Conversion Optimisation Is The #1 eCommerce Challenge For Most Businesses.

Anyone who makes their living selling things understands the difficulty that the covid-19 pandemic has created. It shut down traditional selling channels and forced businesses to innovate, which has changed the face of retail for good.

eCommerce has become the shining light and the only real way to keep business moving but for those who thought it was as easy as just chucking up a website and waiting for the money to roll in has been the subject of a reality check.

eCommerce is absolutely the future of retail and it is going nowhere so truly understanding what it takes to make it work is vital.

 

A Website is Never Finished

The consumer is a fickle entity, and they shift and morph constantly. What you launch with as a shopping experience can very quickly become outdated and clunky. And more than that, for many when the rubber hits the road the potholes that appear ready to take you out are everywhere.

Understanding the challenges and preparing for them or making sure you have someone to reach out to when you hit them is fundamental to staying ahead of your competition and here at Eclipse, we do what we can to make sure we keep our clients, past, present and future, as well equipped and educated about eCommerce.

 

Challenges For Those in The World of eCommerce

This week Mollie, one of the fastest-growing payment service providers in Europe, published research unveiling the state of payments in retail today as well as the challenges and opportunities in the retail market following a turbulent year.

Some key highlights from the research when asked what the biggest challenges in online retail were, 65% of those retailers asked cited converting shoppers to purchase, 43% rated high costs for shipping or payment providers and 41% selected low margins. And for a third of online retailers (34%), cart abandonment is the biggest challenge with 30% reporting that 6-10% of carts were abandoned.

Other key findings included:

  • EU and UK merchants rely on a multitude of channels to sell: As bricks and mortar shops closed their doors, online has become far more important. Specifically, 46% of all revenue now comes from an online webshop. And on average, 37% of sales occur via third-party marketplaces such as Amazon. Finally, as much as 16% of annual revenue now comes through social media platforms like Instagram.
  • Two-thirds of retailers had revenues impacted by the pandemic: The pandemic has had both a positive and negative effect on retail sales. 23% of merchants saw sales increase last year. Conversely, 29% either saw no change or had sales decrease somewhat. And 17% saw sales decrease significantly. Of those who reported an increase, revenues went up on average by 29%. The average decrease in revenues was 27%.
  • Issues with the payments process can hurt sales and growth: 31% said that an issue with the payment service offered or the range of payment service options provided was the reason for abandoned carts. 41% cited a lack of innovation in payment systems as hindering growth.
  • ‘Buy now, pay later’ now offered by more than a fifth of retailers: With many consumers looking for more flexible ways to pay during the pandemic, 22% of retailers now offer ‘buy now, pay later’ or Apple Pay payment methods. And 20% offer Google Pay. This is set to increase with 31% looking to improve payment systems to help grow online revenue within the next 12 months.

You can get access to all the results, based on responses from 2,500 European retailers, in their report: ‘How a growth mindset leads to higher profits’.

“The retail sector has had a difficult year and this is reflected in the findings which expose a multitude of challenges and areas for development,” said Josh Guthrie, UK Country Manager at Mollie. “As the market also comes to terms with the Brexit deal, the ability to adapt and grow under pressure is paramount.”

 

Facing the Challenges Head-On

The first step is to identify if you’re facing these challenges and if you are, reach out for help. At Eclipse we’ve got eCommerce experts in all areas including conversion rate optimisation, design, user experience and the day to day running of eCommerce operations.

They know the industry inside and out and are here to help navigate you through these challenges and onto continued success.

Creating a conversion optimisation strategy that builds into a programme of continuous testing and improvements, for now, and into the future, ensures that challenges are highlighted early and fixed.

Our team of business consultants can work alongside the strategy and guide and advise you on ways to make improvements around returns, shipping and operations that can lift margins.

So, whether you’ve identified these challenges in your business or you suspect they might be lingering in the data, your next step should be to speak to us.


Blog image

Ecommerce Statistics You Need To Know In 2021

Last year changed the role of eCommerce in our lives forever and as we move into the second month of 2021, we’re still living in a world where for many, eCommerce is the only way to get what they need for their day to day lives.

Even after things start to return back to ‘normal’ there is little doubt that the role of eCommerce in our every day will be vital and for those who operate in the retail space, in any way, are going to become more dependent on it to remain successful.

We only have to look at the most recent acquisitions of both Debenhams and the hero brands of Arcadia including Top Shop, Top Man and Miss Selfridge by online-only businesses BooHoo and ASOS to see that the future for many is online.

But with most things, there is a need to stay at the leading edge of innovation and eCommerce is no different. Peoples buying habits are changing and the shifts mean that what was once a great digital storefront my start to develop ‘issues’ for shoppers and it is the job of the retailer to know the market and innovate to keep its customers coming back.

Some of these changes might be minor and other might need a little more work but to be able to know which are the areas you should be looking it first you need to know how the habits are shifting.

In that vein, we’ve pulled together some of the insights we’ve discovered that we think you need to know in 2021. These will help you in planning your strategy for this year and once you’ve got a good idea of what you need to do, we’re here to help. Just reach out to us and we can work together to drive continued success for your business.

Click on the image of the eBook below and give it a read.


Are you putting ‘Digital Excellence’ high on your list of priorities?

Are you putting ‘Digital Excellence’ high on your list of priorities?

Just so we’re clear, you absolutely should be. Among many things that retailers need to put at the top if their list, digital excellence has very quickly become one of the highest and is certainly non-negotiable.

In an article written by Noel Wurst and published on Total Retail, he says that Digital Excellence “enables your online visitors to be delighted by how easily they were able to accomplish a task or complete a transaction on your website and/or application.” He goes on to explain that “The term is highly subjective due to the endless number of tasks that your customers or potential customers may come to your website expecting to be able to accomplish. Maybe they’re just looking for pricing or sizing information. Maybe they need to track an existing order or chat with support. Maybe you need to make sure they know about a new promotional discount, rewards program, or payment options. Today’s successful retailers are making sure their online properties leave their customers impressed enough to return, and to encourage others in their personal and social networks to do the same.”

At Eclipse we could not agree more. We’ve been talking about this for years and have built a team of experts whose very job it is to make this happen for our clients. It is so important to us that we believe any change, adaption or optimisation made to your website or strategy should be considered from the point of view of the customer first and foremost. If it doesn’t make it an easier and more enjoyable experience for them, why are you doing it?

