Articles

Topic: E-commerce

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  • Show Prices for Common Scenarios

    April 10, 2006

    B2B sites often have overly complex pricing structures or can't show prices at all. To help prospects with early research, list representative cases and their prices.

    8 Steps to Prepare for the Holiday Shopping Season

    September 6, 2004

    Reduce the bounce rate for organic landing pages, collect data to manage PPC for maximum ROI, and take 6 other steps to maximize your site's holiday sales potential before it's too late.

    Informational Articles Must Ask For the Order

    August 23, 2004

    Unless you have explicit links to product pages from article content, users who visit articles directly from search engines might never realize that you sell related products.

    After the Buy Button in E-Commerce

    July 6, 2004

    The best way for e-commerce sites to increase subsequent orders is to treat customers well after they place their initial order.

    Celebrating Holidays and Special Occasions on Websites

    October 28, 2002

    Even small holiday decorations can increase joy of use and make websites feel more current and more connected to users' lives and physical environment. The key is to commemorate without detracting from your users' main reasons for visiting the site.

    Is Poor Usability Killing E-Commerce?

    August 19, 2001

    User success rates on e-commerce sites are only 56%, and most sites comply with only a third of documented usability guidelines. Given this, improving a site's usability can substantially increase both sales and a site's odds of survival.

    Helping Users Find Physical Locations

    July 8, 2001

    When we asked users to find a nearby store, office, dealership, or other outlet based on information provided at a parent company's website, users succeeded only 63% of the time. On average, the 10 sites we studied complied with less than half of our 21 usability guidelines for locator design.

    Profit Maximization vs. User Loyalty

    March 5, 2000

    Instead of maximizing the profits from an individual visit it is better to encourage loyal users and establish non-monetary differentiation and frequent-user programs.

    Web Research: Believe the Data

    July 11, 1999

    Much is known about Web user behavior, yet research findings are often ignored in actual projects. Examples: up-front customer registration doesn't work; frequency of use and effectiveness of Web marketing methods are negatively correlated.

    Why People Shop on the Web

    February 7, 1999

    A survey of 1,780 people who have bought something on the Web found that convenience and ease of use are the main reasons to shop on the Web. Non-buying visits (product research) are important to shoppers.

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