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Forcing users to register their details before they checkout is one of the quickest ways to lower your conversion rate.
Once a customer is ready to buy something from your store, presenting them with page after page of forms in which they need to fill out the most unnecessary of personal details is a sure fire way to litter your site with abandoned baskets and disgruntled customers.
That’s why guest checkout is a must-have feature for almost every online retail experience.
As I mentioned in my best practice guide to guest checkouts having a guest checkout doesn’t necessarily mean losing out on valuable customer data, it means adopting practices that put the customer experience first.
Using guest checkout as the default option, then offering to ‘save the customer details’ after purchase can help lower cart abandonment.
Saving customer details implies convenience, it puts customer experience as the primary focus. ‘Registering’ implies future marketing spam.
Also, if your site automatically fills in any details that the customer has already given you, such as name, address and email, all your customer needs to do is choose a password.
Boom! Conversion achieved. Customer satisfaction achieved. Data achieved. Easy.
Traditional thinking dictates that designers create the products and marketers sell them.
Then along came Apple and its beautifully designed products that practically sold themselves with almost zero marketing effort.
What came next was a huge amount of mediocre products needing ever-increasing budgets in order to highlight differences and features that may not have existed in the first place.
User experience designer and CEO of Clearleft Andy Budd believes that product and marketing teams need to work closer together and that the relatively new field of User Experience Design is the glue to achieve that.
I spoke to Andy Budd about all matters relating to UX last week.
Andy Budd is also one of the speakers at Econsultancy's Festival of Marketing in November. Our two day celebration of the modern marketing industry also featuring speakers from LEGO, Tesco, Barclays, FT.com and more.
I've been trawling through some mobile sites to find features I like.
Previously I published probably my favourite 15 mobile features but here's 30 more I like to see on the smaller screen.
As ever, check out the Econsultancy Mobile Web Design and Development Best Practice Guide for more guidance and come to the Festival of Marketing in London, November 12-13th, to learn more.
Right, let's get stuck in with the screenshots!
The Festival of Marketing (London's answer to Cannes Lions) will be upon us in November.
I've been rounding up some content to whet your appetite, including this collection of content and strategy slideshows relating to some of our speakers.
Check out the Festival website for more information, including a full lineup of speakers.
Whilst compiling examples for last week’s 10 essential features for mobile travel sites I was struck by how much I enjoyed using Ryanair’s new app.
Being as I only had to room to mention it briefly in the above mentioned article, I feel it deserved a deeper analysis.
The app was launched last month and was covered by mainstream news channels nearly as much as its much needed website redesign last year.
The app continues Ryanair’s huge cultural revolution, although both the website and the app redesign haven’t been without their technical hiccups. We’ll talk about some of the reported problems with the app below.
In the meantime, let’s take a look at Ryanair’s ever-improving mobile presence…
Looking for a break on a mobile? Gosh your commute must be especially arduous today.
Here’s some help: a guide to the most convenient features available on mobile travel sites, which could possibly help you find your way to pleasant pastures a lot quicker and also highlight some great design for other mobile commerce designers.
Ben Davis gives excellent advice on features needed for great mobile commerce design in general, which I’ll be using here, but skewing it towards features more suited to travel sites.
For this feature I’ll be taking a look at a range of travel sites all optimised for mobiles: EasyJet, Ryanair, Booking.com, TripAdvisor, Secret Escapes, Voyage Prive, Expedia, Mr & Mrs Smith, Laterooms and Skyscanner.
Picking which online supermarket you prefer to park your trolley in can be based on little more than which supermarket you regularly visit in the real world.
It’s the one you’re used to, the one you’ve got a loyalty card with, it’s also probably the one that’s closest to your home.
We sometimes forget that we needn’t be beholden to such boundaries when we’re shopping online for groceries. We have the whole of the nation’s biggest food retailers to choose from and each has their own particular conveniences.
You’re decision on which ecommerce store to shop with may purely come down to which offers the cheapest products, reasonable delivery charges and the availability of a convenient delivery window.
However if all these things are moot, it may also come down to which offers the best user experience.
This post is not meant to definitively suggest which supermarket out of Tesco, Asda, Sainsbury’s, Waitrose or Morrisons is the best, it’s just meant to highlight various UX features and tools that make for a great customer experience, features that other ecommerce site designers could learn from.
According to a survey, the answer is Premier Inn and Travelodge, the best-known budget hotel brands.
Premier Inn narrowly nudged out its budget rival, with The Hilton a distant third.
So what are these hotels doing right online? Or are the results merely a reflection of the popularity of these two brands?
I've been looking at the survey results, as well as how the top ten hotel brands deal with the search and booking process.
When I started looking at user journeys for CrowdShed.com and the tools we’d need to deliver a good quality UX, one of the first areas I looked at was forms.
Form abandonment is a headache for all ecommerce sites but there is a lot of learning out there regarding how to minimise the risk of alienating users.
This blog looks at some of the core UX requirements that I think people selecting a postcode lookup and validation tool should take into consideration, as well as explaining which solution we chose and why.
From an interactive value proposition to brilliant product descriptions, there's much to love at Made.com.
I was taking a look around the site and kept stumbling on things that I consider to be best practice in ecommerce from this pureplay 'direct to designer' store.
Take a look at what I found and see if you feel the same way.
Due to the popularity of the article titled, 'Ecommerce product pages: where to place 30 elements and why', a sequel has (finally) been written.
The focus now turns to the main category page, which is used in ecommerce to give shoppers access to a range of products such as 'menswear' before they drill further down to find specific items (e.g. socks, jeans).
This article will add value if you:
- Have little confidence in your current main category page layout.
- Are in the process of redesigning your website and need guidance on the main category page.
- Are bombarded with differing opinions on how the main category page should be laid out by stakeholders, vendors (designs, UX teams) and would like an unbiased opinion.
We and many others have made our love for Government Digital Services (GDS) quite clear.
However, I thought it worth quickly flagging up an interesting post on Reddit that shows just how far GDS has come and the standards it is setting.
In the post a redditor from the Home Office highlights a poor experience and a developer from the GOV.UK team fixes it within a day.
If you want to hear from Mike Bracken, executive director of digital at GDS, get yourself to the Festival of Marketing in November.