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111

The Dotcom Survival Guide

The Dotcom Survival Guide from Creative Good was published in 2000 but is still relevant and revealing. The 103 pages report shows how dotcom's can survive by focusing on the customer experience, make it easy for customers to find and buy products, merchandise more effectively, and measure and improve the conversion rate.

The report includes reviews of thirty-one dotcom features, teaching by example the good and bad ways of creating the customer experience. Here you'll find good and bad examples of registration, merchandising, navigation, labeling, product comparison, size charts, search, shopping charts, checkouts, and fulfillment.

It also has a case study describing how Creative Good doubled a client's revenue by improving the customer experience.

Links:

Henrik Olsen - June 13, 2002

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See also: E-commerce (27)  Shopping Carts (9)  Search (27) 


 

112

In a world Full of Choice: Simplify

In the article "In a world Full of Choice: Simplify", Pamela Parkers refers to an interesting experiment aimed to shed light on how people make decisions. The study showed that having a wide range of choices might have detrimental consequences for human motivation.

The Columbia University study was conducted in order to see if people would be happier to choose among 30 different types of chocolates, or rather select from six different options.

The study showed that people took significantly more time to make decisions when presented with 30 chocolates. They felt that they had too many choices and that the process of making up their mind was difficult and frustrating.

Pamela Parkers advice to the Web marketers is not to overwhelm visitors with choices, as they could be struck by paralysis. "It may, as with the chocolates, actually discourage them from buying."

Links:

  • The article In a world Full of Choice: Simplify Open link in new window

Henrik Olsen - May 29, 2002

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


 

113

Introduction to controlled vocabularies

Controlled vocabularies are predetermined sets of terms that fit together to describe a specific domain such as specific product areas or Yahoo-like catalogues. People use different terms to say the same thing, and with controlled vocabularies you can minimize the negative effects that variants and synonyms can have on your site and its users. This article gives a brief introduction.

Links:

  • The article: Cuisinarts, E-Commerce, and ... Controlled Vocabularies Open link in new window

Henrik Olsen - March 27, 2002

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See also: Information architecture (15) 


 

114

Shoppers hate advertisements and can't find products

According to a survey carried out by Retail Forward,
- 64% of online shoppers report being satisfied with their shopping experience
- 2% report their online shopping experience to be 'frustation-free'

According to the same survey, the top five online shopping frustrations are:
- Pop-up boxes when shopping a site (52%)
- Banner advertisements (50%)
- Congested Web pages (35%)
- Slow load times (26%)
- Difficult to find a specific product (20%)

Links:

  • Press release from Retail Forward Open link in new window

Henrik Olsen - March 21, 2002

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See also: Ads (9)  E-commerce (27)  Research (129) 


 

115

Don't underestimate the power of Graphic Design

In the book, Fresh Styles for Web Designers, Curt Cloninger gives the usability community a telling-up for dismissing front-end design as mere "icing". "Yes, visitors have to be able to use your sites. But visitors should also be able to feel your sites. The web is not a database. The web is a communication medium."

I fully agree with him. If mankind didn't care about colours, pictures and layout, the world would look a bit different. Done right, Graphic Design and Interaction Design work together to enhance each other.

Links:

  • Curt Cloninger's personal Web site Open link in new window
  • Read reviews and buy the book at Amazon.com Open link in new window
  • Read reviews and buy the book at Amazon.co.uk Open link in new window

Henrik Olsen - January 15, 2002

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See also: Visual design (19) 


 
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