Summary of Analýza objednávek 200 e-shopů z pohledu UX | Ondřej Ilinčev & Petr Krakowczyk

Main Ideas and Concepts

• Competitive Analysis and User Experience (UX) Testing:

  The speakers, Ondřej Ilinčev and Petr Krakowczyk, emphasize the importance of analyzing competitors' e-commerce practices, especially those validated through user testing. Rony Kavi's insights suggest that copying successful elements from established companies can be beneficial for improving UX.

• Methodology of the Study:

  A comprehensive analysis was conducted involving 200 e-shops across various industries. The study was divided into three parts:

  • Ordering Process: Focused on the user experience during the checkout phase.
  • Logistics: Evaluated delivery processes and packaging.
  • Returns: Assessed the ease of returning products and communication with the e-shop.
• Key Findings from the Ordering Process:
  • Cart Design: Many e-shops reduce navigation options in the cart to encourage order completion, but this may not suit all users.
  • Discount Communication: Only 40% of e-shops communicate discounts at the cart level, which can affect user motivation to complete purchases.
  • Shipping Options: The popularity of delivery points is increasing, and e-shops should make the selection process user-friendly.
• Shipping and Payment Insights:

  The analysis found that customer experience with carriers like Czech Post has declined, leading to reduced representation among e-shops. Free shipping is a common practice, but e-shops need to balance costs effectively, especially when dealing with varying product prices.

• User Registration and Order Confirmation:

  Many e-shops fail to leverage the final opportunity to encourage user registration after an order is placed. Effective communication of order details and registration benefits can enhance customer retention.

Methodology and Recommendations

• Three-Part Study Structure:
  • Ordering Process: Analyze metrics related to cart design, navigation, and discount visibility.
  • Logistics: Evaluate delivery methods, packaging, and customer satisfaction with carriers.
  • Returns: Assess the ease of the returns process and communication efficiency.
• Key Metrics to Analyze:
  • Cart navigation and design effectiveness.
  • Continuity of discount communication throughout the shopping experience.
  • Customer experience with delivery services and return processes.
• Recommendations for E-shops:
  • Test different cart designs to see which encourages more conversions.
  • Maintain consistent discount communication from product listing to checkout.
  • Simplify the selection of delivery points and consider integrating a map for user convenience.
  • Evaluate the necessity of various payment methods and streamline options to avoid overwhelming users.

Speakers and Sources

• Ondřej Ilinčev: Co-presenter discussing UX and logistics testing.
• Petr Krakowczyk: Co-presenter contributing insights into the methodology and findings.
• Rony Kavi: Referenced expert with experience in UX testing at major companies like Amazon and Airbnb.
• Jakub Linov: Cited for insights on A/B testing and UX metrics.
• Additional sources: Mention of research conducted by Šop sisu and Rýnom in collaboration with Skladon.

Notable Quotes

— 32:08 — « I will have to check some myself which turned out that out of 40 e-shops out of those 40 e-shops three e-shops told me that they had a bad SSL certificate. »

Category

Educational

Video