Podcasts about baymard institute

Did you know that almost 70% of shoppers abandon their online shopping carts and don't follow through with a sale?  That means that only 3 out of 10 of your customers who go to your website and load up their shopping cart complete their purchase. The same report from Baymard Institute said that more than $18,000,000,000 in e-commerce sales are lost annually due to abandoned carts. That is a whole lot of money. And yet, only some independent product brands are utilizing abandoned cart follow-up emails to recapture some of these sales.  On today's episode, I'm answering a question from our recent round of Paper Camp regarding abandoned cart email automations. If you have ever shied away from sending out these emails, you are going to want to listen to this one and rethink your strategy. Today's episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well: We need to make it easy for stores to purchase from us We need to have clear pricing and terms & conditions We need to clearly communicate and add value at each touchpoint We need to focus on building strong relationships with our customers. And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, its only $27 bucks.  Get Access to the Unlock Buyer Secrets Interview Series You can view full show notes and more at http://prooftoproduct.com/336  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp  

Karl and Taylor talk music and video games, everything from Taylor's limited cultural upbringing and getting to experience classic rock for the first time to the ins and outs of the Nintendo Switch. Taylor speaks to building a custom bundler into a Shopify theme and new issues related to applying a discount, including problems with a method that used to work well in the past with URL parameters. In addition to this, another gift with purchase issue when applying a discount doesn't work perfectly and other ways to approach this with customers. Karl provides more background on the difficulties involved with a major migration from BigCommerce to Shopify for a merchant with over 250,000 orders. Karl and Taylor then dig into Shopify Editions for summer 2023 and what it means for Shopify and app and theme devs. // Resources //https://www.shopify.com/editions/summer2023Flex sections: https://www.shopify.com/editions/summer2023#flexible-sections-featuredB2B Features: https://www.shopify.com/editions/summer2023#b2b-on-shopify-drives-growth-featuredOptimize your Shop: https://www.shopify.com/editions/summer2023#shop-store-updatesUpdates to Shop Minis SDK: https://www.shopify.com/editions/summer2023#shop-minis-developers New APIs for custom validation at cart and checkout: https://www.shopify.com/editions/summer2023#checkout-extension-updates-featured APIs to support more than 100 product variants: https://www.shopify.com/editions/summer2023#product-variants Generated test data for development stores: https://www.shopify.com/editions/summer2023#dev-onboarding-improvements  // Changelog // App review summaries: https://shopify.dev/changelog/app-review-summariesPreview the one-page checkout, thank you page, and new customer account pages directly in the checkout editor: https://shopify.dev/docs/apps/checkout/best-practices/testing-ui-extensions#test-the-extension-in-the-checkout-editor // Picks of the Week //Matrixify Shopify App: https://apps.shopify.com/excel-export-importShopify Display: https://shopify.supply/products/display  // Other resources discussed //Existing Shopify Plus feature, catalogs: https://help.shopify.com/en/manual/b2b/catalogs Shop channel: https://apps.shopify.com/shopSet up the Shop channel: https://help.shopify.com/en/manual/online-sales-channels/shop/setup Blink by Malcolm Gladwell [book]: https://amzn.to/45IfaiH, https://www.amazon.com/Blink-Power-Thinking-Without/dp/0316010669 Baymard Institute, ecommerce UX research: https://baymard.com/ 

