E-Commerce Web Objects: Importance and Expected Placement
|
|
- Jennifer Sherman
- 8 years ago
- Views:
Transcription
1 E-Commerce Web Objects 1 E-Commerce Web Objects: Importance and Expected Placement Jeremy Markum Busyandfit.com Richard H. Hall University of Missouri Rolla
2 E-Commerce Web Objects 2 Abstract This study had two goals: 1) to determine the importance of given e-commerce web objects for users making online buying decisions, and 2) to identify users expectations as to where they would most expect these objects to be located on a well-designed e- commerce site. Ninety-nine participants were recruited from undergraduate classes at the University of Missouri Rolla and one hundred three participants, who were members of an on-line fitness e-commerce site (busyandfit.com), volunteered. Participants first rated ten e-commerce web objects on the degree to which each is important in making buying decisions. They then selected one of nine (3 x 3) quadrant locations on a web page, where they would most expect a given web object to be located on a well-designed e-commerce site. The results indicate that the most important objects to shoppers are those that allow them to make purchases quickly in a few steps, while those that encourage exploration and provide help are rated much lower. As for expected locations, user location schemas are largely consistent for e-commerce web object locations, and these expectations are also consistent with previous research. Therefore, the placement of objects in the design of an e-commerce site, consistent with user expectations, should be a relatively straightforward task.
3 E-Commerce Web Objects 3 Introduction E-Commerce Site Design Ecommerce, both business-to-business (B2B), and online consumer shopping, are becoming an increasingly large part of the economy. Wired News (2003) reports that sales over the internet increased 28.2 percent in the fourth quarter of 2002, compared to fourth quarter in 2001, for a total of $14.33 billion dollars. There are many reasons for Ecommerce s growing popularity with consumers (Nielsen, 1999): Easy to place an order Large selection of products Cheaper prices Faster service & delivery Detailed and clear information about what is being offered No sales pressure Easy payment procedures One report posits that ecommerce visitor satisfaction is as high as 64% (Retail Forward, 2002). However, according to this same report, only 2 percent of online shoppers report their online shopping experience to be 'frustration-free'. Further, it s important to note that a very small percentage of shoppers actually shop online. For example, according to Bernard (2002) Only a small percentage of people actually purchase merchandise online. In fact, the percentage of people that actually buy online is approximately 3 to 5 percent, This frustration is most likely limiting Ecommerce sales, and slowing the overall adoption of the online shopping process by most consumers. Incidentally, this 3-5 percent figure given by Bernard represents what is known as a conversion rate. The conversion rate for an ecommerce site is simply the number of unique visitors to the site, divided by the total number of sales. For traditional bricks and mortar storefronts, conversion approaches 70 percent or more (Bernard, 2002). Several researchers and web gurus have proposed reasons for ecommerce s lackluster performance in converting visitors to customers. For example, Copas (2003) suggest that one reason for the lack of customers is a lack of understanding of Internet shoppers personalities. Geissler, Zinkhan, and Watson (2001), offer another explanation. They propose that ineffective communication due to ill-managed information complexity is to blame for many failures on the web. They report that complexity: increases with the # of distinguishable elements increases with the dissimilarity among elements
4 E-Commerce Web Objects 4 varies inversely with the degree to which several elements are responded to as a unit. Chaparro (2002) suggests that poor scenario design present in many shopping carts on the web might be to blame. Chaparro (2002) illustrates the unique challenges shopping cart designers face when trying to streamline the online shopping process, by comparing online shopping task-flow, to traditional shopping. In her prototype scenario, shopping in a store requires seven steps, while shopping via the web requires 13 including, for example: create an account, enter name and , enter shipping address, enter billing address, choose shipping method, enter credit card info, and review order and final price. Not only does completing a transaction online require more steps, but some of the steps are not necessarily intuitive. Additionally, steps such as having to enter a shipping address, and credit card info make some visitors nervous with issues like security. The Los Angeles News Room (2003) lists the following as primary concerns for people shopping online: security privacy too complicated don t want to wait for delivery A third explanation for the difficulties faced by online shoppers at ecommerce web sites is that the structure of web sites is inconsistent with users schemas. An essential ingredient in constructing the content of a website is knowing the typical users' mental model or 'schema' for the characteristic location of web objects on a website. Knowledge of this schema and constructing a site that reflects this should aid in the site's accessibility. This, in turn, should produce more accurate and faster information retrieval, as well as greater satisfaction with the site [emphasis added]. However, little is known about the average users' schema for the location of web objects on a typical website. (Bernard, 2001) Perhaps this lack of knowledge concerning where to place web object, which can be thought of as a noun or logical grouping of either information or function within a web page, is contributing to the ecommerce conversion problem. Jacob Nielsen (1999) proposes that a fundamental problem is that designers violate users expectations by not following web conventions, which are established by the most visited web sites. Web design is easy: If you are thinking about how to design a certain page element, all you have to do is to look at the twenty most-visited sites on the Internet and see how they do it.