The importance of getting this stuff right just can’t be overestimated. As we find ourselves still in a national lockdown with retail shuttered and little choice but to head online, customers are doing just that. And as you would imagine, the world is their oyster and the options they have when it comes to spending money are seemingly endless. What makes them spend the money, return to purchase again and even head to social to refer the business, is their experience.

 

Understanding the customer expectation.

We’re a fickle bunch whose patience has gotten shorter and expectations have gotten bigger. Whether we’re retailers or just straight up customers we all buy things and we all have the same standards when it comes down to it.

As Wurst puts it “Every time we interact with a website or application, we expect the world. No matter what browser we’re using, or what tablet or mobile device is in our hands, we expect to be able to find exactly what we’re looking for, that images will render beautifully, that pages will load, payments will process quickly, and that we can quickly get on our way. And, thanks to plenty of companies that are currently delivering digital excellence, we expect every company to do the same.”

And if you think you’re somehow excluded from this requirement, you’re not. “Whether we’re online to purchase nails and screws, adorable cupcakes, or a high-end sports car, our expectations are the same. No retailer is spared from this requirement to delight us, as consumers, in every interaction.” Wurst points out. “The retailers achieving the most success today understand the importance of not just meeting these expectations but exceeding them.”

 

What is the risk of ignoring Digital Excellence?

As you’d probably imagine low conversion rates, lack of return visits, low revenue generation from the website are just as few, but Wurst has an interesting take on the ultimate risk and we tend to agree with his assessment.

“I would argue that it’s the threat of a loss of trust that best summarizes the importance of what we’re talking about here. We don’t tend to befriend, recommend, share our personal data with, or conduct business with organizations we don’t trust.”

He adds “And as much as it might seem like slow-loading pages, crashed websites, missing images, and broken buttons are everyday occurrences, there are innovative technologies out there that eliminate these threats — and the threat of lost market share that comes with them.”

 

Here’s how to mitigate the risk

As we mentioned before, this is an area that Eclipse is an expert in. We’ve been doing it a long time and we’ve worked with some very big names in the world of retail and continue to do so.

We’re using the technologies that Wurst talked about and combining it with our years of experience to offer our clients an unparalleled level of insight, support and optimisation in this space. All you need to do is decide how important it is to you and the future of your business and if you think we’ll be able to help.

Come talk to us, it costs nothing, and we can talk you through what we’ve done for businesses like yours. Together we can develop a plan to get you delivering Digital Excellence every time and then you can decide if you would like some help putting it into action.


Couple working in coffee shop

The Continuing Evolution of Digital Design

Design as a whole has gone through rapid transition since the internet first came around. It’s really easy to look back and laugh at, what used to be, a playground of expression and opportunity for new sales channels without any real guidelines or understanding of users, but it was a different time. Internet speeds were much, much slower. People were still pushing the boundries of what was possible (and still are), but they were also much tighter boundries. So we thought we’d take a look back and see how a couple of the online giants did things back then, how they do it now and how design generally will likely change in the future. We will keep this pretty high level otherwise we may as well release a book.

GOOGLE

Google Beta screenshot

Everyone knows who Google are and what their core service is for now, but do you remember when Google first appeared? Firstly let’s pay attention to the fact there are so many links on the main search page in a bizarre array of turquoise boxes. We couldn’t imagine such noise on the Google homepage now, but back then, remember not many people even knew who they were so this was partly education for new users – some of which would have had very little exposure to the internet before. Clearly they’ve tried hard to further highlight the search bar with an additional grey fill behind the search bar, just in case you didn’t see it. Clearly they still had a playful side back then as they always had the ‘I’m feeling lucky’ button, but realistically it doesn’t add any value other than encouraging people to search and discover more of the internet.

Also note the serif typeface – yes people still use serif fonts now and you can create some beautiful experiences with serif typography, but the selection is much larger now and screen resolutions are significantly better, but back then you didn’t have much choice. Accessibility wasn’t really ‘a mainstream thing’ when Google came about so elements like the contrast between between the link colour and the background wouldn’t have been considered anywhere near to the extent we do today.

When we look back, we should also look at their logo. The emergence of drop shadows, colour and embossing – look at all this cool stuff – let’s use it all. But to recap, as much as we can look back and laugh or cringe, this was all new technology. This was stuff no-one had seen before so it was in some ways, educating the world as to what we can do. And that’s still happening today.

If we look at Google today however, they don’t even need to establish their brand clearly – everyone knows who they are and what they do. In fact, in June 2006 ‘Google’ was added to the Oxford English Dictionary. It’s true – Google it. They don’t even use consistent site branding, instead opting for abstract representations (Google Doodles) of which there are plenty. This is to both further demonstrate their creative muscle and encourage users to actually search for something they may not have considered searching. Other than that however, the page hasn’t actually changed all that much. The search bar is still the hero on the page, but you don’t need to be told what to do anymore – you just do it. Additional links have been down-weighted to the footer and other services hidden in a menu. Developments such as the integration of voice search have made an appearance and now they have user accounts that store huge amounts of data to provide more personalised experiences to users.

Google homepage 2021
Google homepage 2021
Google Doodles
Google 2020

They still have the ‘I’m feeling lucky’ button which I believe is purely for nostalgic reasons. If people come to this page, they’re coming to search for something in particular – they don’t need their hand held in the process. The key difference is the education of how. Users no longer need to be told how to do the basics and the rate of learning is almost second nature too many users. It’s on this basis, that companies will inject more of their own personality and unique experiences in to their sites. Their dominance in the space is evidenced by the fact they don’t even need to show their brand anymore – their Google Doodles have become almost as synonymous as the core logo itself.

AMAZON

The behemoths of online shopping. Love it or hate it, the journey they’ve been on means they can do pretty much anything they like to their site and users will still use it. Much like Google is that dominant force in online search (although Microsoft, Apple and many others are trying to change that), they are the ‘go-to’ marketplace for many online shoppers. They are so dominant, the largest of businesses also sell via their platform due to the sheer number of users visiting their site every day. So let’s see how it’s evolved over time. As before, we’ll focus on the homepage as we could release a series of novels if we went in to too much detail.

