在DOT-COM泡沫期间,我们开始研究电子商务网站。从那时起,我们继续研究电子商务可用性和客户体验。

为了fourth edition of our Ecommerce User Experience report series, a team of 7 NN/g researchers conducted a large-scale, lab-based usability study including 63 defined test activities across 49 unique business-to-consumer (B2C) ecommerce websites.A total of 16 users participated, and each was given a subset of the 63 test tasks.除了基于实验室的研究外,研究人员还进行了许多更小的,更具针对性的研究研究,以便更新和发展电子商务用户体验报告系列中包含的11个主题电子商务报告中的每一个。

It’s interesting to reflect on ecommerce websites and online shopping behaviors of the past to see how far we have come over the years. When we look back at the trends, challenges, user behaviors, and user expectations from prior research and compare these to those of today,变化是巨大的。设计师多年来学到了很多年份,他们的电子商务用户体验大大改善了电子商务经验。恭喜!然而,与任何事情一样,我们现在注意到与当前的电子商务景观有关的新挑战以及在线购物的不断发展的客户期望。在本文中,我们概述了当今电子商务购物者的期望中存在一些最大的差异和主题。

由于在线零售继续取得进展,与亚马逊,阿里巴巴和沃尔玛等强者平台的竞争正在成为所有其他零售商如何在电子商务中开展业务和进展的主要因素。这些大型场地为消费者提供一站式购物,无与伦比的选择,低价格,方便快捷的交付,以及免费送货和免费退货等其他优惠。作为互联网用户体验的雅各布定律国家:users spend the majority of their time on other sites than yours.因此,毫无疑问,消费者与这些大公司的接触会提高期望值,并对其他零售商施加压力,要求他们提供同样质量的服务。电子商务市场价值的争夺现在围绕着谁能满足顾客对简单、快速、可靠和方便的购物体验日益增长的期望。

通过我们的新研究,我们分析了changes in customer expectations对于电子商务客户体验,相对于以前的研究。这些可以通过以下方式表示六个主要主题:

  • 方便
  • 速度
  • 保证
  • 准确性
  • 选项
  • Experience

方便

作为ecommerce retailers begin to offer flexible shopping experiences across a variety of channels, users’ expectations for convenience in online shopping are increasing. They want to shop on their terms, whenever and wherever they are, regardless of the device or channel. Companies often consider the digital and physical experiences as two very different and discreet experiences. However, customers do not.他们希望物理世界和网络世界能够无缝融合。

Shoppers want the ability to go to a physical store to view, pick up, or return products discovered online. In-store pickup is convenient for users when an item is needed quickly or when they want to avoid shipping charges. In addition, seeing accurate and reliable inventory information for nearby stores on an ecommerce site provides the convenience and peace of mind of knowing where to get what you need, right away.我们研究中的参与者赞赏电子商务网站,以防止他们浪费时间到毫无意义的商店。They praised sites that took this one step further and even facilitated the movement from the web to the store by offering specific details about where items were located in stores or by letting users request that the item be ready when they arrive. Another facet of convenience is helping customers reorder regularly purchased items with little effort or offering capabilities to schedule recurring orders, so they never have to worry about running out of a product they often use. Large players like Amazon and Walmart have identified this opportunity and built it into their offerings.

使用Alexa,Siri,Google Assistant和Cortana的语音激活购物是一个用于互动的新频道,但用户可以简单地告诉设备,从他们最喜欢的网站上订购哪些项目为整个新级别提供了便利。Going forward, these technologies have the potential to add to the heightened expectations for convenience.

速度

过去,在线订购通常意味着等待待交付产品的日子甚至几周。不再。亚马逊提供了快速的2天发货了几年,最近它开始提供同行发货,在许多地方可以通过购物者将其定制在一小时内。这是依赖第三方航运提供商(如UPS,FedEx和政府邮政服务)的刻板“框”的刻板“框”之外的一步。

作为a result, today’s online customers have a在与电子商务零售商互动时,对即时满足和即时性的渴望. 快速送货是当今网络购物者的一大优势,他们的选择应接不暇,而快速送货方式使零售商有别于竞争对手。用户对速度的需求不仅仅在于快速发货—零售商探索了一键式订购和简化的购买工作流,以让用户快速、省力地完成购物活动。快速而无缝的体验与希望最大限度提高在线生产力的客户产生了良好的共鸣。实现这些期望可以建立信任和忠诚。

Barnes and Noble Instant Purchase
Barnes和Noble提供登录购物者可以选择即时购买产品细节页面,绕过结帐工作流程,并在线订购字面如同单击按钮。
Barnes and Noble Checkout
For users who opted to take the traditional path through checkout, Barnes and Noble conveniently offered the option to pick up the item at the closest store. It also allowed them to use PayPal to save on data entry and speed up the checkout process.

