tag:econsultancy.com,2008:/topics/user-experience-and-usability Latest User Experience and Usability content from Econsultancy 2016-10-27T10:15:00+01:00 tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:BlogPost/68445 2016-10-26T10:38:14+01:00 2016-10-26T10:38:14+01:00 Can Southampton FC break the hegemony of crap football websites? Ben Davis <p>On top of that, <a href="https://econsultancy.com/blog/62091-why-is-buying-premier-league-football-tickets-such-a-terrible-user-experience/">the average ticket buying experience is usually enough to make you tear your hair out</a>.</p> <p>Thankfully, over the last two or three years, most Premier League clubs have improved their websites, but there is still not much to get excited about.</p> <p><strong>Take West Ham United as an example.</strong> The club launched a new website in early 2015.</p> <p>Improvements were made but you can still see evidence of 'enter site' interstitials, alongside arguably too much display advertising (retargeting from retailers etc.), and a slightly confused homepage that includes, amongst other things, social media posts which are surely better consigned to their own channel.</p> <p><em>Interstitial when you arrive at West Ham's website</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0724/Screen_Shot_2016-10-25_at_11.32.22.png" alt="west ham website" width="615" height="358"> </p> <p>The usability of the site is also compromised by less than elegant UX and formatting (see below).</p> <p>I'm being a little picky, but the point is that Premier League websites have improved but still aren't great.</p> <p><img src="https://assets.econsultancy.com/images/0008/0741/IMG_3358.PNG" alt="west ham website" width="250">  <img src="https://assets.econsultancy.com/images/0008/0740/IMG_3357.PNG" alt="west ham website" width="250"></p> <h3>Southampton FC</h3> <p>However, Southampton FC launched its new site earlier this month claiming it would rethink the fan-club relationship and be measured against world-leading brands, rather than simply other football clubs.</p> <p>So, does the site look promising? Here are some of the things I noticed.</p> <h4><strong>Newsfeed as homepage</strong></h4> <p>This is a sensible idea. Homepages are too often a confusing hodge podge of content blocks.</p> <p>Southampton's homepage defaults to 'Saints Live', the name Southampton gives to its newsfeed. For anything else, you can dive into the menu.</p> <p>Above the fold sits a carousel which shows the latest news story and a marketing message (when I visited this was discounted tickets for an upcoming cup game).</p> <p>It is slightly annoying that I can't swipe this carousel, but the transition does at least grab my attention.</p> <p>Below this carousel and still above the fold is key information (next match and league position), which is presented clearly.</p> <p><img src="https://assets.econsultancy.com/images/0008/0729/IMG_3351.PNG" alt="southampton fc website" width="250">  <img src="https://assets.econsultancy.com/images/0008/0728/IMG_3352.PNG" alt="southampton website" width="250"></p> <p>From then on, you can scroll down through the newsfeed (ordered chronologically) and pick out a story or video that interests you.</p> <p>It's nice that stories can be closed easily, via a button at the top of the article, so the user doesn't have to navigate back to the newsfeed.</p> <p><em>Easy to open and close news items</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0727/IMG_3353.PNG" alt="southampton fc website" width="250"></p> <p>Promotional blocks are interspersed throughout the newsfeed, but not so frequently as to annoy.</p> <p>Social posts from players are also featured in the newsfeed. I'm not sure they work particularly well, as the formatting is poor - for example, Instagram posts do not show any text or comments when previewed (see below).</p> <p>Users can click through these social posts and be taken to the player's Instagram post in-app, so this undoubtedly will bring followers to the squad, but it doesn't exactly provide edifying content on the site itself.</p> <p>Cross-channel content like this can work well, but too often the integration is a little clunky.</p> <p><em>Social content is poorly formatted</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0726/IMG_3354.PNG" alt="instagram" width="250"></p> <p>Elsewhere, nice details include 'related content' suggestions at the bottom of articles, which work well. </p> <p>And search, too, was competent.</p> <p><em>Suggested content and search</em></p> <p><img src="https://assets.econsultancy.com/images/0008/0732/IMG_3355.PNG" alt="southampton fc website" width="250">  <img src="https://assets.econsultancy.com/images/0008/0731/IMG_3356.PNG" alt="search on southampton website" width="250"></p> <p>All in all, the newsfeed is exactly the sort of content football fans look for from publishers, and Southampton does well to make it so accessible and prominent.</p> <p>Simply put, give the fans what they want.</p> <h4>Registration for video is a good idea</h4> <p>The video content available is pretty good. Interviews, match replays, highlights etc. are presented appealingly within the newsfeed.</p> <p>To watch videos or listen to matchday commentary, users must register either using their email address or via social log-in.</p> <p>This is a nice way of capturing customer data.</p> <p>One small niggle - the <a href="https://econsultancy.com/training/courses/topics/copywriting">copywriting</a> here could be improved. 'Access digital content' doesn't mean much and takes the fun out of football.</p> <p><img src="https://assets.econsultancy.com/images/0008/0742/IMG_3359.PNG" alt="southampton fc website" width="250"></p> <h4>Simplicity of UX</h4> <p>The menu is easy to use and pleasingly limited with five main options and no niggly submenus (see West Ham's site).