The snapshot above is from 1999 and it looks as though the hyperlinks are partying together like it to. What started out as predominantly an online bookshop, has tried desperately hard to highlight they sell other stuff too. Links to music, clothes, software, DVD’s (anyone remember those?) were all on show to entice people into their site, but a clear lack of hierarchy makes it painfully difficult to navigate or understand what to do. Suddenly we are seeing different font weights and sizes which are starting to introduce hierarchy, but structurally it’s all over the place. The times when pages were built with tables were still rife across the internet. But wait – remember users weren’t really familiar with navigation like we are today. We see tabs, burger menus, mega menus and the like – these are second nature to us now, but back then the mainstream may have been just getting used to this. Again – as much as we can look back and cringe, Amazon were also taking the user on an educational journey. Look at all this stuff – you don’t need to leave the house to shop. The whole idea of being able to see physical products on a web page was novel, but the ability to find the products was key. Unlike Google, back then Amazon didn’t really make much of search and it was tucked away in the corner.

The use of gifs, flashes and product images starting to test your 700kbps internet connection but at the time Amazon hadn’t really understood the importance of search as much as Google. And why would they? It wasn’t their primary business, at least it ‘wasn’t’.

Now let’s look at Amazon today.

90s screenshot of Amazon
Amazon 2020

Suddenly Search is clear and prominent right at the top of the page. They realise now that their product catalogue is so large, it would be insane to try and highlight everything to users. People want ‘stuff’, so let’s have them tell us what they’re looking for and we’ll find it. Using the analogy to their origins in books, it’s a bit like asking the librarian if they have a particular novel in. Too much choice needs some assistance. People aren’t patient – they just want to be told how to find what they want in as little time as possible. There are just as many (in fact more) links as there were 10 years ago, but now there are graphics, rich imagery, clean typography and stripped back navigation. But then that brings us to something that Amazon do particularly well – upsell, cross-sell and personalisation. Just to clarify, I’m not a big fan of Amazon. I truly believe if Amazon was created today, it would look and behave completely different. Product names are painfully worded for the search reasons and the gargantuan level of information is daunting and often hard to read. However, they have such an abundance of traffic and data, they have the luxury of running hundreds of experiments at a time, learning more and more about users every second and customising experiences to get users to spend more money faster. Go on to the site now – you’re probably seeing several experiments running at the same time.

Now we’re seeing suggested categories and products, bright vibrant offers, gift ideas, seasonal deals – the list goes on. Users know that an image will usually link to the product. We also have user generated content in the form of reviews and own images – day to day these experiences are both used and expected as a way to buy with confidence. This goes even further when you’re logged in to your account. The level of personalisation is immense from browsing history, to order status and suggested products based on your search history. There are flaws in this however – once you’ve bought a product, you don’t need 100 suggestions of the an alternative product that does the same thing.

Amazon 2020
Amazon Desktop
Amazon screenshot on Tablet
Amazon Tablet
Amazon iPhone screenshot

Then we obviously have the abundance of resolutions across mobile, tablet and desktop. Much more considered thought is now put in to how sites are designed. We wrote a piece a while ago about how users buying behaviours have changed as smartphones hit the mainstream. Desktop shopping came down, mobile shopping went up. With the current climate they are now at around 50% in terms of traffic split as more people work from home. It’s common practice now to create a responsive site that optimises the experience of mobile users. In Amazons case, they’ve done this well, but also have their own native app that ensures you can stay logged in all the time. Spending money has never actually been easier and people have built trust in these retail platforms to do that.

But to recap, as much as we can look back and laugh or cringe, this was all new technology. This was stuff no-one had seen before so it was in some ways, educating the world as to what we can do. And that’s still happening today, but expectations are higher than ever and they’ll continue to rise in the future and we can’t wait to see what’s coming next and push the boundries of the possible. The internet used to be a tool for research and very quicky, became a $3.5 trillion tool for commerce by 2019 and is expected to grow year on year.

THE FUTURE

So what about the future? It’s an old reference that’s been used for years, but the UI in Minority Report was a mind blowing example of how people saw the future of digital interfaces. But let’s be real about this – we spend hours in front of screens every day. There’s no way we’re going to spend this time flailing our arms round to move files or design. Having said that, maybe you have arms of steel, but I believe you would get very tired of it very quickly. So it’s more about evolving UI in to more delightful experiences – I’m sure there will be many more iterations of the examples mentioned above. Creating more immersive experiences and taking advantage of newer technologies such as Augmented Reality, AI and new hardware such as Lidar that is now becoming more and more mainstream with consumer hardware brands.

Online will continue to grow – especially in the current climate and if you’re relying on riding it out or copying a competitor, you will be taking a significant risk. Having your own identity. Making your online sales process as painless as possible. Delighting users with the latest and greatest technology. These are all things that will help build your base and increase loyalty, so don’t leave it too late – your competitors are acting now and you should be too.

SO WHAT ABOUT DESIGN?

Design is obviously a very personal area for everyone. We have our likes, we have our dislikes, there are trends and there are bends (I needed a rhyming word, but I’m referring to slight deviations of trends). When we look at the examples above we can see people were still finding their way, but information was still the king of the swing. Now however, with new technologies, faster speeds, better hardware and higher expectations, simply accessing the information is not enough. The overall experience will have a significant impact on users perceptions of your business, so it needs very careful consideration.

One of the classic references is that of the abundance of skeumorphism. This was the art of making user interfaces look like real world objects. A clock looked like a real clock. A dial looked like something you’d see on a console. This came around with the release of the original iPhone and allowed designs to flex some serious creative muscle. Painstakingly crafting highly detailed icons and textures to the finest degree. At the time, it was great – it was beautiful. However this came to an end as users became more familiar with using these digital interfaces. Suddenly there was no real need to visualise so explicitly what a note file was.

Skeumorphic example
Image source dtelepathy.com

Then came the flat design revolution. Flat design came in and it came in with a bang. Big, bold colours in giant blocks. Regimented grid systems, no shadows or gradients. Just big, solid colour. The problem was that this definitely more of a trend. Suddenly everyones site looked the same and compromised on usability. Nothing really stood out and the overall experience is what I would refer to as ‘beige’. Don’t get me wrong, there were a few out there that did it well, but they were few and far between and I’m kind of glad to see this one fading away. 