5 E-Commerce Web Objects 5 If 90% or more of the big sites do things in a single way, then this is the de-facto standard and you have to comply. Only deviate from a design standard if your alternative design has at least 100% higher measured usability. If 60-90% of the big sites do things in a single way, then this is a strong convention and you should comply unless your alternative design has at least 50% higher measured usability. If less than 60% of the big sites do things in a single way, then there are no dominant conventions yet and you are free to design in an alternative way. Even so, if there are a few options, each of which are used by at least 20% of big sites, you should limit yourself to choosing one of these reasonably well-known designs unless your alternative design has at least 25% higher measured usability than the best of the choices used by the big sites. (Nielsen, 1999) Within the context of Bernard s schema explanation, Nielson is suggesting that users schemas are formed through their experience with commonly visited web sites. Such a view is consistent with Shim, Shin, & Nottingham, (2002) who argue that online shopper behavior and schemas are learned from past interactions with ecommerce sites. They suggest that, if past learning helps build a particular mental model for how an ecommerce site should operate, then future visits to sites which don t conform to this model could lead shoppers to abandon these new sites. Empirical Investigation of User Schemas and Web Objects The question of the ideal place to put web objects in order to conform to a visitor s schema is in part answered by the following advice from Bernard (2000). In his report he suggests: An important step in organizing the content of a website is to place the information on the website according to how individuals typically view information. Bernard then goes on to reference a study by the Poynter Institute, which found that website visitors first focused on headlines, then article summaries, and finally captions. They [the Poynter Institute] also found that users were twice as likely to fixate on the text rather than on the images in their initial visit to a site. This, of course, conflicts with the common practice of using images to convey important information in lieu of text. Consequently, the best way to insure that a user will grasp the content and meaning of a web page is to have well formulated titles and headers that are placed around the images. (Bernard, 2000)
6 E-Commerce Web Objects 6 Then, in the same article, and borrowing from Jacob Nielsen, Bernard reports: Moreover, users often choose to ignore an area within a web page because it is in a low information-priority area, such as the bottom of a page (Nielsen, 1999a) or they believe the information is typically of no real interest to them. (Bernard, 2000) While expert guidelines and heuristics are useful, it s important, of course, to empirically investigate users web object schemas either through self-report or more specific behaviors. One might think that the best way to determine how to arrange ecommerce web objects in alignment with user s schemas for online shopping would be to just show them several different layouts and then ask them which one they prefer. Nielsen (1998) warns of the danger in this approach, however. He reports how in one study, when users were asked to rate their level of preference for different web page templates, they preferred a template which actually hindered their performance on an assigned task. For this reason, a bottom up approach, which allows the user to create a template, would be preferable. An approach which utilizes the preference of multiple users would seem to have an even a better chance of capturing a universal schema that a majority of ecommerce site visitors would intuitively grasp. Bernard (2001) takes just such an approach to determining users schemas in terms of expected web-object location. He had participants place cards representing web objects on an x-y placement grid in order to establish participant s geometric expectations for the placement of web objects. In this study he found that there was little difference in where experienced and novice users expected web objects to be and that, further, all users were generally consistent in where they expected the objects to be located. The expected locations of the five web-objects were as follows: 1) Home page was expected in the upper left corner; 2) internal links were expected on the left side of the page; 3) external links were expected on the right side, or bottom of the lefts side of the page; 4) internal search engine was expected the upper and bottom-center of the page (this was less consistent); and 5) advertisements were expected in the upper middle of the page. Our research was a replication and extension of Bernard s approach. The research extended Bernard s work in three basic ways: First, our geometric grid method differed in that we simplified the participants task, so that they could focus more on the content and expected location. Bernard used a physical grid with cards, while our study was completed online with participants viewing a real web page divided into quadrants. In addition, we included nine quadrants rather than fifty-six used in Bernard s research, we did not allow web-objects to overlap, nor did we allow the objects to cover more than one quadrant. A second, important difference was that our focus was specifically on e- commerce sites, rather than generic web sites. While the Bernard study included five generic web objects, we extended this to ten objects and included objects such as shopping cart and order button, which are unique to the e-commerce environment.
