Product Data and the Customer Experience

How can we improve customer experiences, with more detailed product data?

A detailed guide on how to focus on the details of ecommerce product data by building personas, researching competitive data, implementing data improvements, testing and measuring the impact.

Transcript

1. Product Data and 
 the Customer Experience JAMES VAN ARSDALE III WEBLINC
2. Hi, I’m
 James! Director of User Experience Philadelphia, Pennsylvania james@weblinc.com 267-433-8111 10 15 150 Y E A R S A T W E B L I N C Y E A R S I N E C O M M E R C E E C O M M E R C E S I T E S
3. Spend more time with what you have and refine it G O A L :
4. “There is no magic in magic, it’s all in the details” - Walt Disney
5. How can we improve customer experience with detailed product data?
6. W E B L I N C S U M M I T 2 0 1 6 • Find a product • Compare their options • Evaluate the details • Buy with confidence Simply want to… C U S T O M E R S
7. What product data should retailers focus on to meet customer needs?
8. Findability & Conversion Influencers P R O D U C T D A T A
9. W E B L I N C S U M M I T 2 0 1 6 Findability P R O D U C T D ATA • Navigation • Filtering
10. W E B L I N C S U M M I T 2 0 1 6 • Names • Descriptions • Photography • Attributes (e.g. material: 100% cotton) • Supporting documents (e.g. manuals, size guides, etc) Conversion Influencers P R O D U C T D ATA
11. Umm… price & availability?
12. Yeah, yeah, yeah… James
 Can we see some examples of what you’re talking about…
13. W E B L I N C S U M M I T 2 0 1 6 • 26 years old, dating • Loves: Shopping (in store and online), concerts, happy hour, hiking and the beach • Trends: Latest fashion, what the celebs are wearing • Size: Petite • Wants • Stylish clothing for going out and work • Affordable prices, still paying off college loans • Perfect-fit, mix-and-match items Christina P E R S O N A
15. Great example James… 
 Now, where do I begin?
16. How to get 
 the Best Product Data (in the World*) P R O C E S S *World is a relative term
17. W E B L I N C S U M M I T 2 0 1 6 1. Identify products 2. Identify customer and data needs 3. Implement the data 4. Measure the impact (Repeat) Steps to Great Product Data P R O C E S S
18. Let’s start at the top…
19. W E B L I N C S U M M I T 2 0 1 6 • Top category, by revenue • Top 20 performing products, by revenue, within top category Identify Top Products 1 . I D E N T I F Y P R O D U C T S W O M E N ’ S A T H L E T I C S H O E S
20. W E B L I N C S U M M I T 2 0 1 6 Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Identify Customer Wants & Needs 2 . I D E N T I F Y D ATA N E E D S W O M E N ’ S A T H L E T I C S H O E S Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping
21. W O M E N ’ S A T H L E T I C S H O E S W E B L I N C S U M M I T 2 0 1 6 Identify Product Data Improvements 2 . I D E N T I F Y D ATA N E E D S • Research category competitor data • Research customer search trends • Evaluate customer onsite behavior • Test the value of current data • Survey customers to determine data gaps
22. Whoa.
 I need examples.