</p> <p>Less visited webpages are tucked away in the 'more' tab, and this is a model of efficient information architecture.</p> <p>As one would expect, the site is mobile-friendly (using Google's testing tool), and its pages score pretty well (homepage at 70/100) when put through Google's Mobile Page Insights.</p> <p>There are also few distractions in the content itself (no display ads) and the design is simple enough to avoid niggles.</p> <p><img src="https://assets.econsultancy.com/images/0008/0743/IMG_3361.PNG" alt="southampton fc website" width="250">  <img src="https://assets.econsultancy.com/images/0008/0744/IMG_3360.PNG" alt="menu southampton fc" width="250"></p> <h4>Perhaps a lack of inventive content?</h4> <p>Southampton FC has more product development planned, and it wouldn't be a surprise to see some more sophisticated and interactive content on this platform.</p> <p>It feels like something that's missing at the moment.</p> <p>The newsfeed content is great, but without anything to appeal to younger demographics, does the site neglect the next generation?</p> <p>Below are two examples of fun content from Arsenal, the kind of interaction that Southampton should look to add if possible.</p> <p>This kind of content, albeit more expensive to produce, draws more traffic from social media and may be a valuable weapon for data collection.</p> <p><em>Identify former players and predict who will get 10 goals this season</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/0745/IMG_3362.PNG" alt="arsenal fc website" width="250">  <img src="https://assets.econsultancy.com/images/0008/0746/IMG_3364.PNG" alt="arsenal fc website" width="250"></em></p> <h4>Buying tickets</h4> <p>There are some nice touches to the ticket buying experiences. A user can set a favourite seat section which is selected each time they buy.</p> <p>There is a handy 'where should I sit?' prompt, which, although it loads a non-mobile-friendly PDF, is helpful if you don't know the stadium (e.g. which stands are family-friendly).</p> <p>Like pretty much all football club websites, I can only go so far down the ticket purchase journey before I have to register.</p> <p>This occurs pretty early on and I can't help but think these clubs are missing a trick.</p> <p>Allowing guest checkout surely wouldn't be such a bad thing? After all, I would still have to provide an email address and a billing address.</p> <p><img src="https://assets.econsultancy.com/images/0008/0747/IMG_3366.PNG" alt="southampton ticket buying" width="250">  <img src="https://assets.econsultancy.com/images/0008/0748/IMG_3367.PNG" alt="southampton ticket buying" width="250"></p> <p>Continuing with ecommerce, the club online shop isn't great. However, this is on a microsite and I suspect hasn't been updated in the revamp.</p> <p>I would expect the shop to be another point on the club's digital roadmap.</p> <h3>In summary</h3> <p>I enjoyed using the Southampton FC site.</p> <p>Having moved from the Football League's limited website platform to this new design, the club will hope this site will serve the purpose for the next three years at least.</p> <p>By eschewing bells and whistles, sticking to a simple design that puts content first, the fans should be happy.</p> <p>Especially if Nathan Redmond and Charlie Austin keep scoring.</p> tag:econsultancy.com,2008:BlogPost/68443 2016-10-25T14:31:00+01:00 2016-10-25T14:31:00+01:00 13 inspiring examples of design thinking from Japan Ben Davis <h3>1. Sinks on top of toilet cisterns</h3> <p>The toilet shown below is relatively common in homes. When you flush, the water that refills the cistern first comes out of the tap letting you wash your hands (for the period of time it takes the cistern to fill through the plughole).</p> <p>This saves water, but also space.</p> <p>Image via <a href="https://sarahinmaibara.wordpress.com/">Sarah in Maibara</a></p> <p><img src="https://assets.econsultancy.com/images/0008/0645/cistern_tap.jpg" alt="cistern tap" width="500"></p> <h3>2. Queueing markers for first and second trains</h3> <p>It's not particularly ingenious to mark a line on a train platform allowing customers to queue successfully.</p> <p>However, I was particularly impressed by the two queue system on the monorail platform at Hamamatsucho.</p> <p>If you're waiting for the second train, simply use the red queue marked '2'. This image shows Japan's commitment to order.</p> <p><em>Image via <a href="http://schwandl.blogspot.co.uk/2016/05/japan-tokyo-part-27.html">Scwandl</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/0661/monorail.JPG" alt="monorail japan" width="640" height="480"></p> <h3>3. 'Automatic' taxi doors </h3> <p>Tokyo is an interesting market for taxis, not least because it's the biggest in the world and <a href="https://www.bloomberg.com/news/articles/2016-10-23/uber-turns-its-strategy-upside-down-in-japan">Uber is not allowed to operate</a> (licensed cabs only).</p> <p>Many taxis I saw had a passenger-side rear door that could be opened and closed by the driver.</p> <p>This improves speed and efficiency, as passengers can step in or out without having to mess around with their shopping bags, and without the driver having to exit the vehicle in order to be courteous.</p> <p><iframe src="https://www.youtube.com/embed/mDtZT1ftFos?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Distances on subway directional signage</h3> <p>Tokyo train stations such as Shinjuku are cavernous compared to most others in the world.</p> <p>Finding your way around can be difficult, but is made easier and more bearable by distance markers on directional signage.