7 E-Commerce Web Objects 7 Third, we also asked users to rate the importance of each of the web objects in terms of their impact on purchasing. Importance of Web-Objects in Shopping Behavior When investigating users schemas and e-commerce web objects another fundamental questions arises, which is: Which web objects should be considered? A number of investigators have addressed this question, by asking shoppers which factors are most important to them in their online shopping. In a different study from the one discussed above, Bernard (2002) described various types of product information to consider on an e-commerce site. He asked shoppers to rate the degree to which each of these web objects would increase their likelihood to purchase. His results are presented in Table 1 below. Feature % of shoppers indicating that the feature increases purchase likelihood Close-up product images 44% Product availability 39% Product comparison guides 34% Search function 30% Number to contact customer service representative 25% Product reviews/evaluations by online shoppers 24% Catalog quick order 24% Table 1. Features most likely to increase the likelihood of online purchase. (Bernard, 2002) Tilson, Dong, Martin, & Kieche (1998) investigated a number factors, by asking shoppers to rate their importance. The ten most important factors were (in order of importance): 1. Credit card security 2. Easy return/exchange methods 3. Detailed descriptions of items 4. Pricing 5. Secure personal information 6. Pictures 7. General security concerns 8. Simple search methods 9. Alternate order methods 10. Appealing graphics In order to capture information on users perceptions of the importance of web objects with information on expected location, we also included a survey in our study, which
8 E-Commerce Web Objects 8 asked participants to rank the importance of each e-commerce web object as to their impact on purchasing. Research Questions This research addressed two questions: 1. How important do users rate given web objects in impacting purchasing? 2. Where do users report that they expect to find common e-commerce web objects on a well-designed user interface? Participants Method The participants were 99 students from the University of Missouri Rolla, in lower level undergraduate classes in Information Science and Technology and Business Administration, who participated for extra credit in class. In addition, 103 on-line volunteers who were members of the busyandfit.com web site ( participated. Procedure Participants were first asked to respond to a ten-item questionnaire. They were asked to respond to the following question: How important do you feel each of the web objects listed is to you in making an online buying decision? They responded to this question on a ten point Likert scale, which ranged from: 1) Not at all important to 10) Very important. They were then presented with a representation of a browser screen divided into nine quadrants (3 x 3) of equal size. Participants were asked where on the grid they most expect to find the given web objects used in the prior survey, on a well designed e- commerce site. For each web-object they selected a number from one to nine that represented each of the nine quadrants on the web page. Results Experimental Question 1: Web Object Importance A one way repeated measures ANOVA was performed to determine if the means of the ratings assigned to each web object varied significantly from one another. The independent variable was the ten web-objects and the dependent variable was the importance rating. The ANOVA was significant F(1,201) = , p <.001 The means are displayed in Figure 1 below.
9 E-Commerce Web Objects Importance Rating Link to Merchandise Order Button Shopping Cart Search Login to Register Internal Links Help Links Link to Home Page External Links Banner Ad Figure 1. Importance Ratings as a Function of Object Tukey post-hoc tests were computed to determine mean differences among the ratings, and these can be summarized as follows (greater than sign > signifies that a given mean was significantly higher than another): 1. Links to Merchandise > Search and lower ratings 2. Order Button > Login to Register and lower ratings 3. Shopping cart and Search > Internal Links and lower ratings 4. Login to Register > Link to Home Page and lower ratings 5. Internal Links, Help Links, and Link to Home Page > External Links and Banner Ad Experimental Question 2: Web Object Location In order to determine which location was expected, a quadrant count was calculated for each object. For each object we determined the number of users that selected each of the nine quadrants as the expected location. In order to determine whether or not given location(s) were preferred significantly more than others, a progressive series of chisquare tests were computed for each object in which the cell count for the quadrant that was preferred most was compared with the cell count for the quadrant that was preferred second most. If this test was not significant at the p <.01 level, then a second test was computed in which the cell count for the preferred quadrant was compared with the third most preferred, and this continued until a significant chi-square was reached. In eight of the ten cases, the preferred quadrant was found to have a significantly higher cell count than the second most preferred quadrant. With the internal link object, the preferred quadrant count was significantly higher than the third most preferred, and with the order button, the fifth highest quadrant was significantly different from the most preferred. These results are displayed in Table 2. Figure 2 is a summary of preferences displayed as a single prototype page, and Figure 3 is a graphical depiction of the top three preferred quadrants for each object with percentage of users selecting each.
