Building Web Sites With Depth

…”Whether at a Web store or a real store, when users don’t get what they want, they leave. But they leave more readily on the Web. In our recent e-commerce study (see “E-Commerce User Experience”), the most common factor that stopped users from buying on a site was that they couldn’t find the item they were looking for. This accounted for 27 percent of all lost sales in our study. And when they used a site’s search function to try to find items, the failure rate was even higher — a full 36 percent of users couldn’t find what they wanted.

So is there hope for e-commerce sites that compete with physical stores? Certainly. Our research showed what did work for e-commerce site users, as well as what didn’t work. From this research, we’ve developed specific user experience design guidelines that often focus on what we know works well in physical stores: options, flexibility, and guidance.”

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