Online Checkout User Experience – In Real Life


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For many website visitors, the Online checkout user experience is far from intuitive. I just came across this great viral video from the Google Analytics marketing team on the online buying process. Taking the simple idea of what it would be like to have to go through an online shopping process in a physical store, there are many painful home truths exposed here in an amusing way.

The video follows a man trying to buy a loaf of bread in a British supermarket, but being forced to go through an online checkout process. What fun – it  should resonate well with all ecommerce teams and user experience experts alike. It’ll also make you chuckle and cringe as well. What’s amazing is that it takes him so long before he abandons his shopping cart.

Republished with author's permission from original post.

Charles Nicholls
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, a commerce experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others.


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