Boost User Experience & Conversion of your eCommerce business | Muhammad Ahsan | Skillshare

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Boost User Experience & Conversion of your eCommerce business

teacher avatar Muhammad Ahsan, UI UX Visual Designer 10+ Years

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

26 Lessons (3h 18m)
    • 1. Intro to UX + Conversion for eCommerce Stores

    • 2. First impressions of your eCommerce Website

    • 3. Focus on Mobile eCommerce

    • 4. How people search for products online?

    • 5. Basics of Conversion Models

    • 6. Making Signup easier for first time visitors

    • 7. Why Apple's help and support succeeds

    • 8. 10 reasons customers abandons ecommerce shopping cart

    • 9. Why and for what they are on your website

    • 10. Show what's happening behind the scenes

    • 11. Tone of your website copy matters

    • 12. Checkout process eCommerce improvements

    • 13. What are edge cases in User Experience

    • 14. How to write Product Titles of eCommerce websites

    • 15. UX of Navigation and New Design Patterns

    • 16. What must be on a product page

    • 17. Structured Product Details

    • 18. Using Power of suggestion

    • 19. High quality Images and Videos for Product Pages

    • 20. Cart Design and what it must have

    • 21. 5 filters every eCommerce website must have

    • 22. Which Button Color improves conversion

    • 23. Pricing your products - Psychological tricks

    • 24. Case Study - AirBnb Product Page A/B Test

    • 25. Case Study - Etsy page transformation

    • 26. Project for UX and Conversion Improvements

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About This Class

If you are into eCommerce business, own an eCommerce store or have job to design or improve its sales, conversion and revenue, this class is for you.

This class will help you boost your eCommerce business credibility, customer engagement and overall user experience and satisfaction of your shoppers

You will learn

  • Shopping Behavior of users - How user's shop on online stores
  • Pricing tips and tricks
  • Easing the pain of shoppers to shop online
  • Ways to improve checkout process
  • Methods to improve store credibility
  • Improve Search Bar and search filters
  • Enhance Navigation with different design patterns
  • Using Proper tone to write buttons, product titles and labels
  • 5 must have things on a Product page
  • Learn which colors work best for conversion optimization

And then most importantly

  • Airbnb Case Study - What improvements they did for better UX and Conversion
  • Etsy Case Study - How Etsy improved their product page and increased store credibility

Meet Your Teacher

Teacher Profile Image

Muhammad Ahsan

UI UX Visual Designer 10+ Years


I started my Freelancing Career 10+ years ago and learned everything the hard way myself. I went from scratch to end up working for FORTUNE 500 companies like INTEL, PANASONIC and Coca-Cola.

In just 2 years of Serious UI Designing, I made my place on DRIBBBLE
Working with Art Directors from Coca-Cola and Project Managers from the UK, I learned a lot in short period of time.

Worked from App Icon Design to App UI Design, from wireframes, prototypes and Mockups Design. I have a hunger of perfecting User Interface from all aspects

What my students are saying about my Classes?



I am a multi-talented person who has won One Gold Medal, won a nationwide Poster Design competition from PANASONIC and won many Landing ... See full profile

