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UX stron
produktowych
Jacek Popko
User
SEO/
Google
Biznes
#1
Zdjęcia i pierwsze
wrażenie
Czy ten sklep w ogóle działa?
Hmm, gdzie tu kliknąć?
Ciekawe, jakie ta lampa ma wymiary
O, teraz widzę jak to faktycznie wygląda
i do czego to dopasować
Ciekawe, co jeszcze sprzedają...
... może się rozejrzę
Czy mogę im zaufać?
Aha, mają sporo zadowolonych klientów
#2
Czytelny nagłówek
Co to za produkt?
Czy to dokładnie to, czego szukam?
#3
Wyraźne
Call-To-Action
Które CTA jest najważniejsze?
Które CTA jest najważniejsze?
Które CTA jest najważniejsze?
#4
Dobra oferta
(cena, czas realizacji)
Cena jaka jest każdy widzi
Co lepiej sprzedaje?
999,00 zł 999,-
1399,00 zł 1 399,- zł
zł
Ile zapłacę za przesyłkę?
Ile zapłacę za przesyłkę?
Na kiedy będę to miał?
Na kiedy będę to miał?
Skąd mogę to odebrać?
#5
Infolinia
Gdzie jest numer telefonu?
Numer jest.. a kod produktu?
OK, jest czynne - mogę zadzwonić!
#6
Język i ton komunikacji
Językiem producenta...
Językiem użytkownika
#7
Struktura opisu
produktu
Opis
„Metryczka” korzyści
Zajawka
Specyfikacja
Zajawka
Opis... gdzie jest opis?
Zajawka
Kilka cech, wybranych
pod kątem realnych
potrzeb użytkowników
„Metryczka” korzyści produktu
Pogłębiony opis,
parametry techniczne
przetłumaczone na język
korzyści
„Ściana” tekstu Priorytety, Grupowanie
Specyfikacja techniczna (SEO!)
#8
Zaoferuj kilka
opcji do wyboru
Eeee...To którą szarą sofę mam kupić?
Kilka wyraźnie różnych wariantów
pokaż produkty pasujące w kontekście
#9
Oferty specjalne
i reguła społecznego
dowodu słuszności
to może lepiej się pospieszę...
Kilka wyraźnie różnych wariantów
okazja szybko znika
okazja szybko znika
#10
Wyraźnie określ cel
1.  Zadbaj	o	spójność	
2.  Zapewnij	skróty	power-userom	
3.  Dbaj	o	zrozumiałość	komunikatów	
4.  Projektuj	interakcję	z	myślą	o	celu	
5.  Zapewnij	łatwą	obsługę	błędów	
6.  Zapewnij	możliwość	cofnięcia	akcji	(undo)	
7.  Zapewnij	poczucie	kontroli	nad	systemem	
8.  Redukuj	obciążenie	pamięci	krótkotrwałej	
Reguły Shneidermana
primary action - dla gotowych do zakupu
1
secondary action - dla niezdecydowanych
2
secondary action - dla niezdecydowanych
Narzędzia
Hotjar - clickmaps
Hotjar - scrollmaps
Optymalizacja, testy A/B
Potrzebujesz
konsultacji?
www.usability-lab.pl

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