Sandstorm Blog

James Wynne
eCommerce UX Best Practices: Good Ethics is Good UX & Good eCommerce

Earlier this year a German court ruled that Amazon’s ‘dash’ buttons violated that country’s consumer protection laws. These super convenient networked devices stick on your fridge or washing machine to order things like laundry detergent and pet food with the simple push of a button. German law requires shoppers to have price information at the time of their transaction. Amazon’s buttons, designed to be convenient, only provided a product logo and a button so users wouldn’t know if a price had increased, decreased or how it differed from competitors.

At Sandstorm, our core eCommerce UX principles include:

  • Transparency in pricing
  • Giving users the ability to quickly and clearly modify or cancel an order
  • Providing ways to quickly decline cross-sells and up-sells

While users have come to expect a standard ‘exit through the gift shop’ process, they are also savvy enough to know that eCommerce sites like Amazon and Expedia may not be showing them the cheapest options first.

Our user research has shown that the current eCommerce shopper is one who will prioritize convenience as much as cost. We refer to this persona as the ‘Energy Manager’. She has little time, is often multi-tasking, desperately craves convenience, and expects competitive pricing. From a saving money standpoint, the Energy Manager will apply all of the coupons and promotional codes she can find and will split orders to use more coupons.

She is also very wary of sites that engage in deceptive practices or make her jump through hoops to complete a transaction. Often these are the sites that do not get return visits.

There Is A Cost For Bad Behavior

While you may be able to frustrate users with complicated interfaces or processes to try and get them to do what you want, ultimately the only thing you’ll achieve is user frustration and brand denigration. Even worse, you’ll probably just earn yourself more customer service calls and brand-eroding, sometimes viral, dreadful complaints across social media channels without achieving the business outcome you desired.

But We Really Want To Sell You That Beer

For example, a Chicago neighborhood movie theater uses its own non-responsive website to sell tickets. The theater uses a drop down for the type of ticket the user would like to purchase.

Unethical ecommerce dropdown example

While lots of folks enjoy a good beer with their movie, it’s apparent that not everyone does because the theater added a note to try and prevent users from making the wrong selection.

So here you have a situation where the theater is defaulting a choice that will make them more money by upselling a beer but have clearly run into the issue of users making the default selection by mistake and then complaining. The resolution to these complaints? Add more copy (i.e. noise) to try and avoid the error.

A transparent, ethical, best practice eCommerce UX solution would be:

Ethical ecommerce dropdown example

This way the user has to intentionally make the selection that applies to them with the most common selection listed first. The business still gets to offer the beer upsell but doesn’t have to deal with as many complaints and no copy is required to work around the error case.

Being Good Pays Off

Users understand that eCommerce sites are businesses and are intended to make money. At Sandstorm, we have discovered that when a businesses’ profit model is clear, it tends to engender more confidence from the user as the best digital experiences are centered around a value exchange (i.e. “I give you my email and you give me a deal”). eCommerce sites that follow UX best practices provide clear pricing information along with relevant up-sells and cross-sells and easy ways for the users to get what they want quickly and easily are the ones who will earn their users’ loyalty. Good UX and good eCommerce will pay off in smoother transactions, less customer support and more repeat business.

Does your eCommerce site provide the pricing transparency and easy shopping experience that users want and good business demands? A great way to find out is with a standardized heuristic evaluation that grades your site on 10 common usability metrics. Contact us to get started.

This blog was posted by James Wynne on June 10, 2019.
James Wynne

About the Author

James Wynne

James Wynne is Director of User Experience for Sandstorm and has been in digital product development since 1996. He has worked as a UX designer for a myriad of clients including large eCommerce brands, mobile device manufacturers and integrated marketing agencies.

Sandy
Just Launched: Kentico Website for Beloved Household Products, CLR® and Tarn-X®

Jelmar is most recognized for its broad range of cleaning products (CLR and Tarn-X) that have helped solve some of the toughest household cleaning problems... maybe you've seen their commercials to clean your showerhead?

The CLR Brands website was outdated and virtually unusable on a mobile device. There was also a great deal of confusion across the brands – parent company, Jelmar vs its flagship products (CLR and Tarn-X) and related products. The site did not provide a cohesive experience, nor was it intuitive for consumers visiting the site for more information or where to buy CLR or Tarn-X products. It also did not properly serve the needs of its distributors and retailers. Given the brand structure and Jelmar’s drastically different audiences, it was critical to have a modernized user experience that was cohesive while providing variations based on the two distinct user groups. Sandstorm was challenged with reinvigorating and personalizing the CLR brand experience integrating social, digital, marketing automation and the website; as well as utilizing technology to drive better business decisions – which is why the Kentico EMS content management system was ultimately selected.

Based on our in-depth user research, one of the primary goals for consumers was to identify where they could buy CLR products. Sandstorm completely overhauled the “Where to Buy” feature (formerly the Retailer Locator feature, which we renamed based on our usability study results). This tool incorporates a custom Product Search, including radius map in several key areas of the site to improve overall usability – check out the Where to Buy feature here. On the administrative side, Sandstorm developed a product management tool within Kentico, so Jelmar staff can easily manage updates to products in a single location, which propagates throughout the site. In addition, Sandstorm implemented Kentico’s Smart Search to drastically improve the findability of products, "How To" videos, FAQ spec sheets, blogs and news, etc.