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1. Intro to UX + Conversion for eCommerce Stores: Welcome to my course about how to improve your e-commerce businesses or boost your e-commerce businesses using usability guidelines, user experience guidelines, and some conversion optimization size. Now if you're selling something online or you are limited to an e-commerce business in any way, this is going to help you a lot. So this course is for you. Now, according to Bay Mars research, they actually researched 60 major e-commerce websites and retailers. And what they found out that according to their 705 guidelines, most of the website they tested are not even in the acceptable level. And the worst thing is that they were lacking in mobile commerce a lot, a lot. I say a lot. So if you know that 60% of users are actually shopping using their mobile devices. So this is a very big gap you can cover. So in this course we're going to study all different these guidelines, design guidelines about your search bar, about your product pages, about your navigation, your checkout process, how we can make it simpler and easier for the users. How you are going to support your users? What is going to give jaws user trust and credibility sense? We have to develop that in our customers. So these are the things we are going to cover in this class, along with different AB tests, I'm going to show you different new patterns that are emerging, refund new researches. And we are going to study in the end two case studies that are related to Airbnb and it see how they improved their product pages from previous year to the next one. What one that those changes and how those changes improve their e-commerce experience or their customer experiences, along with their sales and conversion. So this is all about this course. You can also download my notes that are attached to this course. I hope we will learn a lot together. If you have any questions you can always ask me and I loved discussions. So let's get started and learn something about conversion, optimization and usability and user experience guidelines to improve your e-commerce store. 3. Focus on Mobile eCommerce: In this video, we're going to talk about m-commerce or mobile commerce. Now, a lot of time, if you have an e-commerce business or store online, it works fine and opens up easily on a PC or on a laptop. But when it comes to mobile devices, most of the websites, I think 40% they are going to suffer a lot on a mobile device either they are not going to load the images. It will be difficult to add the products that card buttons. They will be difficult to, you know, press by a thumb or finger. Then there will be problem with the navigation bars. They are not going to hide themselves. There will be smaller such bars or even I have seen websites where there are no such bars on, you know, almost invisible such Bihar on a mobile device. So this is going to take a lot of time. Let me share with you a story. Once I had a client and she was complaining that our website is not loading on a mobile phone. And I tried to investigate and when open our website on my mobile phone and I checked her backlog, higher images of her products she was loading where like ten MB of images. So it was like four or five images each was ten MB a hand like 4050 MB for a single page. I think it is not going to load even if we wait for five minutes on a mobile device. So these were the problems which I think a lot of people neglect and they don't take care of these issues. Now research says that by the end of two thousand twenty one fifty four percent of all e-commerce sales will be just m-commerce or mobile commerce. Similarly, 77% of US citizens, when they go into a physical store, they actually try to compare their product prices actually on a mobile device. So these patterns are actually merging. Sixty-five percent of Google clicks are received on just mobile devices. So you can see more than, almost 50 to 60%, more than there are more users on a mobile phone then on a PC or a laptop. So most of the people, they are using mobiles to access your website, your e-commerce store, their shopping there. So I'm going to share with you the screen of BMR research, which they did, done on 60 most popular e-commerce websites. And now you can see that on the screen. And you can see at the bottom, there is no dissent or acceptable. There is no good indication of the features that are related to those mobile commerce. So they have tested against different criterias and different standards. And most of the websites among these top 50, DOB 60, sorry, top 60 websites, they are failing. So you can see this is a major gap. You can feel. You can jump into an e-commerce, e-commerce UX designer and ask them that we have to optimize your website for a mobile app or mobile version. So that is all you have to upgrade your m-commerce stats. I hope you will enjoy and apply these principles into your studies or your website or your business. See you soon in the next lesson till they're taken in pi. 4. How people search for products online?: Now in this video we are going to look for different shopping behaviors. What are different kinds of shoppers? What are different kinds of customers? How they are going to search for their product. This is really important if you have an e-commerce business and you don't know how your website are, what is the behavior of your users? This is going to be a disaster. So let's get started. I'm going to share with you some slides, some statistics. These are really, really important. You have to convince your clients. Do you have to convince others that this is going to happen? So be prepared for it. So let's get started. First, we're going to talk about some of the types of shoppers. These are searched by Jakob Nielsen. Now, first one is product-focused. Now a lot of times it happens that I already know what I really need. So I'm going to open up any e-commerce website or maybe just type in Google that this is a product I need. So this is actually product focused people. Then the next is browsers. So they are just going to, you know, the things they are going to buy maybe after two months or three months. And they are just, you can say, looking for those things, just the comparing the prices and they're not going to actually buy them. So these are also really important because they are going to increase your paid statistics that your website is really, someone is using your website. Just like window shopping when you maybe like you can say five years back, people just people just roam around in different shops looking for, looking at different clothes, asking prices, but they don't actually buy those. Now, next is researchers. Researchers are actually people that are going to, you know, compare your prices with other different websites. So maybe they are going to buy a sofa. And they have opened like ten different ecommerce stores that are selling sofas. And they are competing designs. They are comparing prices and they are going to make their decision. They might, you know, just save those URLs. This type is actually mine. I actually do this. A lot of times. I actually save all those URLs or the links and then keep them in a separate file. Fourth one is bargain hunter. Bargain hunters are basically people that are going to look for deals. So product-focused people might be Bargain Hunters to. So these, you can combine these two also. But you have to understand one time shopper. Onetime shopper is maybe some your cousin or some someone, your relative, you have sent them a gift guard that just I am sending you a $100 gift card or Amazon card, just buy whatever you want. So these onetime sharper could be Bargain Hunters too. So this is all about five different types of shoppers. Now we're going to talk about how actually humans, such how different patterns have emerged, how different shoppers actually search. Now, 50% of Google users actually click on the results within nine seconds of searching. So first they tried to keep on searching. And actually humans are really impulsive. They can't wait, they can't, you know, wait for longer period of times. So in searching whenever they find the products. So if you have a website or e-commerce website, your search bar is really important. If you don't know 50% of your users who are going to land on your website, they are going to use your site's search bar to navigate. They are going to look for their product. They are going to just type in there. So this is going to be 50% of you chooses. So if your search bar is not that great, it is not visible, it is not, you know, very large. You are losing a lot. So we will talk about such Bar and design patterns in the later lessons. Let's move to the next slide. Now this is a result from research on Amazon shopping and how actually different people behave. Now, after searching something, the search results, they're really, really matter a lot. People are not going to, you know, search and go further and maybe dig into four or five different result pages or ten pages. They are going to click on the first two or three pages of your product findings or whatever you have found your such desserts. If your searches haven't found anything, this is going to make you a lost sale. People are not going to buy if they can't find a product. So this is, this is really, really important. You can see that 81%, some says 40 is 64%. You can say 35% on Amazon sheep, shoppers click on the first product featured on a search page. So this is really important, whatever they find, first, they are going to buy that. There is another concept which is from a retail market or you can say stores, you go to physical stores. So whenever you go to stores, you have some shelves. So the product data are very in front of those shelves or you can see them a lot. You are going to buy them. So they are going to seal the cell the most. So whenever, you know, whenever I go some took some shops or stores, what they do is they hide the products. They don't want to sell the hide them behind the shelves. This is what actually happens in the search results. You have to show your product to actually make it cell. So it must be present in the eyes of the users. They have to know that this is the product. Now. Let's move on to some of the patterns over here. So how your search bars should be. Now, the simple rule is bigger is better. So if you have an e-commerce store, your search bar should be at least taking 60% of your width. So it must be, you can see different patterns over here. We have in Walmart, we have the RAS, which is a biggest store in my country, Pakistan. And then we have Amazon, Amazon, Walmart, eBay, wherever you go. These are very big giants. They have very big such bars. This is really important. It must be visible enough. I don't like the search bar of throws over here. Why? Because you can see the boundary, it is very grey. You can see over here Such bar is really, really good. In contrast, the background is dark, sidebar is white. You can clearly see it similarly, we have it over here. I think grass needs a bit more, you can say a bit more designs, maybe user experience improvement or improvement. They need some people to test this. Now here I'm going to talk about some of the features you can add to enhance your search, like Tenex. Okay, now first is intelligent autocomplete. 23% of Google searches, they clicked on the auto suggestion. So this is a very big yes. Second is no advanced search. So you might have seen some old websites there where they have a separate tab that advanced such it is really used. You can see 19, 85% of online stores, e-commerce stores, or search engines. They don't have that option, they just have very big search bar. And that is all correct placement of search bar, which is very, very necessary. It should be in the middle at least, and it should be big enough. So placement is very accurate at West me, correct. It must mean that top off your website. Whenever someone lowers your website, it should be in the top or in the middle at least. So if your website is something like flight booking, there might be, it might be in the middle, but if you are an eCommerce stores, it shipped me at the top. Then we have another thing which is called showing filters with such deserts. I'm going to share with you the examples. So don't worry, we're going to share the examples. Now search terms. A lot of people they think that their search engines are great. But the problem is that this is a research by bay marred and you can see 61% of websites. The steel requires users to search the exact product name. So this is a really, really big Know. Your search engine at least have this flexibility that it can easily combine at least two or three word and get the search results. So you can see over here, these are the stats. I'm not going to go into all the details of this tax. You can read yourself. So the idea here is that you can see that there is a room of improvement of at least 40 to 60%. From user experience point of view, a lot of people that don't know this, they are not using it. This is the, this is what the research says. You might say that this is a very simple stuff you are teaching. But why 61% of websites, they have this kind of search engine. What? 25% of website don't even support curious like returns or order taking. So they don't know that people actually start typing order tracking into the search bars. So this is a behavior you have to know, you have to listen to the research. So big yard is actually bay marred. So EPA marred is actually selling their research. I think it's more than 1500 or $1000 membership per month, I guess. Let me share with you some of the live web sites where this actually happens. Let me show you how and why Amazon and other such engines or such bars they are actually create. Now first thing is let me type casing. So you can see casing could be anything. You can see the giving me a lot of suggestions were here sausage casing casing for PIF steaks. You can see it is also show, showing me a category you were here too. So this is a really nice thing. Very big search engine, such borrower here, almost in the middle, taking 60%. This is a great example. Let me show you another thing. Let's type Sony over here. This is B and H Photo. And I have bought few things over here. And you can see they have suggestions. Sony alpha, these are different cameras. Sony lenses, this is a category you can see over here. Then they have resources like a rebates, general announces and things like that. So this is really great. So actually these are few items. Then again, you can see this is a category. And again, these are also categories. So you can see this is a really nice way of showing suggestions, whatever I want, maybe I start typing alpha and it will improve it once i equal to alpha. So you can see it has made something like that. So this is really important, such suggestions, it must be very big. I think this is not a very big and it is on the left. Maybe I think they should extend it to over here. But they have their own reasons. I'm not sure. And it must have a good contrast. So right now, I think contrast wise, it is not very good when you arrive on this website. Amazon on the other hand, you can see it has a very, very big contrast from its background. So that is all about search bars and what are the different factors? How you should consider is bigger, is better. It has more contrast. Placement where it should be, how much bigger should it be? Should it have auto suggestions? Yes, it should have. So these are all the features you can add to these search bars, which is going to enhance your products such results and and more seals. 5. Basics of Conversion Models: In this video, I'm going to talk about conversion models and your customer journey. So whenever someone arrives on your website or your product page or your e-commerce store, they are going to look for first three things. Foster as your first impressions, whether they should stay on your website or not. This is the very basic and very major decision that is going to take place within first few seconds of landing on your page. Now the second is looking for the credibility. Now Credibility is actually they might look for refund policy. They might look for your company's distribution number, that this business really exist, or this is a fake website. Or they might look for social proof. This is the third thing. They are going to look for different reviews. They are going to look for your Facebook, following your Twitter followers or things like that. Now, let's move to actually conversion model. And what happens how you convert your customer from one step to actually making them into a purchase. First is that you have to hook them. You have to give them awareness with your advertisement. It would be your Facebook advertisement or maybe Instagram post, anything you have from that Instagram posts or Facebook ad, they are going to move to the next stage, which is going to be advocate. You have to inspire them. You have to educate them about your product. You have to tell them that they really need this product. This is the second stage. Third is going to be convert. You have to move them from the inspire stage to actually do another stage where they have to make up their mind that they really want to add this product to their cart or they really want to purchase it. So this is actually the sea and making stuff. So after converting this customer, you have to convert them to upper cheers. So this is the fourth step where they are going to actually purchase your product. So these are the four steps. So you have to hook them, then you have to educate them, then you have to convert them to actually adding that product, to actually buying it. They have to make the decision and then they have to make the actual purchase. So this is actually awareness and then in trust and then desire and then actually the action. It is also called aida. Now let's move to another thing that is called customer journey or customer journey map or what is happening. Actually the four stages that are happening in the customer journey, Foster is actually exploration. They are on your website. They are going to explore it. They are going to see different pages, different products. What are you offering? Maybe some deals or things like that. Then the next step is decision-making. They are going to find their product. They are going to see the actual prices are better than the market or some other websites. So this is actually if they are, they are going to get into, you know, a lot of different details, your product details, or maybe some other things. Now the third is actually making up or j's. You can see this is a bit different here. On the third stage, user has already or sharper has already purchased. On the fourth stage is, which we really need is advocacy. These are your loyal customers. Once you make the purchase, they are going to repeat that purchases or they are going to keep telling there. You can say there their relatives or their friends, that this is the product you should try. This is called advocacy or loyal customer. We want at least 1000 of these loyal customers or maybe 500. Those will be enough for our self advertisement. So this is all about customers journey and conversion model. I hope you have understood this whole idea. Let's see you soon in another lesson till then, take care and bye. 6. Making Signup easier for first time visitors: In this video, we're going to talk about the biggest roadblock for any user when they land on your website or the first starting using your service. If you are not selling e-commerce store or some product, you might be selling some services and they've ought to register themselves. They have to login to use your product. So this is the first roadblock. Even I have seen that people in my country, in my nation, that is developing countries, they struggle logging onto a website or even their Facebook account is using their email address. You know, I have met the research team of Facebook on a user experience conference in Pakistan. And what the set is that when this started meeting or interviewing people, they found that most of the people that don't have e-mail address or they don't remember their emails. Because in Pakistan, most of the people you know, they don't use BIM is they are not very computer literate. So they came up with the idea that they should be able to login via their phone numbers. So this is their idea that they started implementing on Facebook that anyone can register using their phone numbers and create a password. So it is very easier for them to, you know, just type their phone number and the password in that sick. So this is a really, really important concept. So let's go to the slides and study them and let's see what I have for you now, how you can reduce friction. First thing is you have to reduce the number of steps. Maybe if someone is trying to login or using your service, you have to have like one field or to field or maybe three input fields to fill them for. So this is really important. Second is effort investment capture. So if you are using some kind of validation or something like that, tried to hide it somewhere. Tried to use it minimally. So I have seen a lot of websites that when I try to login, and when I press the Login button, after three or four seconds, Google captcha screen appears that you have to verify that you are a human. So this is really odd for me that they should have checked me when I press that login before that, but not after that. So this is the thing that happens. So reduce the number of steps. And I will show you an example overhead. Let me show you now, here is the example of Netflix. Now Netflix, you can see when I open this website, they just have an email address to get