to Use Vine for Ecommerce [Or Instagram Video!] - Social Media
Tim Leighton-Boyce's insight:

Video seems to work well for ecommerce, but producing video is still seen as a huge cost for many ecommerce marketing teams. The ultra-short and rough'n'ready approach in some of these examples shows how you can use video without spending a fortune.

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Kevin Hillstrom: MineThatData: Trouble Brewing - Mobile

Kevin Hillstrom: MineThatData: Trouble Brewing - Mobile | Ecommerce Advice | Scoop.it
Tim Leighton-Boyce's insight:

There's a horrible truth here: yes, a lot of sites have woken up to mobile (well, tablets) and are starting to be aware of the volume. But detailed analysis of different merchandise patterns? I suspect almost nobody is doing this.

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3 principles of realtime interaction in an Always On culture | It's Digital Marketing

3 principles of realtime interaction in an Always On culture | It's Digital Marketing | Ecommerce Advice | Scoop.it
It's remarkable how quickly the Always On culture has established. It's insinuated itself within our lives to the point people often remark they cannot remember what they did or how they coped before it.
Tim Leighton-Boyce's insight:

At least this article recognises that what companies *ought* to be doing with mobile and social channels and what they can actually do are hard to reconcile. 

 

Pleased to see that the UK National Rail app (and Twitter feed) get recognition.

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