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101

Selling and merchandising online

ClickZ columnist Bryan Eisenberg has written a wealth of interesting articles about how to sell and merchandise online. In Beyond Usability he describes what seems to be the guiding principle in his articles about web marketing:

"

Links:

  • The article Beyond Usability Open link in new window
  • Bryan Eisenberg's column ROI Marketing at ClickZ Open link in new window
  • Bryan Eisenberg's newsletter archive at grokdotcom Open link in new window

Henrik Olsen - November 01, 2002

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See also: E-commerce (27)  Persuasive design (21) 


 

102

User-Centered Design and more acronyms: UCIA and CCD

Two new article are up on Digital Web Magazine about User-Centered Design. Both articles make some good points when it comes to UCD and how the Web industry is handling it.

Links:

  • The myth of User-Centered Information Architecture Open link in new window
  • Client Centered Design Open link in new window

Nick Finck - October 24, 2002

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See also: Information architecture (15) 


 

103

The customer sieve

UIE learned that using a web site is a progressive process, where users are inadvertently filtered out at each stage, as they work to accomplish their goal. The stages act as a sieve. At the e-commerce sites studied, 66% of the purchase-ready shoppers dropped out at various stages in the process because of bad design, inadequate information, or wrong deliveries. By understanding these stages and how they work, we can learn a lot about building better sites.

Links:

  • The article The customer sieve Open link in new window

Henrik Olsen - October 17, 2002

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See also: Navigation (63)  Shopping Carts (9)  E-commerce (27)  Research (129) 


 

104

Design for impulse purchases

An experiment with 30 people conducted by UIE showed that the design of a site, rather than product price, is the primary reason why customers make impulse purchases on e-commerce sites. They also found that sites, which urge users toward the category links, are going to make more impulse sales than sites that encourage users to use the search engine. Some hard facts from the study:
- 39% of all the money spent on the e-commerce sites studied was impulse purchases
- Only 8% of the impulse purchases were related to price
- 87% of the dollars spent on impulse purchases resulted from users navigating the site by category links.
- The remaining 13% was spent after navigation via the sites' search engines

The larger amount of impulse buys when the users browsed categories links was caused by the fact, that the users was exposed to more of the site's products - both within and across product categories.

Links:

  • The article What Causes Customers to Buy on Impulse? Open link in new window

Henrik Olsen - October 12, 2002

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See also: Research (129)  Persuasive design (21) 


 

105

The nature of online privacy concerns

Since people have a tendency to produce their own version of companies' motivation for collection data online, it's important to have up-front and straightforward explanations about the things that users are concerned about. A survey by AT&T; has studied the nature of online privacy concerns.

Some interesting findings:
- 11% said that they feel comfortable providing their phone number, while 76% usually feel comfortable providing their email
- 54% were usually comfortable providing their full name
- The top reason for not filling out online forms was that information on how data is going to be used is not provided (96%) - less important was it whether a web site has a private policy (49%) or a privacy seal of approval (39%)
- A number of respondents were skeptic about whether sites actually follow their privacy policies, suggesting that they were unaware that seals can help provide assurance that policies are followed
- 52% were concerned about web cookies

Links:

  • The article Beyond Concern: Understanding Net Users' Attitudes About Online Privacy Open link in new window

Henrik Olsen - September 16, 2002

Permanent link Comments (1)

See also: Research (129)  Credibility, Trust and Privacy (6) 


 

106

Emotion and design:

ATTRACTIVE THINGS WORK BETTER by Don Norman

provides examples of how emotion impacts on our experience (percieved or otherwise) - but of course this does need to be ballanced with usability ;-)

Links:

  • the article Open link in new window
  • Interview with Don Norman about emotion and affect Open link in new window
  • Time Pressure and Creativity: Why Time is Not on Your Side Open link in new window
  • Article in Interactions Magazine, ix (4), 36-42 Open link in new window

ben hyde - August 28, 2002

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See also: Visual design (19)  Emotional design (10) 


 

107

IA and usability

Digital Web Magazine interviews Jeffrey Veen and Jesse James Garrett of Adaptive Path

Links:

  • interview Open link in new window

Nick Finck - August 14, 2002

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See also: Interviews (30)  Information architecture (15) 


 

108

Seductive Design for Web Sites

Web interaction design is not only a means of making sites more useable. It can also be used for facilitating cross- and up-selling. Amazon is one of the best examples with their recommendations and product combos at special prices.

UIE experienced from web-site usability testing that users won't be lured away until they've accomplished some or their entire goal:

"The seducible moment can happen only when users have completed at least part of their original quest. It's difficult to lure users away until they've reached this (self-defined) point; before that, they will simply ignore distractions."

Up- and cross-selling techniques aren't just for e-commerce sites. For instance, UIE has started cross-selling on their own web site. Following each article is a section titled "For more usability information," which has links to courses and other material.

Links:

  • The article Seductive Design for Web Sites Open link in new window

Henrik Olsen - July 18, 2002

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See also: Research (129)  Tips and guidelines (95)  Persuasive design (21) 


 

109

Usability vs. beauty, pleasure, and fun

First Donald Norman started talking about beauty and pleasure in design. Now Jakob Nielsen starts talking about fun. What on earth is happening to the two good old usability gurus?

For years a war has been going on between usability engineers and graphic designers, which no one has described better than Curt Cloninger: "In the usability corner, wearing the blue and purple underlined trunks, weighing in at just under 25K per gig... J-a-a-a-a-a-kob Nie-e-e-e-e-lsen." "And in the graphic design corner, wearing the greyscale trunks, weighing in at 500K per site (that's dollars, not bytes)... Kioken(oken-oken-oken)."

So is this war over? I don't think so

Links:

  • Jakob Nielsen's article User Empowerment and the Fun Factor Open link in new window
  • An interview with Don Norman about the value of beauty, fun and pleasure in design Open link in new window
  • Curt Cloninger's article Usability Experts are from Mars, Graphic Designers are from Venus Open link in new window

Henrik Olsen - July 08, 2002

Permanent link Comments (0)

See also: Visual design (19) 


 

110

E-commerce sites are improving, but non-US sites are lagging behind

A follow-up on an analysis of e-commerce sites conducted by the NN/g has shown that over the last 1.5 year, the average compliance with the NN/g Guidelines for E-commerce Sites has increased by 4%.

NN/g also found that non-US e-commerce sites are lagging behind. A sampling of six non-US e-commerce sites followed only 40% of the guidelines

Links:

  • The article Improving Usability Guideline Compliance Open link in new window

Henrik Olsen - June 24, 2002

Permanent link Comments (1)

See also: Research (129)  E-commerce (27) 


 

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