started. Why did don't ask for my name or maybe password or something because You have to keep your efforts to a minimum. You have to, you have to ease your customer that they just use minimum effort to start using your product. Similarly, you can see or his tribe, they have just email, full name and password. That's it. That is all you need. After that, let me show you the next slide and we will talk about it later on. Now let's talk about common signup flows. A lot of people that don't, you know, work on this. There could be just a social login with Facebook or Google ID that it can also work. Or maybe you can use name, email or phone number and you can verify email or mu can may find a phone number by sending a code or something like that. So these are common signup flows. You can also just start with just email and then asked the other things later on. Now, if you are running an e-commerce store, you don't need to sign up your customer when they arrive. So let just let them use your website, browse your website. They're going to keep on adding different products. And when they go to checkout, you can offer them that. You can use your email to, you know, create your account and just create a password with it. So this is a very easy option. Just you have to type your email to get contacted bad that your order has been placed, so things like that. And just give them a small option that if you want to create your account, you can create a password and that's it. So they will be it will be easier for them to create their account at that point. A lot of shopping cars or lot of shopping website, e-commerce website, they have the same patron. One more pattern I would like to tell my story that I was investigating of one or two or few users. And in my country, most of the users, even the college students that are not studying, the computer size, they don't have their emails. So you should think like that, that if there is no email, how your customer is going to create an account, maybe they can use their phone numbers just like Facebook. So this is another option. So I I interviewed Girl which was like 20 years old and she was having difficulty creating an account on an e-commerce website. And and when I asked her what is the problem, what is why you are unable to create your account? Why are you staring at this screen? And she said that I don't remember my email I think I created two years ago. I don't use it at all. So that was shocking for me that I thought that everyone uses emails. So this is another point. So I hope you have understood the idea of removing roadblocks and making your sign-up sign-up process simpler and easier for your user base. Till then, I am going to meet you in next lesson. Take care and bye. 7. Why Apple's help and support succeeds: In this video, we are going to talk about husband support and how you can improve that to get ahead of other websites or e-commerce businesses or even your service. If you are selling a service, your service business. Now, a lot of times when you are lost, what you are going to do, a lost customer or lost shopper, they are going to connect our tried to call someone via your pap side. Or they might be looking for some information with you can easily connect to a human being. So let's get started and see is I have some information in my slides. So I'm going to share with you whatever knowledge I have gathered. And let's discuss that. So let's move to the actual content. Now, what must be present in the help and support foster is that it must be human. Human faces are going to really trigger a very good effect whenever someone is lost or someone need helps. So a second one is a phone number. Phone number is really important because in case of emergencies, they are not going to click on the face, but actually the VO2 call someone they want to talk to a human being, not an automatic messenger or something like that. Third is contact email. So whenever the task is not that urgent, but they still have to contact, they are going to use e-mail. So this is really important. Human faces are humans as your support or tech section. Then we have phone number, emergencies for emergencies, then we have contact email. So these are the three building blocks of your support on your website. Now here is an example of Helps called you can see over here, they are showing the faces of their team and you can easily click them. You can contact them via this page. So this is Help Scout. You can say this is their support page. So you can see they have even written over here, we're asked Francis, customers champion, freon Maloney, customer champion. These faces are really going to resonate with their customers. Maybe I want to talk to Sara. I think she she looks friendly to me or maybe I want to talk to this court. This looks a really good guy to me is from UK. So this is, this is really important faces. Now, why this is important, why this help and support is really important. It is going to increase your sales and it is going to even turn an angry customer into a loyal customer. And a lot of websites they can provide 247 help and support. They have businesses like GoDaddy. They provide support like this. And you can also give them support by email or phone number or company address. Maybe people want to see your office, they've ought to discuss face-to-face. That could be another option. These days. You mostly find these kind of messengers or instant messaging help centers on each website. So whenever you click that help icon, you will get something like this. So you can see there are three examples. I have took them from different websites. And from the left. Two examples you can see these are basically, they are looking like automatic bots, so I might not trust them. And on the right you can see this is a human face and I think there might be girl behind it or support customer service representative. And they are going to answer my question. So this is really important. When I purchased Adobe's lists, I license, I am a designer and I, when I purchase at obey it obeys license. I actually talked to their helpline for like five or ten minutes and I got a discount. I really value that woman who talked to me and she was very nice and I still remember it. So this is going to give a lot of impact on your customers fund. More tip over here is that you have to use real human faces, not stock images. A lot of people, they are going to instantly recognized that this is a stock image or this is photographed image or pick from any stock image website. So make sure the images that are going to work Wael are basically images that have clear faces. And they might look very real, just like I am taking my picture from my mobile. So this is another tip. Here's an example from Apple's sport page. So you can see on the main page you will see this man, this is a support team member. And this is a human face that is showing a man standing in their office or their outlet or whatever. This is. So it says contact Apple support and this is going to really calm you down that I am on the right place, I'm on the right page. I can talk to some support guys over here. Now here is a secret lesson for you. If you get one angry customer and you don't solve his or her problem, then you are going to lose a lot of business. Add at least, I think one, every customer is going to give you a loss of ten sales. So if they're going to buy one service from you, you're going to lose ten times more with an angry customers. So you have to respond them within 24 hours. Show them empathy. Try to solve their problem. This is what they are having a problem. And you have to understand why they are angry. So maybe you want, you have to return their whole money-back. Maybe this can calm calm them down. I have lost. And my business with a client was from UK. And I actually introduce some other guys into my team and they actually messed things up and I lost that permanent Clyde. So this is a really big lesson for me. So similarly, I actually purchase services from a guy and they didn't respond to me and my requests like 33 months or even one month. So this false too slow for me. And I actually gave them bad reviews. I was so angry that I just, you know, disconnected my phone with them. And due to those commands, a lot of their customers, they actually called me and I told them the whole story and they actually said that we are not going to get their services. We are not going to hire this company. So this is really, you know, I think I have talked to like five or six of their customers. So they lost, not just my business, but actually five or six more customers. So this is really, really important. Now here are some online plugins that you can use for help and support an These are very famous Zen desk, Live Edge and Help Scout. So these are different companies or plugins. You can install them on your e-commerce website stores or service websites, and you can start helping your customers. One more over here is that if you offer a lot of services or you already know some set of questions, common questions. You have to make some page like this. You can see over here, here and here is an example. You have to have some categories like maybe video tutorials, how to use that product. This can help. Maybe they are having problems getting started. So you can see this is a product called using audio support you as a product. So this is a screenshot taken from there. So you might need to create a page where they have common answers to their common problems, maybe some videos to help them. So this is another tape that you don't want to have like ten guys, you have to hire like ten people to help support your maybe ten customers. But you have to think wisely and you can create a page like this. And still on this page you can have a phone number and email over here. So if someone wants to contact you directly, they have, they can use that. So I think you have learned the lesson of being human and how human faces actually help build trust. And they can help solve the problems of your angry customers and they can make them into happy customers. I think you have learned this lesson from this corona pandemic too, because we are all human beings and we need that humans. So social distancing was ready, been full width for a lot of people. So this is really, really related to how humans think and our psychology. We need humans, we need human faces. We need human face-to-face doc to calm us down. So this is about help and support and don't try to use. You can say boards, try to use humans behind your support team. That is all the lesson for today. See you soon in the next lesson. 8. 10 reasons customers abandons ecommerce shopping cart: In this video, we are going to discuss the top ten reasons of users leaving or abandoning your card. So they actually added things in the cart and they just left after, you know, maybe some problems with the card or ordering or things like that. So I'm going to give you three different main categories where these, each problem falls. Foster is just issues that your user who is actually on your website that don't trust your website. There might be hidden costs or something like that. Or maybe your return policies or things like that. So I'm going to show you the graph, their research afterwards. And I will explain them and I will categorize them. So first is just a CH2's. Second is hidden costs that don't know or maybe the hidden information, they don't know that you accept credit cards or not. You just accept baseball. They might don't have PayPal or something like that. So these are issues that are costs related or hidden information. You don't need to hide important information from your customer. Whether it's, you can say delivery time or maybe it's a your maybe your courier fees or things like that. Now, the third one, which is the last category, is actually delays. So when someone get a lot of delays, human nature is that we can't wait for like a month to reach our things to us. So maybe I need it in the next days or next two days. So you should have something that why there are delays in your order or your processing time or things like that. So I remember that when I ordered something, I think it was an electronics item or I don't remember. Actually, I ordered it on that ahs naught BK. This is a biggest e-commerce store in Pakistan. So when I ordered it, I actually did processing time was like 15 days. So from within my country, they just, you know, just it was so slow, so slow that I thought that they are not going to deliver me this product. So I actually forgot about that when that I have actually ordered it. And after like 1.5 month when I received that product, the at my door, I already bought it from another set of so I just returned it that I don't even remember that I ordered it. So this is the really bad example of delivery time. So whether you have to tell you a customer that is going to take long or you just, you know, cancel that order. So let's get to the draft and stats. And I will share with you what those reasons are. Now the first biggest reason is extra cost to high shipping taxes fees. So whenever you are designing your e-commerce store inside your cart, you have to show that this is going to be shipping, This is going to be taxed, this is going to fees. These are the totals. The side wanted me to create an account at the next one is too long, complicated checkout process. So these two are related to form design. Your website form design, your friction that we already talked about, reduce the friction. Next is, again, I couldn't see calculate total order cost. This is again related to hidden costs, shipping, taxes, fees, delivery was to slow. That is one major reason. So making sure that you are informing your user how much it is going to take. I didn't trust the site. So this is the second category. I said trust issues. So I didn't trust this website with the card credit card information. Website had ALS and crashed. So you can see that even in 2020, this is the research from 2020 this year. And still we are having crashed website's slow websites where the actual Your whole browser has collapsed or things like that. So this is really, really alarming. 13% actually. This happened during checkout. So this is really, really important returns policy. So you, this is again about trust issues. I have already told you there must not be any issues in your credibility, like you can see, tried card information. I don't trust this website. So these are two trust issues. This is a major factor O'Hare trust issues. There weren't enough payment methods, so this is 6%. So you should think that there might be people who are paying by PayPal and there might be people who just use their credit cards. They don't bother with login into their PayPal and then attaching it to your website or things like that. The credit card was declined so there might be some error or something happened at the checkout and the credit card actually got declined. So to last for around credit card usage and what are the payment options? So payment problems. So these are the top ten reasons that are, you know, right now happening. This is research from US adults, four thousand and forty five hundred responses total. So no, I hope that you have learned the major categories. Trust issues, no hidden costs and fees. Your fast delivery or you have to tell the user tag, it is going to take that long, maybe via a phone call or SMS or anything. And then we have some tried Carter payment issues. So these are the 43 or four major categories you have to look for when you are designing your website or e-commerce store. Stay tuned. We're going to learn a lot in the next few lessons, we're going to go into details. Some more examples are coming up. So stay tuned and see you soon in the next lesson. 9. Why and for what they are on your website: In this video, we're going to talk about what your customers are looking for. This is really important for you to learn what they are looking for exactly on your website. So if you are, for example, if you are a clothing e-commerce store, then your customers are looking, might be looking for Cleveland sales. They might be looking for deals or seasonal sales, or they might be looking for new arrivals. There might be people who are not worried about spending like 300 or $500 on address. They might easily purchase it. They might be looking for new designs, new attractive designs, or things like that. So these are different behaviors. So what they are looking for, this is really important and how you can improve it. So I have seen some common mistakes that a lot of designers that too, that there are, There must be a big category, easily clickable, a bigger image with a tax that this is seasonal Cs or Ds, and user can easy clip them. I have seen a lot of people that don't go to the top navigation, but they actually click that image, that bigger image with series written on it, very big bold sales letter on it. So you have to show them very boldly within a category image that this is going on. You can shop this overhead. New arrivals, deals, sales are summer, summer splash or something like that. So it must be easier to understand for them. Just within two or three seconds. They can make the decision that they are going to go into this category. So that is all about what your customers actually want and needs. And I think you have understood what I actually mean. I'm going to share with you the slides and notes. I think that I was thinking that this lecture should not be notes or slides. So I came up in front of the camera. So that is all about what your customer needs are and how you have to direct them to the proper category. You can easily test your few users and you can even ask them questions that you clicked on this particular category. What do you think you are looking for? These kind of questions are going to give you more information. Don't try too. Ask them. Like you can say questions like, Are you looking for this? They are not going to answer that. What are you looking for? Give them some open end so they can elaborate and discuss more. So that is all. It all depends on your users. There might be different users for your website. Go test them, talked to them. This is really important. Airbnb actually got into a lot of business when they started talking to their real customers and saw what they're doing with their website. So this is really important. So I hope you have learned the lesson of or why your customer cools are, what your customer goals are and what they are looking for. So that is all for this lesson. I will meet you in the next lesson, Kildare, take care. Bye. 10. Show what's happening behind the scenes: In this video, we are going to talk about why you should not let your customer VT. For a long time. Now, it's in human nature that we can't wait for longer periods of time without getting any update. So let me share with you just a simple incident that happened with me. Now it is about feedback, user experience feedback. So whenever I event, I actually visited a doctor and he was a surgeon. And I was asking him questions one after another and then another one. And he was not giving me any reply. He was not even nodding like this. He was not even saying yeah, okay. Or something and I was very confused what is happening? So this is about feedback. You have to show your users, your shoppers where their delivery is, where their order progress is, what is about the order progress. So these are the things you have to keep them updated, otherwise, they are going to get worried and they might even cancel their order. So make sure that you communicate every step of your e-commerce store or their order processing. Good, their delivery time. Within the reach of the customers, they have to know what is happening behind the scenes. So let's jump into the slides. I'm going to share with you all that debt I have collected on this topic. So let's get started. As you already know that this is the new ADA, 20-20. And lot of humans, I think 99.9% impatient. They can't wait for long periods of time. So these are the three things you have to show them. You have to show them their order progress. You have to email them that your order has been received. We are processing your order. Then. Once the order is processed, you have to email them again. So it's things like that. Once it is with the shipment company, you have to email them or SMS them. Again, you have to keep them updated. So you can see over here, the next point is what is happening. So we are packing your shipping, we are checking your shipment or your order, or we are getting things ready for your order or things like that. Then the next step is that you have to deliver as fast as you can. You can see Amazon is trying to hide drones to deliver their orders because it is quicker to move in the ear. Then busy town or traffic or things like that. So you have to deliver it as soon as possible. Now, this doesn't limit you that you have to use this what is happening right now and just apply it on just their order progress. But you can also apply this on your new sales, on new promotions, new arrivals, or anything new happening within your site. You might have them subscribed their phone numbers or maybe their emails to get the SMS updates or things like that. So whenever you launch something new, they are going to take interests. So this is actually a lot of people these days, they want to be updated all the time. They bought live. You can say in the information, so you have to give them the information they need. So here are few tips like email them when they order, when you start preparing, when you dispatch, when your delivery in their delivery is due. So they are prepared that today? Our delivery is so they can't miss that delivery. So if you look at DHL, emails and sms, send