10 E-Commerce Web Objects 10 Web object Preferred Quadrant(s) (% selected) Significant Chi-Square Banner Add 2(49%) Χ 2 (1) = , p <.001 Shopping Cart 3(49%) Χ 2 (1) = 50.70, p <.001 External Link 7(35%) Χ 2 (1) = 9.48, p <.01 Help Link 3(42%) Χ 2 (1) = 32.73, p <.001 Home Link 1(47%) Χ 2 (1) = 40.16, p <.001 Internal Link 4(33%), 1(22%) Χ 2 (1) = 54.38, p <.001 Merchandise Link 5(44%) Χ 2 (1) = 9.27, p <.01 Login 1(40%) Χ 2 (1) = 21.63, p <.001 Order Button 3(44%), 8(44%), 9(40%), 6(33%) Χ 2 (1) = 13.07, p <.001 Search 3(80%) Χ 2 (1) = 14.13, p <.001 Table 2. Web objects, the preferred quadrant with percentage of users selecting the quadrant, and the significant chi-square that occurred when the preferred quadrant was progressively compared with cell counts of the quadrants with the next highest cell quadrants. (Note that quadrant numbers begin with 1 in the upper left and then run from left to right with the lower right labeled as quadrant 9.) Figure 2. Preferred Quadrants for E-Commerce Web Pages (Parentheses indicated where a single, significantly preferred quadrant was not found)
11 E-Commerce Web Objects 11 Banner Ad Shopping Cart External Link Help Link Home Link Internal Link Merchandise Link Merchandise Link Order Button Search Figure 3. Top Three Selected Quadrants for Each Object (Percentage Users Selecting)
12 E-Commerce Web Objects 12 Discussion With respect to the first experimental question, it appears that the importance of a given web object is primarily a function of how important the object is for allowing a user to make a specific purchase quickly. The links to merchandise, shopping cart, and order button were rated as the top three most important objects. Such a rating fits well with the scenario that occurs when a user comes to a sight knowing what she wants with the intention of buying and completing the transaction. First, such a user would find the merchandise, second, the merchandise is placed in a cart, and, third, the user orders. It s also interesting to note that these three top rated objects have traditional brick and mortar shopping analogs. Even though logging in to register is necessary with most e-commerce sites, both merchandise links and order button were rated significantly higher. Logging in to register is, of course, not a part of the traditional bricks and mortar shopping experience. This suggests that the traditional, non-internet, schema for buying is very powerful even for online shopping. It s also interesting to note that links that are not directly associated with the one-stop shopping task, including internal and external, and even help links were rated quite low by the users, which further supports the picture of a shopper on a mission, as opposed to one who wants to explore related sites, or even learn about how to use the site. The low rating of the help button indicates that users expect the site to be usable and straightforward, they do not expect a help link to be an important part of the purchasing experience. Not surprisingly, banner ads were rated lower than any web object. As far as the second experimental question, the results were clear-cut. Users appear to have surprisingly consistent schemas with respect to where they expect web objects to be located on well-designed e-commerce pages. With eight of the ten objects, the most popular quadrant was selected significantly more than all other quadrants and with one other the top quadrant was selected significantly more than all other quadrants but one. Figure 2 illustrates the prototype e-commerce site based on these results. Home and login links are in the top left. Internal and external links are along the left side; merchandise links are in the middle; shopping help and search are all expected in the top right, and the banner add is, of course, at the top in the middle. The one noted exception to this consistent user agreement is the order button, where three of the ten quadrants got largely equivalent numbers of users selecting them as the expected location (Figure 3). In fact there was even a fourth quadrant that did not differ significantly from the preferred quadrant, which is quadrant 6 (middle of the right side). The inconsistency with expectations with the order button is particularly interesting, given that it is one of the most important objects, according to the importance ratings. This suggest that a major stumbling block with an e-commerce scenario may be that users do not know how to purchase a given item once it has been selected. It further suggests that designers should make an effort to make the order button particularly salient, since the user does not know specifically where to look. With respect to the other objects, for the most part, a user does know where to look and these results indicate that a page with objects located as they are in Figure 2, will fit most consistently the user s schema.
13 E-Commerce Web Objects 13 References Bernard, Michael. (2000). Constructing User-Centered Websites: Design Implications for Content Organization. Usability News, 2.2. Retrieved March 3, 2003, from: Bernard, Michael. (2001). Developing Schemas for the Location of Common Web Objects. Usability News, 3.1. Retrieved March 3, 2003, from Bernard, Michael. (November 05, 2002). Criteria For Optimal Web Design: Designing For Usability: How Can My Website Promote Customer Sales and Loyalty? Retrieved March 3, 2003, from SURL Optimal Web Design: Software Research Laboratory: Chaparro, Barbara, S. (2002). Top Ten Mistakes of Shopping Cart Design. Usability News, 4.2 Retrieved March 3, 2003, from: Copas, Gina, M. (2003). Can Internet Shoppers Be Described by Personality Traits? Usability News, 5.1. Retrieved March 3, 2003, from Geissler, G., Zinkhan, G., Watson, R. (2001). Web Home Page Complexity and Communication Effectiveness. [Electronic version]. Journal of the Association for Information Systems, Volume 2, Article 2, Nielsen, Jacob. (1998). Testing whether web page templates are helpful. Alertbox. Retreived from: Nielsen, Jacob. (1999, November). When Bad Design Elements Become the Standard Alertbox. Retrieved from: Shim, J., P., Shin, Y., Nottingham, L. (2002). Retailer Web Site Influence on Customer Shopping: An Exploratory Study on Key Factors of Customer Satisfaction. [Electronic version]. Journal of the Association for Information Systems, Volume 3, Tilson, R., Dong, J., Martin, S., & Kieche, E. (1998). Factors and principles affecting the usability of four e-commerce sites. Proceedings of the Human Factors and the Web. Retrieved March 3, 2003, from: Internet Sales on the Rise. ( 12:00 PM Feb. 24, 2003 PT). Retrieved March 3, 2003, from Wired News: Online Shopping Satisfaction High But Frustrations Persist Retail Forward Survey Reports (8/20/02). Retrieved March 3, 2003, from Retail Forward: Report: Online Shopping Desire Overrides Privacy Concerns (April 8, 1999). Retrieved March 3, 2003 from Los Angeles Newsroom:
Top Ten Mistakes of Shopping Cart Design Revisited: A Survey of 500 Top E-Commerce Websites
June 2007, Volume 9 Issue 2 Volume 9 Issue 2 Past Issues A-Z List Usability News is a free web newsletter that is produced by the Software Usability Research Laboratory (SURL) at Wichita State University.
