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.
- The article Are the Product Lists on Your Site Reducing Sales? (registration required)
- September 27, 2003
See also: E-commerce (27) Research (129)