Det tredje avsnittet av fem som görs i samarbete med Conversionista där vi utforskar olika områden inom CRO. Både hur vi jobbar idag och hur vi kan komma att arbeta i framtiden. I det här avsnittet pratar jag med Elin Qvale Linde som är conversion specialist om research- och analysarbetet inom konverteringsoptimering. Allt från varför det är så viktigt till vad det är för typ av research och hur den görs. Samt hur det leder till bättre hypoteser och experiment. Elin är en del av experience- and behaviourteamet på Conversionista där hon och kollegorna arbetar med att skapa bättre digitala upplevelser och kundresor. Och för att kunna göra det så krävs det ett gediget grundarbete. Om du vill förstå vad det innebär för att göra det och hur det arbetet går till så ska du lyssna in. Du kommer kunna ta med dig massa insikter, inte minst hur du kan använda kvalitativ, kvantitativ och heuristisk analys för att triangulera dig fram till bra insikter. Om gästen Elin Qvale Linde är conversion specialist och en del av experience och behaviour-teamet på Conversionista i Stockholm. Där arbetar hon med sitt team av user researchers och UX-designers med att förbättra digitala upplevelser och kundresor. Elin är både utbildad webbanalytiker och kommunikatör med lång erfarenhet av UX, konverteringsoptimering och copywriting. Och har bra koll på webbpsykologi och best practice inom UX och design. Hon brinner också för det hon kallar conversion copy. Om avsnittet Elin och jag pratar i avsnittet om research- och analysarbetet inom konverteringsoptimering och varför det är så viktigt. Samt de olika typerna av analyser som används för att ta fram bra insikter, rekommendationer och hypoteser. Hon beskriver också hur processen går till när hon tar sig an en ny sajt och gör det man kallar för en konverteringsutvärdering. Och hur man använder triangulering för att få fram värdefulla insikter och rekommendationer. Och vad som krävs för att ta fram bra hypoteser från dessa. Du får dessutom höra om: Vad kvalitativ, kvantitativ och heuristisk analys är Hur man hittar balansen mellan dessa Viktiga principer inom webbpsykologi Best practice inom UX för marknadsförare Elins favoritverktyg inom kvalitativ analys Vad hon tittar på inom en heuristisk analys Vilka kompetenser som krävs för arbetet Och en massa mer om research och analys… Elin förklarar även vad hon och hennes team ser kommer hända framöver inom området. Allt från hur kvalitativ analys kommer bli viktigare till, utmaningar med spårning och AI-research. Du hittar som vanligt länkar till allt vi nämnde här i poddinlägget. Elin har också skickat med en hel del länkar om allt från konverteringsutvärderingen och heuristisk analys till designprinciper, webbpsykologi och hur man skapar bättre hypoteser. Efter länkarna hittar du även tidsstämplar till olika sektioner i avsnittet. Länkar Elin Qvale Linde på LinkedIn Conversionista.com (webbsida) Conversionista (LinkedIn) Conversion Manager (utbildning) Vad är konverteringsoptimering? - Conversionista (artikel) Konverteringsutvärdering - Conversionista (tjänst) Beteendedata är raketbränsle - Conversionista (blogg) 5 saker du måste göra för att skapa bättre hypoteser - Conversionista (artikel) När blev data endast kvantitativ? - Conversionista (artikel) Heuristic Evaluation: How to Conduct a Heuristic Evaluation - Interaction Design Foundation (artikel) 10 Ways to Use Psychology to Convert More Customers - Unbounce (artikel) 8 Web Design Principles and Laws that Work in 2022 - CXL (artikel) UX Research: Current Trends and the Future - UXtweak (artikel) AI is going to change UX research forever - UX Collective (artikel) Artiklar om E-Commerce och UX Research från Baymard Institute (blogg) Usability Testing 101 - Nielsen Norman Group (artikel) Fler artiklar från Nielsen Norman Group (blogg) NN/g UX Podcast - Nielsen Norman Group (podcast)

In ecommerce, one-click checkout solutions are aimed at reducing friction and shortening the path to purchase by minimizing the number of form fields and clicks required to place an order. Savvy online shoppers expect easy, intuitive experiences, with an increasingly lower tolerance for too many steps in the process, or lack of preferred delivery and payment options. Despite ongoing investment in improving the end to end online shopping experience, overall cart abandonment rates continue to sit around 70%, according to Baymard Institute. A major contributor? Checkout abandonment. According to The Checkout Benchmark, almost half of all shoppers who proceed from cart into checkout, don't complete their purchase. That's a staggering volume of lost sales potential from shoppers that demonstrate strong intent to purchase but drop off during checkout. “While there will always be a certain amount of checkout abandonment — because some shoppers will start a checkout as part of their consideration process or simply to see if discounts are available — brands should strive to minimize friction in the checkout. Any extra friction in the checkout will increase checkout abandonment,” says Anatolii lakimets, Senior Product Marketing Manager at Bold Commerce. One-click checkout shortens the path to purchase in an effort to minimize friction by moving shoppers through checkout with fewer clicks. For a basic one time, one item purchase on a website, the concept of a shortcut through checkout with one-click is pretty straightforward. But with the shift in shopper interest to purchase in different channels like social or blogs, on a mix of devices, or without clicking at all (in the case of voice assistants), the requirements of a one-click checkout increase. Reducing friction isn't about getting to one click at all costs, when some clicks are valuable ‘conversion boosters'. Shoppers expect BOPIS and other delivery options, payment options, the ability to collect loyalty points, or apply discounts during checkout. “Checkout used to be about taking payment, but in today's world, checkout has become the orchestration point of all of these elements in a shopping experience. Exceptional customer journeys continue right through checkout,” says Deanna Traa, Chief Marketing Officer at Bold Commerce. “Brands need to think about the data and checkout logic they require through their checkout experience, especially when they are selecting a one-click solution. When you think about it, checkout is a critical moment of truth in a shopping journey to reinforce your brand experience.” 5 ways to tell your brand needs a customized one-click checkout Not all one-click checkout solutions are created equal. Many options, including digital wallets, require brands to make sacrifices to the shopping experience and the checkout logic in order to implement a one-click solution. This can mean serving up payment methods, delivery options, subscription offers, or the ability to collect or redeem loyalty points. For brands with simple business models and one item baskets, these sacrifices are smaller. For others, the effectiveness of a one-click checkout experience relies on the ability to customize it based the business model while also delivering brand consistency across every channel. Here are five indicators your brand would benefit from a customized one-click checkout solution: #1: Your shoppers are embracing alternative payment A recent McKinsey report found that more than three-quarters of U.S. shoppers used some form of digital payment during the pandemic. Plus, the share of consumers using two or more digital payments methods is on the rise — jumping to 58% from 45% year over year. According to The Checkout Report, 38.7% of buyers chose PayPal as a payment option when offered. If your brand has a large number of users opting for alternative payment methods to credit cards, it could be a sign they are looking for a simpler, streamlined checkout experience. Digita...