Even Apple went all-in on flat for a while in what was quite a uncharacteristically poor design choice in their main OS UI. This ultimately ended up in a very frustrating experience where there was a significant lack of visual hierarchy and hidden menus, that ultimately made the software harder to use. This was evident across lots of websites, but I’ve called this OS example out given it was such a big slip up on a large scale.

iOS settings
Image source vandelaydesign.com

As people came to this realisation, the creative minds of Google came along and introduced the world to material design. This basically took flat design, put some hierarchy and tonality around the use of colour, gradients and depth in the form of shadows (hooray). But this wasn’t like the Google shadows of old which were harsh and jarring in the UI – this was softer and easier to comprehend. Suddenly the reintroduction of depth rose from the ashes of flat design (pun intended). This too, became hugely popular and still is, but designers are now tailoring designs and lending styles together to create an identity of their own.

Material design screenshot
Image source design.google

And this brings me on to an emerging trend – neumorphism. I would personally describe this as a hybrid between neomorphism and material design. Inputs and controls are using the realistic gradients and soft shadows of skeumorphism, but with the control of execution of material design. So it’s not exactly like the real thing, but it does look like something tangible you can interact with in a more simplistic way – designed for digital interfaces.

Neumorphic example
Image courtesy of bashooka.com

As of late, a hybrid has been utilised in the latest iOS adding more depth to the UI and bringing a hint of skeumorphism, neumorphism and transparency, which has now been rolled out to their desktop OS. Personally, I like the return of more life-like and 3D elements that have been introduced but there are some parts of the UI that are arguably less accessible than before. This is a new deployment however, so I expect to see this refined and iterated on in updates over the coming months.

Before you run off and start creating everything like this however, I would err on the side of caution. This is still relatively new and it hasn’t really been refined as a style yet. In examples I’ve seen, some controls are so blended in, they suddenly become almost invisible and unusable. So this still has some way to go to be established as a good approach. Yes – we can create these beautiful UI’s and subdued environments, but we must make sure it’s used in the right way with the bold colour use of material design and the softness of neumorphism. I actually see this as an opportunity to further introduce another level of hierarchy and identity in to UI, if done in the right way.


2020 fridge magnets

Our Top 5 Posts from 2020

2020 is behind us and the new year has begun but we thought we'd take one last look back at our Top 5 posts from our blog. We wrote a lot of different kinds of articles over the year from opinion pieces on the industry to guides on how to get the most out of your digital store front with design and CRO and these 5 are the posts that users were drawn to and spent the most time with.

Here is our Top 5.

 

AR & Furniture Retail | A match made in heaven? We Think So.

Read Post

 

 

Is Magento a good choice to launch your first online store?

Read Post

 

 

 

The ROI of UX & why not investing in it is a huge problem for you.

Read Post 

 

 

What it a User Journey Map?

Read Post

 

 

 

Testing in testing times

Read Post

 

 

 

We hope you enjoyed our posts and insights in 2020 and that you'll be joining us again this years as we've got even more great stuff planned.


Man on mobile

Why You Should Be Designing For Mobile And How To Do It

This is a follow-up blog from the latest Webinar done in partnership with SAP, The Evolving Customer and their need for Mobile First Commerce. You can register to watch the webinar as an On-demand recording here to see Lucy present the information along with a demo of SAP’s latest platform, SAP Upscale, that puts Mobile First Commerce at the heart of every interaction and offers an experience, unlike others.


We’ll take a look at why you should be focusing your website designs on a mobile-first approach. What the benefits are of doing this and some practical steps you can implement on your website today.

 

Why focus on mobile

To put it simply most people are accessing your website through their mobile phone. Smartphones were first introduced to the public back in 2007. Since the first iPhone hit the UK shelves there has been a steady increase in people accessing the internet on these devices. The graph below shows this trend in the UK. In October 2019 mobile usage overtook desktop for the first time and despite Covid sending everyone indoors mobile usage is still up on the year before. This trend is even more obvious globally where mobile overtook desktop back in 2016.

The reason for their popularity is that they are so versatile. We’re now able to have a computer with us all the time and can play games, browse the internet and go shopping all while sitting on the bus. It’s estimated that 95% of UK households have a smartphone. Being able to use a smartphone to take high-quality photos and share them instantly with your friends on social media has also made them wildly popular. Instead of carrying around a camera, all you need is your mobile. Smartphones are cheaper and more portable than a desktop so it’s no surprise that fewer people have been accessing the internet through a traditional desktop computer.

 

Other benefits

Since mobile takes up the majority of the market share Google ranks for mobile-friendliness. Since 2017 Google has been using mobile-first indexing this means that Google will look at the mobile version of your website for indexing and ranking. If you want your website to rank highly on Google, and let’s face it who wouldn’t, you need to make sure the mobile version of your site is designed well and meeting Google’s criteria.

Adobe discovered that companies with mobile-optimized sites triple their chances of increasing the mobile conversion rate to 5% or above. It’s a no brainer good mobile design increases conversion.

 

Success story

Sincerely Nude was founded by London based Michelle Asare in 2018. She noticed that she could never find any nude clothing close to her skin tone. This realisation became a frustration. She has always loved fashion and wanted to be part of the change she wanted to see in the world. Sincerely Nude aims to empower women to feel beautiful and sexy in their skin tone no matter what shade or size.

In an interview with Below the fold, Asare explains that having used Instagram as a personal account she began to study how businesses of all sizes used the platform as a marketing tool. From here she launched the clothing brand and eCommerce site and it picked up in just a few days after they launched. Through great product development and a killer Instagram strategy they now have a following of 16,700. Michelle estimates that 70% of her customers are driven by Instagram traffic. Since Instagram is almost exclusively used on the mobile app all of those customers are viewing her website on a mobile. So, it was important for the brand to have a seamless mobile experience. By harnessing the power of social media Michelle was able to drive traffic and sales through her website. A great success story for a business in its first 2 years of operating.

 

Designing for mobile

Now we've looked at why it’s so important to have a great mobile website let’s get to the nitty-gritty of how you can improve your site for mobile. Despite the upward trend for mobile people are slow to change and are still designing for desktop.

 

The old way – Graceful Degradation

Responsive web design has become the norm. Creating designs that can be resized to suit any screen size. This ideology is known as graceful degradation it is where all the details and complexities are added to a website for the desktop. Once you have the complex version of the design the features are stripped away to suit a mobile screen. The problem with this is that often the most important features and content get muddled together. This can result in the most important information and priorities of the website for the user on a mobile device to be lost.

