To the front pageThe Interaction Designer's Coffee Break - Weekly postings and quarterly articles about interaction design  
  To the front pageSign inTo the frontpageSearch in GUUUI postingsAbout GUUUI  
   
 

BROWSE GUUUI POSTINGS

 

11

Users research weeks before buying online

In a study performed by DoubleClick in conjunction with comScore Networks they found that:
- Roughly half of online shoppers conduct research on a search engine before making an online purchase
- Most users complete product-related searches weeks ahead of their actual purchases
- Users conduct more general searches (77%) than brand-only searches (22%)
- Buying decisions are generally spread out over a number of searches that vary by product category, where buyers on sports and fitness sites made an average of 2.5 searches and travel buyers conducted 6 searches

Links:

  • The article Consumers Search Before Buying Online Open link in new window

Henrik Olsen - February 17, 2005

Permanent link Comments (0)

See also: Search engines (7) 


 

12

Segmenting online customers by behaviour

According to the authors of this article, the most effective segmentation scheme for online consumers is to group them by their online behaviour.

They have defined seven segments:

- Quickies (8%): Short visits to a few familiar sites.
- Just the Facts (15%): Search for specific information from known sites.
- Single Mission (7%): Information gathering or completion of a certain task at an unfamiliar site.
- Do It Again (14%): Visits to favourite sites.
- Loitering (16%): Longer leisure visits to familiar sites.
- Information, Please (17%): In-depth information gathering from a range of unfamiliar sites.
- Surfing (23%): Short visits to a lot of mostly unfamiliar sites.

The authors claim that by decoding the type of behaviour users are engaged in, online marketers will raise the odds of communicating with their target consumers at the time they are most likely to pay attention to and be influenced by offers.

Links:

Henrik Olsen - February 07, 2005

Permanent link Comments (0)

See also: Persuasive design (21)  User research (23)  Research (129) 


 

13

Is your site ready for Christmas?

If you are in Christmas mood, 37signal have a lot of ideas for improving the online holiday customer experience. Here's a few:

- State the cutoff date for holiday delivery
- Offer gift finder categories directly on the home page
- Offer a "Shop By Interest" option
- Offer a "Shop By Price Range" option
- Offer links to gifts specifically for certain age groups
- Offer links to gifts specifically for men or women
- Lure value-conscious customers in by emphasizing low cost items on the home page
- Let people buy gift cards via the usual checkout process
- Give customers a sneak preview of your wrap
- Offer pre-wrapped gifts

Links:

  • 37signal's ideas for improving the holiday customer experience Open link in new window

Henrik Olsen - November 29, 2004

Permanent link Comments (0)

See also: Tips and guidelines (95) 


 

14

Jeff Bezos on Amazon.com's customer-centric approach to online business

From Amazon.com's early days, founder Jeff Bezos' vision was to create the world's most customer-centric company. He is driven by the belief that what's good for the customer will ultimately turn out to be good for the company. This is the reason why you can find negative customers' reviews on products at Amazon - something that would be inconceivable in most other companies. Bezos is convinced that Amazon will sell more if they help people make purchasing decisions.

One of the keys to the success of Amazon.com lies in their fact-based approach. Some ideas are too complex to try out in small-scale tests, but Amazon will make an extraordinary effort to study customer behaviour rather than rely on their best instincts and judgments.

Links:

  • The article Insinde the Mind of Jeff Bezos Open link in new window

Henrik Olsen - November 14, 2004

Permanent link Comments (0)

See also: Interviews (30) 


 

15

How to harvest offline customers using the internet

Since many customers research online and buy offline, there's big money in using the internet to harvest leads for offline sales. According to Bryan Eisenberg, retail sites should account for the different needs that customers have in the buying decision cycle to qualify, persuade, and eventually turn them into offline buyers.

Links:

  • The article Optimize Your Site for Lead Generation Open link in new window

Henrik Olsen - October 23, 2004

Permanent link Comments (0)

See also: Persuasive design (21) 


 

16

Customers research online and buy offline

According to a survey, 65% of online US consumers come in to a retailer already knowing exactly what they want because they've done their product research online. The phenomenon, called cross-channel shopping, shows how important online merchandising is.

Additional findings from the survey:
- 51% of cross-channel customers are active shoppers who made at least one purchase in the past three months
- Cross-channel shoppers are comprised of wealthier, younger and more experienced online customers
- When cross-channel shoppers go to the offline retail, 47% end up spending more for additional products ($154 in average)
- 48% noted that the reason for buying offline is that they want to see the item before purchasing it
- 16% noted that the reason for buying offline was the need to talk with a salesperson before buying

The survey is based on 8,000 online customers and was conducted in 2004.

Links:

  • The article Majority of US Consumers Research Online, Buy Offline Open link in new window

Henrik Olsen - October 18, 2004

Permanent link Comments (0)

See also: Research (129) 


 

17

Product lists' impact on sales

A study conducted by the usability consultancy UIE has show that the design of product lists at e-commerce sites can have great impact on sales.