More informationHarvard Graduate School of Design: Heuristic Evaluation Report
Harvard Graduate School of Design: Heuristic Evaluation Report Allison Hall LIS 644 Usability Theory and Practice Pratt SILS 10.16.13 1 Executive Summary Harvard University is known worldwide as having
More informationThe Google. Dynamic Remarketing Guide
The Google Dynamic Remarketing Guide 2 What Is Remarketing? Remarketing (also referred to as retargeting) is a form of online display advertising which allows online retailers to show ads to shoppers who
More informationCheckout Conversion Optimization Best Practices
Checkout Conversion Optimization Best Practices How to win online customer trust and convert more sales at the final hurdle P2 Why your checkout experience can make a difference P4 PayPal integration tips
More informationAN EMPIRICAL STUDY OF THE EFFECTIVENESS OF UNIVERSITIES WEB SITES
AN EMPIRICAL STUDY OF THE EFFECTIVENESS OF UNIVERSITIES WEB SITES Dr. Marzie Astani, Winona State University, mastani@winona.edu ABSTRACT Having an inviting Web site that is easy to navigate and provides
More informationWORKING PAPER SERIES
College of Business Administration University of Rhode Island William A. Orme WORKING PAPER SERIES encouraging creative research THE VALUE OF ONLINE TRUST SEALS FOR ONLINE ENTREPRENEURS: AN EMPIRICAL INVESTIGATION
More informationEntrepreneurship and the Internet
Entrepreneurship and the Internet Thomas Poulios Technological Education Institute of Larissa Larissa, Greece poulios@teilar.gr 1 E-Commerce Revenue as % of Total Revenue 0,4 in the USA 0,1 in the Western
More informationABSTRACT INTRODUCTION
行 政 院 國 家 科 學 委 員 會 專 題 研 究 計 畫 成 果 報 告 線 上 購 物 介 面 成 份 在 行 銷 訊 息 的 思 考 可 能 性 模 式 中 所 扮 演 角 色 之 研 究 The Role of Online Shopping s Interface Components in Elaboration of the Marketing Message 計 畫 編 號 :
More informationElectronic Commerce. Chapter Overview
Electronic Commerce Chapter Overview This chapter presents an overview of how e-commerce works, from the perspective of the organization and the customer. Businesses and individuals use e-commerce to reduce
More informationKeywords Banner Ad Position; Congruence; Advertising Objective; Banner Ad Fixation; Brand Awareness; Product Knowledge
Impact of Banner Ad Position, Congruence of Banner Ad Content and Website Content, and Advertising Objective on Banner Ad Fixation, Brand Awareness, and Product Akekanat Saowwapak-adisak, Janjao Mongkolnavin
More informationOnline Shopping Cart Best Practices. How to win online customer trust and convert more sales at the final hurdle
Online Shopping Cart Best Practices How to win online customer trust and convert more sales at the final hurdle P2 Why your shopping cart can make or break your online business P4 PayPal Integration Guide
More information100% Effective Natural Hormone Treatment Menopause, Andropause And Other Hormone Imbalances Impair Healthy Healing In People Over The Age Of 30!
This Free E Book is brought to you by Natural Aging.com. 100% Effective Natural Hormone Treatment Menopause, Andropause And Other Hormone Imbalances Impair Healthy Healing In People Over The Age Of 30!
