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11

The Search For Seducible Moments

UIE takes a look at how to entice users to explore content they aren't necessarily seeking. They compare how Sears and Dell have tried to solve this common problem through the design of their sites.

"It's rare where we get a situation like we have with these two sites. They are basically the same, offering high-priced products with available financing. In this analysis, we can see how two sites handle seducible moments. Sears struggles to convince users to apply for financing, whereas Dell has an easier time. The difference between the sites is not in the content, but in the design."

Links:

  • The article The Search For Seducible Moments Open link in new window

Henrik Olsen - November 10, 2002

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12

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:

"…usability is not the end; it's simply a big step in the right direction. Usability by itself only reduces your customers' frustration level. That's important, of course, but still a far cry from guiding your customers into doing what they want to do and you want them to do: buying."

His articles covers a wide range of e-business related issues such as sales, marketing, measuring ROI, web analytics, copywriting, usability, and customer psychology.

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 (22) 


 

13

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 (103) 


 

14

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 (103)  Tips and guidelines (80) 


 
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