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Responsive Design Along the Conversion Path (Ma...

Responsive Design Along the Conversion Path (Magento Imagine 2015)

For the last three years, I’ve made the case for responsive, many-device eCommerce websites. Year one was about possibilities. Year two was about my experience on the front lines. Year three was about evolving a responsive frontend strategy for maintainability and performance.

This year I want to get back to business: RWD along the conversion path. I’ve spent the last 18 months building responsive B2B commerce with multi-billion dollar companies, and the last four years thinking about RWD + eCommerce.

This presentation details my thought process and the critical steps when designing for the conversion path as a complete user experience rather than a series of milestones. Expressing the details in this format brings value to the customer and the business.

More info: http://gravitydept.com/blog/magento-imagine-2015

Conference: Magento Imagine 2015
Speaker: Brendan Falkowski @ http://gravitydept.com
Location: Las Vegas, USA
Date: April 21, 2015

Brendan Falkowski

April 21, 2015
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  1. Acumen Theme gravitydept.com/to/acumen • Used by 1400+ stores • 5+

    years of updates • Made for customization • Rapid launch
  2. Hot 100 List — 2014 Mobile 10 List — 2014

    Internet Retailer Brilliant Newcomer Nominee — 2013 Top 25 Responsive Designs — 2013 Net Magazine Practical eCommerce eBay Blog Moz Web Performance Today Featured Across the Web KISSmetrics Conversion XL Smashing Magazine eConsultancy Yahoo! Small Business Mobify Creative Bloq Media Queries
  3. 1. Framing 2. Wayfinding 3. Filtering 4. Selecting 5. Assessing

    6. Converting 7. Delivering Responsive Design that Enhances the User’s Journey
  4. Why do customers buy the product? How many products are

    purchased at once? What’s the frequency of orders? Is the focus on acquiring or retaining customers? Do you need to represent an offline business too? Are categories the most useful navigational taxonomy for your catalog? How critical is search relative to the catalog’s size? Is “buy now” more applicable than the “shopping cart” model? Should creating an account be emphasized or required? What priority do promotions, shipping terms and customer support have? Framing Questions
  5. http://www.hugeinc.com/ideas/perspective/everybody-scrolls We learned that participants almost always scrolled, regardless of

    how they are cued to do so — and that’s liberating. “ Rebecca Gordon Research Lead @ Huge
  6. 1. List all the elements you may include in the

    header. 2. 3. 4. 5. Better Framing
  7. 1. List all the elements you may include in the

    header. 2. Rank them by priority according to business goals. 3. 4. 5. Better Framing
  8. 1. List all the elements you may include in the

    header. 2. Rank them by priority according to business goals. 3. Group them into logical sets. 4. 5. Better Framing
  9. 1. List all the elements you may include in the

    header. 2. Rank them by priority according to business goals. 3. Group them into logical sets. 4. Design the small-screen interaction around these groups. 5. Better Framing
  10. 1. List all the elements you may include in the

    header. 2. Rank them by priority according to business goals. 3. Group them into logical sets. 4. Design the small-screen interaction around these groups. 5. Adapt the patterns for larger screens. Better Framing
  11. Promoting Navigating Finding Personalizing Converting Sales Home Search Scoping Sign

    In Link: Cart Offers Categories Search Form Sign Out Link: Checkout Free Shipping Lookbook Typeahead Dashboard # of Items in Cart Support Company Info Store Locator Wishlist Cart Subtotal
  12. 1. Hierarchical navigation 2. Search 3. Advertisements and callouts 4.

    Recommendation engines 5. Shopping assistants 6. Personalization 7. Showrooming 8. Social proofing Wayfinding Methods
  13. 1. Hierarchical navigation 2. Search 3. Advertisements and callouts 4.

    Recommendation engines 5. Shopping assistants 6. Personalization 7. Showrooming 8. Social proofing Wayfinding Methods
  14. 1. Maximum of three levels for taxonomy depth. 2. Maximum

    of seven child categories per parent. Taxonomy Guidelines
  15. 1. Faster to scan. 2. Increased visibility. 3. Parent +

    children stay onscreen. Advantages of Narrow Branches
  16. Am I in the right place, should I go back,

    or go deeper? Can I exclude unsuitable products from this list? Is this product worth inspecting closer? User Concerns
  17. Are the sub-categories diverse? Are users shopping by aesthetic or

    specification? Is the list sensitive to order? Can users differentiate products from the list? Business Concerns
  18. Add to cart Buy within a bundle Buy with complementary

    products Buy an alternative product being upsold Check product specs Add to wishlist Add to compare Write a review Share with others Go back Leave 2. List actions
  19. 35: Add to cart 15: Buy within a bundle 10:

    Buy with complementary products 10: Buy an alternative product being upsold 8: Check product specs 3: Add to wishlist 3: Add to compare 3: Write a review 3: Share with others 3: Go back 0: Leave 3. Divide 100 points
  20. Product name Product photo + media Availability + delivery estimate

    Price + promotion modifiers Configurable options + size charts Add to cart button Add to wishlist Social share 1. List every content component Upsells Description Specifications Reviews FAQs Cross sells Recently viewed products Breadcrumbs
  21. Product name + Photo Availability + Pricing Configure + Quantity

    Add to cart + save to wishlist + share Sweeten the deal (bundle or upsell) Description + Specs + Reviews + FAQs Redirect attention (cross sells + recently viewed) 2. Group related components
  22. 3. Rank components What am I looking at? ➔ Product

    name + Photo Can I obtain it? ➔ Availability + Pricing Which options? ➔ Configure + Quantity My action? ➔ Add to cart + save to wishlist + share Unsure? ➔ Sweeten the deal (bundle or upsell) Need more info? ➔ Description + Specs + Reviews + FAQs Not interested? ➔ Redirect attention (cross sells + recently viewed)
  23. https://twitter.com/lukew/status/541986443598393345 The issue isn’t whether the call to action is

    visible. The issue is whether your call to action is visible at the point where someone has become convinced to take action. “ Luke Wroblewski Product Director @ Google
  24. 1. Confirm what’s in the cart 2. Make edits 3.

    Apply any discounts 4. See the final price 5. Begin checkout User Goals
  25. 1. Product manifest 2. Coupon form 3. Shipping & tax

    estimate form 4. Totals table 5. Checkout button 6. Cross-sells Content Hierarchy
  26. 1. Browsers still download images in hidden columns. 2. Lines

    wrap after a word or two. 3. 4. Table Consequences
  27. 1. Browsers still download images in hidden columns. 2. Lines

    wrap after a word or two. 3. Long words can easily overflow the table. 4. Table Consequences
  28. 1. Browsers still download images in hidden columns. 2. Lines

    wrap after a word or two. 3. Long words can easily overflow the table. 4. The lack of labels is unclear. Table Consequences
  29. 53% of email was opened on mobile devices in 2014

    https://litmus.com/blog/53-of-emails-opened-on-mobile-outlook-opens-decrease-33
  30. Order confirmation Shipment notification + tracking link Support inquiries Reminder

    to review products Share with a friend Password resets Common transactional email
  31. Tracking a shipment Update addresses View order history Check gift

    card balance Organize wishlists Dashboard Tasks
  32. Q&A