More information8 Steps to Start Selling Online. WebFX
8 Steps to Start Selling Online WebFX 8 Steps to Start Selling Online In 2006, consumers spent $102.1 billion online at U.S. based e commerce sites, which does not include online auction sites, travel
More informationCactus Commerce ~ Expert Usability Review of High Profile e Commerce Web Designs
Summary Cactus Commerce ~ Expert Usability Review of High Profile e Commerce Designs While employed as the Training Director at HFI, I taught a UCD Design course at Cactus Commerce, an award winning e
More informationThe Lukens Company Turning Clicks into Conversions: How to Evaluate & Optimize Online Marketing Channels
The Lukens Company Turning Clicks into Conversions: How to Evaluate & Optimize Online Marketing Channels Turning Clicks into Conversions: How to Evaluate & Optimize Online Marketing Channels We ve all
More informationModeling customer retention
PMRS Imprints Archives Publishing Date: May 1998. 1998. All rights reserved. Copyright rests with the author. No part of this article may be reproduced without written permission from the author. Customer
More informationBusiness Strategy and Initial Market Assessment for a Retail Company
Business Strategy and Initial Market Assessment for a Retail Company 1 Retail Industry According to Hoovers, the internet and mail-order retail industry in the US includes about 20,000 companies with combined
More informationChapter 4. Data Analysis and Diagramming in Various Business Functions
Chapter 4 Data Analysis and Diagramming in Various Business Functions This chapter expands on the topic of data analysis and diagramming. This skill will be applied to different functions in organizations,
More informationChapter 11. HCI Development Methodology
Chapter 11 HCI Development Methodology HCI: Developing Effective Organizational Information Systems Dov Te eni Jane Carey Ping Zhang HCI Development Methodology Roadmap Context Foundation Application 1
More informationImportant Features of an Ecommerce Website
Important Features of an Ecommerce Website There are some important ecommerce site features you should consider which will ensure you re your ecommerce platform will provide excellent usability and accessibility
More informationSurvey Says: Consumers Want Live Help
Session Abstracts Optimization Services Track Survey Says: Consumers Want Live Help October 22 nd, 11:00 am Eastern ATG recently surveyed more than 1,000 Internet users who research, apply for, and buy
More informationRevenue Generating Conversion Rate Optimization (CRO) Strategies
Revenue Generating Conversion Rate Optimization (CRO) Strategies AWG s recommendations are based upon intuitive testing and tracking via Google Analytics and other programs specifically purposed to measure
More informationUsability Heuristics for the Web. 1. Visibility of system status
Page 1 sur 5 Register Domains[.com.net.org] for only $14.99 at Bluegenesis.com! Usability Related Articles Find Search List Departments List Topics Web Tools Guide Buy Software at the Web Tools Store Search
More informationEvaluation Factors Influencing Corporate Website Effectiveness
Evaluation Factors Influencing Corporate Website Effectiveness Dr. Yue Jer Lin, Associate Professor, Department of Accounting Information, Takming University of Science and technology, Taiwan ABSTRACT
More informationPay per Click Success 5 Easy Ways to Grow Sales and Lower Costs
Pay per Click Success 5 Easy Ways to Grow Sales and Lower Costs Go Long! The Benefits of Using Long Tail Keywords clogged sewage line, I ll see a higher conversion How many keywords are in your pay-per-click
More informationIs Your Business Ready For the Holidays? 7 Steps to Improve Your Online Holiday Sales
Is Your Business Ready For the Holidays? 7 Steps to Improve Your Online Holiday Sales 2 7 Steps to Improve Your Online Holiday Sales Every year it seems as if the holiday decorations go up a month earlier
More informationTable of Contents. Introduction... 1 Technical Support... 1
E-commerce Table of Contents Introduction... 1 Technical Support... 1 Introduction... 1 Getting Started... 2 Data Synchronization... 2 General Website Settings... 2 Customer Groups Settings... 3 New Accounts
More informationWEBSITE DESIGN CONSIDERATIONS
WEBSITE DESIGN CONSIDERATIONS A bad design can cost a Web site 40 percent of repeat traffic. A good design can keep them coming back. (Kalin, 1999) If you captivate a viewer s attention with a compelling,
More informationHow to Increase Customer Satisfaction By Outsourcing Your Online Order Fulfillment
How to Increase Customer Satisfaction By Outsourcing Your Online Order Fulfillment In the world of internet customer service, it s important to remember that your competitor is only a click away. Doug
More informationThe University of Edinburgh Information Architecture Guidelines Version 3
The University of Edinburgh Information Architecture Guidelines Version 3 Produced by the University Website Programme September 2013 Available on the Polopoly Support wiki https://www.wiki.ed.ac.uk/x/hpeoaw
More informationFan Fu. Usability Testing of Cloud File Storage Systems. A Master s Paper for the M.S. in I.S. degree. April, 2013. 70 pages. Advisor: Robert Capra
Fan Fu. Usability Testing of Cloud File Storage Systems. A Master s Paper for the M.S. in I.S. degree. April, 2013. 70 pages. Advisor: Robert Capra This paper presents the results of a usability test involving
More informationA Set Of Heuristics for User Experience Evaluation in E-commerce Websites
A Set Of Heuristics for User Experience Evaluation in E-commerce Websites Laia Bonastre, Toni Granollers University of Lleida Lleida, Spain laia.bonastre@gmail.com, antoni.granollers@udl.cat Abstract Electronic
More informationFaster ecommerce. ebook. How mobile app speed impacts sales
Faster ecommerce ebook How mobile app speed impacts sales Table of Contents Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Introduction Retail traffic is shifting to mobile Importance
More informationWhat Causes Customers to Buy on Impulse?
242 Neck Road Bradford, MA 01835 (978) 374-8300 (800) 588-9855 www.uie.com What Causes Customers to Buy on Impulse?.......... Impulse purchases represent almost 40% of all the money spent on e-commerce
More informationQuo Vadis, Customer Experience?