</p> <p><img src="https://assets.econsultancy.com/images/0008/0644/signage_tokyo_metro.jpg" alt="signage tokyo subway" width="500" height="375"></p> <h3>5. Petrol/gas from above</h3> <p>I'm not sure exactly how this works (I presume the petrol still sits in tanks below the station), but it's a fantastic space saver and allows for a very dinky forecourt.</p> <p>The counters showing volume and price of petrol are mounted on the wall.</p> <p>Image via <a href="http://www.mangovine.net/site/entry/tokyos_minimal_petrol_stations">Mangovine</a></p> <p><img src="https://assets.econsultancy.com/images/0008/0660/tokyo-petrol-station.jpg" alt="tokyo petrol" width="468" height="313"></p> <h3>6. Illuminated light switches</h3> <p>When in the 'off' position, light switches are backlit by a neon bulb or an LED. This means you can find them easily in the dark.</p> <p>These light switches are used in many countries, but I saw a high frequency of them in Japan (plentiful in both my Airbnbs).</p> <p><em>Image via <a href="http://sopheliajapan.blogspot.co.uk/2014/06/8-insignificant-things-about-japan-that.html">Sophelia's Japan</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/0639/japanese_backlit_light_switch.jpg" alt="light switch" width="400"></p> <h3>7. Subway platforms tell you the next station</h3> <p>Many things to enjoy here. Each subway platform sign tells you what the next station is (Yoyogi, below), so that unsure train passengers can look out of the window and quickly see if they have to get off at the next stop.</p> <p>You'll notice, too, that each station name is written not only in Japanese and the Roman alphabet, but is assigned a number and letter (C03) corresponding to the line and the number of stops from the terminus (C01, C02, C03 etc).</p> <p><img src="https://assets.econsultancy.com/images/0008/0666/sign.jpg" alt="subway sign in tokyo" width="615" height="384"></p> <h3>8. Smart cards</h3> <p>Tokyo's equivalent of London's Oyster card is the Suica or the Pasmo card.</p> <p>However, these smart cards are not reserved only for public transport. Your credit can be used at vending machines, to use a station locker, to pay for food and drink on a train or to pay for goods at many convenience stores.</p> <p>Given that tax on goods can leave customers with lots of small change in their pocket, the smart card system is a boon.</p> <p><em>Image of vending machine smart card payment via <a href="http://www.thejapanguy.com/using-your-suica-card-and-pasmo-card/">The Japan Guy</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/0665/vending.png" alt="Vending machine pasmo" width="500" height="333"> </p> <h3>9. One tap for bath and sink</h3> <p>Another great space saver.</p> <p>One long mixer tap above the sink is also used to fill the bath (simply turn it until it overhangs the bath). Very neat.</p> <p><em>Image via <a href="https://bashny.net/t/en/339780?page=5">Bashny</a></em></p> <p><img src="https://assets.econsultancy.com/images/0008/0667/tap.jpg" alt="tap" width="500">  </p> <h3>10. Yellow tactile paving</h3> <p>This paving is seen all over Japanese cities, in the street and leading into hubs such as train stations.</p> <p>The markings change at crossings and when directions change, so those with impaired vision can navigate more easily using their feet.</p> <p>This paving leads to important points such as station platforms and ticket desks.</p> <p>Image via <a href="http://designblog.nzeldes.com/2009/09/japan-1-tactile-sidewalk-strips-for-the-blind/">Commonsense Design</a></p> <p><img src="https://assets.econsultancy.com/images/0008/0668/tactilestrip.jpg" alt="tactile paving" width="500" height="323"></p> <h3>11. Baby seats in toilets</h3> <p>I didn't see many prams or pushchairs in Tokyo because of the obvious space restrictions.</p> <p>Most mothers and fathers seemed to carry babies in a sling on their front.</p> <p>That's why the fold-down seats shown below in toilets are invaluable, allowing a parent to do their business with baby safely sat by their side.</p> <p>Image via <a href="http://www.shadowes.org/24/?p=677">Roberto Casati</a></p> <p><img src="https://assets.econsultancy.com/images/0008/0662/baby_seat.jpg" alt="baby seat" width="400" height="533"> </p> <h3>12. Transparent umbrellas</h3> <p>Nothing particularly new or innovative, but something truly appreciated in a city of 35m people.</p> <p>Transparent plastic umbrellas make it slightly easier to navigate the crowds on a rainy day.</p> <p>Incidentally, the Japanese have a <a href="https://www.tofugu.com/japan/umbrellas-in-japan/">long history of umbrella culture</a>, and they get through a lot of these 'disposable' plastic umbrellas.</p> <p>When everyone is required to leave their clear plastic brolly at the entrance to shops and restaurants, yours may often get taken during or after a shower.</p> <p>However, some larger buildings such as museums have lockable umbrella racks which are free to use.</p> <p><img src="https://assets.econsultancy.com/images/0008/0658/umbrella.jpeg" alt="umbrella" width="300" height="168"></p> <h3>13. Sliding doors</h3> <p>A staple of Japanese interior design and a common way of partitioning the kitchen from a living space.</p> <p>Even if they are more costly to install, pocket doors are a fantastic space-saving device and something I wish I had in my own house.</p> <p>The original Japanese design is, of course, made from wood and paper (called a shōji).</p> <p><img src="https://assets.econsultancy.com/images/0008/0643/shoji.jpg" alt="shoji" width="615" height="410"></p> tag:econsultancy.com,2008:Report/3008 2016-10-20T16:10:00+01:00 2016-10-20T16:10:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:BlogPost/68412 2016-10-18T13:23:06+01:00 2016-10-18T13:23:06+01:00 Traffic to hotel websites is declining: How should they respond? Patricio Robles <p>According to the study, monthly visits to sites like Airbnb, VRBO and HomeAway has surged by 70% over the past three years while direct traffic to hotel sites has decreased by 3.6%.