me like, I think 15 or 20 updates and different SMSs that your parcel is going to reach you today or it has left our facility or things like that. Here's a screenshot of a DHL Express shipment I received. And you can see over here, it has almost 12345678910, almost 15 different pieces of information or steps. So add almost almost add like I every eight hours or 12 hours they were informing me they were updating this. So this is a very, very good feedback system. You can see over here. It started from the United Emirates, Bahrain than the hole. And then shall quote, and then to my location, my city, which Ramallah. So this is the whole system you have to use to show your customers or clients or whatever you have that this is happening behind the scenes. We are working or processing your order. Now let me show you some of the examples over here so you can see this is Don't tell, show them. So this is actually the patron implemented by it. See, this is a new estimated arrival layout. Now you can see on the right they have implemented, which is in the purple, and it shows different steps that this is order. This is the time you place the order and the order dispatched will be disparate on 11 to 15 September, and it will be delivered on September 15 to October 16. On the left, if you see, it has the old layout which was estimated delivery September 15th, October six. So they actually upgraded this patron and they shipped it to a newer one where they are showing all the steps clearly that this is going to happen on this state. This is going to happen on this date. So this is really nice implementation. Similarly, you can see on the right, we have Amazons or refund written timeline. They have the same time then father shipment returns started and drop off the item by Friday, October 23, refund once we get the item refunded. So this is actually their whole refund system. I actually initiated it, but I don't know what happened anyhow. So this is how you have to show each step in detail what is happening when and when they have to expect it. Don't give them just a rough estimate that within three days you will receive you have to show them steps even if they are fake. So if you have just a dispatched it two days ago, you can show it after one day maybe, so it might arrive and before them. So this is the game of psychology. You have to show them detail steps. Within few steps, like three or four steps. It might feel them. It might feel them that it reached earlier. Now, in the end, I'm going to share with you a very simple example of Domino's app. Now Domino's pieces, they have an app when you order something, it is going to show the whole progress that now we are trying to bake it in the oven. Right now we are preparing the dough and things like that now the delivery guy is out. So this is a screenshot I am showing you on the screen and the slide you can see this is from the American app. But in my country locally, they have a little bit of different idea. They actually show the open and there is an illustration of the p's are going inside the oven. So they have put it in the oven and you can see from the window. So this is really, really cool. My kids were so excited when they ordered, when I ordered the pisa from their Domino's app. They were looking at the app like this and they were saying, oh no, the delivery guys out, he's coming in just few minutes. Let's wait outside the door so you can see this is the x-height. Once you get from your order processing, this is what your customers can feel. So this portion is really, really important. You have to update your customers about what is happening behind the scenes. So this is all about showing progress, showing feedback, order progress and things like that. So what is happening behind the scenes? You have to inform your customers and clients. So that is all I hope you have learned good examples and you will apply them in your work, your user experience design work, or maybe you're on e-commerce store. I hope you enjoy this video. Let's move on to the next video. 11. Tone of your website copy matters: In this video, we are going to talk about dawn. So what is the tone of your message on your e-commerce store, on the labels off your website, on the body or text copy of your website. This impacts a lot because if you are screaming and you are saying something very emotionally, it is going to have some negative impact on your customers. They might get repelled if you ask them that bite now, they are not going to buy it because this is not a way to convince them and this is not the tone to talk to them. So tone really matters even if you have written by now and it is screaming like by now, nobody's going to buy it. But if something is like just a hint of pinch off the suggestion that buy it later or add to wish list or something like that. They might buy it maybe after a few days or things like that. So this is, this lesson is about your tone. How you have to be formal, how you have to be informal, how you have to write your text and labels on your buttons. So this, this is going to be short. So let's get started. You can see on this first slide, I have shown three examples. On the left we have start free trial. This is a formal tone. We have capital each, capitalizing, each letter we're here. This is what you normally get on a lot of websites. Then we have friendly tone where we are just saying it not loudly but very politely. Please start your trial now. So this is actually friended on star trial, free trial, and you can see the capitalisation of these texts over here. Similarly on the right, we have loud tone start free trial, although we call it a loud grown. But in some system specification like Google Material Design, this is the standard. This is the example of formal friendly and loud tones. Now here is another very user experience specific language tip I'm going to give you, which is that you have to use task specific language. So if someone is writing a review, you have to use the label on a button, publish rather than submit. So this is a very simple tip, but it can change a lot of things in your shoppers or in your user's mind. Now the last step, which you might know or maybe not, as using action verbs. So whenever you are labeling your buttons, you have to convince your users that they need to take some action. So use action within your button labels. Like it is better to use Add to Cart rather than just card and a plus sign. And I think I have seen some research somewhere that guard with a plus sign is actually very degrading or it is going to always hurt your sales. So less people are going to click that card plus Beta1 overhead over there. They are going to press the Add to Cart because it shows the action. So these are few simple tips about how you can improve your labels, your text copy, you can convince your users to take action. I hope you have enjoyed this lesson. We will meet soon in another lesson. Till then, take care and bye. 12. Checkout process eCommerce improvements: Now in this video we are going to talk about the most important step on any e-commerce website or anything you are selling. This is the key ingredient in your recipe, which is checkout process. A 21% of US shoppers, they actually abundant their card at the checkout process. And you already have seen that top ten reasons of abundant cart abandonment, abandonment. And this is the top one. This is the top one that is going to, you're going to lose a lot if you haven't optimized this one. So 40% of all online e-commerce websites still have long checkout process. So this is very alarming that four out of every ten website, they have very long and lengthy checkout process or complex checkout process. So there is a room of improvement within this area, a lot of improvement. So on average, $260 billion are lost in revenue in e-commerce sector due to this difficult checkout process. So let's get started and I'm going to share with you some of the screens because it is easier to understand the idea within a screen rather than just showing text slides. So don't worry, I'm going to share with you the examples too. So let's get started. Now, this first slide is actually about stats and statistics are really important if you have to convince someone. So we are going in directly to the next one because we already know that it's very important. So how to make checkout easy. Now, there are few tips I'm going to give you over here. You can have, first thing is step by step process. You have to divide the bigger problem into smaller steps. So the user don't see a very big problem or a very big entangled Wajir in front of them. They are seeing the problem in three different chunks or maybe four different steps. Second is guest checkout. You have to give them option so they can check out without filling, creating an account on your website. Although it is, you can give them options, but this is a good way. Third is that you have to always show them the payment options upfront. You have to show them in the star that these are the payment options you can pay with on this website because if they order and when they are trying to check out the fill out everything and when the press proceed checkout and they ask you ask them that you pay just via Google paid or any other payment that they are not using. They will be really angry what is happening? I I it took me like 30 minutes to, you know, add everything to the cart and process my information into the input field. And in the end I am seeing that my payment option is not available. So this is really bad experience. Now how you how you can make this checkout process easy. There are very many ways. Number one is that you have to ask for less of the contact information or less use information as less as you can. Just use a name, email and I think the address or phone number is more than enough. Don't ask them a lot of questions. So second is buttons, UX buzzer and buttons you user experience mean that you have to have a very contrasty, very big button that clearly shows that which step they are taking and where they're going. What happens when they click this button? So will it say place order or will it say reviews your order? So this is really important. So someone, if someone is a bit confused, they might and you just say proceed to order or something like that. They might be, you know, reluctant that vote is going to happen in the next stage. Whether it will just deduct the amount from my credit card, can I review my order or something like that? So these are the questions your buttons should really answered those. Then you can also have multiple payment options. So your users or shoppers, they can easily, you know, purchase things from your website. And in the end, conformation or confirming an order is a must that do you want to really want to order these things indices that total amount? If they say yes, then try to proceed and place their order. Now next I am showing you some of the customer's fears. And the fears are generated by uncertainty. They are uncertain about things. They don't know what is happening. What did this button is going to do? What is the total cost? Whether they are and there are some tax is applied or things like that. So these are just a huge uncertainties. These are customer's fears. You have to remove them. You have to show them what is going to happen next. What is the total cost? You have to make them trust you. So these are the things that similarly, there might be some uncertainties and fears that when will I get my product? When will I get my order? So if it's like 15 days or 20 days, I think they are probably not going to order it if they needed lag after three days. So these are the things you have to care for. Here. I'm going to talk about guest checkout, which is a really important feature. A lot of websites, e-commerce websites, they miss this feature, which is that uses 20-30 percent of users. They don't try to create a new account when they are trying to order something. So this is a consumer survey by sale cycle. And they found that 23% are actually going to abundant your site on the checkout process if you ask them that you have to create a new account. So this is really important step. So on mobile phones, mostly if you look at mobile phones, it's very difficult for a user to, you know, fill in the details like 15 or 20 different fields to fill them on a mobile phone, it is really, really difficult task. So it is going to make the checkout process easier on a mobile phone. And second thing is that users are going to see that there is less effort in this checkout process. So they are more likely to, you know, order things from your website. Now you can see, I'm showing you this guest checkout process, which is really nice on this lego website. So you can see they are showing clear options that if you are a new customer, you can either registers yourself with this website or you can continue as a guest. And on the right side it says returning customer. So there is a sign in options. So this is really, really good. You have to clearly show them in categories. What you can do if you are a new customer or you're returning customer. This is a really nice representation. Clear buttons clearly show what is happening over here on the right we have a nice order summary where we have subtotal, then we have standard shipping cost and availability, and then the order total. So I am not expecting anything more than $60 over here. So this is my expectations. You have to care for your users expectations. Now I'm going to show you some of the designs on dribble and other websites. So let's see those examples. So here's an example design from coding 007 checkout flow. And you can see this is the shopping cart over here. So on the top right you can see we have shopping cart check-out and finish. So there are three steps over here. This is really nice. So you can see it says, proceed to checkout. So this is the second step. So you can easily remove the quantity, delete anything you, you are in full control over here. And then if you move to the next one, I think this one, no. Okay. So this one over here. So this is the checkout process here it is showing you the whole card summary, everything you have added subtotal. And I think it is it doesn't show you the shipping cost overhead because it says subtotal. So we have emailed rest country your pay with payment options over here than we have Card and place order. So I think it should be on the right because everything was moving on the right over here. So I'm not sure why this design and actually put it on the left on the next screen. And this is the last screen that your order has been placed. Now, let me show you a few more examples over here. This is, this is a really nice one. Ok, so here on the top you can see we have a nice breadcrumb information that where are you right now? You are on a checkout process over here. So these are your shipping details. It has been already failed. Anyhow. Payment details. And on the right we have everything we need. Again, we have a very clear button at the bottom. Purchase. This one on the amount. I think it's the total amount and not sure whites amount anyhow. So here are few more example from monthly. So you can see this is an example of purchasing a gift card. So you can see clearly on the top we have similar patron. We have navigation or hair or steps process 123. So we have amount than personalized then by so just we are on the personalized. You'll have to send it to someone, name, email and message review gift card. Then we have this over here by this is the information we have put in the previous step. Then we have by gift card over here. This is a total delivery method, email, everything is over here. So this patron on the top, this is really cool. You can use it even on a mobiles. Similarly, we have the same pattern over here. You can see, let me show you. This is I think this app is I don't remember. I think I just opened it. Let me close it. It's Blue Apron. Okay. So here we have some options to subscribe, I think two times, three times, four times solving. I'm not sure how often will do for family cookie cheek wage work anyhow. So four times. So this is the selection or their package. And then we have recurring weekly total, taxes, shipping, first week total. So this is really nice elaboration of every detail taxes, shipping, when will the next cycle of payment will be. So these are, this is the information that is really necessary. Now we are coming to the last section, Simon, designed by Simon Alexandra. And this is a really nice, Again, we have at the top we have three options to show the steps. Then we'll have billing information. This is really nice pattern that you show what, how you are going to pay them. And once you select PayPal or gift card, the fields below over here, they are going to shift, they're going to change. This is really nice patron. So this is billing address. You fill this up and you can also click over here. There is a shipping information that is the previous screen. I think it is this one. Oops, no, not this one. Anyhow. So you fill the address, city, state, and zip code. Very simple, very easy. Fullname doesn't have firstName, lastName, hard name, middle name, whatever they have, it's it makes it difficult. A lot of difficult. Ok, so we have credit card information, name on guard, card number, c, vv number, expiration, month and date. Very well-designed and very nice, very simple presentation and offer checkout or billing information process. Not these examples, these are going to add my this session with you of showing you different checkout process is how you can show them into divide them into steps. What information is needed on each screen, and how you are going to make it simple and easier for the user to fill. So I hope you have enjoyed it. If you have any questions you can always ask me. I'm always eager to start a discussion. This is how we learn. So let's move on to the next lesson. 13. What are edge cases in User Experience: In this video, we're going to talk about the happy path of your customer or your shopper that are going to come on your website to visit or shop. And also about the worst-case scenario, or also called edge cases in user experience design terms. So edge cases are the most worst-case scenario. So whenever you are planning for anything, you have to consider the best possible scenario along with the worst case scenario. So in this video we are going to talk about both of them. So whenever you have to plan your website out, you are building your e-commerce store. You have to first think of the worst case scenario. What will happen if your customer is really getting angry or he is not able to add anything to his card, or maybe he is unable to process his order or maybe he's stuck on Checkout. What will he do or what will she do? She is going to call your helpline. So this is a really useful thing in laying out your whole website layout, your buttons, your contact information, your helpline information. So in this case or in this worst-case scenario, for example, there is Lena and she's trying to order something online from your stores to see selected some items and she's unable to find sizing chart. So this is a really big problem for her. She's not sure about the size, so what she's going to do. So these are few things. She's going to click on the contact us button or something like that. So it is always better that you have. In case of emergencies, you have personal number or some number, physical number, which user can call. So you have to think about the worst-case scenario. There might be users who even don't know how to, you know, process with your whole website or how to process their order. Now the second part is you have to consider your expert user two, they are also your loyal customers. They know how to order, they are coming for the next order. So you have to think about them. What is their happy path? They need the information to be stored somewhere. They need the information to be stored, cache or in their account wherever they want to order next time they don't want to re-enter their credit card information or address again and again. So you have to think in both ways. You have to facilitate the expert users or your loyal customers, or a new user or a new shopper, or your potential customers. So this video is about happy paths and worst-case scenario, or we would say unhappy parts. So you have to plan out both of them. If you look at all different e-commerce big companies like Walmart, Amazon or these kind of big stores. They have helpline, they have people, they have email helpline system. It is a lot of, you know, big support system behind these websites. So I hope you have enjoyed this video. I will see you soon in another video. Till then, take care and bye. 14. How to write Product Titles of eCommerce websites: Today in this video, we're going to talk about user experience and the language for use. So this is another lesson about what you write. So writing is also part of user experience. So we are going to talk about localization and globalization and how different terms are going to change if your business is going to be in another country or in another region or continent. So for example, in Asia or maybe in Europe, there are different terms. For example, UK and USA. There are a lot of terms that are differently used in these two different countries. So I'm going to share with you some examples, some screens. So let's get started and see those examples and open your mind about how you can use localization and customer's language. You have to speak your customer's language. That is the essence of this lesson. So I hope you will enjoy it. Let's get started. Now you can see in this slide, I have shown two actually examples, which is one is from the top one is from the British Amazon account. You can see on the right here it says basket. So rather than saying card, so this is really the customer's language because in UK, This is the most common terms, so they have used basket instead of card. So next, going to next example. Let me show you one more thing here you can see this is Amazon's button on UK website on the left which says add to basket. And on the right it says Add to Cart. So this is another difference. So you can see this is how you are going to talk to your customers about their own language. This doesn't only apply to just these but ends or these text. I'm going to show you some more few examples. So get ready. Now in this example, we're going to talk about product titles and what the customers mind is and what they are thinking. So you have to match your product titles with your customers titles for whichever they have in their heads. So you can see in this example, this is a website export leftovers in Pakistan. And you can see, do your customer understand searching the terms you have you. So if you are using, for example, here you can see in the home textile section, the top is showing bed sex. And in my country, most of the people, most of the woman over here, normally you use the term bed sheets rather than batch sets. We don't use bed sets. So whenever someone is going to search in, over here in the search bar in the top, there are going to write bed sheets rather than by headsets. So it is better if you have this, this label, this category that is going to be changed to local customer demand or local customers language, which is customer term, that is bed sheets. So it, it will improve their sales. It will also be easy for them to find this category. Now let me give you another tape. Which is whenever you are writing product titles, try to include the whole product name. It's other things that are related to it like brand name, for example, you can see this is a clear cut, great example of a product title. Or sassy is a company name with Albert who's a slot. Indonesia is the perfume name. You the, the perfume is its concentration. Unisex is that it is available for both men and woman. 