Customer Experience is most certainly on every ones, and in particular, every marketing managers mind. Not a day goes by in which we are not faced with headlines and corporate news announcing a new customer
More informationFive Ways to Increase ecommerce Conversion This Christmas Season
Five Ways to Increase ecommerce Conversion This Christmas Season With online consumer spending increasing each Christmas season, 1 online retailers can expect a bump in traffic this year too. A company
More informationFive Ways to Increase ecommerce Conversion This Holiday Season
Five Ways to Increase ecommerce Conversion This Holiday Season With online consumer spending increasing each holiday season, 1 online retailers can expect a bump in traffic this year too. A company can
More informationCHAPTER 9: E-COMMERCE SOFTWARE
MIS 300 FUNDAMENTALS OF E- COMMERCE CHAPTER 9: E-COMMERCE SOFTWARE Electronic Commerce Objectives 2 In this chapter, you will learn about: Finding and evaluating Web hosting services Basic functions of
More informationImproving the Online Shopping Customer Experience
Improving the Online Shopping Customer Experience August 22, 2012 Susan Kleinman, comscore David Sisco, UPS Some Statistics on e-commerce 2 Retail e-commerce spending is up +16% Y/Y, posting $87 billion
More informationChapter 19: Shopping Carts
1 Chapter 19: Shopping carts are a function of hosting companies and usually require that you sign up for a hosting plan with an e-store. A link on your website takes visitors to your store so that they
More informationWhy is ecommerce Important
Phil Allatt Why is ecommerce Important Why is ecommerce Important Business to Consumer (B2C) ecommerce ecommerce is the fastest growing retail market in Europe 16% of the total UK consumer spend is on
More informationThe future of charitable donations
The future of charitable donations Contents 3 Introduction 4 Section one: How are donations being made? 5 Who are donations coming from? 6 Assessing the digital preferences of donors 7 Section two: Breaking
More informationSetting Up Your Online ecommerce Shopping Cart
Setting Up Your Online ecommerce Shopping Cart Setting Up Your Online ecommerce Shopping Cart Contents o Building Your ecommerce Shopping Cart o Creating Products o Configuring Shipping & Verifying Taxes
More informationBecause a Website is something very different to each person we ll need to collaborate to design the website you want.
Fresh Page Web Design Gary Nanos www.freshpagewebdesign.com email: FreshPage@comcast.net phone: 720-502-5007 fax: 303-785-8047 This guide to What you Need to Know About Website Building is offered in an
More informationModeling Customer Behavior in Multichannel Service Distribution: A Rational Approach D. Heinhuis
Modeling Customer Behavior in Multichannel Service Distribution: A Rational Approach D. Heinhuis Appendix 4 Summary Research question Most organizations have innovated their distribution strategy and adopted
More informationCHAPTER 26 - SHOPPING CART
CHAPTER 26 - SHOPPING CART ecommerce Hosting With ihoststudio's Shopping Cart Sell your items on the web with the ihoststudio shopping cart. Product catalogs Shopping cart Credit Card Payments Store control
More informationE-commerce. Software. Two weeks ago. E-Commerce Web Sites- Purpose of e-commerce sites. E-Commerce Web Sites
Two weeks ago E-commerce Software A variety of software and hardware is used to deploy e-commerce applications. This lecture covers the main tools/functionalities of an e- commerce solution. E-commerce
More informationApplying Cost-Benefit Analysis for Usability Evaluation Studies on an Online Shopping Website
Applying Cost-Benefit Analysis for Usability Evaluation Studies on an Online Shopping Website Chui Yin Wong 14, Jalan Kasturi1/3, Taman Kasturi Section 1, Jalan Semabok, 75050 Melaka, Malaysia wchuiyin@hotmail.com
More informationE-COMMERCE AND ENTREPRENEURSHIP 579M. Essential Curriculum Course Overview. Total Hours: 125. 01 Should You Become an Entrepreneur?
E-COMMERCE AND ENTREPRENEURSHIP 579M Essential Curriculum Course Overview Total Hours: 125 UNIT 1: THE BASICS OF ENTREPRENEURSHIP Hours: 10 01 Should You Become an Entrepreneur? (2 hours) The student will
More information9 Ecommerce Reports to Leverage This Holiday Season
9 Ecommerce Reports to Leverage This Holiday Season 9 Ecommerce Reports to Leverage This Holiday Season According to Goldman Sachs research, digital commerce adoption and expansion is anticipated to further
More informationJim Rosemary New Tech Web, Inc.