</p> <p>While the latter might seem like a modest decline, consider this: Hitwise estimates that within the next 12 months, visits to residential rental sites will surpass direct visits to hotel sites. </p> <p>What's more, the Airbnbs of the world would appear to have potentially more favorable traffic profiles than their hotel site competitor.</p> <p>They are slightly less dependent on search engine traffic than hotel sites and they generate more than double and triple the traffic from social channels and email, respectively.</p> <p>Hitwise speculates that this "may be due to the fact that travelers seeking rentals may be emailing property links to friends" at a much higher clip, a behavior that is beneficial for rental sites for obvious reasons.</p> <p><img src="https://assets.econsultancy.com/images/0008/0428/image002.png" alt="" width="478" height="306"></p> <p>Not surprisingly, the rise of residential rental sites has not been kind to hotel aggregators like Booking.com and Hotels.com either.</p> <p>According to Hitwise, their traffic has declined by nearly 8% over the past three years.</p> <p>They are most dependent on search engine traffic, which when paid for can be very costly, and while they do receive more traffic from social channels and email than hotel sites, they don't outperform them by much in these two categories.</p> <h3>What should hotels and aggregators do?</h3> <p>While the continued rise of rental sites seems all but inevitable, hotels and aggregators can't sit on their hands.</p> <p>In an effort to ensure that they don't unnecessarily cede gains to rental sites, they should look at consumer behavior, which might explain in part why rental sites have been so successful.</p> <p><img src="https://assets.econsultancy.com/images/0008/0427/image006.png" alt="" width="476" height="284"></p> <p>According to Hitwise, "females tend to dominate the booking of vacations" and they have very different preferences than males.</p> <p>For example, female vacationeers are far more interested in booking vacation experiences that differentiate them from their friends, visit a different location every time they travel, and book through a company they have never heard of. </p> <p>Rental sites arguably have greater appeal in these areas, but that doesn't mean hotels and aggregators can't compete.</p> <p>Here are a few actions they can take...</p> <h3>1. Segment and personalise better</h3> <p>The differences between the preferences of female and male vacationeers highlight the importance of segmentation and personalistion for hotels and hotel aggregators.</p> <p>While these companies do use segmentation and personalisation, this author hasn't seen much evidence of gender-based segmentation in email marketing campaigns from hotels and hotel aggregators despite the fact that their preferences are so divergent in key areas.</p> <h3>2. Focus on customer experience</h3> <p>Given the fact that overall vacation experience is so important today, particularly for women, hotels and hotel aggregators need to think beyond offering a place to stay.</p> <p>While they may not be able to offer the variety and some of the novelty of the rental sites, which have a unique portfolio of properties to offer due to the nature of their businesses, hotels still have opportunities to create <a href="https://econsultancy.com/blog/67658-how-hotels-can-personalize-the-customer-experience-to-compete-with-airbnb/">unique, personalised experiences</a> for their customers.</p> <h3>3. Revisit UX</h3> <p>The user experience of sites like Airbnb has been a big part of their success.</p> <p>While hotel and hotel aggregator sites will necessarily have some differences, there are a number of <a href="https://econsultancy.com/blog/65149-nine-user-experience-lessons-travel-sites-can-learn-from-airbnb/">UX lessons they can learn from sites like Airbnb</a>.</p> <h3>4. Take advantage of their strengths</h3> <p>Hotels and hotel aggregators still have the ability to appeal to vacationeers in ways that their rental site competitors don't currently.</p> <p>For example, many vacationeers are interested in vacation packages in which activites are included.</p> <p>Hotels and hotel aggregators are still far better positioned to offer these and they should take advantage of that while they can because it won't remain forever.</p> tag:econsultancy.com,2008:BlogPost/68326 2016-10-17T14:54:56+01:00 2016-10-17T14:54:56+01:00 Three brands succeeding in connecting online and offline experiences Ben Davis <h3>Topshop</h3> <p>Topshop's recent '<a href="https://econsultancy.com/blog/68305-runway-to-retail-how-fashion-brands-are-introducing-see-now-buy-now/">Retail to Runway</a>' initiative integrated London Fashion Week (LFW) with the retailer's stores and digital properties.</p> <p>For its young audience, Topshop is truly a multichannel experience (with <a href="https://econsultancy.com/blog/66389-what-does-the-ideal-click-and-collect-service-look-like/">click and collect</a>, free WiFi in store, a social-enabled ecommerce app with barcode scanner), but Retail to Runway took this a step further.</p> <p>The launch played out as follows: </p> <ul> <li>Consumers could watch the Topshop catwalk show livestreamed on Topshop.com and on playback thereafter.</li> <li>Pieces from the show were available to buy immediately in selected stores, online and a pop-up showspace.</li> <li>The Topshop website ran plenty of editorial about LFW and allowed consumers to sign up for updates via email.</li> <li>The Topshop app provided notifications to users of all the LFW news.