保证

Users’ expectations for privacy and security assurance on ecommerce sites have increased, while their patience with issues in such matters has decreased. Heightened standards for security stem from data breaches and broken trust with companies such as Facebook, Equifax, and Yahoo, who have faced major security incidents recently. If users are unsure about the security of their data on an ecommerce site, they will be less likely to return.我们研究中的购物者希望安全,需要知道网站有适当的安全措施和保护。投资这些领域并与用户交谈,以解决对数据安全的担忧。传达您在整个体验中携带客户数据的严重,以确保用户受到保护。

精度和准确性

准确标准也增加了。用户对提供令人难以置信的精确信息的组织进行了积极的经验。Today’s shoppers expect precision in geolocation information, inventory data, order-status messages, pickup time frames, pricing, arrival dates, and user reviews.当我们的研究参与者遇到只有模糊的产品信息或关于交货时间或额外附加费的广泛概括的网站时,他们变得沮丧。他们不明白为什么这家公司没有提供他们从其他公司得到的同样的细节。

陶器谷仓的超大产品受到平价交付附加费,但产品页面并未表明实际成本。努力阅读页面的用户可以点击运输和返回手风琴的运输和交付信息页面的额外收费。在该页面上,他们最终可以找到一个费用计算器,允许用户输入他们的邮政编码以确定平息费。

Pottery Barn Product Page Surcharge
陶器谷仓超大了产品页面表示送货费用,但没有指定费用是多少。在不通过结账时得到实际值非常困难。附加附加费信息ProductDetail Page没有帮助。链接到Shipping and Delivery Information Pagedid prove fruitful.

Pottery Barn could have been more upfront early on in the process.人们想知道在结账前他们将支付多少运费。陶艺谷仓(Pottery Barn)本可以包含一个最低交货估计,而不是关于产品价格附近的固定费率交货的无益细节。或者更好的是,它可以在页面顶部靠近价格的地方提供一个附加费计算器的链接,就像下面示例中的恢复硬件一样。更好的是,将位置计算器嵌入产品页面本身,并显示输入邮政编码的用户的费用。

Restoration Hardware Exact Shipping Charge
恢复硬件表明家具交付的最低价格为199美元,但允许客户输入邮政编码以获得确切的价值。

In addition to demanding extreme precision,用户对不准确的信息也不那么宽容。当学习参与者出现错误信息或遇到令人不快的惊喜时,他们立即持怀疑态度,并开始质疑该网站的权威和可信度。我们的一位学习参与者是一个坑牛手,他们在ThetCshop.com上购物,一家专门从事狗相关礼品和狗配件的网站。当他注意到该网站错误地标记了一种不同类型的狗品种时,他变得恼火。

“这是一张羊毛毯,上面写着‘斗牛羊毛毯’,我点击了它,因为它让我很恼火,因为他们放了一张藤条的照片,叫它斗牛犬。他们把狗归为一组,称它们为斗牛犬。每当我去这样的网站……如果我要在那里花钱,影响我决定的是,他们是否把我的品种和几个不同的品种放在一起,并称它们都是斗牛士,以及他们是否知道足够把它们分开。”

TCshop.com Product List Page Error
On theTCshop.com, a user noticed an error with how a pit bull product was labeled. He immediately considered the company less credible for making this mistake.

Always present users with accurate information.If it’s not accurate or authentic, don’t show it. Strive for precision in dynamic information like delivery timeframes and added fees. The more precise the information you provide, the more in control your users will feel, and that is certainly a feeling you want to foster. In an age where consumers are inundated with options, they question everything — from product information to ratings and reviews. Consider it an opportunity to compete with others and differentiate your business by providing accurate, high-quality information that users know they can trust.