UIE found that when product lists provided enough information for the test participants to make informed product selections they where five times more likely to add items to their shopping carts, than when they had to click back and forth between product lists and product description pages - a behaviour named pogo-sticking by UIE. Also, the participants who didn't find enough information in the product lists where one-third more likely to quit shopping and had lower opinions of the site.

They study was conducted with 30 people who were given money to spend on products they wanted to buy.

Links:

  • The article Are the Product Lists on Your Site Reducing Sales? (registration required) Open link in new window

Henrik Olsen - September 27, 2003

Permanent link Comments (0)

See also: Navigation (63)  Research (129) 


 

18

20 Tips to Minimize Shopping Cart Abandonment

Bryan Eisenberg from clickz.com lists 20 different ways to reduce shopping cart abandonment.

Here's a few of his guidelines:
- Include a progress indicator on each checkout page
- Provide a link back to the product
- Add pictures inside the basket
- Provide shipping costs early in the process
- Make editing the shopping cart easy
- Provide meaningful error messages and don't blame the customer
- Make the checkout process easy for new visitors

"Some of these tips will result in dramatic improvements, others may not do much at all. Test each one that's appropriate. Improve conversion rate one step at a time."

Links:

  • Part 1 of 20 Tips to Minimize Shopping Cart Abandonment Open link in new window
  • Part 2 of 20 Tips to Minimize Shopping Cart Abandonment Open link in new window

Henrik Olsen - August 24, 2003

Permanent link Comments (0)

See also: Shopping Carts (9) 


 

19

The Internet has become a mainstream information tool

Pew Internet & American Life Project have done a survey on how Americans engage online with government, health care providers, the news media, and commercial enterprises. The study shows that Americans have high expectation about the information and services available online. For many Internet users, the web is the first place to which they turn, when they need key information.

Some interesting findings:
- 70% of all American internet users said that they mostly find what they want when they look for information online
- 63% say they expect to find information at a store's Web site about a product they may want to purchase
- If a store provides information online, even if it doesn't sell products at its Web site, 46% said this would make them more likely to go to the physical store to buy the product
- 85% of those who have ever bought products online say that they always (29%) or most of the time (56%) are able to find and buy the products they seek

Links:

  • The report Counting on the Internet Open link in new window

Henrik Olsen - March 10, 2003

Permanent link Comments (0)

See also: Research (129) 


 

20

Guide on monitoring web visitor behaviour

Winning on the Web: The Executive Pocket Guide to SMARTER Marketing is a guide on analyzing web visitor behaviour in order to evaluate the effectiveness of a site's navigation, content and marketing campaigns.

Though it's published by NetIQ, which produces the web analytics tool WebTrends, the methods described applies equally to other tools.

Links:

Henrik Olsen - February 02, 2003

Permanent link Comments (0)

See also: Web traffic analysis (12) 


 

Browse GUUUI postings

Methods and the design process

Prototyping and wireframing (119)  Usability testing (68)  Cost-justification and ROI (27)  User research (23)  Personas (19)  The design process (24)  Eye-tracking (14)  Card sorting (13)  Web traffic analysis (12)  Expert reviews (11)  Implementing user-centred design (9)  Site and flow diagramming (6)  Envisionments (4)  Use Cases (3) 

Design elements

Navigation (63)  Web page design (40)  Search (27)  Text (24)  Forms (30)  Links (19)  Guidelines and Standards (15)  Site design (14)  Ads (9)  Design patterns (8)  Sections (8)  Shopping Carts (9)  Error handling (7)  Home pages (9)  Help (3)  E-mails (3)  Sitemaps (2)  Personalization (1)  Print-friendly (1)  Landing pages (5) 

General aspects

E-commerce (27)  Persuasive design (21)  Visual design (19)  Information architecture (15)  Accessibility (13)  Search engines (7)  Credibility, Trust and Privacy (6)  Emotional design (10)  Simplicity vs. capability (7)  Web applications (6)  Intranets (3) 

Technology

Flash (6)  Download time (5)  Javascript (3)  URLs (3)  Browsers (3)  Web standards (2) 

Humour

Bad designs (20)  Cartoons (14)  Fun music and videos (13)  Funny tools and games (12)  Misc humor (8)  Fun with Jakob Nielsen (9)  Designs with humor (3)  Fun posters (5)  Funny 404 pages (2) 

Resource types

Research (129)  Tips and guidelines (95)  Tools (106)  Books (47)  Audio and video (48)  Interviews (30)  Cases and Examples (28)  Talks and presentations (18)  GUUUI articles (11)  Primers (14)  Online books (5)  Posters (5)  Glossaries (3)  People and organisations (3) 

Information sources

Blogs (12)  Websites (11)  Discussion lists (4)  News (3)  Newsletters (3)  Online magazines (3)  Wikis (1) 

 
     
  To the front pageSign inTo the frontpageSearch in GUUUI postingsAbout GUUUI