With more and more people reaching out for their smartphones and tablets to shop online, mobile e-commerce is set to reach $86 billion by 2016 — a development that brings along entirely new demands on e-commerce websites. After our first e-commerce eBook was published four years ago, we wanted to take a fresh look at the challenges that crafting online shopping experiences bring along today, and equip you with the necessary know-how on how to deal with them effectively.
Along the way, our expert authors will guide you through the vital steps of planning a successful e-commerce website and explore the design decisions that have to be considered in order to achieve a pleasant and compelling user experience. We’ll also take a deeper look into the peculiarities of mobile e-commerce usability and cover tips on designing a better checkout process. Reducing abandoned shopping carts is also one of the topics that we’ll dig into. With real-life examples and insights into a large-scale usability study that dissects some of the biggest e-commerce websites out there, this eBook will prove to be a valuable and practical source for all your e-commerce needs.
TABLE OF CONTENTS
- How To Plan Your Next Mobile E-Commerce Website
by Lawrence Howlett - Exploring Ten Fundamental Aspects Of M-Commerce Usability
by Christian Holst - An E-Commerce Study: Guidelines For Better Navigation And Categories
by Christian Holst - The Current State Of E-Commerce Search
by Christian Holst - Better Product Pages: Turn Visitors Into Customers
by Sabina Idler - Designing A Better Mobile Checkout Process
by Derek Nelson - Creating A Client-Side Shopping Cart
by Gabriele Romanato - Reducing Abandoned Shopping Carts In E-Commerce
by Keir Whitaker
Technical Information
- Formats: PDF, EPUB, Kindle (DRM-free)
- Pages: 286
- Language: English
- Released: November 2014
- Publisher: Smashing Magazine GmbH
- ISBN (PDF): 978-3-945749-05-0
- ISBN (EPUB): 978-3-945749-03-6
- ISBN (KINDLE): 978-3-945749-04-3
Excerpt From Chapter 2
Exploring Ten Fundamental Aspects Of M-Commerce Usability — by
Everyone is talking about mobile. Some e-commerce websites are venturing into it. Mobile commerce (also known as “m-commerce”) has immense potential, exhibiting a 86% growth rate and hitting $25 billion in 2012 (set to reach $86 billion by 2016, according to eMarketer). […]
This is why we decided to invest the better part of a year at Baymard Institute to conduct a large-scale usability study focusing specifically on m-commerce (following the “think aloud” protocol). We set out to explore the entire mobile shopping experience, including users’ conceptual understanding of m-commerce websites and how users interact with form fields, category navigation, search, product pages, the checkout process, etc.
Excerpt From Chapter 8
Reducing Abandoned Shopping Carts In E-Commerce — by
In March 2014, the Baymard Institute, a web research company based in the UK, reported that 67.91% of online shopping carts are abandoned. An abandonment means that a customer has visited a website, browsed around, added one or more products to their cart and then left without completing their purchase. A month later in April 2014, Econsultancy stated that global retailers are losing $3 trillion (USD) in sales every year from abandoned carts.
Clearly, reducing the number of abandoned carts would lead to higher store revenue — the goal of every online retailer. The question then becomes how can we, as designers and developers, help convert these “warm leads” into paying customers for our clients?
Smashing Newsletter