选项

除了增加对质量信息的期望之外,购物者还希望在界面本身之外获得更好的总体客户体验。网站提供付款、发货和交货、设置重复订单甚至客户支持渠道的选择。如今,许多网站将灵活性的理念发挥到了极致,提供了多年前闻所未闻的政策。这一级别的灵活性允许客户按照自己的条件进行交互,并设计出适合自己需求的购物体验。出于这些原因,用户现在期望电子商务网站几乎可以为他们提供选择。

For example, to set itself apart from regular mattress retailers, Casper.com gave users the unique option of trying one of its mattresses for 100 days for free. If the customer is not completely satisfied with the experience, Casper will pick up the mattress and provide a full refund.

Casper Mattress Options
Casper.com使用户可以选择在自己的家中尝试床垫100天。

In the early days of ecommerce, users could only pay for orders using a credit card.最近,已经出现了一足的付款方式:PayPal, Amazon Pay, Visa Checkout, Masterpass, Apple Pay, and Amex Express Checkout. Overstock.com even offered users the option to pay with bitcoin. (It remains to be seen whether cryptocurrencies will become a widely accepted form of payment with which users are comfortable.)

卵形加密货币付款选择
Overstock.com offers many different payment options, including Paypal and cryptocurrencies.

用户期望的另一个选择是客户服务。从聊天到点击通话和社交媒体,学习参与者希望多种方式获得帮助. 当客户需要联系时,他们应该能够选择符合其独特情况的渠道。上班又不能接电话?你可以选择通过Facebook向零售商发送问题。在路上不能发短信?打个电话最有意义。用户对他们的问题有不同的需求和紧急程度,所以选择发送一条快速消息而不是坐以待毙是非常有帮助的。西南航空公司通过Facebook Messenger提供客户服务,帮助一名用户在其忠诚度账户上更改姓名。这个方法对她来说又快又方便,因为她已经在Facebook上了。

西南航空公司Facebook客户服务
西南航空公司提供许多不同的客户-service options, including Facebook Messenger.
积压的客户服务选项
Overstock.com清楚地显示了所有选项,以便接收客户支持以及有关每个频道的等待时间和响应性的有用信息。

Experience

Yesterday’s amazing experience is today’s okay experience.随着用户的舒适度与电子商务增长,他们期望增加惊喜和喜悦的元素。令人印象深刻和独特的包装,鼓舞人心的内容,甚至是物理延伸的微观方式的详细信息,是电子商务零售商可以将自己置于的各种方式。

例如,Stitch Fix使用体验式的细节来吸引用户。策展服装服务通过精美的包装和产品展示,以及在每一个包装盒中加入灵感十足的服装创意,将网上购物与愉快的线下体验联系起来。

Stitch Fix User Experience Elements
缝线修复了偏离策略的愉快的在线购物体验,如漂亮的包装和装备思想,让其用户惊喜和欣赏。

Neiman Marcus introduced the Memory Mirror in some of its stores. The mirror took video and stills of what users tried on to aid them in comparison shopping. It allowed the user to virtually change the color of the item they were wearing and provided 360-degree views so that, when the customer moved, it adjusted to show all the angles. Snapshots from the digital mirror could be shared with others. In another example, the Urban Outfitters app included a scannable ID that made it easy for shoppers to earn rewards in the store during the checkout process.

都市overfitters应用QR码
Urban Outfitter’s mobile app had special in-store features to enrich the shopping experience.

一项研究参与者很高兴了解Office Depot归于她使用她的商业帐号制造的所有店内购买。她说,“我不必坐在电话上,等待某人查找我的交易。终于解脱了!这对于知道他们的产品可能需要低估的企业来说是辉煌的。“该网站还使其简单地重新排序以这种方式以这种方式重新订购。

Office Depot Order History
Office Depot’s site catalogued in-store purchases for users.

Conclusion

Understanding and addressing customer expectations is important.Users’ perception of their experience is directly dependent on their expectations, and on whether these expectations are met.Think about the changing landscape of ecommerce and how these changes affect how your customers expect to engage with your website and services. Assess your overall customer experience based on the large themes discussed in this article. Think about whether you’re delivering on expectations, or if you’re on track to evolve your offerings to keep up with today’s users’ needs.

Full Report

The 4th edition of our full series on电子商务用户体验包括11卷立即设计指南现在可供下载。