1.7 0's is its quantity or its volume. So you can see in just this whole title, they have used everything there so it will help you grow in your search engines and your keywords. So whenever someone is searching for exemple Russell Aussie burrows, so they are not going to. So if you have written not that associate the brand name, it will not be, you know, going to get into the results. So make sure that you use everything that customer is searching for, exemple the brand names. So try to include the brand names and other specifications into your product titles. Now let me show you one more example of customer language. So these are two separate examples of deals or sales. So in my country in Asia, normally we look for sales rather than deals. We don't use the word deals a lot. So you can see on the left, which is a local website or hair. This is weakly sale is live on sale and know 20th, November 12 PM. And similarly on the Walmart on the right, you can see, as it's in USA, they normally use the word deals. For example, like black friend, Black Friday, Cyber Monday disease, things like that. So whenever you are preparing your e-commerce website, make sure whenever you are putting up some sales or deal section, make sure which customer, continent or country you are trying to hit. Now, in the end, I'm showing you a research or AB test which Netflix stayed. And they actually tried for different button tables. You can see over here they tried get Netflix. They tried, joined Netflix and they tried, try it. Now. Now you can see all of them are same, just the button title is different. So what they do is they actually implemented this, the middle one, which is Try it now, which is actually easier to interpret with all of different countries or even other continents, different nationalities, different, you can say countries. Customer terms. For example, someone might not understand what is get Netflix. Do we need to download an app? Similarly joined Netflix. They might be thinking that I have to fill, fill up a very big form, maybe after this, if I click on over here, but try it now says that you can try it now right now. So you can see this makes a lot of sense. That is why this button actually passed and most of the people they clicked on this but entitle. So now I hope that you have understood the idea of localization or talking into customers, DMS and bought their titles are how they actually use those titles in their own countries or their own. You can say localization, local ADRs, local terms. Similarly, some websites also use localization in the language. At the top you can see drop-down, select your language, English or French, or any other language you want to select. So similarly, they also select some of the currencies. So make sure you always let the user select the currency and that dropdown for their language. Because sometimes for example, if I am accessing a website, a French website, and I am trying to gift something to my friend in Belgium. So how I can do that? So if that website is in always in French, I cannot order or send my friend as a gift. Similarly, in neither lands and some other countries, they also use some form of friends websites. So I actually faced these problems a lot of time. Some of my relatives, they are jim. And whenever I tried to shop there from the Europe, it is very, very difficult for me because most of the time when I select a utopian website, even Amazon, it is by default in, turned into their own language. And sometimes it's difficult. Some times those websites even don't have that localization. So they don't even have the option to convert that into English. So I have to use Google Translate. So this is really interesting, but there are a lot of improvements you can do in this matter. I hope you have enjoyed this lesson. And if you have any questions to ask me, see you soon in another lesson till then, take care. Bye. 15. UX of Navigation and New Design Patterns: In this video, we are going to talk about improving the navigation of your e-commerce website. Now a lot of your sales is going to be depended on your navigation. Why? Because in Jakob Nielsen's of research, he found that 50% is users are going to use search bar. But 50% of the rest of the 50% they are going to use the navigation bar of your website. They are going to browse your website. They're going to drop down, see different categories and things like that. So this is a really important factor. So I'm going to share with you different research, different new patterns that are emerging in user experience design or UI design that are going to help you increase your sales using these patterns. So let's get started now. Now, this is the first rule. Never hide your navigation. If you have a very major categories, show them upfront. Maybe four or five of them. Use different icons, use different images, use different backgrounds, different things. Show that these things exist on your website. This is really important. Don't try to hide major navigation items. Second is uses nonlinear recognize faces, images, different objects more easily than your text. So try to use images and icons. Third is that I always try to use meaningful names of your categories. I think we did this in the last lesson, which is using the same terms your customer understands. So try to divide them into sections. Don't try to bring a lot of different sections into a very big section. This is easier for users to categorize and see different items in different categories. Now, this is the first patron I'm going to show you, which is meaningful categories. You can see in Amazon drop-down on the right, they have different categories and they actually mixed them together. For example, they are not making clothing, separate shoes, separate jewelry, and watches separate because they are already too. I mean, beauty and making yourself look better. So shoes, clothing, jewelry, they goes together with each other. So they have made category for all of these things. Okay, so these are different categories, books, Amazon Fresh movies, and then they have another category of electronics computer. So all these categories, they have like this kind of trap drop-down. If you look at eBay on the left, you can see they have placed their category very close to their search borrower here. This is a very really important point. Always place your major category are major drop-down if your category very close to your search bar. So you can see, I really love this. This is open. You can always view what's inside this category. This is a better example than Amazon. Amazon is a very big company and they have a lot of different categories. So I think it's, it might not be possible for them to, you know, use this drop-down. Also, their search engine is very advanced. So whenever you are using your e-commerce store, try to use and separate categories like this in different categories, then there are different subcategories under those major categories. Now here as you can see, I'm going to discuss another pattern which is icons and images, along with your categories. So whenever you have to define your category, you are going to use port text along with the image that represent that category. For example, on the left you can see we have BestBuy use of images for the categories. Laptops and tablets, readers, laptops and computers, TVs, video games. Than on the right, we have the use of eBay images explored popular categories. And you can see here we have sneakers, email 25th anniversary or whatever we have got no Korean beauty and things like that. So you can see I really love how eBay has used it. It's really a clear image, very nice with a light shadow, with a light background, highlighting that category. Here is another example of using images for categories, which is from urban ladder. And you can see they have their furniture range and each category clearly shows how these furnitures with looked like, for example, so far as vertically or icon. Beds, dining TV units, mattresses, seating, coffee tables. This is all you need. You can easily just see them. Ruger recognize the thing you need and just click on that. And that is all. Here's a recent experiment of, which actually used images along with their icons, along with their text. So you can see in the category stop, they have accommodation, fly's flight and hotel car rental. So they actually used and tested this AB test and the successful test was to implement it with the icons. So you can see AB test is actually when users try to, you try to see which one uses mostly click and which one is going to convert better. So a lot of users actually clicked this option icons with text because it was easier for them to recognize them swiftly. So they clicked these options, so they implemented these. So if you have categories, you have like four or five categories on your e-commerce store. Tried to use icons with those category names or try to use images for their category names. This is the taper off this lesson. Here is another similar experiment which Google did, and they actually AB tested their hinting labels with icons. You can see if you look at Google right now, they have implemented this already. They are using icons with some labels with them, so these are measured at all when you search something, you have all images shopping, video, news and things like that. So you can see they have implemented this. So it means that it has some ground in improving user experience and usability of your website navigation. So whenever you try to create your website, if you have a website, try to implement something like this. Now, I hope you have enjoyed this lesson. You have learned something useful like how to improve your user experience and navigation, particularly the user experience of your navigation. How you can use different categories, images, icons to supplement your labels and enhance the user experience, and then the clickability and the conversion of your website. So see you soon in the next lesson. Till then, take care and bye. 16. What must be on a product page: In this video, we're going to talk about the most important part of any e-commerce sales. That is your product page. Now on e-commerce stores, 99% of your customers or your shoppers, they are going to rely heavily on your product page, details page to actually buy online to get their answers about the products, to see the reviews about the products, how it actually works, different images of that product, details of that product. What are the features of that product? The whole decision of buying is actually going to end on your product details and description page. So I'm going to share with you some of the patterns, some of the must-haves that must be on your product details page. And then in the end we're going to see some of the examples. I'm going to share the live examples of different e-commerce stores and what they have. They are lacking and that can be improved. And first we're going to see some of the slides to see what actually we need. These are also going to be in the notes. You can download them. So let's get started. So now what your product page must have? Number one is descriptive product name, mentioning size brand, which I already introduced to you. That a product page or product name must have the sizing. What is the size of the perfume? I think we already seen that example and the brand name also recognizable images. We have already covered them. Images, high-resolution images that can be zoomed in, price plus any extra car cost. So you have to show the price. And if you can show, you also need to show the shipping cost. If you go to eBay, that is the pattern. Whenever you search something, it says that it will cost you 20.6 for the shipping clear product options. So if you have colors and sizes, you have to show them clearly, easily clickable, easily tappable on the mobiles. Then we have product availability. It is a very big problem on some of the websites, smaller stores, they actually don't have these kind of features. So product availability, it should always show that it is installed on POD. Next is actually about the feedback. So if you add any item to the cart, whenever a user adds any cart item, they should be given some feedback, some animation or something like that. Or maybe they are car shows that this has been added or something, but label has been changed or things like that. So you have to show a clear response that this action has been performed. And then we have to use concise and informative product description. If you are going to write like three or four paragraphs or ten paragraphs, nobody's going to read them. So you have to use concise and informative product description. Now here are a few extra features which you can have. I think I am going to add the reviews and ratings to be in the Essentials because they are really, really necessary. Some, on some products they are not applied, but on 99% of the products they are going to be applied. Expert ratings, customer reviews. You can sort them and filter them by rating. So this is an extra feature that is why I have put it over here, filter labor ratings. So if I want to filter five-star content or four star, you can do that. Additional product images, you can rotate the detail views. There are also some of the 360 angle images I have. I'm seeing these days, different colors sides. Then we have product videos. I think we've already covered that product videos is actually an essential additional. But I think if you can have it, it a very nice, it is going to last a very nice impression. Zoom or pan function on high resolution images. Yes. Actually, I took these from Jacob Nielsen and I think they have already researched that article about images. And they actually think that high resolution images or pan or zoom function is a necessity. Then we have a very good thing which I have added over here, which is power of suggestion related products. I think it was 30 or 35% sales that can be increased by just showing the user related products. And then we have add two wishlist feature. Sometimes a lot of shoppers, even me, I mostly keep on adding things to my cart or wishlist. And then when I get some money or some stock, I actually stock of money. I actually tried to buy those products. So most of times I do that with digital products. Then we have some extra features for product page. These are features that are, I think not necessary and not nice to have, but they can add value if you have to. But most users, they don't mostly use these. So customer images and videos. So this is actually related to your social proof. So if you have an image of a refrigerator uploaded by our customer, that is going to work really well than your own product image. Because people know that you have put different for light and you have used great cameras, but the product image is loaded by customers, they are real product. Then we have 360 treated view, which is nice to have extra features. Then we have step-by-step videos, some of the websites, very few than they actually provide. This feature will ritual dry on our visual augmented reality, where you can place the object in your room and see some of the people they are trying, try to, trying to experiment with this. This is again an extra feature augmented reality, but it can work in situ shells like if you want to see the size of the so far and you want to put it in your room, whether it will suit or not, or whether it will be easily placed or hair or not, you can make those decisions. Now let me share with you some of the bad examples of a product page. Now you can see this is a website called retail And when I open this, you can see this is a product good that they have shown over here, the product trail or breadcrumbs over here, health and beauty and this product name. But if you go on this page, you cannot see any proper heading, any brand later to this product. And if you, if you go on the left, if you click on this no high resolution resolution image, you cannot read any description on over here. Similarly, if we look over here, these are written in a paragraph format. They can be easily like you can see, you can give them a heading how to use and put them into step, step 1234, it will be easier to reheat read. You have to use a product description like that. Then they have additional benefits, okay? Then they have two options. And why? This is actually looking like a button which is really distracting Add to Cart view card. They have the same colors and, and there are a lot of problems over here, no clear brand or title description. Then we have very low resolution images, no side images, no videos, anything. They can add a video over here, how to use this product that could be more beneficent. Let's move on to another example here we have our urban step, urban cloud stopper, olive shoe. And so let me see that. It is from, okay, so it is from my country. And here you can see the sizes are in US sizes. Shoe size is 4141.5. And in my country, I think most of the times these schizoid sizes are not used. There is no size chart over here or anything like that. So let's see this image. Okay, so images good-quality. I would say that this is good. Okay, so the problem over here is they have the brand written over here, but the problem is no description. What is the material of this shoe and where it was made or things like that. So there must be some information about the material, how to use it, how to wash it, things like that. So there must be something over here. Add to cart button is a nice sizes are there. But I think there are no color options. So no information over here. Add to wish list is a good feature over here, but I think this is nice to have. I don't, I'm not going to use it. Let's compare these two websites. This is a website from Eco Star and this is their refrigerator. Okay? Now the problem is relative sizing in the images you can see these images are not high-quality. I cannot zoom into this image zone for arcsine, I really wanted to see what is over here in this section at the top, just after this. The title and I want to see how it actually looks like. Okay, so I don't want to read right now, but I'm going to go through Title is good. But you can see it must say that it is a refrigerator or something like that. It just shows the model number. This is a bit weird, but it must have the name of the brand, which is Eco Star GR something refrigerator or something like that. Manufacturing price. Okay. So they can just say price. I'm not sure. I think they are using some sales terms over here. Always talk to customers in their own language. So available in two colors. Okay, that's good. Okay, so series, okay, this is good. Then we have capacity for 45 liters. Okay, that's great. But most of the time, I'm not sure what this capacity is. We normally see the capacity of judge the capacity of any refrigerator by seeing relative sizing, there is no image, for example, it is placed in our kitchen or someone is standing with it, or it's open. I want to see the inside. There are a lot of lacking of images. Okay, so this is good. This is really, really nice. They have shown its features in smaller text And this, these bulleted text format, this is a really good grade. This is the, you can say the format you should go for. This is also great. They have shown all the icons. This is good. They have also shown to color choices add to cart, everything is created. Problem is with the images. If they have some images of the customer uploaded images or the relative sizing or the images. So I can easily see what the size is, not. Let's compare it with this one. This is caused website and you can see this is another