Supply chain issues, shipping delays, and fulfillment challenges are on the rise. So are customer expectations. Shoppers favor fast, free shipping options: according to new research, 75% claim that free shipping had a significant or very significant influence on a purchasing decision. Even above cost and speed, this research found that customers value dependability and transparency when they shop online. For you, that means building trust by communicating clearly and often. We recently released the Future of Commerce report, an in-depth roadmap built on proprietary research, data from millions of Shopify merchants, and expert interviews. As you adapt to the ever-changing climate of ecommerce, the learnings from this report will help you solve shipping challenges, exceed customer expectations, and build solid shipping strategies and processes for the long term. Get more transparent about shipping costs and timelines According to the report, 74% of consumers want to see shipping costs upfront when making purchasing decisions, and 68% would like free returns and estimated arrival times. Shoppers want to know: How much will shipping cost? How long will it take to get my order? Do I have to pay to make a return? Will you update me if my order is delayed? These are the changes you can make to improve transparency with your shipping process. 1. Create a shipping info page The more transparent you are with shoppers about your shipping policies from the beginning, the more trust you build with them for the long term. Plus, setting expectations upfront means less time answering support inquiries later. Build a page dedicated to shipping on your website. Here's the basis of what this page needs to include: All of the shipping options you offer. List how fast each option is and how much each one costs. Order processing time. How many days after a customer places an order can they expect it to ship? Are there any exceptions? Domestic and international shipping options. Customers across the globe need to see if you ship to their location, how quickly, and for how much. A full return policy. Shoppers want to know if you offer free returns or a return-in-store option, or if they'll have to pay. They also need to see how they'll get their refund. Any shipping delays. Are orders taking longer than usual to ship? Let shoppers know upfront. A cancellation policy. Will you allow customers to cancel an order once they place it? If so, let them know how long they have—and their options if they miss the window. Encircled, a sustainable fashion brand, has a clear shipping info page on its website that includes how fast each respective shipping speed is. 2. List shipping prices before checkout Have you ever found the perfect item, added it to your cart, and balked at the price to ship it to your house? You likely promptly closed the tab and moved on to another brand that would ship you a similar item for less. In 2021, Baymard Institute found that 49% of shoppers abandoned a cart at checkout because the extra costs, like shipping and taxes, were too high. You can avoid cart abandonment by communicating shipping prices before a shopper gets to the checkout screen. Listing shipping prices in your shipping info page is a great place to start. Consider putting shipping prices inside the buy box or on each product page, especially for large, bulky, or heavy items. For example, if you sell furniture, you might offer a flat shipping rate of $150. Pop that into a buy box, product details, or other information section so customers can see it as they browse. Even if your shipping costs are high, eliminating the element of surprise provides transparency and sets expectations early on. As they shop, consumers can mentally tack on the extra fee rather than abandon a cart when they see a final price that's significantly higher than they originally expected. Similarly, let customers know you offer affordable or free shipping, too. It might be the extra push they n...

On this episode of Retention Chronicles we are joined by Will Laurenson of Customers Who Click and he is an expert on conversion rate optimization (CRO). He works with ecommerce brands to reduce customer acquisition and get a higher return on their spending but to also get more customers through the door, increasing their average order values (AOV) and lifetime value (LTV). By listening you'll obviously hear about CRO but we go into so many cool topics surrounding CRO because as Will points out, it isn't just about conversions but so much more. We'll chat about various tests you can run for areas like free trials, marketing copy, customer pain points, CTAs, and returns policies. We also talk about sending helpful content to your customers and why customer feedback might be more helpful than data.Be sure to subscribe to stay up-to-date and checkout Malomo, the leading order tracking platform for Shopify brands at gomalomo.com. Try our free trial today!Episode resources: Baymard Institute and GoodUI.org

A couple months ago we started discussing Baymard Institute's 18 Common UX mobile pitfalls. It was a lot to cover in one episode, so this week we're covering the remaining 10, on the topics of forms and sitewide errors.

One of my favorite resources for ecommerce user experience research is Baymard Institute. A couple of months ago, Baymard Institute released a report on 18 mobile user experience pitfalls on ecommerce stores. This week on the podcast we're going through the report to discuss the first 8 pitfalls and how to avoid them. Next week we'll cover the rest. Let's dig in!