 

The new way – Progressive enhancement

The future is mobile-first. This is because that’s where most people will be accessing your site from so they must get the best possible experience when they do. This is why you should move to the progressive enhancement method where you start with mobile and scale-up. By starting the design process with mobile then upscaling to larger devices it makes sure that the key information is presented to the user.

 

How we interact with mobiles

We interact with mobile devices differently to desktops instead of a mouse and cursor we use our fingers and thumbs. These are larger surface areas so we must increase the size of clickable elements and increased the space between them. As a rule, 30px or 7mm is the minimum height you should be looking at for a button for example. Any bigger than this then you may have to compromise other areas of the design and any increase in size after this has little impact on missed taps. The graph below shows the number of missed taps compared to the target size.

(ux.stackexchange.com)

These touchpoints should be within the parts of the screen that is most accessible known as the ‘Thumb zone’. Particularly if they require additional interactions like swiping. This diagram shows the easiest areas for people to reach. Keep this in mind when thinking of placement of CTA and add to cart buttons.

 

Image Credit (smashingmagazine.com)

 

Mobile-only features

Mobile phones have a great advantage over the desktop because they have a built-in camera. This feature opens up so many opportunities that can’t be recreated on a desktop. That means there's the potential to have a mobile experience that’s even better than desktop.

Search by photo – With this feature users can take a photo on their mobile and upload it straight into a search which will return visually similar product images. The eliminates the need for typing and lets users snap a picture of items they like while they’re out and about.

Card scanning – This is used for capturing card details which is a big pain point for users and can be a big sticking point in the checkout flow. This is a way to alleviate this frustration, instead of having to manually type out 16 digits the camera on the phone can scan the details and enter them automatically.

Augmented Reality – Plenty of big brands are starting to make use of AR to show products in consumers in their real-life environment. For example, with Ikea place, you can see how a table would size in your own kitchen. This isn’t just for large companies either with solutions like Eclipse’s Ares AR solution it’s possible to implement it on your own site.

 

Practical solutions you can implement to improve your UX/UI

  • Keep only the most important information. This is probably the most important thing to consider when designing for mobile. Without the luxury of space, you must keep only the most important information that the user needs to complete the journeys on your site.
  • Don’t be afraid of a scroll. It may be tempting to hide away content in carousels and accordions to fit everything nicely into the small screen. In doing this you create more work for the user by increasing the number of actions they need to take to get the information they want, that’s if they find it at all. Instead, make use of vertical scroll people have become accustomed to scrolling to find the information that they want so having it open and accessible by only a scroll away will come naturally to users getting them to where they want to be as quickly as possible.
  • Think about where your site will be accessed. If people are on the bus on a train or out and they may have poor connectivity to the internet. People will still expect a fast-loading time. By focusing on designing/developing for 3G by default you make sure you’re still providing a great experience when connectivity is limited.
  • Make use of mobile devices native UI for example date pickers. These are familiar to people as they use them daily.
  • When there is a form field that requires an input with numbers use the numerical keyboard. This will prevent mistyping and allow people to fill out the form more quickly.
  • Integrate Apple/Google Pay in the checkout. These stop the users having to enter their card and shipping details making the checkout experience seamless and easy for users. They also have the added benefit of additional security and are easy to set up.

 

Final thought

Mobile phones aren’t going anywhere so businesses must adapt to the ever-changing market. I hope you found this article useful and that you have taken away some useful tips for designing for mobile. If you’d like more advice on optimising your mobile experience contact us, we’d be happy to help.

 


Inputting card details on keyboard

Are You Losing 44% of Your Customers Because You’re Offering the Wrong Payment Method?

There has been lots of talk this year about how e-commerce is booming as a result of Covid-19 and lockdown but having an online store is not a guarantee that you’ll keep making money. A focus on customer experience is needed and in particular online retailers are still falling short when it comes to the final stage of the online customer journey.

In recent findings by PPRO, 44% of UK consumers stop a purchase if their favourite payment method isn’t available. 58% of respondents agree they would stop a purchase if the checkout process is too complicated and 37% of UK consumers avoid using merchants that require repeat entry of payment credentials.

These report findings highlight the increasing and immediate need for online retailers to adapt to consumers’ payment preferences.

Here are some of the key insights from the research:

• Millennials we’re the least tolerant of complicated checkout processes, with 67% agreeing they would be quick to abandon their purchases.

• 51% of Generation Z respondents agreed they would avoid using retailers that require entering payment credentials every time.

• 30% of Baby Boomers and 25% of the Silent Generation expressed a preference to use merchants that offer one-click payments.

Although the older preferences seem to have more tolerance, it does not remove the need to seriously look at the payment methods and process that your online store is offering. You need to make sure it is quick, seamless and incredibly convenient.

Having said that and while convenience is clearly essential to consumers; retailers also need to accommodate the growing consumer awareness of information security. 59% of shoppers view the security of their data and money as most important when choosing a payment method.

When considering trust, 30% of UK consumers asked as part of the research admitted that they rarely adopt new payment methods and prefer to stay with the payment methods they know.

This is a considerable amount of UK consumers that aren’t prepared to veer away from their preferred payment methods when shopping online. As a retailer, you need to realise the importance of allowing your customers to make a purchase with their preferred payment methods.

If you’re not thinking about this now you run the risk of not only missing out on that single transaction but also losing a potentially loyal customer.

“With over 450 significant local payment methods in use across the globe, it can be a challenge for retailers to understand which ones to offer their customers. However, this research shows how crucial it is to offer the payment methods the customer prefers. It proves that the payment methods you offer can make a break or a sale. Currently, 91% of UK consumers have used debit and credit cards for online purchases. 89% also confidently use PayPal or have used it in the past. 31% are confident in using mobile wallets, such as Apple Pay and Google Pay, and the use of bank transfers has doubled in the last 3 years. There’s a surprising range merchants must consider at the payment page to improve conversion rates,” comments James Booth, VP Head of Partnerships, EMEA at PPRO.

“Retailers need to be aware that a slick user experience must extend to the point of purchase. A shop may have a personalised and easy-to-navigate website, but a shopper who isn’t satisfied with the payment methods available at the final stage will quickly move on to a competitor,” he added.

 

So, What Can You Do?