</li> </ul> <p>The merging of online and offline continues apace at Topshop, with the identity of the website (with its quick turnover of content and integrated social) matching the feel of the Topshop stores.</p> <p>Topshop plans to debut a 100% shoppable range at the next Fashion Week in February 2017, as it makes fashion ever more accessible, both online and offline.</p> <p><img src="https://assets.econsultancy.com/images/0007/9496/Screen_Shot_2016-09-23_at_16.54.29.png" alt="topshop unique" width="615" height="304"></p> <h3>Hilton</h3> <p>Whilst <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry/">Airbnb gets the plaudits in travel</a> for a unique UX including its peer review system, Hilton is fighting back.</p> <p>By adding functionality to the Hilton HHonors app, the hotelier is removing some of the more frustrating elements of using hotels.</p> <p>Users can choose a room in selected hotels and check in via the app, unlock rooms with their app's digital key, and book a cab via Uber.</p> <p>Customer service with a smile at the front desk can always be compromised in a busy period, but these app improvements help to empower customers to customise and control their own experiences, beyond the online booking journey.</p> <p><img src="https://assets.econsultancy.com/images/0007/9526/Screen_Shot_2016-09-23_at_17.33.24.png" alt="hilton app" width="615" height="622"> </p> <h3>Starbucks</h3> <p>It's easy to dismiss Starbucks as just another big brand example of great CX - don't they just have plenty of money to throw at digital technology?</p> <p>Such an attitude would do an immense disservice to a brand that has been at the forefront of online/offline experiences for a number of years.</p> <p>Starbucks was the first store to widely offer free Wi-Fi and is, of course, known for letting customers dwell (which has become the default for all coffee shops).</p> <p>The coffee giant nailed mobile payment &amp; loyalty early, with its app that uses a barcode system launching in 2009.</p> <p>A staggering 21% of US transactions take place via the app and in 2015 the brand launched <a href="https://econsultancy.com/blog/66997-starbucks-new-click-collect-app-is-it-any-good/">click-and-collect coffee</a> for those that don't want to wait in line.</p> <p><em><a href="http://www.bloomberg.com/news/articles/2016-03-30/starbucks-takes-its-pioneering-mobile-phone-app-to-grande-level">Chart via Bloomberg</a></em></p> <p><img src="https://assets.econsultancy.com/images/0007/9527/Screen_Shot_2016-09-23_at_18.31.18.png" alt="starbucks mobile sales at 21%" width="615" height="414"></p> <p>Starbucks' digital marketing reaches into stores, too. Just a few initiatives include: </p> <ul> <li>The brand has used location-based app notifications (seen below),</li> <li>Starbucks' famous music playlists are available exclusively to rewards members on Spotify, where users can suggest their own tracks for in-store.</li> <li>An active <a href="https://econsultancy.com/training/courses/topics/email-ecrm/">email marketing</a> and social media programme pushes seasonal specialities and offers to rewards members.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/0789/Location-Based-Mobile-Marketing-Example.jpg" alt="starbucks notification" width="350"></p> <p>Overall, Starbucks' investment in stores (<a href="https://econsultancy.com/blog/67085-starbucks-new-london-digital-concept-store-puts-focus-on-customer-experience/">including concept stores</a>) is just as impressive as its investment in its digital capabilities, making it a truly multichannel brand.</p> tag:econsultancy.com,2008:Report/4263 2016-10-05T12:00:00+01:00 2016-10-05T12:00:00+01:00 Conversion Rate Optimization Report 2016 <p>This is the eighth annual Econsultancy <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model.</li> <li>The six key factors contributing to CRO success.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:WebinarEvent/835 2016-10-04T03:36:13+01:00 2016-10-04T03:36:13+01:00 Understanding the Customer Journey in Asia Pacific <p>This webinar will highlight results from Econsultancy's Understanding the Customer Journey in Asia-Pacific report, produced in association with global leading provider of marketing automation software, <a href="https://www.emarsys.com/en-sg/" target="_blank">Emarsys</a>. The report looks at how organisations are mapping the customer journey and their understanding of the journey.</p> <p>The live session will be hosted by <strong>Jeff Rajeck, Research Analyst, APAC at Econsultancy </strong>and co-hosted by <strong>Daniel Hagos, Client Success Director at Emarsys</strong>. There will be a 15 minute Q&amp;A session after the presentation.</p> <h4>FAQ:</h4> <p><strong>I'm not an Econsultancy subscriber, can I join?<br></strong>Ans: You sure can. The sessions are complimentary for existing customers and new friends.</p> <p><strong>Will the session be recorded?<br></strong>Ans: Yes! We record all of our webinars, and we'll send out a link to the recording the following week.</p> <p><strong>What if I register but can't make it?<br></strong>Ans: It's all good. We'll send a follow-up with key takeaways and a link to the recording.</p> <p><strong>Can I ask questions?<br></strong>Ans: Absolutely! This session is for you. Bring your questions and participate during Q&amp;A.</p> tag:econsultancy.com,2008:BlogPost/68352 2016-10-03T14:28:00+01:00 2016-10-03T14:28:00+01:00 BHS is now pureplay ecommerce: Will loyal customers move online? Nikki Gilliland <p>Just months after its stores closed, it has returned in an online-only format. </p> <p>So, will it work as an ecommerce brand?</p> <p>Here’s a closer look at the retailer’s new strategy as well as a quick review of the site itself.