23. Let’s start with Findability…
24. W E B L I N C S U M M I T 2 0 1 6 Hone Findability 2 . I D E N T I F Y D ATA N E E D S • Keep it simple… • Avoid redundancy, keep consistent • 10-3 rule • 10 subcategories per level • 3 levels deep • Highlight popular categories • Cross-categorize when necessary
25. Let’s help Christina find her perfect pair…
26. W E B L I N C S U M M I T 2 0 1 6 Navigation F I N D A B I L I T Y BEFORE • Women’s Shoes • Sneakers • Athletic • Casual • Fashion Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
27. W E B L I N C S U M M I T 2 0 1 6 Navigation F I N D A B I L I T Y BEFORE • Women’s Shoes • Sneakers • Athletic • Casual • Fashion AFTER • Women’s Shoes • Sneakers • Athletic • Casual • Fashion Featured Collections • Run a Marathon • Colorful and Loud! • Everyday Wears • Get it tomorrow Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
28. W E B L I N C S U M M I T 2 0 1 6 Filters F I N D A B I L I T Y BEFORE • Color: Black, Blue… • Size: 5.5… • Brand: ASICS, Puma… • Price: < $50, < $100… Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
29. AFTER • Color: Bright, Muted, Multi, Black, Blue… • Size: 5.5… • Brand: ASICS, Puma… • Price: < $50, < $100… • Activity: Running, Walking, Hiking… • Feature: Breathable, Water-resistant… • Fabric: Leather, Canvas… W E B L I N C S U M M I T 2 0 1 6 Filters F I N D A B I L I T Y BEFORE • Color: Black, Blue… • Size: 5.5… • Brand: ASICS, Puma… • Price: < $50, < $100… Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
30. Let’s help Christina make an informed choice…
31. W E B L I N C S U M M I T 2 0 1 6 Product Name C O N V E R S I O N I N F LU E N C E R S BEFORE ASICS Green & Hot Pink GEL-Excite 4 Trainer Sneakers Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
32. W E B L I N C S U M M I T 2 0 1 6 Product Name C O N V E R S I O N I N F LU E N C E R S Competitors: • ASICS Women's Gel-Excite 4 running Shoe • ASICS Gel-Excite® 4 • Women's ASICS GEL-Excite 4 • ASICS GEL Excite 4 Women's Running Shoes Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite BEFORE ASICS Green & Hot Pink GEL-Excite 4 Trainer Sneakers
33. W E B L I N C S U M M I T 2 0 1 6 Product Name C O N V E R S I O N I N F LU E N C E R S Competitors: • ASICS Women's Gel-Excite 4 running Shoe • ASICS Gel-Excite® 4 • Women's ASICS GEL-Excite 4 • ASICS GEL Excite 4 Women's Running Shoes Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite BEFORE ASICS Green & Hot Pink GEL-Excite 4 Trainer Sneakers AFTER ASICS Gel-Excite® 4 - Women’s Running Shoe
34. W E B L I N C S U M M I T 2 0 1 6 Descriptions From the Manufacturer: Comfort takes the lead with the new gel-excite™ 4 shoe. Featuring rear foot gel® cushioning technology, the gel-excite™ 4 shoe is the latest development in an energetic running shoe that is versatile enough for moderate mileage and all day use. C O N V E R S I O N I N F LU E N C E R S Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
35. Whether you plan on running a marathon, or just a walk around town… these ASICS look stylish in every color. Light and comfortable for everyday use. The ASICS Gel technology keeps you comfortable during long runs and reduces impact and foot fatigue. A S I C S G E L - E X C I T E 4 - W O M E N ’ S R U N N I N G S H O E
36. W E B L I N C S U M M I T 2 0 1 6 Photography BEFORE C O N V E R S I O N I N F LU E N C E R S Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
37. W E B L I N C S U M M I T 2 0 1 6 Photography BEFORE C O N V E R S I O N I N F LU E N C E R S AFTER Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
38. W E B L I N C S U M M I T 2 0 1 6 Attributes BEFORE • Fabric mesh and faux leather upper, round toe, lace up, logo details • Padded tongue and collar, interior lining, gel cushioned insole • 1 1/2" heel • Synthetic upper, Rubber sole • Imported C O N V E R S I O N I N F LU E N C E R S Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
39. W E B L I N C S U M M I T 2 0 1 6 Attributes BEFORE • Fabric mesh and faux leather upper, round toe, lace up, logo details • Padded tongue and collar, interior lining, gel cushioned insole • 1 1/2" heel • Synthetic upper, Rubber sole • Imported C O N V E R S I O N I N F LU E N C E R S AFTER Technology and Construction • Breathable nylon mesh, Sweat-resistance technology • Padded tongue and collar for maximum comfort • Gel footbed and rubber sole for impact resistance • Rubber outsole • Weight: 9 oz • Heel: 1.5” Pronation • Neutral Pronation Use & Care • Tread: Road • Removable insole • Hand wash only Includes • 2 lace sets included: Pink, Blue Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
40. W E B L I N C S U M M I T 2 0 1 6 Supporting Data • Size Guides • US, UK, Euro • Product reviews with sizing • 4 out of 5 people say it fits true to size • Ships Free, Today! • Easy Returns C O N V E R S I O N I N F LU E N C E R S Wants 1. Style: Bright colors 2. Use: Athletic and casual 3. Breathable fabric Needs 1. Small sizing: 5.5 2. Affordable price: <$75 3. Fast shipping Christina 26 years old Loves shopping Petite