The first thing you need to do is talk to the experts. Those in the industry will have insights that can help you make the right decision. You might have your own customer feedback that gives you an idea of the types of payment options that are missing, but the experts will have access to information that can make the process easier.

It might seem like the best idea to just jump onto all the latest payment options available but understanding the cost of implementation, ownership and the potential use by your customers will give you an idea of ROI.

Striking the balance between offering preferred payment options for your customers and offering everything because you’re trying to cover all the bases is not as easy to figure out as you might think.

 

How Eclipse Can Help.

At Eclipse we’ve been building sites for and working with some of the biggest retailers in the UK for years. Our experts in customer experience work alongside businesses to enhance and optimise all the elements that customers come into contact with including the checkout process.

We can work with you to make sure your checkout process is performing seamlessly and designed to optimise conversion and then advise and potentially implement the payment options you need to be offering.

And as a partner of Adyen, the payment platform built for growth, we’re best placed to connect you with the right people in the industry.

Come talk to us and together we can help you optimise your checkout, offer the right payment options for your customers and get you access to that 44% of customers you might be losing.


Black Friday image

Preparing for Black Friday, Cyber Monday and Christmas

The last two months of the year tend to be the busiest for retail and this year should be no exception. The temptation of Black Friday and Cyber Monday bring out the bargain hunters and Christmas brings people together as we all lookout for the perfect gift for our significant others and our families.

This year things are going to be a little different what with being in the middle of the second lockdown and Black Friday and Cyber Monday falling right in it, people are turning to online, much like they have over the last few years but this time, there is no choice for alternatives.

Christmas might have the benefit of stores re-opening, assuming there are no adjustments to the lockdown, and with many people making it their highlight for 2020 the opportunity for online is huge. People have gotten used to the convenience of it and those wanting to avoid potential crowds after stores reopen will embrace it.

With this huge opportunity coming down the line there are things you need to do to ensure the most success and things that you could do to make the absolute most of every chance you get. It’s about being prepared and not leaving things to fate. We’ve pulled together a few areas for you to look at so that you can call yourself prepared.

 

Double and Triple Check Your Site Speed, Checkout Process and Scalability

When we’re talking about anything websites or the internet, a lack of speed will turn customers off. In fact, it has been found that 46% of shoppers have said they’ll never return to a slow website. You want to make sure that doesn’t happen to yours. You’ve done all that work to get them there, the last thing you want to do is send them packing because things don’t load or take too long. Using Google Developer PageSpeed Insights tool will give you a good idea of how things are loading and what you might need to do to fix it, if there is an issue.

You’ll also want to make sure your checkout process is as good as it can be. Black Friday, Cyber Monday and Christmas shoppers are fickle. They have thousands of stores to select from and a limited amount of time. They will leave your store if your checkout isn’t running smoothly. This is an area often overlooked by site owners but when it comes to CRO or conversion rate optimisation it is an area that can offer a great uplift. Our Experience team have helped plenty of our clients do just this by analysing the checkout process and implementing changes that have driven huge revenue increases. Taking time to improve your checkout process will pay off for you with every customer post the changes taking place. For a quick win, you may consider adding extra payment options like Paypal. We have a partnership with Adyen who's payment services can allow a business to add things like Apple Pay and Google Pay incredibly easily. If this is something you'd like to look at in more detail, speak to us and we can give you an idea of how to build it into your development plans.

Scalability might be something that you’ve not heard of or it might be something you’ve never thought about, but it relates to your sites ability to handle increases of traffic during these busy times. Plenty of companies have been caught out during past Black Fridays, and when the first lockdown was put in place a lot of websites fell over and put people into queues or even served errors because they just couldn’t deal with the influx. To combat this, it all comes down to hosting. Being on a cloud platform allows you to leverage scalability and open and close gates as needed. Our DevOps team at Eclipse know all about this and have helped a lot of clients build-in backstops to ensure uptime when it counts. They’re happy to talk to anyone who needs a little more information on why this is important and how to use it to stay competitive.

 

Think About Enhancing the Experience For Your Customers

As we mentioned before, shoppers have the option of thousands of stores and when they’ve chosen you, you’ll want to make the experience for them as easy and enjoyable as possible.

Keep offers clear and highlight the reasons why customers should stay and shop with you. Extended returns periods, seasonal discounts, free delivery and exclusive products all give you something to shout about. So, do it.

But beyond that, think about how the products are sorted on the website. Do you have a sale section or gift finders? Is everything in a place that is easy to find and then filter by price or amount of discount? Does the site search work well so that when people use it they’re being shown an accurate reflection of what they’re looking for and what you have on offer? All these things make a massive difference to the shopping experience.

You’ll also want to put some thought into your upsell and cross-sell opportunities. These are great ways to highlight other products that may be of interest to your customers and also lift the average order value of your checkout basket. Do you sell products that have bundles of accessories that make them better or a range of products that offer more functionality the further up the price ladder you climb? Tell people! Things can be easily missed and if a customer looks at something and assumes it doesn’t do what they need it to, they may leave to look elsewhere but if you have an alternative that might fit their need, you need to highlight it. And when it comes to cross-selling, the old problem of batteries not included on Christmas morning come to mind. Don’t let people fall into a trap of missing an important add on purchase that could take their experience from great to troublesome.

If you really want to take your customer experience to the next level adding functionality like AR (Augmented Reality) to your website really steps you apart and gives customers an experience like never before. It gives them the ability to bring your products into their home, try them in their space or even on themselves. It reduces your return rate and gives people assurance that what they’re looking at online will be what they receive. Our AR solution, Ares, is a total end to end solution for adding AR to your website and we can help you implement it with ease.

 

Getting People to Your Site

Having your site up and fully optimised is vital but just as important is going to be letting people know what you’ve got on offer, so they’ll head over and visit you.

Using Social Media is a great way to do this. If you’ve built up a loyal following they’ll be keeping an eye out to see what you have on offer but using paid social promotion and ads on platforms like Facebook and Instagram will help you reach out to a target market that you may not have been in front of before. The audience-building options in these platforms are great when you have a set of buyer personas in mind. The trick is to widen it enough to reach a good amount of people but not to have it so broad that you’re putting offers in front of people that are likely to be uninterested.