refrigerator over here, gallons and you can see the images are really big. I can easily zoom in, zoom in functionality or pan or zoom. I can easily pan or zone. Similarly, you can see if I want to see it says loading image. Now if I want to see the inside, I think it's very small. Maybe it works for students or something like that, but not for family house. Okay, so now you can see they have shown the actual placing of the products. So this is called relative sizing. The I can easily see relative size over here. Similarly, it has been placed in another room. Okay, that's created another room. That's great. Okay, so this is a nice way. And now it shows me that this is the size of this refrigerator. It is a really small it is you can see it is next to this table. And I think this table is like maybe three or four feet. I think it's three feet maximum. And this might be more close to four feet, I think. Anyhow, so did our product details, shipping, and returns. This is good. Okay, so here we have clear title over here, you can see brand name than the capacity. Then the type or modeled retro mini refrigerator. This is great. Then we have reviews over here, right after you ask a question, which is another feature which is present over here, which is not over here. Maybe someone wants to ask the question or maybe some, they have to always have to go to this live chat for asking any questions. So here are images, but you can see they are for advertisement. Advertisement or you can say process and I cannot, These are not for I cannot judge the size of the image, so there must be the size showing an image view. I can clearly see the size, for example, this one, this open, open one. So these are the differences higher again, you can see we have suggested products. This is another great way. And here we don't have any suggested products. I think this one, okay, So we have one. Ok, so this is another one. I really don't like this Add to Cart and this not so what does this add to wish list and add to compare. Ok, so these are nice features to have. So here we have another 1. First thing is this breadcrumbs. This is really nice. I really like how these bread comes out. If you look at it over here, we have gallons, chillers, that refrigerator maybe I want to go back and step into the category. This is a great way. And then we have Homa, name of concentration perfume, price range than some of the description. Okay, this much is good. I think it must not be too long. The nodes, I think the nodes of this perfume, they must be in, you can say in a bulleted format, maybe four or five in different five lines. So related products, this is a great one and zoomable image. Let's see if I can see the, okay, so I cannot read what is on the left side of this may be Indian Laos, UD, Indian flowers, goat hair, incense, spices. But it's difficult for me. So it must be an image where I can clearly see all the sides. This is, these are the things that must be present over here. So let's move to the Amazon, the big boss over here. Okay, so here we have the category, very nice category, breadcrumb. And here we have the images. So let's see if you can see this is a great way of showing panning and zooming. So I can really see clearly see all these into context. For example, this one is strapped to my arm. I can easily see what is the size of this trap? What is the size of this headwind? How to pin it up to my chest, and how to pin it up in my car. So make sure your images are this kind of good. They are big. They can be easily zoomed in and they can be parent over here. And you can see over here clearly it says Few things over here in a bulleted format. But I think they have really gone a step further, which is showing model, brand resolution and item weight and type of product with bold heading. So this is really cool because I can instantly capture these things like I want to shoot 4K. I can see that this is a 4K camera. And what is the weight of this product? I don't want to carry like five pounds of camera. That is going to be difficult for me. So this is really great. Similarly, you can see over here they have a lines of they have bulleted lies about this item. They are not showing a big paragraph to read over here. Suggested products at the bottom and reviews. You can click over here and go to the ratings and reviews. You can filter these reviews by five-star. Four-star, you can see they are customer uploaded images or videos with them. So these are the, you can also sort them. So this is, I think the, the topmost example I can give you about this product page. So a lot of people that don't have product description, for example, I want to ask for this. The fabric of this shoe, wills information. What, where's the sizing information? I don't want to ask this person over here again and again before buying this product. So these are all the things you can improve on a product page. You can improve your engagement of your customers. You can improve sales. You can close your sales by showing everything that users need to know. You have to help them make the decision of buying by showing all the product details we have discussed over here, all the features you can add. Don't try to go for extra features that 360 view or things like that. Tried to add videos, clear images that can be zoomed, zoomable, that can be panned, impenetrable. User can clearly see the relative sizing using and read the description. And user can read the brand and the title, and the size or whatever that product is. So that is all about the product page. I hope you have enjoyed this lesson. See you soon in another less until they take care and bye. 17. Structured Product Details: In this short video, I am going to show you some of the latest patrons and new research is about your product page and product availability. So these kind of stuff. So I'm going to share with you two researchers or AB tests leaks from Amazon and from the guy which is running good website. And they have a lot of details on conversion optimization and different AB testing. So let me show you, dive into that and see what are those best patrons. You can apply them on your website or product pages to get better results. So let's get started. So before buying any product, most of the shoppers, they are going to try to read the description of the product and how that description should be presented to them so they can easily read it, they can easily get the information. Now this shows you how the product emit. Product details should be. This should be in a structured manner. You can see side-by-side to tests of Amazon, same product, same page you can see over here. It shows brand on the right. Compatible device, digital storage capacity, hardware interface, and the model name. This is going to give you, give the user the games of what this product is. Essentially. You can see on the left it is really difficult to read all that, store and access to data byte, to content on the go with the Seagate portable drive. So this is just fluff of tax. Users are not interested in this information of Seagate portable drive. You can see this first line is can easily be described with just brand Seagate and compatible with laptop and storage capacity of two terabytes hardware interface, because different hardware interfaces have different speeds. Three is, three is I think a lot of speed, so people can easily read about it. You can see over here, this is really, really nice. You can add the same thing on your website, on your products. Don't try to give a long paragraph to your users to read and make sure that these, these are above the fold. Fold means that the first screen user is going to see or view. Make sure that first, whenever someone use your product, they can easily see them in their first class. Now the second pattern is that where should you group your information, your product availability and price? They belongs to, very close to Add to Cart section. So you can see on the left they have implemented this pattern over here. The price is shown clearly in red, and the stock is very clear, grows in stock, shows in stock and it is very close to Add to Cart button. So this is a really nice presentation of things that are going to go together. People are going to look for whether it is in stock or not. And the price is really important over here. They need to see the price before adding to the card. So this is actually helping them in making the decision of whether they should add it to the cart or not. So prices there. It also shows that it is going to ship within this time and it will take this, this time. And it is install. Do you want it or not? So this is actually going to help users make to see in that they should add it to the card or not. So these are the patterns I have shared with you. I will share the links also for these patterns, you can look at the website where I got these from good ui.R. Gee, I hope that you've enjoyed this lesson and you will implement these techniques on your own ecommerce stores to improve results. Take care, tell them, See you soon in another lesson. 18. Using Power of suggestion: In this video, we're going to talk about the power of suggestion. This is the most powerful tool and it is going to help you a lot in increasing ten to 30% of your sales. Now, if I tell you a story, it happens with me or maybe with you. A lot of times. Whenever you shop something or you buy something and the salesperson or sales girl, she asks you, Would you like to buy something else, sir? Would you like to buy something else? Would you like to see this? This is a very similar item to this. You can combine it with this one like that. Or it is very similar perfume to the Bund you bought, you just bought. So the power of suggestion is so powerful that on small stores, when I visit physically over here and around my local area, whenever someone keep asking, do you need anything else? So I just keep on saying Maybe I need this. Maybe I think I need this. So actually instead of buying just one thing, I normally buy two or three different things. Similarly, this same concept happens when you go to Mecca stores, when you see a lot of things that are on the shelves and that are not your needs. You don't need to buy that. But then you say, maybe I should try this team nu t, I should try this chocolate. I should try this sweet. So this is going to build up a lot of sales. This is actually called power of suggestion. I'm going to show you and share with you different ways, different patrons. So let's get started. Now, there are different types of products. Suggestion ideas I am going to give you first is complimentary products. Should you have a product, you have twice, you can sell batteries with them. You can tell your client that do you need batteries with them? Cameras and lenses and other one related similar products and same category. Maybe your, your customer don't need dot like this perfume. Maybe you can suggest them that maybe you want to buy this one. Or for example, if it's not in the stock and he wants to buy a similar perfume or similar camera, they can buy another one because they are in the same category. And few more things or tapes is that you can email your customers about suggested products. For example, you know that what they are buying, you know, they're buying patrons, you know, their interests. You can periodically, maybe once a month or twice a month, you can email them suggested products. So these are different ways now we are going to look at few examples. Let's move on to them. So Amazon is I think the prime example of a hair. So I am going to just give the example of Amazon over here. You can see I was shopping last night. I was adding things to my card. And when I looked on the right side, there was suggested sponsored products later to items in your card on the right. So they were advertising even on my guard page. So I have added items in my card. And still, when I opened my card. We're showing related items to what I have put in my cart. So this is this is really amazing for me that they have. They are trying to sell me more by showing me that you have these products already in the basket. Why not look at these? So these are very similar to what you have already bought. So this is a great way of power of suggestion. Then we have complementary suggestion frequently bought together. You have seen this pattern when you shop on Amazon, that at the bottom of the product you see this frequently bought together. So these are different things that go hand in hand. For example, I am buying a camera than I might buy, need a lens, and then I might need backup drive or solid state drive to back up my images. So they are selling me all of the three. And you can add all three into the card. So this is actually complementary products. Then we have similar products. So when I have, when I have opened up any product-based, then I have the suggestions that these are the seemingly products. These are the similar lenses you are looking for. So this is actually in the category of similar products. Then we have another thing which Amazon have. And I don't think it's a necessary feature, but it's nice to have comparing similar products. Sometime people, they try to compare different similar products that are very close to in monetary terms. For example, you can see over here there are three lenses. One is 547, six seventy six, seventy nine. So I have, I'm going to compare that the left deal where I can get a lot of things in 679 along with that lens is going to look more beneficial for me. So I'm going to buy that. Then they have another thing which is called Brand suggestions. So they are not even suggesting me products, but they are suggesting mean different brands. So maybe I'm looking for a specific brand. So this is a nice way of upselling or selling more things to me. Then this is a pattern you see? I have seen it on Ebay and this is the clip from eBay. And you left something in cart or you're browsing these. So this is the same patron I have seen on Amazon or major e-commerce stores. What they do is they actually saved my browsing history. And whenever I open that website again, the show me that these are the things you were looking at two days ago. So maybe I want to buy something and then again, I forgot and after two days I remember that, oh, maybe I need to buy this again, or maybe I need, I forgot to buy this. So this is another way of powerful physician. So let's, let me show you the actual page of Walmart and we will see how this power of suggestion actually works. I'm even on eBay. So let's see eBay and Walmart. Now here you can see we have eBay website. And although they are using these carousel, I really don't like them. That is about their deals anyhow. So we are going to look for recently viewed items. So this is power of suggestion. They are remembering me that Do you really need those? I think you forecourt these TBI last time. Then we have your washed items. So these are the items I have put two my watch list, then we have daily deals over here. These are all the things that are related to my interests. For example, the score I sell and they know that I am mostly look for digital devices or computers or stuff like that. Explore popular categories. These categories, so these two over here, these are power of suggestion. Now let's open this one. Now, once you, on this page, you can see there are similar sponsored items at the bottom. So this is another power of suggestion, then we have few more. So this is, this is not going to answer. You can see there are tons of suggested suggested material over here, suggested products over here, sponsored items which they are advertising, they are paying eBay to place them over there. So this is the patron, how these actual, These website, these e-commerce store the trap you into buying more by suggesting you few more products or similar products. You might not buy the product you are looking for. You might buy the one in the suggestions or in the suggestive products below. So this is all about the power of suggestion. It is really going to improve your sales. It really works in marketing. It really works in building up the mind of your customers to buy something, to let them stay on your website. They are going to explore different products. Engagement is really necessary or the time of your customer and your website is also essential part of user experience and sales. So that is all about my video on this topic, power of suggestion. I hope you have enjoyed it. I think I should change. Now. Let see you soon in the next lesson. Till then, take care. Bye. 19. High quality Images and Videos for Product Pages: In this video, we are going to talk about the importance of images on your e-commerce store. On the product page you have, people are going to first look for the images. That is the first thing they are going to look for. So let me share with you some stats that 56% of people, they actually started looking at the image, the sea on any website. So once they open that website or e-commerce store, they're going to directly look at the image. So if they open up your product page, 56% of people, I think roughly 60, 60%. They are going to look for the image. So I'm going to share with you some of the details, some of the patrons I'm going to share with you so you can see how you can improve the images on your website. So let's get started. Now, here are some stats in the first slide, stats are important because you have to convince your clients that that is why this is important. You have to have some, you can say solid figure in your hands. Some people they love stats. They are convinced by using stats. So 25% of all e-commerce stores, they actually have insufficient images for the users. So you can see this is a really big gap. Twenty-five percent means that three out of every ten websites they are lacking the images, other details, or user need. So I'm going to give you some of the tips. Here are some things that you have to have on your product page. High-quality, high resolution images. So images should be at least at a, at a resolution where the user can read details on the product, on the, on the product image. If they want to see some of them pores or some of the sides of the, of your product. They can easily view that they can even read the label on it. So make sure if you have a label, you have electronic device and there is a label saying something, they can zoom into that level, they can clearly read it. So 14% of e-commerce websites, they were the lack they have this issue, they don't have high-resolution images. Then we have relative sizing images. Relative sizing mean that if I want to buy a pen and I don't know how big it is. If if it has been it has been it has been put with. Now if I see an image that this pen is on a paper or it is sitting on a table with a glass or a cup of tea, then I can relatively see that how big this is. For example, if it has pictures when pen is in my hand. So I can clearly see that how big the span is because I have to hold it in my hand. I have seen this issue on a lot of websites. When I am unsure about the electronic pin I am selecting. So I use a lot of sound instruments over here for recording. And when I try to buy something, I cannot see the relative sizing of that. Pin or three pin or whatever I tried to buy. So make sure you have relative sizing. Third is imaged zoom functionality. A lot of times people, they have to zoom into the image. They have to look what is actually written on the shirt or maybe tag. They want to read the label on electronic device, maybe something like that. Make sure they are. There are Zoom functionality is, these are the most important things. 