</p> <h3>Targeting loyal customers</h3> <p>According to the Managing Director, David Anderson, the BHS re-brand will be counting on the loyalty of the store’s original customers.</p> <blockquote> <p>With a customer base of well over one million people and the fact that we have secured contracts with so many leading suppliers who are providing products that were among the most popular with our shoppers, we are in the best possible position for launch.</p> </blockquote> <p>Of course, this audience is likely to be an older demographic – those who faithfully shopped from BHS up until the very end.</p> <p>It makes sense that if the customers remain, so too will their desire to shop from BHS.</p> <p>But will they be willing to go online?</p> <h3>Focus on biggest-selling products</h3> <p>BHS is hoping to draw in loyal customers with a limited but high quality product range.</p> <p>With 75% of the store’s most popular stock being homeware and lighting, it will be specifically concentrating on these areas for the time being.</p> <p>Clothing, shoes, furniture and food are gone, despite a promise to introduce some new ranges in future.</p> <p>By streamlining its product offering, BHS appears to be banking on its reputation as an iconic homeware retailer – the area that contributed to its success in the first place.</p> <h3>Look &amp; Design</h3> <p>So how does the new site compare to the old?</p> <h4>Old site</h4> <p>The old BHS website looked cluttered and mismatched, with the traditional logo and imagery feeling slightly dated.</p> <p><img src="https://assets.econsultancy.com/images/0007/9689/BHS_old.JPG" alt="" width="780" height="764"></p> <p>It also heavily focused on deals and discounts, using this as its main incentive for online consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/9690/BHS_old_2.JPG" alt="" width="780" height="707"></p> <p>The main navigation menu was also quite cluttered, including an overwhelming amount of categories.</p> <p><img src="https://assets.econsultancy.com/images/0007/9693/old_home_and_lighting.JPG" alt="" width="780" height="538"></p> <h4>New site</h4> <p>In comparison, the new BHS site looks pleasingly minimal and sleek – a good reflection of the company’s streamlined product offering.</p> <p><img src="https://assets.econsultancy.com/images/0007/9687/BHS.JPG" alt="" width="780" height="728"></p> <p>While there is still an emphasis on <a href="https://econsultancy.com/blog/64943-12-excellent-ways-to-present-ecommerce-shipping-information/" target="_blank">free delivery and returns</a>, the new site definitely takes a subtler approach.</p> <p>Gone are the in-your-face discounts, indicating that the new BHS has a renewed confidence in its product range.</p> <p>The main menu is better organised and less overwhelming in terms of choice.</p> <p><img src="https://assets.econsultancy.com/images/0007/9695/navigation.JPG" alt="" width="780" height="416"></p> <h4>User experience</h4> <p>When it comes to the browsing experience on the relaunched BHS.com, it's all a bit hit and miss.</p> <p>The categories are well defined and the navigation is straightforward.</p> <p><img src="https://assets.econsultancy.com/images/0007/9699/BHS_new_lighting.JPG" alt="" width="780" height="664"></p> <p>However, the <a href="https://econsultancy.com/blog/68222-ecommerce-product-filters-best-practice-tips-for-a-great-ux" target="_blank">filter system</a> is a bit of a let-down, with no ‘clear all’ button and a lack of any rating or review system.</p> <p><img src="https://assets.econsultancy.com/images/0007/9697/Filter_basic.JPG" alt="" width="474" height="684"></p> <p>I also found the copy on the ‘Homeware’ category page to be a very baffling addition.</p> <p>Firstly, the opening paragraph doesn’t actually make sense, and the sheer amount of copy included when you click 'read more' is unnecessary.</p> <p><img src="https://assets.econsultancy.com/images/0007/9698/homeware_copy_long.JPG" alt="" width="780" height="748"></p> <p>Oddly enough, a category description is nowhere to be found in the ‘Lighting’ section. </p> <p>Maybe they haven’t got round to it yet… but I’m kind of hoping they don’t.</p> <p>Onto the <a href="https://econsultancy.com/blog/63161-31-things-i-need-to-see-on-your-ecommerce-product-page/" target="_blank">product pages</a>, and they are very minimal to say the least.</p> <p>Most include just one image (which is very unhelpful for online consumers buying large household items like lighting fixtures).</p> <p>And most of the page is made up of white space, with no links to other products or categories. This means there is zero encouragment for the user to carry on browsing.</p> <p><img src="https://assets.econsultancy.com/images/0007/9700/Product_pages.JPG" alt="" width="750" height="788"></p> <p>The <a href="https://econsultancy.com/blog/67623-ecommerce-product-descriptions-are-they-always-necessary" target="_blank">product names and descriptions</a> are pretty bland too.</p> <p>Fancy buying a “Carlton Swing Arm Table Lamp” or “Cut Chenille Fern Cushion, Black, One size”?</p> <p>Not exactly inspiring.</p> <p>Onto checkout and it's an easy enough process, with the positives being free delivery and a pleasing option to checkout as a guest.</p> <p><img src="https://assets.econsultancy.com/images/0007/9701/Checkout.JPG" alt="" width="780" height="471"></p> <p>However, there’s no option to pay via Paypal or any real call-to-actions to incentivise further purchases.</p> <h3>In conclusion…</h3> <p>All in all, I found the revamped BHS experience to be pretty frustrating, mainly because the early signs were good. </p> <p>The streamlined categories and sleek design are bound to appeal to both new and old customers alike. </p> <p>However, regardless of the consumer’s opinions or pre-conceptions of the retailer, a poor UX is always going to make or break a site’s success.