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41

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: E-commerce (27)  Research (129) 


 

42

Breadcrumb Navigation: Further Investigation of Usage

SURL have completed second study of breadcrumb usage:

Some major findings:
- 40% of the participants used the breadcrumb trail
- Only 6% of the page clicks where accounted for by the breadcrumb

Links:

Henrik Olsen - August 24, 2003

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See also: Research (129) 


 

43

Jakob Nielsen on information foraging

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Links:

  • Information Foraging: Why Google Makes People Leave Your Site Faster Open link in new window

Henrik Olsen - July 02, 2003

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See also: Search (27) 


 

44

Breadth vs. depth in menu design

According to Kath Straub and Susan Weinschenk, research shows that users generally find information faster in broad and shallow structured sites than the narrow and deep ones

Links:

  • The article Breadth vs. Depth Open link in new window

Henrik Olsen - June 26, 2003

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See also: Research (129) 


 

45

The myth of 7 +/- 2

Periodically, we hear about the rule of 7 +/- 2 from inexperienced interaction designers: Users can't handle more than 7 bullets on a page, seven items in a form list, or more than seven links in a menu. According to James Kalback, this has no evidence in reality

Links:

  • The Myth of Seven, Plus or Minus 2 Open link in new window

Henrik Olsen - June 23, 2003

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See also: Research (129)  Information architecture (15)  Links (19) 


 

46

Searching vs. linking on the web

Sanjay J. Koyani and Robert W Bailey have surveyed the available literature on linking and searching. They have organized their findings into a series of observations and guidelines.

Some highlights:
- Users have no predisposition to searching or linking, and designers need to accommodate both strategies.
- Users are generally more effective when using links than search
- Advanced search features don't help users
- Users are progressively less and less likely to succeed with additional searches, and designers should make every effort to ensure that users get relevant results on their first attempt
- Designers need to be aware of, and make provision for, the terms that users typically will use for searching
- Search should accommodate misspellings, inappropriate case, spaces and punctuation, misused plurals, and typing errors

Links:

Henrik Olsen - May 17, 2003

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See also: Research (129)  Search (27) 


 

47

Usability Myths Need Reality Checks

Will Schroeder looks at some common Usability myths that have cemented themselves into our profession's foundation and started questioning how they got there.

Links:

  • UIE - Usability Myths Need Reality Checks Open link in new window

Tim Lucas - March 23, 2003

Permanent link Comments (5)

See also: Research (129)  Web page design (40)  Usability testing (68) 


 

48

Browsing vs. searching for product information

UIE have tested whether users shopping online prefer to search or use category links when looking for specific products. They found that the design of the site and the type of products being sold determined user behaviour.

Even though many users claim that they always go to search immediately, there wasn't a single user in the study who always chose the search engine first. On the contrary, 20% of the participants chose links exclusively.

UIE concludes that users seem to use the search engine as a fallback when links doesn't satisfy their needs.

Links:

  • The article Are There Users Who Always Search? Open link in new window

Henrik Olsen - March 21, 2003

Permanent link Comments (0)

See also: Research (129)  Search (27) 


 

49

Cascading vs. index menu layouts

SURL has compared user performance and satisfaction of horizontal and vertical cascading menus to a categorical index menu layout. They found considerable differences in task completion times that strongly favoured the index menu. The poorest performer, both objectively and subjectively, was the horizontal dropdown menu.

Links:

  • The article Cascading versus Indexed Menu Design Open link in new window

Henrik Olsen - March 16, 2003

Permanent link Comments (0)

See also: Research (129) 


 

50

Scrolling is faster that paging

SURL has examined the use of paging vs. scrolling in reading passages of text. The study showed that that it took the participants significantly longer to read text split into multiple pages compared to full text layouts, where they had to scroll.

"Participants stated that they found the Paging condition to be "too broken up," and that they had to "go back and forth" quite a bit to search for information. It is possible then, that for searching as well, viewing more of the document on a single screen facilitated easier scanning."

Links:

  • The article The Impact of Paging vs. Scrolling on Reading Online Text Passages Open link in new window

Henrik Olsen - February 27, 2003

Permanent link Comments (1)

See also: Web page design (40)  Research (129) 


 

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