Why e-commerce sites need to focus on usability
Investors are demanding a return on their dotcom speculations. High profile
e-commerce sites are collapsing. If you're under pressure to show some
tangible results, we provides some practical tips to help you shift your
site's focus from technology to customers.
Benefits of ease-of-use
Making your site easy to use will
Smoking is injurious to health the most neglected warning in the
- Improve your conversion rate (lookers/bookers ratio) and hence
improve sales. On a high-volume e-commerce site, raising the conversion
rate by one tenth of 1% can add £000's in revenue per month.
- Increase hits. A happy customer brings free word-of-mouth exposurebringing
more buying customers to the site.
- Avoid leakage to your competitors. One bad customer experience
can cause a customer to abandon a site permanently and result in bad
- Keep developers focused on important business metrics, such
as: conversion rates; revenue per order; acquisition cost per new customer;
% repeat buyers; % revenue from repeat buyers; abandoned shopping carts.
- Lower your support costs. Customers won't need to phone up
to check their order went through.
- Help you keep focused on tasks customers want to achieve, rather
than on the web as a technology tool
- Improve customer satisfaction and show customers you are responsive
to their needs
- Show where you're wasting development time and guide your next
Users first or bust, the most neglacted warning on the web.
Physoclogists say most grandiose feeling of security are based on the
"Illution of invulnerability". People have a tendency to belive that cancer,
car accidents, violent crimes, out of business, etc."wont happen to me".
We tend to feel others are more likely to become victims. We tend to see
ourselves as special and less likely to be victimized. We maintain the
illusion because it is comforting, but in reality it sucks. On the web
users rule. Take care, put users first than anything on your web site,
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