According to research done by the Baymard Institute that looked at 41 different studies on cart abandonment stats the average shopping cart abandonment rate is an absolutely brutal 69.57%! We've compiled 20 of the best ways our agency has learned to drop shopping cart abandonment rates for eCommerce clients across a number of different industries. This is a 4 part series - made up of short videos - packed with insightful tips and tricks to help you plummet that abandoned cart rate.  Be sure to check out the other parts - linked in the description below - to learn all the tips and tricks we have to offer. If your site, for example, currently converts, say, 1,000 customers a month, you're missing out on another 3,216 who abandoned their carts. If you're able to improve your checkout rate by just 10%, the result would be over 300 extra purchases a month.  Would those additional customers have a noticeable impact on your business?  We think so. At IWD, we've been helping eCommerce companies improve their sites and revenues since 2001. During that time, we've worked with countless clients who weren't completely thrilled with their cart abandonment rates. If your site's checkout page is turning away more customers than it converts - don't worry - we're here to help.  #AbandonedCart #ReduceAbandonedCart #ShoppingCartAbandonment Blog Post IWD Agency - The eCommerce Experts ============================================================== Other eCommerce Resources: Drop Abandoned Cart Rates (Part 1) Drop Abandoned Cart Rates (Part 2) Drop Abandoned Cart Rates (Part 3) Top eCommerce Platforms 2020 How to Find the Best Shopify Developer or Agency How to Find the Best Magento Developer or Agency 10 Ways to Increase your Conversion Rate Mobile Optimizations that Increase ROI ============================================================== Subscribe to our channel: https://bit.ly/2UqyOg2   IWD Agency offers online business solutions that help maximize the retailer's consumer base with a professional website, online branding, marketing, and optimizing the overall customer retail experience. Discover the true value of your brand with professional solutions offered by experts in the online retail industry. IWD Agency YouTube channel is focused on providing quality content information, news, tips, tricks, and much more. On our YouTube channel, you'll find all the necessary information that you need to maximize your eCommerce biz. So, make sure to follow our content, share these videos, give us a thumbs up, and leave a comment below.   ============================================================== Follow us on: Facebook Instagram Linkedin Pinterest Twitter  While you're at it, check out our blogs. ===========================================================

According to research done by the Baymard Institute that looked at 41 different studies on cart abandonment stats the average shopping cart abandonment rate is an absolutely brutal 69.57%! We've compiled 20 of the best ways our agency has learned to drop shopping cart abandonment rates for eCommerce clients across a number of different industries. This is a 4 part series - made up of short videos - packed with insightful tips and tricks to help you plummet that abandoned cart rate.  Be sure to check out the other parts - linked in the description below - to learn all the tips and tricks we have to offer. If your site, for example, currently converts, say, 1,000 customers a month, you're missing out on another 3,216 who abandoned their carts. If you're able to improve your checkout rate by just 10%, the result would be over 300 extra purchases a month.  Would those additional customers have a noticeable impact on your business?  We think so. At IWD, we've been helping eCommerce companies improve their sites and revenues since 2001. During that time, we've worked with countless clients who weren't completely thrilled with their cart abandonment rates. If your site's checkout page is turning away more customers than it converts - don't worry - we're here to help.  #AbandonedCart #ReduceAbandonedCart #ShoppingCartAbandonment Blog Post IWD Agency - The eCommerce Experts ============================================================== Other eCommerce Resources: Drop Abandoned Cart Rates (Part 1) Drop Abandoned Cart Rates (Part 3) Drop Abandoned Cart Rates (Part 4) Top eCommerce Platforms 2020 How to Find the Best Shopify Developer or Agency How to Find the Best Magento Developer or Agency 10 Ways to Increase your Conversion Rate Mobile Optimizations that Increase ROI ============================================================== Subscribe to our channel: https://bit.ly/2UqyOg2   IWD Agency offers online business solutions that help maximize the retailer's consumer base with a professional website, online branding, marketing, and optimizing the overall customer retail experience. Discover the true value of your brand with professional solutions offered by experts in the online retail industry. IWD Agency YouTube channel is focused on providing quality content information, news, tips, tricks, and much more. On our YouTube channel, you'll find all the necessary information that you need to maximize your eCommerce biz. So, make sure to follow our content, share these videos, give us a thumbs up, and leave a comment below.   ============================================================== Follow us on: Facebook Instagram Linkedin Pinterest Twitter  While you're at it, check out our blogs. ===========================================================

According to research done by the Baymard Institute that looked at 41 different studies on cart abandonment stats the average shopping cart abandonment rate is an absolutely brutal 69.57%! We've compiled 20 of the best ways our agency has learned to drop shopping cart abandonment rates for eCommerce clients across a number of different industries. This is a 4 part series - made up of short videos - packed with insightful tips and tricks to help you plummet that abandoned cart rate.  Be sure to check out the other parts - linked in the description below - to learn all the tips and tricks we have to offer. If your site, for example, currently converts, say, 1,000 customers a month, you're missing out on another 3,216 who abandoned their carts. If you're able to improve your checkout rate by just 10%, the result would be over 300 extra purchases a month.  Would those additional customers have a noticeable impact on your business?  We think so. At IWD, we've been helping eCommerce companies improve their sites and revenues since 2001. During that time, we've worked with countless clients who weren't completely thrilled with their cart abandonment rates. If your site's checkout page is turning away more customers than it converts - don't worry - we're here to help.  #AbandonedCart #ReduceAbandonedCart #ShoppingCartAbandonment Blog Post IWD Agency - The eCommerce Experts ============================================================== Other eCommerce Resources: Drop Abandoned Cart Rates (Part 2) Drop Abandoned Cart Rates (Part 3) Drop Abandoned Cart Rates (Part 4) Top eCommerce Platforms 2020 How to Find the Best Shopify Developer or Agency How to Find the Best Magento Developer or Agency 10 Ways to Increase your Conversion Rate Mobile Optimizations that Increase ROI ============================================================== Subscribe to our channel: https://bit.ly/2UqyOg2   IWD Agency offers online business solutions that help maximize the retailer's consumer base with a professional website, online branding, marketing, and optimizing the overall customer retail experience. Discover the true value of your brand with professional solutions offered by experts in the online retail industry. IWD Agency YouTube channel is focused on providing quality content information, news, tips, tricks, and much more. On our YouTube channel, you'll find all the necessary information that you need to maximize your eCommerce biz. So, make sure to follow our content, share these videos, give us a thumbs up, and leave a comment below.   ==============================================================    ============================================================== Follow us on: Facebook Instagram Linkedin Pinterest Twitter  While you're at it, check out our blogs ===========================================================