41. Ahhh.
 I see what you did there.
42. W E B L I N C S U M M I T 2 0 1 6 Implementing the Data Improvements 3 . I M P L E M E N T D AT A • Evaluate time and ROI • Define data options • Develop a style guide and consistent voice
43. W E B L I N C S U M M I T 2 0 1 6 Evaluating Time and ROI 3 . I M P L E M E N T D AT A • Evaluate research and implementation time • Determine cost per product • Measure ROI based on conversion improvement
44. The Cost of Great Product Data E V A L U A T I N G T I M E
45. Cost Per Product Data R&D Hours + Implementation Hours = Total Hours 14h + 24h = 38 hours 38h / 100 products = 0.38 hours per product Total Hours / Product Count = Hours per product Hours per product * 60 minutes = Minutes per product 0.38 * 60 = 22.8 Minutes per product 22.8 Minutes Per Product Average hourly rate / 60 minutes = Cost per minute $15 / 60 = $0.25 Cost per minute Minutes per product * Cost per minute = Cost per product $0.25 * 22.8 = $5.70 per product $5.70 Per Product
46. W E B L I N C S U M M I T 2 0 1 6 Defining the Data 3 . I M P L E M E N T D AT A • Define a sampling of values for consistency • Provide definition for decision-making Activity Guidelines Running Apply when vendor data = RUN
 Top vendors: Nike, Under Armour Walking Only apply to running items with Road tread and when vendor data = WLK Top vendors: ASICS, Reebok Jogging Apply to when vendor data = JOG, MLTI Top vendors: Under Armour, New Balance
47. W E B L I N C S U M M I T 2 0 1 6 Develop a Style Guide • Create a Data Style Guide • Collect data guidelines • Provide direction for brand voice • Provide global and category-specific rules 3 . I M P L E M E N T D AT A Athletic Shoes Product Name Guideline: (Brand) (Model Name) - (Gender) (Type) Example: ASICS Gel-Excite® 4 - Women’s Running Shoe
48. W E B L I N C S U M M I T 2 0 1 6 Measuring the Impact 4 . M E A S U R E I M PA C T • Methods of measurement • Develop a test plan • Determine ROI and next steps
49. W E B L I N C S U M M I T 2 0 1 6 Methods of Measurement 4 . M E A S U R E I M PA C T • Define measuring metric • Conversion rate • Engagement • Click count • Funnel abandonment • Define the method of test • Card sorting • A/B/Multi-variate • User testing • Etc. For more information on testing methods: https://www.nngroup.com/articles/which-ux-research-methods/
50. W E B L I N C S U M M I T 2 0 1 6 Develop a Test Plan 4 . M E A S U R E I M PA C T • Segment the tests based on measurement • Determine the order of tests • Segment the traffic to the test • Notate the analytics for historical reporting t A 40% B 30% C 30%
51. W E B L I N C S U M M I T 2 0 1 6 Measuring ROI 4 . M E A S U R E I M PA C T • Time is money • Margin coverage, over time • By metric • Conversion rate • Engagement • Click count • Funnel abandonment C O P Y R I G H T W A L T D I S N E Y C O R P O R A T I O N
52. Repeat.
53. W E B L I N C S U M M I T 2 0 1 6 • Build personas • Refine existing data • Test and measure • Document the details Key Takeaways S U M M A R Y
54. “You’ve got to start with the customer experience and work back toward the technology…” - Steve Jobs
55. Questions?