Make sure you use good imagery to highlight products in their best light and add well-written descriptions including details about discounts, features and any other information that you think gets you to stand out from the competition. Video works incredibly well too, and it gives you a chance to highlight products from different angles or even show products being used. One of the most effective formats when it comes to ads on Facebook and Instagram are carousel. These give you a chance to add 4 or 5 different products or even features of a single product in a single location that is easily scrollable.

To help drive more engagement on your organic posts, especially those on Instagram look for hashtags that are getting high levels of use. Adding these to your posts can help it be seen. People will be following hashtags such as #blackfriday or #offers. In our own experience, we’ve seen high levels of engagement on Twitter and Instagram when the right hashtags have been used. Getting these right can give your posts a turbo boost.

To further support this kind of activity, look at creating blog posts that pull together lists. List posts get high levels of engagement and things like ‘Our Top 10 Black Friday Deals’ or ’20 Gifts for the Man Who Has Everything’ will get people clicking. Just make sure that the blogs are backed up with great contact that clicks out to the individual products you’ve highlighted.

Another powerful tactic here is the use of reviews and word of mouth. People buy from people and having real honest reviews that can be shared on social media will give buyer confidence in you and your products, but the key here is that they’re REAL and not paid for reviews. There has been a lot in the news recently about fake paid for reviews and people are being told to look out for them. It is an unethical practice and something that you should not engage in any way but having real customer reviews or testimonials in the forms of images, videos, quotes or third party reviews like from TrustPilot or Google Reviews helps build trust.

 

Come Talk to Us

Hopefully, you’ve found these tips helpful and you’ll be able to use them to drive an increase in business over this sale and holiday period. If you’ve got questions about anything you’ve read, or you’d like to take advantage of any of these tips and you’re not sure where to start Eclipse is here to help. Reach out to us and we can work with you to make sure you can maximise every opportunity that lays ahead of you.


2 people looking at phone

How to Conduct a UX Audit

What is a UX Audit?

A UX audit is an analysis to discover how users are interacting with your website, product or app. This is usually done to optimise your site for better conversion or better user experiences. The audit will provide recommendations for tests and improvements that can be made to your site. These suggestions are based on the data and research found through the audit. An audit will help you uncover some of the struggle's users are having on your site so then you can enhance the experience.

 

What is the Benefit of Conducting an Audit?

Great user experience is something that customers are coming to expect from brands. Conducting an audit is the first step in improving those experiences. The value of UX can be seen in the numbers “Forester Research shows that, on average, every dollar invested in UX brings 100 dollars in return.” (Forbes.com 2017) Eclipse clients have experienced this themselves for example, on the first round of the conversion rate optimisation (CRO) programme, HM Post Office reported cost savings of over £250,000 within the first 6 months.

 

What to do Before Starting the Audit

Define business objectives – It’s important to understand the goals of your organisation so you have an aim for your audit’s solutions and outcomes that you can measure against the objectives. Without them, the report is subjective and not measurable. Usually, the goals are around conversion rates and user satisfaction.

Decide on your resource – The amount of time and money you can commit to an audit will have an impact on the output. If you choose to do an audit in two days this will not have as many actionable insights but maybe you need a quick turnaround. Make the decision that is right for your business before you get started.

 

The Audit Processes

Find out who the users are – Define who your users are, their demographic, how they’re getting to your site, and what device they’re using to access it. Platforms like Google and Adobe Analytics can be great for getting this information. Alternatively, your business may have a set of user personas, these will be helpful at this stage. If not, you should look at creating some and this post gives you everything you need to think about when creating them.

Analyse user behaviour – This can be done by using tools to track user's behaviour on your site. You may already have tracking and analytics on your site, or you can set it up at this stage. You should look at heatmaps, mouse flows and screen recordings to see current customer flows to identify any patterns or pain points on the site. This can highlight any pages where you see lots of users exiting the site or getting lost or stuck on a journey.

Collect user feedback on your site – Feedback collected from users can be cross-referenced with the behaviour analysis to back up comments and claims made by users. Many tools can be used to do this, for example, Usabilla and Hotjar.

Review performance of the site – Test the loading speed and check for errors. A slow website can be a disaster for your business with users leaving before getting past the first page. Errors and bugs will cause trust issues and identifying these problems so that they can be fixed is vital to improving your website.

Competitor analysis – Look at industry trends and competitor solutions. Seeing how competitors' websites or products compare to yours gives you an idea of what users expect from your site.

Go through the basics – Check the accessibility, for example, are the colours and font sizes appropriate. Making your website or app accessible will make sure it can be used by as many people as possible.

Analyse page hierarchy – Is it obvious what the user needs to do next. Common problems users have on a website are not being able to find the information they want or not knowing what tasks they need to complete. Spending some time looking at the page hierarchy will help you to spot if this is an issue on your website.

Page Analysis – Look at each page of the website and rate it based on best practice solutions. The main areas to focus on are:

  • Header
  • Footer
  • Search
  • Homepage
  • Product listing page (PLP)
  • Product display page (PDP)
  • Basket
  • Checkout
  • Account
  • Accessibility
  • Performance

Break down these areas further within each section for analysis. For an example of this type of analysis, take a look at our report ‘The state of UX’. It looks at some of the big players in the electronics market and how their sites are stacking up.

Opportunities – Look for other improvement opportunities and usability issues that come up on reviewing the site, make sure you capture these as you go.

Review functions – Look at how well functions such as search and filter work. Is there any room for improvement?

Complete report – Once you’ve collected all the data it’s time to put it into a digestible format. This will highlight the key findings and present hypothesis and solutions to test and implemented on your site.

 

What Next?

Hopefully, you found this useful and you now have a set of hypothesises to test but what’s next? Once you have all these ideas it’s time to create a backlog. You should fix any critical usability first. Then categorising all the issues by the effort required to put them in place and by the impact they will have on the business goals. This will determine their priority.

If you would like some help conducting a UX audit or implementing and coming up with solutions for problems that you have found, we would be happy to help. Get in touch and we can find a solution for your business.


Person shopping on phone

Understanding the Buyers Journey and Why It Is Important

We’re all individuals. We have our own wants and likes, dislikes and fears but as much as that is the case there is no denying that we’re creatures of habit. There are plenty of cases where we as people all take the same winding road to a single endpoint.

One of those is what is referred to as the Buying or Buyers Journey. It’s a set of milestones we pass on the way to making a purchase and then the steps we take after the purchase is made. If you understand this process, it allows you to tailor the experience and the information you put out to help people through the journey. It is a powerful piece of information that allows you to talk to your customers in the right way, at the right time, making yourself incredibly useful to them.