11% of e-commerce websites, they were found that they had issues of image zoom functionality, that they were not providing any zone functionalities. So roughly I think 15 to 20% websites. They are not using standard product images of standard functionalities like these are the basics. Image resolution, higher resolution, high-quality images, and image zoom functionality. Now here on this Amazon's website, I'm going to share with you just a single tape. So whenever someone is searching, they have to search for the smaller images on the first website, on the first search results. So you can see some of the images they are, they have great colors. They are popping into my eye. They are very clear, very nice imagery of the products are, and some are a little bit dull. For example, this bag over here, or this GCG at the bottom. This meat shaker, this, it isn't very, you can say very clear, very good photograph, but others that are popping, they are very, have a very good colors. So make sure that your images are not very dull. They are proper images where the product can be even seen easily or can be instantly recognized in, even in a smaller size image. Now, the problem with zoom, so you can see this is an example of a skin care product. And a lot of time people are going to read the product ingredients or maybe some of the maybe allergies or something like that. They have to see what reactions it can produce. Just think like in when you buy inside a physical store, you pick up that bottle and you try to read the ingredients on it. You have to read them. You have to see whether they are going to react with you if you have some allergies or something like that. So make sure that they can read it. They can even they even want to see how many MLs there are. What is the weight of this product? These are the things you have to look for when you are designing a product page and their images. Now here is a AB test by good I think they have lived it. And I will share all the links to this good UI leaks. You can read all those leaks you have, but this is relevant to this lecture. So I'm sharing with you, you can see on the right they had very small images over here. Now on the left, they actually increase the width of those images. They made them very big. This actually worked, so they implemented it more people, they actually try to click on these images bigger and better. Bigger and better. This is what you have to use the images. Similarly, if you remember, Airbnb actually tried to go into each home and try to use a great photography. Good photograph, photograph offers that took food good photographers, and took the images of those houses to actually increase their sales. So these are the confirmed patrons that bigger images and then great photographed images are going to work better. Similarly, that they have over here on the right. A lot of images for the same, this is from Airbnb. They have like four or five different angles and then one image over here. So it is always better if you are selling a product or even a service. You have to show different angles to that. You have to show that this is the 360 degree view or this is the left side, right side entrance view. So user can easily be confirmed that whatever they are buying or hiding or, you know, going to stay in a hotel. It is the same room they need. Now one more pattern I'm going to share with you is never tried to use slide shows or carousels. So if the images are moving here and there, this is going to hurt a lot. A lot of websites. I remember that, they have removed that feature. I think it's a Airbnb or booking. I'm not sure, but I have read that. They actually remove this. And a lot of user experience reaches z such as they are showing that never use carousels, they are going to hurt your message. Just use one big image, one illustration and say what you have to say. The message you can see over here, here they are booking and these images are not sliding booking on These are static images. So always use static images, no sliding images. They are going to be, they are going to produce more destruction to your juices. Now, last but not the least, what about videos? A lot of people, they actually try to see the video of that product, how it actually works. You can show different angles of a product with images, but how it works, how you have to plug it in, they are all going to be found in a video. So just a video of two or three minutes. So even volume unit, it is going to work a lot better than the images if you have a single image. And then our video, this is going to be a perfect combination. So make sure you use these images and videos wisely in your e-commerce stores. Bigger and better. Detailed videos, relative sizing, bigger resolution images, zoom in capabilities. These are all the things that you have to care for. I hope you have learned a lot of great things in this lesson. Let's move on to the next lesson. 20. Cart Design and what it must have: In this video, we are going to talk about how you can improve the user experience of your shopping cart or whenever your user is going to go to checkout page. So we are going to see what should be present in a shopping cart and why things should not be hidden from your users. So a lot of time, the biggest problems if you remember, the major regional reasons of abandoning a card, users normally don't alike, most of the things that happen bad is at the checkout or in the card. So whenever the C, the car total, for example, the C that there is $250 total cost. So when they go to checkout and there is a $350 cost, they are going to abundant in they are not going to proceed with the order. So I'm going to show you and share with you some of the tips over here. What should we present? How you can calculate what you can add for the shipping. You can even add an estimated shipping. So let's get started. I'm going to show you two or three websites. This will be a very quick video. So let's get started. The first, we are going to see that what should be present in an ideal shopping card. Number one is no hidden costs. So if there are some taxes or something like that, you have to calculate it before user is going to pay. You have to show them before you charge them. So this is the golden rule. Second is lengthy forms. Don't try to, you know, fill them 50 fields to place an order. Third is just Issues. Show them returned, refund, fall policies, or even on the cards, you can show that you can return or change this item within seven days after receiving it. So this is going to put them at ease that if my order goes wrong or I get a different product, I can easily return it forth. And biggest reason IS unknowns. We, as human beings, we are really afraid of unknowns. For example, you are travelling on a road and you see fog up ahead on the Hill. I think you are not going to go there with your car. You might stop before that foggy road because you cannot see what is behind that or what is behind that turn or that road. So this is the stop point for people because they are afraid of unknowns. If they don't know what is behind the ball, or maybe what is inside the fog. What is in the dark. We are afraid of unknowns. So make sure that there are no unknowns in your shopping cart. Now here's a comparison, side-by-side comparison of three shopping cars. Where we have the total overhead, eBay, Amazon and knows pair Paris pitches a perfume store. On the left you can see Amazon is added beds best. It shows total number of item shipping and handling total before taxes than they are showing estimated taxes. So if you are not showed that this will be the text, you can show them an estimated tax. For example, someone is shopping in Europe, they have a lot of taxes. So you can show them that your texts would be around something like that. For example, if normal percentage is 40%, you can calculate it around 30 to 40%. So they don't get a shock when they tried to check out. Then we have total than we have gift card and order. Total is in the bold that this is going to be the amount you are going to pay in the end. On eBay, it is the same. You can see same pattern there showing the total number of items, shipping cost discounts, import charges, and then the subtotal. And on the right you can see we have no status and there are a few things missing away. Or for example, it just SOS subtotal and granddaughter. But when I am going to check out, I think it is going to show me that taxes because it's a European website. So don't do something like that. You have to I'll please show them some estimated taxes or estimated shipping cost or ask them overhead that try to put the country or the city over here so we can calculate or estimate your shipping cost or your Texas. So these are few tips over here. Let's see some more examples. So we can clarify what should be present in a cart or a checkout page. Now here is the checkout page from export leftovers. I keep on showing this website because it's a local website. I always try to compare bigger e-commerce giants with local websites. It's a good way of showing both ends. So you can see this is built on Shopify. And if we look over here, this is my checkout page. Now, this is good. I have put this item over here and at the subtotal and it shows that shipping calculated on next step, although they are going to ship inside my country, you can see over here Pakistan. And still they should have something over here, for example, some, something like 300 or 200. They have to show it over here. And one more thing is that I shipment is free after you spend 1500 rupees. And it's, it still says that it is going to calculate our next step. It's better if you show it over here, some estimation or something like it's free, things like that. So make sure that you show something like this. Let us come to this nose. So I have actually logged in. And now you can see it's order summary is totally different. And I really like over here, so let's first discuss the left side. So we have products over here. You can remove the product, you can increase the quantity. Also, there is a free gift. I can change it. This is a great way of displaying it. I can add extra options over here at the bottom. Good design, very good design. Okay, so on the right we have taxes subtotal, and this shows discount six sample kit and it shows the money amount and I was really confused that they are charging me saw 46 sample kids because discount is is not different from all this. So they are treated in the same way. Instead, you can, if you remember that Amazon shows the grand total in red. So if you have something applying something like discount or something like that, you have to maybe use it in green color. I like this screen. So I can see that this has been free, free item. Or maybe they can put a line over here that this is free, this is free of cost, or they can just put 0.001 here that this is free. And this really confusing anyhow. So then we have Checkout. Let's see what happens on a checkout page. So we have 190 total. Let's see what we are going to see on the checkout. Once I enter my address. Now you can see this is really nice. Although I think they should have something in the checkout. And now it's showing me that it is they're going to charge me 26.78 to deliver it to Pakistan. And I really like how they have some steps at the top. We have five steps to order review. And this is really important order review. So I know that I'm not placing an order by mistake. So now if I continue, they are going to show me what will be the total payment or modes of payment. So I think that should this must be present on the checkout page on my shopping cart. So I know that these will be shown when I go to the end of this payment process. So that is all about how you should design your. So this is all about how you should design your card. You don't need to hide things. You have to show your customer everything. At before beginning to the checkout process. You they have to see all the costs. All the texts is. If you cannot calculate them, you can show the estimated costs and estimated you can say estimated taxes. And or maybe you can show them that this is going to be calculated at the next step. So they have some idea that there will be more costs to this process. So that is all about this shopping cart design or user experience of shock shopping carts. I hope you have enjoyed this lesson. And if you have any questions, you can always ask me. Let's move on to the next lesson. 21. 5 filters every eCommerce website must have: This video is about search filters. Now, if you don't know how such, such filters are important in your e-commerce business, you are actually underestimating them. 80% of your users in a large UX, steady 80% of users, they actually used search filters whenever they are buying on an any ecommerce website. So majority of them, The US, such filters to filter out different products and reach the product they fought and they need. Second is that this is very alarming. 43% of all these websites. They don't provide the 55 basic filters. So five is actually a gold standard and it might change depending on your business. But these five I'm going to share with you in this video. I'm going to share with you a few new standards on new patterns that are emerging for shopping online. So let's get started. And the five filters, the must have filters for such desserts as actually, first one is price. A lot of people I have seen in my country, in developing countries, Asian economics. They just go to the price filter and the filter it by low to high. So this is their first step. So make sure we have price filters. Whenever someone is searching for a product and 12% of websites that don't provide it. Second is user ratings average filter. So a lot of people than they shop online, they are going to use User Rating filter to see and filter out the products that are the best. And alarming situation is 453% of websites that don't offer it. So half of the e-commerce websites that don't have this feature. And one alarming fact. Another one is that online shoppers, they actually shop online to see The reviews. So if your website don't show the reviews by the average filter, like four star, five star. It is, it is really going to hurt your sales and conversion. Third is color filter. A lot of things. It is applied to a lot of things, clothes than utensils, then caps, a lot of thing. So color filter, make sure you have color filter, 10% websites that don't offer it size filter. Now size is going to be, for example, on a clothing store, it is a really, really big necessity. What is the size of this product? What is the size of this T-shirt, shirt, pent or anything that is that you are selling. And 50, 15%, they don't offer it. Now, last is brand. You have to show a filter where you can show different brands, for example, five or six brand of different clothes or hard disks or computer electronics. A lot of time people, they are looking for a specific brand, for example, HP or logic Jack or any anything like that. So they might be looking for the specific brand. So these are the five such filters. Every e-commerce store must have no. Next is business specific filters. Now, a lot of time. When you are selling a specific product may be TV screens or things like that. You have to have different filters like display, ty, What is a screen size for K 2K, full HD or things like that. So people are going to use those specific filters. I'm going to show you an example of this website knows So let's get there. You can see here is knows Paris and it is basically a cosmetics and fragrance website, basically, as the name suggests, the on this website, if you look on the left side, we have filters over here. First is price, which is a bit difficult to use. I'm not sure what is happening over here. Then we have next one which is very specific, which is brand. So you can see, maybe I want to purchase a perfume from creed, or maybe I want a diptych perfume so I can select all any of these brands. This is really, really important. Then we have sex. A lot of people, they, when they shop for perfumes, they might be looking for male perfumes, female or unisex that can be used by their wife and their husbands or anyone they are looking for. So this is a very nice feature or very nice filter. They have O'Hare. Then we have season. A lot of times these biofuels, they are good for a specific season. Some might work in winter, Some might work in summers. So you can see it shows different perfumes for these seasons. The next is all factory family. This is really important. So maybe you like floral or perfumes that have flowers in them. You might want floating gentle where we have spices and Florence. Then we have for your Oriental or woody, I normally like Woody and Oriental kind of perfumes. So this is, this is really nice feature. You can click over here and it will show you all the voodoo perfumes or here. Let's wait for it. Okay? So here we have all the different perfumes. So you can see this says Senthil's Austral, I really love send sandalwood. And you can also use this drop-down over here, position, name, prize states, axes, and, and all that stuff. So then next is categories. So categories always perfume. We're not searching for any cosmetics. So this is a great way of showing perfumes that are specific category for specific season, for specific sex. Then we have different brands. So this is a really nice example. Let me show you one other. So here we have a website that is selling a lot of things, but mostly, and mainly they are selling clothes. And I have search, searched for t-shirts or here in the top. And you can say. You can see that we have few filters over here. So first is price, okay, that is created availability. That is great too, because I just want to see the products that are really available in the stock. Then we have product type. Okay, this is good. But the problem is, I am looking for a specific size. This is the, I think this is, this must be the filter over here. I'm looking for the filter, so you can see here it says collections. I'm not sure what it is. It's showing me some sales or deals over here, but I am looking for a size. So you can see this is really going to be a problem for me. For example, I use extra large size. I wanted to see all the extra large t-shirts overhead. Now let us see few more examples where we have seers. And you can see I am searching for these elliptical machines. And on the left you can see we have brands than we have categories within that. We have upright cycles, recumbent cycles into her bikes training aids. Then we have brand this is, this is really nice. I might want to go with this print only. Then we have price range filter. This is really nice. You can select your own price range. You can filter out things on the basis of the price or your budget and user rating. This is really nice. This is a must-have, so you can see it all almost have all the basic standards. Filter by category, filter by prayer and filter by price. Here's a reading. And then they have also some discounts and other that the filters that you might need, maybe you might mean not, might not need them at all. So on the top we have few more options over here. C is only and in location of such your location then we have sought by prices low to high. So this is really, really important. Most views, top sellers, top rated. You can see this is, this is really nice, newest rivals. So this has almost, I think, all the filters that must be present on an e-commerce store. But let's discuss a new baton for filters, which is actually showing category on top of your search. You can see this is a website And whenever you search for something, for example, I searched for a t. Here, as you can see, it is showing me few categories on the top, I cannot understand this language. I think it's something European. And on the top you can see it is showing me 12345 different categories. And that is really nice. This is a new pattern that showing categories at the top of your filter in the horizontal direction. So this sums up our lecture on filters and how, and which are the gold standards and at least you, your site must have all these filters. So thank your business specific filters along with the standard filters, and that is all you need. I will see you soon in the next video. Till then, take care and bye. 22. Which Button Color improves conversion: In this video, we are going to talk about buttons or your call to action button. Now, on every page, whenever someone wants to take an action or you want to buy a product, there must be some action button or primary action button or call to action button that is going to help you decide that you want to add this into your card. So in this video we are going to talk about Add to Cart button. What could be the button labels that are better for better sales? What could be done for the colors of your CTA button? That is really, really important. And along with that, we are going to see different types of buttons and different major websites, what kind of colors they are using, what kind of labels they are using. So let's get started and dig into the science of call to action buttons. Now, lets first get the basic rules straight. First is whenever you are using a CTA or call to action button, or simply said Add to Cart button. You have to use these three things. Number one, bigger is always better. You have to create a bigger button if your button is very small, round or very small plus scientists not going to work, high-contrast. It should have been visible, it should have high contrast from its background. Third is purpose of N, Action, propose and action. You have to tell them that do this, Add to Cart, Add to bag. So these are the action you are going to propose for your Add to Cart button or primary CTA. It could be try now if you are selling services, it could be trying. Now, here's a perfect example of Airbnb AB tests for buttons. And you can see one they implemented is actually larger and it is more visible. It has great contrast with the background. It is red, which is on the right. And they also tested the small button which is on the left, you can see gets started. And a lot of people more converted for the larger burden. So make sure your burden is larger. It is placed escalatory accurately, and it has more contrast and it is bigger in size. Now, this is about the contrast and color of Add to Cart. Now you can see this is a study from Zalando and they actually rejected their black color Add to Cart button. The other reason is that although black is very, you can say popular among Add to Cart button color, which is among them e-commerce for, mostly for the fashion industry. But actually the tested that which color is going to work. So for them, red color or the orange red color work better. More people added using this button rather than the black button. So the shifted to read. So this is really amazing. Actually. I had long, you can say coral or a fight with a product designer. In Germany that he was reluctant to use the red button. And I said that it always depends on the context. So in this context, it is not showing danger, but it is showing an action and exciting action that tried to use this or try to add this action in an exciting minute. So orange is a color for excitement. And here it is working really, really nice. Now here is another patron for Add to Cart button, which is by now sometimes people, they are shopping just a single product you don't want to Add to Cart, then proceed to checkout, they just want to buy it now, maybe some medicine or something like that. So you can see this is a new pattern. You already had been seeing it on And that is Buy Now button. Alongside with Add to Cart, they had a Buy Now button which is I think a lot better than having just add to cart. So if your e-commerce store is selling three or four or five different types of items. I think it is better to add a Buy Now button along with Add to Cart. Now here