[Sigia-l] Shopping Basket

Fri Feb 25 16:54:49 EST 2011

Hi Lou... I read your post. Thanks again for sharing your experience with
us. Is testing planned?

If so, I would highly encourage a key developer be included in testing, as
an observer only. Some of the best comments (most conducive to elevating
UX) aren't made by test participants, but by observers. In my experience,
including business managers and developers as observers, so that they may
witness the travails of participants firsthand, will quickly garner support
for cost/feasibility analysis of specs prior to development.

If no, then a post-launch review of flow metrics and user feedback will
likely reveal patterns that can lead to meaningful discussion in this regard
;)

On Fri, Feb 25, 2011 at 12:09 PM, Louise Hewitt <louise.hewitt at gmail.com>wrote:

> For all those waiting with baited breath... (come on, you know you are)...
> here's an update on the shopping cart situation. (see below)
>
> After pulling the cart (we're all here on non-disclosure promises right :D)
> we've got an flow:
>
> add to cart  >  [tooltip link]  >  go to checkout
> v
> header cart icon state change [no.of items]
> v
> [header icon tooltip link]
> v
> go to checkout.
>
> By careful specification of the messaging in these, and insistence on
> cookie behaviour, the experience is meh but not OMG!
>
> We've been promised that the cart will return next release!
>
> This whole thing has brought up several issues that are rattling round the
> IA/UX world right now. I've mused on them in a new blog post (too many words
> for here) but I'd love to hear your responses if you have any
> http://louisehewittsandbox.blogspot.com/2011/02/mitigate-and-move-on.html
>
>
> Lou.
> On 25 Jan 2011, at 17:04, Jacqui Olkin wrote:
>
> >
> > Louise,
> >
> > No basket at all? Oh, my.
> >
> > Please keep us updated! : )
> >
> > J.
> >
> > Jacqui Olkin
> > Olkin Communications Consulting
> > jacqui at olkincommunications.com
> > 571-643-6020 ph.
> > 703-834-5653 fax
> > Twitter: @OlkinComm
> > www.olkincommunications.com
> >
> > web strategy, usability, information architecture, redesigns
> >
> >
> >
> >
> >> From: louise.hewitt at gmail.com
> >> Date: Tue, 25 Jan 2011 16:33:18 +0000
> >> To: sigia-l at asis.org
> >> Subject: Re: [Sigia-l] Shopping Basket
> >>
> >> Guess what! They just pulled the overlay cart :D
> >>
> >> Now I have NO BASKET - hmmmm.
> >>
> >> Thanks for all the feedback.
> >>
> >> Lou.
> >> On 18 Jan 2011, at 21:06, Jonathan Baker-Bates wrote:
> >>
> >>> On 18 January 2011 13:16, Louise Hewitt <louise.hewitt at gmail.com>
> wrote:
> >>>
> >>>>> 6. What about the upsells? (sorry, I work ecomm). Many sites will use
> >>>> the
> >>>>> shopping cart to sell that final upsell. Need a warranty to go with
> that
> >>>>> watch? Or the belt to go with those shoes? A lot of ecomm platforms
> offer
> >>>>> upsell products in the shopping cart for additional sales before
> starting
> >>>>> checkout.
> >>>>>
> >>>> RE Jonathon - this is the kind of messaging I worry will be lost
> >>>> (particularly the 'comfort' stuff like charges and policies) in a
> slimline
> >>>> overlay approach. In losing the dedicated space, those who would like
> to
> >>>> have that sort of stuff won't get to see it.
> >>>>
> >>>
> >>> Changing the goalposts, eh? :-) If up/crossell is an issue, then we're
> on a
> >>> different playing field (although still not one where I'd rule out
> removing
> >>> the cart step to solve those issues).
> >>>
> >>>
> >>>>
> >>>>
> >>>>> I'd be curious to see/hear what your checkout flow is going to look
> like.
> >>>>> Multi-step? Single page? UI presentation? Etc. There's alllll sorts
> of
> >>>>> debates and back and forth on "the best checkout" that continues to
> rage
> >>>> on
> >>>>> (in a good way, of course :) ) but I understand client
> confidentiality.
> >>>>>
> >>>>
> >>>
> >>> I don't think I'd be revealing too much when I report that we have been
> >>> running a three-way test between very different checkout paths (a
> two-step,
> >>> a three-step and a single step) solidly for the best part of two YEARS
> >>> across about 10 points of sale, and in that time have run various tests
> >>> within those tests on each main variant. There has been no clear winner
> yet,
> >>> and most of the sub-tests barely move the needle. On the evidence I
> have
> >>> from that, it would seem you could make customers place their orders
> with
> >>> SQL queries and it would barely affect conversion. Could it be that
> once you
> >>> are that far down, design becomes irrelevant? It's certainly the case
> that
> >>> UI tests at the top of the funnel show variations in conversion and
> other
> >>> metrics that are usually an order of magnitude more violent than
> anything we
> >>> do down by the booking form. Mind you, we also invite people to place
> orders
> >>> with a toll-free call (which tend to convert extremely highly) so
> that's
> >>> worth considering :-)
> >>>
> >>> Jonathan
> >>> ------------
> >>> 2011 IA Summit
> >>> March 30 - April 3, 2011
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> >>> IA Summit: April 1-3
> >>> Hyatt Regency Convention Center
> >>> Denver, CO
> >>> -----
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> >> -------------------------------------------------------
> >>
> >> UX / IA / content strategy
> >>
> >> louise.hewitt at gmail.com
> >>
> >> + 44 (0) 7595 829647
> >>
> >> louisehewitt.co.uk
> >>
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> >>
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> -------------------------------------------------------
>
> UX / IA / content strategy
>
> louise.hewitt at gmail.com
>
> + 44 (0) 7595 829647
>
> louisehewitt.co.uk
>
> ------------------------------------------------------
>
> CUT SCISSORS GO! Ltd.
> Reg no. 07192709 (England and Wales)
> 25 Brightland Road, Eastbourne, BN20 8BG
>
>
>
>
> ------------
> 2011  IA Summit
> March 30 - April 3, 2011
> Pre Conference Seminars: March 30-31
> IA Summit: April 1-3
> Hyatt Regency Convention Center
> Denver, CO
> -----
> When replying, please *trim your post* as much as possible.
> *Plain text, please; NO Attachments
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