Retailers often focus on engaging shoppers at the top of the funnel, which typically involves onsite user experience optimisation, and driving traffic. On today’s episode, Greg Greiner from Bolt discusses why a focus on the bottom of the onsite funnel - ‘checkout’, is equally important to focus. According to Baymard Institute, 30% of shoppers cite friction at checkout as a major impediment to not completing a purchase and 70% of all shoppers abandon their carts at the bottom of the funnel. Greg is the head of Product at Bolt, an eCommerce checkout solution that works a range of eCommerce platforms like Magento, BigCommerce, Salesforce, NetSuite, Woocommerce, and any headless eCommerce solution.  According to Greg, Bolt’s remit as an eCommerce checkout solution is to speed up the checkout process and improve conversions.  Bolt reduces standard guest checkout sessions times from over a minute to just 30 seconds. This episode will help you understand checkout performance benchmarks as well as checkout best practises to deploy in your checkout flow in a bid to improving conversions. ----------- SPONSORS: This episode is brought to you by: Klaviyo  This episode is brought to you by Klaviyo – a growth marketing platform that powers over 25,000 online businesses. Direct-to-Consumer brands like ColourPop, Huckberry, and Custom Ink rely on Klaviyo. Klaviyo helps you own customer experience and grow high-value customer relationships right from a shopper’s first impression through to each subsequent purchase, Klaviyo understands every single customer interaction and empowers brands to create more personalized marketing moments. Find out more on klaviyo.com/2x.   Rewind This episode is brought to you by Rewind. The #1 Backup and Recovery App for Shopify and BigCommerce stores that powers over 25,000 online businesses. Direct-to-Consumer brands like Gymshark and Movement Watches rely on Rewind. Cloud-based ecommerce platforms like Shopify and BigCommerce do not have automatic backup features. Rewind protects your store against human error, misbehaving apps, or collaborators gone bad with Automatic backups!   For a free 30-day trial, Go to Rewind.io, reach out to the Rewind team via chat or email and mention ‘2x ecommerce’

In un interessantissimo articolo pubblicato dal Baymard Institute sono riportati i risultati di uno studio condotto su diversi e-commerce (anche molto noti), dal quale è emersa la necessità, e anche l'urgenza, di mettere in campo 6 implementazioni per migliorare la user experience degli utenti, in particolare durante questo periodo di emergenza. Le elenco in questo episodio del podcast. QUI L'ARTICOLO: https://baymard.com/blog/covid-19-ux-improvements

Corona virus har lukket Danmark ned. De næste 14 dage skal mange af os arbejde alene hjemmefra. Vi bliver del af et kæmpeeksperiment i, hvorvidt nye teknologier kan bruges til fjernarbejde i helt stor stil. Og hvis det lykkes, har vi så genopfundet kontoret og samarbejdsformerne, når coronaen slipper sit greb om os? Vil det fx være slut med forretningsrejser med fly? Techtopia taler med pionerer i fjernarbejde og får en vurdering af en antropolog. Medvirkende: Annette Q. Pedersen, e-læringskonsulent, KUA; Christian Holst, stifter, Baymard Institute; Simon Lajboschitz, Ceo, Khora; Rikke Ulk, direktør, Antropologerne

Een onderzoek van het Baymard Institute wijst uit dat 69%(!) van de mensen die iets in hun winkelmand hebben geplaatst, jouw webshop verlaten zonder te betalen. Er bestaan zelfs onderzoeken waar dit percentage boven de 80% komt. In dat geval laten 4 op de 5 winkelmandgebruikers hun gevulde mandje bij de kassa staan en lopen weg. Dag omzet, dag winst. Liever geen omzet meer mislopen? Bekijk de video en ontdek: Hoe je winkelmandverlaters omtovert in betalende klanten Hoe je test waar de zwakke plek in jouw webshop zit die je keiharde omzet kost Waarom branding je meer omzet bezorgt Meer Tips Voor Jouw Webshop?

