Designing for Performance - Checkout to Purchase
- 1. Designing for Performance Checkout to Purchase @ugurkaner
- 4. Business Data User Research UX UI Visual Design Prototype Code Product Design
- 6. Designing for performance 3 Step Guide 1. Define Performance 2. Define Process 3. Execute
- 7. eCommerce
- 10. Conversion Facebook PDP Cart Checkout Purchase %
- 11. Mission: Improve Cart to Purchase rate Cart view Complete purchase~30% (industry avg) (revenue)(interest)
- 13. Is it the right metric? Solves a problem of user? Solves a problem of business? Wants to purchase? Wants to generate revenue? Direct design impact? ???
- 14. Mission: Improve Cart to Purchase rate Complete purchase (revenue)(intention) Checkout button Checkout Interest vs Intention Motivation abstraction Clear design impact
- 15. 2. Process
- 16. Bullet-proof design framework Who Why What How
- 17. The Who Who are we after? What are we trying to learn? Where do we find them? What do we ask?
- 18. New vs Returning The Who Everyone vs cohort Early Adopters
- 19. The Why What’s the motivation? What’s the behavior? What’s the hesitation? What’s the difficulty? How do we learn these? Listen to the “Who” Listen to the data
- 20. Users don’t like signup walls Trusting to a new brand is not easy Users are sensitive to price changes across screens Users appreciate transparency Payment = Order placed Any question mark causes drop from funnel Users care about shipping times and cost The Why
- 21. The What What are the problems? What’s the priority? What’s the right solution to those problems?
- 22. The How What’s the roadmap? Who do we have in the team? Who do we have too cooperate with? What tools do we use? How do we release? How do we measure? How do we iterate?
- 23. 3. Execute
- 24. Users don’t like signup walls Trusting to a new brand is not easy Users are sensitive to price changes across screens Users appreciate transparency Any question mark causes drop from funnel Users care about shipping times and cost
- 27. Solve Problems Remove signup wall Paypal + Google Trusted Sites Make cart sum and checkout sum as close as possible Zip code on cart page Shipping options on cart page Display shipment ETA, not duration All notifications on cart page Auto fill as much as possible Leave nothing to decide for checkout page Users don’t like signup walls Trusting to a new brand is not easy Users are sensitive to price changes across screens Users appreciate transparency Payment = Order placed Any question mark causes drop from funnel Users care about shipping times and cost