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21

The key to Amazon.com's success

According to Maryam Mohit, Amazon.com's V.P. of Site Development, the key to Amazon.com's success is a strong focus on customer experience, which is infused throughout all levels of the company and includes all aspects of the buying process.

"And it's not just the people you'd think, like designers and usability specialists. Our engineers are really strong about thinking about customer experience, and our operations team, the people who run the back-end operations. Are the boxes easy to open, what packing material do we use, how much packing material is in the box, is it recyclable?"

Monitoring the customer experience is also important to Amazon.com.

"Metrics are super important. It's not just measuring, but measuring the right stuff and understanding it."

"

Links:

  • An interview with Maryam Mohit, Amazon.com Open link in new window

Henrik Olsen - November 23, 2002

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See also: Interviews (30) 


 

22

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: Persuasive design (21) 


 

23

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

Permanent link Comments (1)

See also: Navigation (63)  Shopping Carts (9)  Research (129) 


 

24

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) 


 

25

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: Shopping Carts (9)  Search (27) 


 

26

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: Research (129) 


 

27

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

Permanent link Comments (0)

See also: Ads (9)  Research (129) 


 
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