I've met Rebecca (Linkedin) at the smind conference in Ljubljana Slovenia and I really enjoyed her presentation. She and the company she works for, look at e-commerce websites and learn from what works and what does not work (if nothing else, go and check out the FREE blog). The presentation has a couple of great ideas on how to minimize checkout abandonment. Here is the link for the mobile cheat sheet. The transcript of the podcast: Rebecca: 23% of users in one of our studies cited that a too long or complicated checkout process was a reason for abandoning the site. [music] Peter Mesarec: This is Time4Marketing, the marketing podcast that will tell you everything you've missed when you didn't attend the marketing conference. Hello, and welcome to the Time4Marketing Podcast, the podcast that brings you the best speakers from marketing conferences all around the world. My name is Peter and I'll be your host today for the episode number 29 as we're slowly ending the 2019 year, the second year of this podcast. Before I introduce you to an excellent guest that we have tonight, please go and subscribe to the podcast if you like it, and of course, rate the podcast in your favorite podcast listening app. We now have a website, it's called time4marketing.com. The number four is a number. That sounds very logical. On the web page, you can also subscribe to the newsletter so we'd send you interesting information about the podcast and marketing conference. Now, we go to our today's guests. We have with us-, I'm very glad to have Rebecca Hugo. Hello. Rebecca Hugo: Hello. Thank you for having me, Peter. Peter: Very glad that you are here today. I saw you speaking at the Slovenian Conference e-Commerce Day sMind conference. You are the UX auditor at Baymard Institute. What is it, what do you do and what do you do there? Rebecca: Baymard Institute are an independent usability research company. We specialize in helping other sites improve their e-commerce givings to their users. We do all of independent research. From there, we distill a lot of our findings. We found, I think it's 11,000 I think is our current number of individual issues that all users have come across when they're testing various sites across all industries. From there, we distill those down into-- We're over 750 guidelines at the moment. The number's still growing because we have a couple of research studies on at the moment. Those guidelines look to the design patterns that either positively or negatively are reacted to by the user. That is anything from a product detail page layout, to how filtering options are presented to the user, to how the checkout is or is not optimized, depending on the site. From there, my role as a UX auditor, our clients will come to us and say, "Could you look at our site?" Basically orders us, "Let us know what we are or are not doing well." I suppose it's almost like taking your car in for a service. It's, "Your oil is a little bit low, your windscreen wipers need tightening up, but the leather in your seats are fantastic." We'll do a similar thing with the order. It can be anything from just looking at a single section, doing the entire site, or even doing prototypes. It gets really quite exciting in an odd way, looking at how different industries present essentially the exact same information to their users and also the nuances thereof in those instances to really create a great experience for that user. Peter: I do a lot of SEO audits. When I begin my SEO audit, there's always the one thing that I'm going to go and check if it's done right, that's the canonicals and the language alternates. When you start such an audit, you probably have a workflow that you have to go through, but what is the one thing that you think that companies are forgetting about and shouldn't be forgetting about? Rebecca: That is a ridiculously hard question, Peter. [chuckles] It's so specific. Because depending on the industry for a start, so if you're looking at a gifting website, one of the core aspects of that is going to be wildly different from a heavy text-back website or anything. For example, selling a laptop or even a fridge, mass merchants and so on. One thing we can fairly consistently find that is still an issue with all the sites that we look at is their search. Their search is predominantly quite poor. That's anything from the varying types of search, your exact search, your feature search, you have slang, you have abbreviation, you've got thematic. All of these aspects across the board, the search for majority of e-commerce sites is still surprisingly weak. There are a great deal of users who just prefer to use search. Knowing that if your search is particularly weak, then not having a particularly good category taxonomy to back that up, it can cause just so many issues for that user. It's still consistently interesting to find and look at what the search landscape looks across the majority of sites regardless of industry. Peter: One of the SEOs on my LinkedIn feed was showing a couple of examples of, I believe UK e-commerce retailers who had no results when he searched for Black Friday on Friday. It seems that search is something that people are forgetting about or just using the default settings over whatever their search is. This is something that we often see. Very right. I've mentioned that I've invited you for this podcast because you had a very interesting presentation at the Slovenian sMind Conference. That was called the 6 Findings from Testing the World’s Leading Checkout Flows. Before we go to your presentation, how is-- That's a weird question because I live in Ljubljana. How was Ljubljana and how was the conference for you? Rebecca: Ljubljana was-- It was beautiful. I sadly didn't get as much an opportunity as probably deserving of such a beautiful city to really look around it. One of the representatives from e-commerce sMind was so-- Sorry. e-commerce-- I can't even say it now. Shopper's Mind e-Commerce Day was kind enough to actually take myself and another speaker around a little bit one of the evenings, so we did get to see some parts of it. It's such a beautiful city. I would really like to visit again. The day itself was great. The atmosphere was fantastic. Everyone was so kind. It was wonderful having just people being comfortable enough to come to you for feedback for a start. You never know how these go unless someone actually tells you exactly what they have or have not been able to take away, any improvements and so on. It was a lovely crowd. It was really well put together. It's a real testament to what Ljubljana, Slovenia, and obviously the Croatia side of things as well and what the company has been putting together. I felt very touched to be able to have the opportunity to come and speak. Peter: Excellent. All right. Let's go to your presentation. 