Customer tales: 400 hours of purchase experience research

During his talk, Jan will present the results of a research study that maps the online customer purchase experience in Czech websites across all major e-commerce categories. This study examines the purchasing process journey of 12 major and mid-sized e-shops – from adding items to the cart to unpacking the order — derived from over 400 hours of research work, including 60 qualitative tests, user diaries, and subsequent quantitative verification. Where do people encounter the most significant challenges? Is a one-step or multi-step cart better? Does the adage “simpler is better” hold true? And is it worth examining how Alza does it? Jan will provide fresh (2024) data based on real purchases made by actual customers to answer all these questions and more.

For questions and further discussion find the speaker in the Speaker’s Corner at 4:50 pm on Thursday, May 30.