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:
"…usability is not the end; it's simply a big step in the right direction. Usability by itself only reduces your customers' frustration level. That's important, of course, but still a far cry from guiding your customers into doing what they want to do and you want them to do: buying."
His articles covers a wide range of e-business related issues such as sales, marketing, measuring ROI, web analytics, copywriting, usability, and customer psychology.
- The article Beyond Usability
- Bryan Eisenberg's column ROI Marketing at ClickZ
- Bryan Eisenberg's newsletter archive at grokdotcom
- November 01, 2002
See also: E-commerce (21) Persuasive design (13)