6 Findings from Testing the World’s Leading Checkout Flows. Rebecca, here are your five minutes. Rebecca: Okay. Obviously, the checkout is such an integral part of any e-commerce store. If you can't purchase online, it's not really e-commerce. Having a robust checkout that's really going to perform well for a user is so important. What we really found over a lot of our data studies was that 70% of users who put something in their cart would end up abandoning it. That's two-thirds of users we're going through all the trouble of finding a product that they liked, added it to their cart, but they'd still ultimately not purchase it. If you took away all of those users who were simply not ready to purchase, which is completely fair, there's only so much that a site can do about that, but when you look at the reasons that were left, so many of them could be improved with relatively simple checkout optimization. Some of the core things that we were particularly interested in, one of which is checkout length. 23% of users in one of our studies cited that a too long or complicated checkout process was a reason for abandoning the site during a checkout process during their checkout flow. Our most recent 2019 checkout UX benchmark, which is something that Baymard does, we look at 60 top-grossing US and European sites and use those to take a look at what the landscape looks like for e-commerce UX, we found that the average e-commerce site in 2019 has 12.8 form fields within their checkout flow. This may not seem like a lot, but considering you could actually essentially half that number, sites could get that number down to six to eight form fields for a guest checkout. 12.8 is actually quite a lot. There's such a disproportionate amount of time that users will spend with any open-text form field. Increasing time, causing issues, causing errors, that being able to minimize the amount of form fields, essentially the amount of tasks a user has to do can really create an improved performance and improve experience for the user. The other thing that we found really quite fascinating, at least I know that I did, was the perception of site security. Because the perception of site security can be just as, if not even more impactful than the actual site security that is present. 17% of users in the same survey, they abandon the checkout process because they just didn't trust the site with their card information. Users, we found we're believing that part of a page, so if you feel the box and area in [unintelligible 00:10:46] were more secure than other parts. Even though from a technical standpoint this doesn't make sense, the page is either encrypted or not, the fact that we were aware of this fact from our users, we can then leverage this misconception. Creating a visual robustness, leveraging the importance of site seals, and also what sites seals are more beneficial. A fascinating thing, we've found that some large companies were not given the same weight as just a simple padlock because that's something that users recognize. Knowing about these particular instances and how users react to that information can be so powerful in how we're able to create a comforting and a secure experience, as well as a good experience for our users. Finally, just a simple factor of mobile keyboard optimization. There are still issues across so many sites that are simply just not optimizing the mobile keyboard for their users during the checkout, and with the occasional even dire consequence. In fact, granted that dire is quite a drastic term, but that is exactly what it feels like for a user who doesn't receive their package. Anything from it needing to be for a big event or a wedding or a birthday, not receiving something that you're so looking forward to can be really quite detrimental. We're finding that even something as simple as not disabling the autocorrect feature for fields that don't benefit from it, name or address fields, that can result in the dire consequence of not receiving a package. It's something essentially simple. Our data is showing that 79% of mobile sites are not disabling autocorrect for those fields. On top of that, it's just needless friction from not finding or utilizing the optimized keyboards for email addresses, telephone numbers, credit cards and so on, the alphanumeric, numberic, the @ symbol and so on. Even on top of that, doing it consistently. 25% of mobile sites weren't consistently evoking optimized keyboard. For example, credit card came out with numeric, fine. As soon as you entered security code, it'd go back to alpha. Again, it just really comes down to this needless friction. When the companies really pay attention to that and how you can alleviate it, it can just make such a difference to the site. Peter: Thank you. I have a couple of questions coming here. I've listened to your presentation and the idea of thinking about the number of fields and the checkout compared to the idea of the number of steps for the checkout was something that was enlightening for me. I was like, "How did I ever not think about that?" Of course, I went home and started minimizing the number of fields on my website. I came down to, I think what was six fields. The question that I had then while watching the data coming in was, "Did I go too far?" I would like to hear your thoughts about that. I feel that customers are a bit used to having a bit bigger number of fields where the post number and the city are two different fields, and maybe name and surname are two different fields. I somehow felt that people are now misunderstanding my checkout fields. Is this something that you also see in your tests? Rebecca: Things like it will come up occasionally. It's part of the reason for a good placeholder text, good tooltips. Whenever a user does encounter something, not unusual, but something they're not necessarily used to, it can immediately be a little bit jarring. Microcopy is such an important aspect, especially within the checkout. I think a lot of sites don't necessarily pay attention to their microcopy the way that they should. There's a reason why UX copywriters are becoming such a big career choice within our industry. I think it's so important and something that's just not paid attention to the way that it should. There are multiple reasons for anything, [chuckles] sadly. If users are used to seeing 12, suddenly seeing 6, it can be jarring. That's not to say that it's a bad experience because it's jarring, it's just a new experience. There will always be a little bit of habituation time, but it's knowing that what you're able to actually offer the user is that improved experience. Bolstering the microcopy, bolstering the placeholder text, bolstering the tooltips if appropriate. It's also just determining what is actually useful for your particular site. If your site is niche in any way, six to eight is the average for "a typical e-commerce