is another patron which I'm going to share with you, which is sticky Buy Now button. So on mobile screens, when someone is browsing your product page, it is always better to have a sticky button that is going to stick at the bottom of your screen, mobile screen, it shows the price and Add to Cart. And you can see I got this pattern from growth rock dot SEO, and the link is in the bottom. And the good thing about it is that it always increases 8% more orders and 5.2% increase in conversion on mobile product pages. Now, you already know that more than 50% users, almost 60%, they are shifting to mobile e-commerce rather than browsing on a desktop or a PC. So make sure that you try to implement this sticky Buy, Buy Now button it is going to increase your sales at least 5%. Now let's talk about button colors. What colors should we use for our e-commerce store, for better conversion for Petr saids. Now the winner is red color. Now I'm going to show you what actually, why actually this red color wins. Red is actually an exciting color. It shows urgency. So a lot of people, they normally try to click it and try to add that using that. So you can see the top colours are red, green, blue, and orange. And on the right I have shown in another study which is for clothing industry. For clothing industry, the winner is black color. So although exciting colors are going to work great, but black is actually the standard for clothing industry. It is actually a bit of like shows the modernism in your e-commerce store if you are selling clothes. And so the safe colors I would say is red, green, blue, orange, and black. Don't try to use any other color. More exciting colors are better. Black is also have a lot of contrast. Red you can see it also have a lot of contrast. So these are the colors you can use. I will share the link of this steady too. So you can read the whole thing where they have shown different examples, different industry standards. For example, I think Green works great for financial firms. So this is the difference. So if you are trying to use button for your Add to Cart, it should be exciting. It should be having a lot of contrast, and it should be appropriate to that industry. Now here is an example of different colored buttons on major e-commerce websites. You can see they are using very exciting yellow and black contrast. Great. Then on the bottom right, we have Amazon Add to Cart Buy Now, orange color shade. Then we have a Wal-Mart where we have very exciting or very vibrating kind of blue color, very saturated goods saturation of blue color. Then on the left we have Macy's where we have red color as Add to Cart. So these are the Color Standard. You already got the idea how they are using an exciting and vibrant color, mostly in the red and oranges and yellows. Well, let's talk about the button labels and how they are going to relate to your e-commerce store. Now on the right you can see there's a study by elastic path. And they have button text and button graphics. And they actually tested it on a lot of different users. And you can see the results. The most common is Add to Cart. It is the most safe. Don't try to use a button graphic that is a better option. Then you can see next is add to bag and add to shopping bag. I think add to bag and add to cart. Don't go further than that. Then we have add to basket add to shopping cart by, by now, add items to cut. It is always better to use the most common term. On the right you can see we have arrows, carte, shopping cart, icon, shopping bag icon plus sign combo of different graphics and then unique icon. Now, if you're selling a lot of different products slack on Walmart or Target or amazon, then Add to Cart is going to work better because people are going to show up different things, like four or five and they are going to keep on adding to your cart and then check out if you're selling a single product, maybe a bundled product or bundle of services or something like that. That is going to be a bundle of different things. For example, your grooming kit or something like that. So try to use Arduino rather than Add to Cart because this is a single product or single bundled product you are selling. Similarly, you can also apply localization, like in UK, normally it is used add to basket, which is more common for UK citizens. Know about add to shopping bag. Add to Shopping Bag might be more appropriate for high-end departments or high-end department stores. Now here are few examples of Button labels. You can see on the right we have Burberry, and this is a very costly bag, pocket bag that is 1520 Kennedy in dollars. And you can see as this, this is very costly or very, you can say Hi-Fi kind of e-commerce websites. So they're using addtwo bag rather than add to cart. Similarly, on the left we have Amazon that is selling everything on their website. So we have Add to Cart for the US and add to basket for British and UK orders. So that is going to sum up our video on button labels, but an colors Add to Cart buttons. What should be the taxed when we should use the localization? And what is appropriate for which kind of products ordinal or add to Carter and bag. I hope you have enjoyed this lesson and learn something new and useful. See you soon in our next video. Till then, take care and bye. 23. Pricing your products - Psychological tricks: When you sell something to someone, most of the time, the selling is actually emotional. You are selling on mostly biases. You are selling with your virtue or selling with your psychological tricks and tips. So in this video, we are going to discuss some of the pricing tricks, how you can price your product. So user is going to think that this price looks more authentic and less than what I am going to pay on another website. So we are going to trick the user to by thinking that this price is more valuable for him to purchase. So let's get started now. No, you already know a lot about John pricing. On the first step is that whenever you are going to use John pricing, it is going to matter a lot, but you have to take care of one thing, which is, it is going to work when you are going to step into a next digit like 19.99 is going to step into $20, which is a big difference. So if you try to use it like $3.8 and use instead $3.79. It doesn't matter because for the user they are almost in the same digit, $3 or $4. So make sure whenever you use it, you use it accurately. And you are going to use it just before the next digit is going to turn. So 19.99 to $20. Similarly, $50 can be 49.99. So this is charm pricing. Now the second trick is that you have to show your price into a smaller size. Our brains thinks that a relatively, they are going to think that this is smaller price. So whenever you look at pricing, don't try to use very bold, very big tie faces for them. People might not buy it because they think that this is a bit more pricing or they are charging more. So make sure you are using smaller for size and slim, not a thick font size for your pricing. So show your price in a small, relatively small font size. Now sizing is a relative concept in your brain. So even putting a comma in your pricing, for example, 1999, if you put a comma in there, user is going to think that it is a bigger price because horizontally it is going to occupy more space. So make sure you use a smaller font size along with removing the comma. So make sure you remove the comma so it looks a bit smaller. And a little trick to lower your price is you are going to separate your shipping and handling fee from your price. So instead of writing $22 plus free shipping, you can use 19.99 plus 2.99 shipping. So you can see I am also trying to minimize the size of shipping cost. I am trying to show that it is very, very small. So in this way, user is going to think that I'm just paying $19 for this item. $2 is minimal shipping cost. If you try to put like $1.22 plus shipping, it might think that they might think that it is a lot. So make sure you separate your shipping and handling cost from your original price. Now when it comes to purchasing, there are two types of customers. One are emotional, that are going to buy some emotionally. Like maybe some medicine may be some other remedy or maybe some surveys there really are urgently need or it is going to satisfy them emotionally. Maybe some, some SDK or maybe some something they liked to collect. The other ones are actually rational. For example, some computer component, maybe how hard disk, or maybe some memory module or something like that. So if you are purchasing something rationally, for example, your purchaser is a geek or that kind of customer. You can use a rational purchase, for example, 19.86, this is going to give them satisfaction that this is the correct price. Now, if your customer is in emotional customer, you are going through right. Now, if your customer is any emotional one, you are going to write the exact price. For example, Donald 19, don't try to use 19.8719.5 or things like that. This is going to help them best. They are going to really need this service. They are emotionally attached to this product, or it is filling there some emotional needs. So you can use this pricing. Now this is all about emotional pricing. Relative pricing are showing price in a smaller sizes. So user thinks that it is smaller value. So that is all about these tricks. There are tons of tricks and described on Nicole and our website, I am leaving the link in the notes. You can download the nodes course notes and there will be further study links. You can use them and read more about pricing strategies and what an others tricks that you can use along with these ones. So I hope you have learned something new. We will keep on learning till then. Take care. Bye. 24. Case Study - AirBnb Product Page A/B Test: In this video, we are going to see and steady and another case from Airbnb product page and how actually they improved their product page from previous version to the new one and what they implemented and what are the effects and why actually they implemented them. So let's get started. So you can see this is another leak from Airbnb and they actually made three changes to their property page. So we are going to comparison, we are going to do the comparison between both of them side-to-side. So the first change is more, images are better. So you can see these are few views from different sides and angles, which I already have shown you in my previous lessons that perspective, different angles are showing different relative sizing that this is this big or this room is this big, or things are like that. So this is really good. So they have added more images over here. And you can see we have another button at the bottom view photos. So if you want to view more photos, you can view them over here. So this single image was not better. More images are more better if you want to show different angles, different sides of your products or services. Now the next is the button text over here. So requests to book. Maybe this is their personal preference. But I think that book was although it was an action, but it was not very specific. And it doesn't show any urgency or it doesn't show that, show that this resource is not unlimited, it's limited. So maybe someone else can book this, or maybe it's not available. So request to book makes more sense that it it means that maybe your request can decline. So it is actually for from my perspective, it is actually like a book your order now. So we have limited stock, things like that. So they are actually put overhead request a book, so this is good. Then on the left we have, again, we have seeing the same pattern which is called structured product details. I am going to repeat again structured product details. You can see on the left, it doesn't seem very, you know, easy to glass. On the right you can see we have product structured product details, entire guests sued shows. What we have. Also it has reassurance and kinda stability offering over here at the top in this section. And it shows very well that 95% of recent guests gave this homes check-in process a five-star rating. So this is actually making sure that this is a really good property. You can rent this out. Then again, reassurance or credibility feature over here, which is marya IS a super host. Super host, our experience highly rated host. So this is actually showing that you can trust them. These, this is credible, just like we see in the Etsy store shop, that they are actually building the credibility of that shop. Here they are building the credibility of this place, honor or this flat owner. You can easily booklet. So these are the changes they have made. Other things are the same. So make sure you have more images, more angles to your product. You are using. Button could label that as suggesting an action, appropriate action and urgency to. Then we have structured product details. So these are the three things they improved over here and the implemented this on January 2018. So that is going to sum up my case study. This case study, I think these are the three improvements they have made. I really wanted to share with you these case studies because and these are going to give you more grip into the, you can say this subject matter, this conversion optimization stuff, and this u x or user experience of e-commerce stores or selling something online. So I hope you have enjoyed this lesson and I will try to create more videos like these sewn. Till then, take care and bye. 25. Case Study - Etsy page transformation: In this video, I'm going to share with you a case study of how eBay product page has changed over one year and what they have implemented. So I'm going to show you some patterns, how they have improved in similar patterns, you can apply on your own website to improve the sales and the performance and your customer satisfaction. So let's get started. Now you can see this is a leak from good UI, leak number 51. Good UI. If you want to see more leaks, you can go to leaks and see more leaks anyhow. So on the left it has an almost a year ago, 2019 sticky screenshot. And on the right they have made a lot of changes over here. So they have very bigger search bar on the top you can see the previous one was smaller. The new one is large, big, and clear. Such bar really helps. Second, a change which is over here. We have the thumbs is at the bottom. So maybe smaller pages where you can say these images are getting out of the screen, which is the fold. So they actually increase it and they use it on the left. So on the left they can be easily seen, easily switched. This is another 1 fourth fifth is actually, they actually used pricing a bit more prominent or hair. So it shows 30.87 plus. So it means said if you are going to ship, chain the shipment options, it is going to cost more. Minimum is this one. Then they have select an optional here, which I think was present before, but it is a bit more clear and bit more wider and taller. A little bit taller. Okay, so add to basket is rounded anyhow. So on the left you can see they have made a major change, which is about the reviews. So they are showing total sharp reviews against sharp ratings. And this is going, actually they are building credibility. This is really important there, showing that this shop on a is credible. They have made many sales. You can see also at the top they have Jane, this 36,793 sale. This is another one. 5-stars. They are not showing the ratings. They are actually showing the sales made by this shop. So this is another pattern, these two patron's reviews and sales. They are building the credibility said, you can shop from this website and you can trust the, this shop. And then we have these reviews and you can see this has been really changed over here. So as you can see, this really feels very clumsy and you cannot see what are the tags, what are the images over here? So they actually separated them. Photos from reviews are over here. And they have moved the reviews with a lot of tax store here. And they have changed a little bit of layout so users can easily read detailed reviews more. Okay, so you can see this one is a DJ and review. And then on the right, they have already changed. I have shown you that they have changed this estimator delivery. We have already seen that in another lesson, previous lesson. That you have to show your users what is happening and how much time it will take for the shipment. And all that status is going over here. So ready to dispatch in this much time, cost or deliver to Canada is this one. If you want to change the delivery, you can change your head. So this is a really big change over here. Then we have return policy over here rather than, I think it was at the bottom somewhere. Like you can see, we're here at the bottom now they have used it, moved it over here. So again, we have messaged to send message to the shop owner. This is a really great feature. A lot of time, people need to personalize with their cellars. So you can easily messy the shop on our overhead. Then we have a recommended products or more recommendations. Or you can see the power of suggestion used over here. On this 14th. We have this shop logo, shop name, number of items. And here we have the most popular, I think most popular items are similar items. The one you are purchasing, which is a notebook over here. Then we have a few more from other sellers, I guess. And then this is a new addition over here. You can e-mail, subscribe to email to get unique gift ideas and personalized shopping items. So this has been changed a lot over here also, the FAQs frequently asked question had been moved. In this section, you can see over here just above this messaging your customer. So you can see the FAQs over here, or you can directly ask your customers. So this is, this really makes sense. I really love how they have improved their credibility. A move things together with the blog, show or everything in the process that time. Build the credibility of the shop owner. Move these images over here that can be slided easily or selected easily over here. And then we have suggested products from the same shop. So increase the likelihood that people are going to buy more from the same cellular O'Hare, very big search bar. This is, this is a great improvement over, I think they will keep on improving and searching for better patrons. But this is my, you can say, case study. So you can improve your website. You can get into details of how you can improve the credibility and likelihood of people buying from your sharp or your e-commerce store. So I hope that you have enjoyed this lesson and you will try to implement these these improvements that actually each see used. And you are going to upsell more things in more improve your selling power on your website and their customer satisfaction to. 26. Project for UX and Conversion Improvements: Now this is your project time or assignment time. Now here is your assignment. You'll have learned all the tips and tricks how to use conversion optimization, how to use better user experience, and how to use different usability. It's to convert your users from your landing page to the checkout and how to make that easier for the users. So this is going to be your assignment. Take any local website, which is going to be e-commerce or any website that is providing some services. And you can buy those services online. So any online or e-commerce store your local, if you're live in India, could be your local Indian website. Where it might, it might be from your city or from another city, from your country, or even an international one, if you are, if you can find, know, find at an e-commerce store and go to their any open up any product page. So go to their product page and see if you can find any improvements. So at least you have to list three improvements for the product page. And also you are going to go to their landing page or the main page of that e-commerce store and you have to find different improvements you can do with that. So at least three for the main page, three improvements for the landing page of any e-commerce store or local e-commerce store would be better from your own country. And then three problems or any more, three improvements you suggest for the product page or the checkout process. So I need at least six improvements for the whole website from whatever you have learned from this course. So we have learned a lot of tips and tricks. If you can apply different credibility issues, you can improve checkout process. You can improve search and filters, you can improve navigation. You can improve return policies, and you can improve your front page what the users actually need or any problem you find on that online store. This is going to be your project, this is going to be your assignment. I need six improvements on any e-commerce store. You can three for one page and three for another process. So maybe check our product page or anything. So total six improvements you can find out on any e-commerce store you have to. You can even take a screenshot and you can pinpoint by writing something on that. I found this one or you can list down just in the text that I would like to improve these, these, these things in this online store. So this is your final project. I hope to see your final project. Make sure you take a screenshot of the website you use or try to show me, because it's better for me. I don't want to open up links all the time. So make sure you take a screenshot. If you can point the problems on the screenshot with some arrows and texts, that would be the best thing. Otherwise you can write them in the text. So I will be waiting for a project and assignments. So till then we will meet you soon in another course on class to learn more about user experience UI design, freelancing. Till then, take care and bye bye.