</p> <p>Most of the site is bare, leaving the user with the feeling that the site is unfinished or just poorly made.</p> <p>With the best ecommerce sites offering greater personalisation, <a href="https://econsultancy.com/blog/65722-18-highly-effective-examples-of-social-proof-in-ecommerce" target="_blank">social proof</a> and general ease-of-use, BHS still has a long way to go before it can really compete as an online retailer.</p> tag:econsultancy.com,2008:BlogPost/68342 2016-09-29T14:19:12+01:00 2016-09-29T14:19:12+01:00 13 UX improvements Nespresso should make to its ecommerce customer journey Ben Davis <p>N.B. I should say that I have previously written positively about Nespresso, and believe it to be a great brand doing great things.</p> <p>However, with the ecommerce website not changing dramatically since I wrote <a href="https://econsultancy.com/blog/64507-nespresso-experiential-marketing-at-its-best/">this piece in early 2014</a>, and with subscription ecommerce maturing, there's a definite need for a slicker experience. </p> <h3>1. FREE delivery for large orders - missed opportunity on homepage</h3> <p>Look below. The homepage says 'next day delivery or pick up point when you purchase 200 or more capsules'.</p> <p>Bizarrely it doesn't say 'FREE' delivery, which is indeed the case for these larger orders, saving the customer £3.95.</p> <p><img src="https://assets.econsultancy.com/images/0007/9638/Screen_Shot_2016-09-27_at_16.11.22.png" alt="free delivery" width="615" height="398"></p> <h3>2. FREE delivery for large orders - missed opportunity on product pages</h3> <p>When I delve into the capsule product listings, one or two of them include a nice little banner saying 'FREE STANDARD DELIVERY - With 200 capsules or more'.</p> <p>As you can see here...</p> <p><img src="https://assets.econsultancy.com/images/0007/9637/Screen_Shot_2016-09-27_at_16.11.14.png" alt="free delivery" width="615"></p> <p>But the majority of the product listings do not contain this message (see below).</p> <p>Nor is the free delivery message stressed when I use a dropdown to select my order size - this would be the perfect place to put a marker, next to the 200 option.</p> <p><em>The majority of Nespresso product pages do not carry a free delivery banner</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9636/Screen_Shot_2016-09-27_at_16.09.15.png" alt="free delivery" width="615"></p> <h3>3. Distraction issues in the checkout - downselling!</h3> <p>This one baffled me. I had £62 worth of coffee capsules in my basket, I proceeded to checkout and I'm offered a lower price selection of capsules (£47.50) that comes with a free gift.</p> <p>Now, this offer is for new Nespresso members, of which I am one, so you might argue that this represents good practice - I'm welcomed aboard with the offer of a free gift.</p> <p>Perhaps this gift and selection of capsules will stand a chance of increasing my <a href="https://econsultancy.com/blog/65435-what-is-customer-lifetime-value-clv-and-why-do-you-need-to-measure-it/">lifetime value</a>?</p> <p>However, in my opinion not only does this cross-sell (or down-sell, however you want to look at it) add another barrier in the checkout process (I have to click the small text link 'I am not interested for now'), but it is reducing average order value, by encouraging me to spend £14.50 less.</p> <p><img src="https://assets.econsultancy.com/images/0007/9635/Screen_Shot_2016-09-27_at_16.15.28.png" alt="free gift" width="615" height="615"> </p> <h3>4. Distraction issues in the checkout - milk frother cross-sell</h3> <p>More <a href="https://econsultancy.com/blog/66856-cross-selling-online-why-it-s-important-how-to-do-it/">cross-selling</a> issues arise when I get to the payment part of the checkout.</p> <p>I am shown a little ad for milk frothers. Again, I think it's strange to offer me this now, when Nespresso has almost got my money.</p> <p>Okay, if there was the option to add a milk frother to my bill there and then, it might make sense, but this is inviting me to exit the checkout altogether and start shopping again.</p> <p>Surely, this is increasing the chance of <a href="https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/">basket abandonment</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/9614/Screen_Shot_2016-09-27_at_16.25.44.png" alt="frother cross sell" width="615" height="395"> </p> <h3>5. Postcode field validation is poor</h3> <p>This field doesn't like lower case letters.</p> <p>It's so boring having to capitalise things when a computer could have done it for me if it was that bothered.</p> <p><img src="https://assets.econsultancy.com/images/0007/9618/Screen_Shot_2016-09-27_at_16.17.37.png" alt="postcode" width="400" height="124"> </p> <h3>6. Sign in? I already have</h3> <p>Once I have ordered my coffee, I am now registered with Nespresso and logged in.</p> <p>However, the slightly strange prompt to sign in (which is not fixed to the header and scrolls up and down) remains.</p> <p><img src="https://assets.econsultancy.com/images/0007/9613/Screen_Shot_2016-09-27_at_16.27.25.png" alt="account" width="615" height="244"> </p> <h3>7. Poor copywriting: 'You have made your order from Internet'</h3> <p>In 'My account' I can see all my order details. There's a slightly clunky bit of <a href="https://econsultancy.com/training/courses/online-copywriting/">copywriting</a> here - 'You have made your order from Internet'.</p> <p>Little typos like this often show up an organisation still reliant on <a href="https://econsultancy.com/blog/67346-agile-development-what-do-marketers-need-to-know/">waterfall processes</a>. These sorts of tiny errors should be fixed as soon as they are noticed.