The buyer's journey is so important that Google made adjustments to the way their search was delivered to people and became intent focused. They understand from your previous search history and your activity on the internet where you might be when you’re looking to make a purchase and provide you with information that is best suited to that phase.

From a high level, they defined habits into 3 moments. I want to do; I want to buy, and I want to go. They deliver information to the searcher in a way that will best suit their question and they have created specific elements in the search results page that will do this without sending them on a trip into a wormhole.

But before we get too carried away, it is probably best to get to grips with what the buyer's journey is. We see it as 7 steps.

 

  • Unaware: Your target audience has not encountered the problem (or desire).
  • Awareness: Also known as the problem identification stage, your buyer would have identified the issue that they are seeking to solve.
  • Consideration: Your buyer would do general research (usually online) and consider different options out there.
  • Evaluation: Your buyer is carefully selecting a potential purchase, evaluating it based on quality, value, brand reputation, and other variables.
  • Purchase: Congratulations may be in order. You’ve managed to persuade your prospect to make a purchase, but sometimes it isn’t a given.
  • Post-Purchase: Also known as the consumption phase, your customer’s experience may determine longevity and satisfaction.
  • Retention & Advocacy: If you’ve managed to delight and excite your customer, they may come back and become your online advocate.

 

If we look back at what Google has been doing and map it to the journey, it fits squarely in the awareness, consideration and evaluation phases but for them to do that, you need to be giving them the information to put in front of people.

This information can take a bunch of forms, the most important thing is that it exists. That is however just a tiny bit of what you should be doing to make sure that you’re able to engage with potential customers going through the buyer's journey.

We’ve got a few tips for each of the stages to get you forming ideas and solutions but as always we’re here to help and you can reach out to us at any time and our teams of experts can work with you to maximise the opportunity at every stage.

 

Unaware: Your target audience has not encountered the problem (or desire).

This is an incredibly hard stage to have a deliberate effect on but by having a solid social media presence and a great content strategy there is a possibility that people will stumble across the information and as a result you move them into the next phase, very, very quickly. It is also what drives people to head toward impulse purchasing. They had no idea they wanted what you’ve just put in front of them, but it was so convincing that they’re ready for you to just take their money.

If you compare this to the Adoption Life Cycle, you’re looking at the innovators and possibly the early adopters here.

The Adoption Cycle | Design for "Crossing the Chasm" | Prototypr.io

 

Awareness: Also known as the problem identification stage, your buyer would have identified the issue that they are seeking to solve.

Here, some customers will find your brand as part of their intentional research when they are looking for a solution to their problem. Some will hear about you from your existing customers and word of mouth. Some traffic will be a result of your marketing efforts be that on social or via a search engine. They could also come from the stage above, stopping here for just a second on their way to making the purchase.

If people are coming into this stage fresh, it’s important to avoid selling. You need to focus on educating customers, sharing your knowledge, and building brand awareness. Your goal should be to get people’s attention, and then make them interested in what you have to offer. Even if they don’t have the intention to buy just yet, they’ll convert in the future if your content and webs experience is convincing and trustworthy enough.

 

Consideration: Your buyer would do general research (usually online) and consider different options out there.

The consideration stage is the moment customers see you as an option. Your products are a potential solution to their problems, while they're also considering other options. To lift your chances of entering the evaluation phase you can drive people to comparisons you've made to your competitors, making it clearly transparent why you might be the better option. This is an opportunity to keep yourself in the running.

 

Evaluation: Your buyer is carefully selecting a potential purchase, evaluating it based on quality, value, brand reputation, and other variables.

It’s important to understand that at this point your competitors… are your biggest competition. Your products or solutions on offer have already gained your potential customers’ attention, yet you may still lose the race. It’s the win-or-lose moment.

Your goal here is to convince those potential customers that you’re the absolute best solution for them. Make sure you stand out from your competitors. Not only with price or quality, but also with your values, approach, and, obviously, the experience you provide.

 

Purchase: Congratulations may be in order. You’ve managed to persuade your prospect to make a purchase, but sometimes it isn’t a given.

The purchase stage is your moment of truth. It’ll prove how well you prepared your website and customer service for ever-rising customer needs.

Offer superb customer experience no matter how big the order is. Some customers will start smaller just to test your store. Make sure they come back for more.

It’s time for your support team to show off their skills. It’s a test for your UX designer and web developers. It’s also the moment you grow as a business and build lasting connections with your customers.

If these experiences aren’t up to scratch, you could lose the person right at the very end of the process. We’ve all been there, right at the checkout and for some reason, the payment won’t go through, the address search is broken, or the overall experience is just terrible and keeps breaking.

You’ll end up sending them back up the funnel and kissing them goodbye for good. It doesn’t matter how well suited your product was to their problem. If it is difficult, you turn them off.

 

Post-Purchase: Also known as the consumption phase, your customer’s experience may determine longevity and satisfaction.

Just as important as making it easy for the purchase to happen, you’ve got to make sure the post-purchase experience is ace.

Shipping updates, return policies, contact details, warranty information, support and guidance, onboarding…the list is endless when it comes to this stuff but the thing to remember is that just getting the sale and then saying ciao is not an option.

The irreparable damage that can be done by taking your eye off the ball with this stuff is huge and at Eclipse, we’re not advocates of mastering the mystics art of tempting fate.

 

Retention & Advocacy: If you’ve managed to delight and excite your customer, they may come back and become your online advocate.

Acquiring a new customer can cost five times more than retaining an existing customer. Increasing customer retention by 5% can increase profits from 25-95%. The success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.

Do what you can to keep your customers happy and they’ll keep coming back, keep doing it and they’ll tell others. Remember the unaware phase and the mention of word of mouth, this is where it came from.

 

We’ve got more to come

This break down of the buyer's journey should give you some things to think about and get you looking at what you have on offer a little differently. It should be something that you keep front of mind when you’re looking to create content or are making design changes or updates to your website.

We’re going to continue looking at the buyer's journey in more detail, stage by stage in the future, offering up more insight and tips on how to get the most out of each of them, but in the meantime, you can always reach out to us with any questions you might have and we’ll be happy to answer them and help you work to enhance your offering for each of the stages.