site". It's ensuring that you don't overly assume anything to be typical. If you're a gift predominant site, then changing your address fields or matching your billing to shipping address by default isn't immediately beneficial. If you've got something very important for an industrial site, then yes, you might need company details over just having a standard address. That is the nature of heuristics, heuristics are a rule of thumb. We are finding that, more often than not, these are the best situations to be and these are the best patterns to follow. However, never ignore the niche that you're in if you happen to be in a niche. Peter: The workflow is go and check out the expert findings that you have on your website, then change it on your website, but still measure the impact and see if it can be directly used on your website or not. Rebecca: Yes, in a great deal. Not only look at we're suggesting but why we're suggesting it. With all of our data, we try and back up with what the issue is, why it is an issue, so what we're seeing during all of our research to lead us to the conclusion that X is happening, therefore implement Y should alleviate. Because the other side of it, and it's something that we will do during auditing is mark something as issue resolved. The site may not necessarily be doing what we have specifically recommended, but they are circumventing the issue through another implementation. It's bearing that level in mind as well, whether what we're suggesting of the 774, 767? We'll eventually keep track of that number. There will be a great deal of these that just simply won't be applicable to your industry or to your site. There's always going to be a little bit of a pinch of salt because that's the nature of heuristics, but that's not to say don't pay attention to what we have found. Peter: Especially in e-commerce sites that feel that search engine optimization is important for them, we can usually see people starting to add category descriptions to their category landing pages. Whenever people start adding that to their e-commerce sites, the question comes up, should we have content above the products or should we have the content below the product? Should we have the content hidden and "read more" button or should we not? Do have any data on how that content can influence people coming to the category pages? Rebecca: Our data at the moment and our research findings, we don't have anything specific with category descriptions. What we do find is what that page looks like. For example, the filters on the actual main list are out of line, or if something looks too much like an advertisement or a promotion rather than actual benefit or actual product, it can mislead or distract users the same way that banner blindness will just mean that they pay absolutely no attention to it. With a lot of the information, and UX can often stand not in the way of SEO, but they're not always aligned with their needs quite often, that it's very important to essentially just understand what is the user needing to get from that page. Anything that a site therefore needs to do from a company perspective, is it stopping that user being able to do the fundamental task that they're looking for? If that is needing to filter and needing to understand the amount of products on a page, needing to create a visual comparison against products. Whatever the size or company needs to add from, again, a company perspective, as long as it doesn't stop the user being able to complete their task, then it really is a design preference. Anything too large that pushes down the content of the page-- Because many users, they're are not adverse to scrolling when they've determined a purpose, so going through, say 100 products on a visual push site like apparel, that's fine. Users are quite accustomed to that. If it's taking them a disproportionate amount of time to understand what the page is actually doing or selling them, then that could be off-putting. If that category description is particularly long and showing that above the fold, then that could possibly-- Again, we don't have any hardcore data to say it will, but that could pause the user or hinder the user from being able to understand exactly what it is and what is the page they've landed on. Peter: All right. You spoke briefly about the mobile keyword optimization. I'll just add the link to you. If I remember correctly, you have a page where you gave examples of how mobile fields should be optimized on your Baymard website, is that right? Rebecca: Yes, we do. It's on our little cheat sheet. You can just find all of the code snippets and the attributes to establish and actually implement the best way to optimize these keywords. Some of them like card filled for example, they don't have a direct code phrase as it were to trigger numeric, you have to do it slightly more manually. Peter: All right. Excellent. Rebecca, I think that's it. Where can people find you? Do you have conference plans? What are the social networks where people can find you and your company? Rebecca: You can find us on LinkedIn. You can search for Baymard Institute and you can search for myself, Rebecca Hugo on LinkedIn if that's your prerogative. At the moment, we don't have any specific conference plans for Europe, but if you are interested in getting any of us in the company to speak, please don't hesitate to be in contact. If not, we've also got Twitter. Baymard Institute, we're also on Twitter. We love a bit of a chat. You're more than welcome to contact us there and we look forward to speaking with anyone. Peter: All right. Excellent. Rebecca, thank you very much for being on the podcast and talking about the UX of e-shops. Next time you're in Ljubljana, we definitely can meet and [inaudible 00:22:31]. Rebecca: Fantastic. Thank you so much for having me today, Peter. Peter: Have a great day. Rebecca: You, too. Peter: Bye.

Você sabia que 68% dos compradores online no mundo não finalizam suas compras? É isso que revela a pesquisa do Baymard Institute com sites de e-commerce de todo o mundo. No Brasil, os números são ainda mais alarmantes.

Minter Dialogue #63 -- This interview is with Christian Holst, co-founder of The Baymard Institute, based in Copenhagen, a research firm focused on how to improve the user experience. In this conversation, we discuss the challenges of making a good eCommerce experience, the difficulties for a luxury brand in eCommerce, some tips and tricks on improving the checkout process and more. Christian shares with us some great and concrete insights.Meanwhile, you can comment and find the show notes on themyndset.com where you can also sign up for my weekly newsletter. Or you can follow me on Twitter on @mdial. And, if you liked the podcast, please take a moment to go over to iTunes to rate the podcast.Support the show (https://www.patreon.com/minterdial)