</p> <p>And they should be noticed by ongoing testing.</p> <p><img src="https://assets.econsultancy.com/images/0007/9612/Screen_Shot_2016-09-27_at_16.27.25_copy.png" alt="order from internet" width="600" height="385"></p> <h3>8. Pointless-alert alert </h3> <p>An alert based on your usual order frequency to notify you when your capsules have most likely finished.</p> <p>This is a strange feature. Firstly, I've only made one order, so Nespresso has no idea what my consumption rate is.</p> <p>Secondly, even if Nespresso knew more about me, this alert is simply a stab in the dark.</p> <p>Of course, chivvying me along to buy more capsules isn't a bad thing and it sort of works for both parties, but there's an obvious conclusion to reach here.</p> <p>Wouldn't it be better to offer me an automatic subscription to a set number of capsules per month or three months, then give me a nominal discount on the order value for doing so?</p> <p>After all, there are other companies winning business with this subscription model, which is more convenient than even the reorder feature Nespresso offers. </p> <p><img src="https://assets.econsultancy.com/images/0007/9610/Screen_Shot_2016-09-27_at_16.45.21.png" alt="capsule alert" width="615" height="317"> </p> <h3>9. Recycling bags - add a prompt in the checkout</h3> <p>It's great that Nespresso encourages recycling. You can take a bag of empty capsules to your nearest store, or arrange a free collection alongside your next coffee delivery.</p> <p>The recycle bags are free and a recommended product when browsing coffee on the website (see the bottom right of <a href="https://assets.econsultancy.com/images/0007/9637/Screen_Shot_2016-09-27_at_16.11.14.png">this screenshot</a>).</p> <p>However, I didn't notice this recommendation, then when I tried to get a recycling bag after making a purchase, the Nespresso checkout won't allow me to (see screenshot below).</p> <p>I think the obvious solution is to add a simple one-click prompt in the checkout (do you want a free recycling bag?).</p> <p>This would do a lot for uptake of the service, something Nespresso is no doubt keen to see further adoption of to bolster its <a href="https://en.wikipedia.org/wiki/Corporate_social_responsibility">CSR</a> efforts and make the brand more friendly.</p> <p>Getting rid of that earlier milk frother ad in favour of a recycling prompt is a no-brainer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9609/Screen_Shot_2016-09-27_at_16.49.58.png" alt="recycling" width="615" height="377"></p> <h3>10-12. Minor address field niggles (but things that I still noticed)</h3> <p><strong>10. Poorly labelled field: 'Delivery Remark'</strong></p> <p>Better copywriting needed here.</p> <p><img src="https://assets.econsultancy.com/images/0007/9634/Screen_Shot_2016-09-27_at_16.17.02.png" alt="delivery remark" width="400" height="176"> </p> <p><strong>11. Why is pickup point selected as default?</strong></p> <p>I have already been asked for my delivery address. So why then make pickup the default?</p> <p>Pickup points should have been an option before I had to enter a delivery address.</p> <p><img src="https://assets.econsultancy.com/images/0007/9617/Screen_Shot_2016-09-27_at_16.19.15.png" alt="pickup" width="615" height="577"> </p> <p><strong>12. 'Delivery instructions' field not labelled</strong></p> <p>If I select to allow my delivery to be left 'in a safe place', I am told to specify this safe place in the 'delivery instructions field above'.</p> <p>But there is no such field labelled above.</p> <p>One has to assume the text is referring to the box I have highlighted in the second screenshot below. Again, there is a really simple fix that hasn't been made.</p> <p><img src="https://assets.econsultancy.com/images/0007/9616/Screen_Shot_2016-09-27_at_16.22.38.png" alt="nespresso" width="615" height="258"></p> <p><em>Delivery instructions field?</em></p> <p><img src="https://assets.econsultancy.com/images/0007/9615/Screen_Shot_2016-09-27_at_16.22.56.png" alt="delivery instructions" width="615" height="424"> </p> <h3>13. Mobile app works nicely but no delivery prompt for +200</h3> <p>I haven't included much on the mobile app here. It's an altogether nicer experience than using the desktop site and looks fairly slick.</p> <p>However, there are still issues. Again, free delivery for larger orders is not highlighted. All I get is a prompt to round my capsules to the nearest 50.</p> <p><img src="https://assets.econsultancy.com/images/0007/9647/IMG_3175.png" alt="nespresso app" width="300">  <img src="https://assets.econsultancy.com/images/0007/9649/IMG_3176.png" alt="nespresso app" width="300"></p> <h3>14. Emails are not mobile optimised</h3> <p>I had lots of useful follow-up emails, welcoming me as a member, giving me my order details and telling me of order dispatch.</p> <p>Unfortunately, none of the three were readable without plenty of zooming on mobile.</p> <p><img src="https://assets.econsultancy.com/images/0007/9651/nesp_email.png" alt="email nespresso" width="335" height="595"></p> <h3>In conclusion...</h3> <p>Why did I bother with this exercise you might ask? Well, as I mentioned in the intro, standards continue to rise, <a href="https://econsultancy.com/blog/68325-how-can-startups-beat-fmcg-giants-an-interview-with-cornerstone-s-founder/">particularly in FMCG as subscription models raise the bar</a> for online UX.</p> <p>Nespresso's ecommerce functionality didn't make me curse and I managed to easily order my coffee.</p> <p>But, if Nespresso produces a top notch and slick experience on the next development of its platform, alongside a subscription offering, I am more likely to return.</p> <p>As it is, I may simply head back to my supermarket, and the next best brand.</p>