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IKEA Content, Usability & E-Commerce

Mårten Angner presents insights into meeting the customer online gathered from over 50 eye-tracking studies of e-commerce sites since 2009
by

Mårten Angner

on 15 April 2015

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Transcript of IKEA Content, Usability & E-Commerce

Jan & Sofia want to buy sofas and more...
IKEA Content, Usability & E-Commerse
Eye tracking?
Lean & qualitative research
Jakob Nielsen’s Alertbox, March 19, 2000
+90%
Planning
Conduct study
Follow up study
Stabilize
Implement
Eye Tracking
Calendar
Retrospective
think aloud
Think aloud
Eugene Schwartz Prospect Awareness Cycle
Adapt your channels, message and call to action elements based on were on the scale your prospects are
Based on: Five levels of Awareness , from ”Breakthrough Advertising , by Eugene Schwartz, 1996 http://www.copyblogger.com/blog-selling/
Adapt your messages
Germany
Start page
Bedroom
Beds & mattresses
Double beds
mattresses
Product page
Shopping cart
Related products
Complex products
Whiteport
Thank you!
Mårten Angner
marten@whiteport.com
+46 70-7770579
Desire
Discover
Experience
Understanding
Action
Convert
Trust
Canada
Denmark
Finland
France
Italy
Netherlands
Austria
Norway
Switzerland
United Kingdom
United States
Josefin & Hanna needs new beds...
Box Experience study and redesign
Content & usability
when buying a new bed
Gives a visual road map
No need to distract the participants
Mattresses toppers
Bridging the solution awareness gap
66.000+ views
Analysis of the eye tracking data
Buy buttons with built in feedback
Article
=
Product?
Customer offer + Value proposition + Call to action
Full transcript