Behind the scenes, Sandstorm utilized Kentico’s Staging and Synchronization features to manage development and testing in one environment, user acceptance and content editing in a second environment, and live production in a third, while ensuring that integration of code and content between the sites can always be easily managed and synchronized. From a content migration perspective, Sandstorm utilized Kentico’s import utility and custom scripts to map content into the new site, product details, images and related taxonomy. Sandstorm also leveraged Kentico’s features for tagging, categorization, Google sitemap generation, and other capabilities to improve SEO of the site.

The entire project included a complete redesign, in-depth user research, information architecture, usability testing, UX/UI development, Kentico install/configuration, Kentico web development, content migration, QA testing, analytics and launch. Additionally, upon launch, Sandstorm ran multiple email campaigns using Kentico’s Contact Management and Email Marketing features to deliver messages segmented for audiences interested in retail products separately from products for industrial/commercial uses.

End results? 380% increase in use with a 78% increase in site entrances directly to the new "Where to Buy" versus the previous "Retailer Locator". Overall 12% increase of pageviews, and an 11% reduction in bounce rate – within the first 30 days. Visit clrbrands.com.

This blog was posted by Sandy on January 23, 2018.
Sandy Marsico, Founder & CEO

About the Author

Sandy Marsico

Sandy Marsico is the founder & CEO of Sandstorm®, a digital brand experience agency that turns consumer insights into engaging user experiences through our unique blend of data science, brand strategy, UX and enterprise-level technology.

Joshua
ux, ux strategy, strategy, usability, 2017, trends

Everyone makes predictions on the next big trend for 2017. This year, we ditched the crystal ball to give you actionable UX strategies that will drive growth and innovation in your organization.

 

1. Tap into your data and do something with it

Are you collecting tons of data but not using it? Are you looking at pages of reports with no actionable information? These are lost data mining opportunities that can help prioritize initiatives and allow your business to expand or pivot. When data is combined from multiple sources and analyzed properly, it can help you make more informed digital marketing decisions that can save marketing dollars or drive additional revenue. For 2017, commit to creating an analytics strategy to regularly uncover insights from your data.

 

2. Stop guessing and simply talk to your users

Take the subjectivity out of internal meetings and go straight to the source. It’s easier and cheaper than ever before to have quick and meaningful conversations with your users through social, one-to-one phone interviews, in-person at conferences and events, and usability studies. (Did you know you only need 5-6 users from a particular user group to identify 80% of the usability issues?)

 

3. Build a customer journey map

Brand engagements are moving off computer screens to cell phones, tablets, wearable tech, gaming consoles, and even smart devices like refrigerators. Understanding all the various touch points along your customer’s journey is critical to providing the consistent, personalized brand experience they expect.

 

4. Look outside your industry for inspiration

It’s easy to see what everyone else is doing within your industry. To identify white space opportunities for your organization, look up and out (e.g., if customer service is your differentiator, look at Southwest Airlines or Disney). Businesses in other industries may have already solved the problem you are looking to tackle—it just takes a little mindshift to find them.

 

Turning these 4 UX strategies into priorities in 2017 will give you quantitative and qualitative rationale to make better (and less subjective) digital marketing decisions.  

 
This blog was posted by Joshua on January 18, 2017.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.

Joshua
user research, UX, usability, World Usability Day, UX research

There seems to be a holiday for everything now, including user experience. And Sandstorm couldn’t help but celebrate it.

The theme for World Usability Day 2016—Sustainable User Experience (UX)—unites UX and sustainability through the shared objective of creating unparalleled experiences. At Sandstorm, we understand the impact UX research and design can have on projects and, most importantly, people.

So we got excited to capitalize on our UX expertise while cleaning up our office recycling habits.

We assembled a team of eco-warriors—aka UX architects and marketing specialists—to investigate our team’s recycling habits. By utilizing user interviews—one of many types of user research—for this project, we were able to better understand current behaviors in the office and identify opportunities for improvement.

We asked our team members questions about their basic recycling knowledge, why they recycle, and what keeps them from recycling at the office. We uncovered two key findings from our research and, as a result, devised four ways to improve recycling.  

Key Findings

  1. The majority of Sandstormers want to, and do, recycle
  2. The most significant barrier to recycling is Sandstormers’ uncertainty as to whether an item can be recycled or not

Ways to Improve Recycling at Sandstorm

  1. Ensure bins are present by every desk and in every conference room
  2. Clearly communicate what can and cannot be recycled
  3. Reduce plasticware/food waste
  4. Explore purchasing a dishwasher

Usability is about tweaking what you currently have to create a more effective experience; our user research showed that—with Sandstormers already in the habit of recycling—we need only to implement a few minor changes to encourage greener behaviors. 

And just because we have action items now doesn’t mean our process is over. We will continue to track office recycling, and do follow up user research, to ensure office recycling is optimized for a greener tomorrow.

This blog was posted by Joshua on November 10, 2016.
joshua sovell

About the Author

Joshua Sovell

As the Marketing Manager Joshua is in charge of crafting the Sandstorm narrative via compelling blog content and community engagement.