Jim Rosemary New Tech Web, Inc. Our Agenda Statistics and definitions Success through planning Build it yourself? Important info Design considerations Content t is king! Usability 10 tip for website success
More informationDefining Findability - A Practical Definition
Defining Findability Get found online to master local search Table of Contents Executive Summary... 3 Standing out in the crowd... 5 Being found makes a difference... 6 In-person sales still reign... 6
More informationSocial Impact Study: How Consumers See It
Social Impact Study: How Consumers See It Consumer Research Study of 1088 Online Shoppers about the influence and impact of Social Sharing on consumer purchase March 2012 1 Study Methodology Survey timeframe
More informationUSABILITY ASSESSMENT OF A WEB-BASED LEARNING SYSTEM FOR TEACHING WEB DEVELOPMENT: A PROGRESSIVE SCAFFOLDING APPROACH
USABILITY ASSESSMENT OF A WEB-BASED LEARNING SYSTEM FOR TEACHING WEB DEVELOPMENT: A PROGRESSIVE SCAFFOLDING APPROACH Richard H. Hall, Aram Digennaro, Jessica Ward, Nicholas Havens, and Joseph Ricca University
More informationHOW THE BEST RECRUITMENT AGENCIES SUCCEED ONLINE A STUDY OF HOW LEADING AGENCIES PROMOTE THEMSELVES ONLINE TO ATTRACT QUALITY CANDIDATES
HOW THE BEST RECRUITMENT AGENCIES SUCCEED ONLINE A STUDY OF HOW LEADING AGENCIES PROMOTE THEMSELVES ONLINE TO ATTRACT QUALITY CANDIDATES 1 MAKE MOBILE EASY With around 15% of visits now coming via mobile
More informationFashion Merchandising and Design Tactics
Fashion Merchandising and Design Tactics An Amazon Webstore Guide The concept of merchandising is as old as retail itself. In its broadest definition, online merchandising is delivering the right product
More informationMistake #1: Assuming that lowest rate means lowest overall cost.
Introduction Congratulations you ve selected a top-notch e-commerce website solution. But you re not done yet. In fact, the next choice you make will be one of the most important in the process of setting
More informationRich Internet Applications: What s the Business Case?
About this research note: Strategy & Planning notes define the critical decisions and actions surrounding successful adoption of a specific technology, tool, or process. Rich Internet Applications: What
More informationBest Practices for Product Recommendations on e Commerce Websites
Best Practices for Product Recommendations on e Commerce Websites Strands Business Services Increasing Revenues by Creating a Personalized Customer Experience The main goal of any e commerce website is
More informationAlexander Nikov. 5-1. Customer-oriented ecommerce design. Outline. 1. ecommerce usability. ecommerce Evolution. Usability
INFO 3435 ecommerce Outline 5-1. Customer-oriented ecommerce design 1. ecommerce usability 2. ecommerce user interface design 3. ecommerce usability guide Alexander Nikov 4. Usability Best Practices for
More informationE-Procurement Usability: The Good, The Bad and The Ugly
E-Procurement Usability: The Good, The Bad and The Ugly Consumer-Like Usability Key to Higher User Adoption of ERP-based E-Procurement Published: July 2010 This White Paper is the first in a series of
More informationThe FE College Homepage Best Practice Preview Report
The FE College Homepage Best Practice Preview Report This preview report gives an overview of the FE College Homepage Best Practice Report. The full report contains over 300 pages of homepage design best
More informationDocument Services Online Customer Guide
Document Services Online Customer Guide Logging in... 3 Registering an Account... 3 Navigating DSO... 4 Basic Orders... 5 Getting Started... 5 Attaching Files & Print Options... 7 Advanced Print Options
More informationDell E-Commerce guide for Skyward Users 1
Dell E-Commerce guide for Skyward Users 1 This document contains instructions on how to use the e-commerce application running on Skyward s Business Suite to purchase from your Dell Premier Page. E-Commerce
More informationWebSphere Commerce Overview for Vector. 2014 IBM Corporation
WebSphere Commerce Overview for Vector Agenda WebSphere Commerce Overview Starter Stores Extended Sites Mobile Commerce Tooling Precision Marketing Promotions Search Solr Summary Capabilities References
More informationReturn on Responsive Web Design
Return on Responsive Web Design Table of contents 1: Introduction 1: Growth in mobility the driving force for responsive web design 2: Return on responsive design 4: Three keys to successful responsive
More informationConsidering the Cultural Issues of Web Design in Implementing Web-Based E-Commerce for International Customers
Considering the Cultural Issues of Web Design in Implementing Web-Based E-Commerce for International Customers Kyeong. S. Kang The First International Conference on Electronic Business, Faculty of Information
More informationecommerce Web Site Performance Today An Updated Look At Consumer Reaction To A Poor Online Shopping Experience
August 17, ecommerce Web Site Performance Today An Updated Look At Consumer Reaction To A Poor Online Shopping Experience A commissioned study conducted by Forrester Consulting on behalf of Akamai Technologies,
More informationAN E-COMMERCE SYSTEM MODEL
AN E-COMMERCE SYSTEM MODEL Robert C. Nickerson San Francisco State University RNick@sfsu.edu Abstract This paper presents a model of e-commerce systems that can be used as a framework for analyzing system
More informationREPORT CARD. How to Tell if Your Agency Knows the Difference. Between Local SEO and Traditional SEO. Your Local SEO
How to Tell if Your Agency Knows the Difference Between Local SEO and Traditional SEO Your Local SEO REPORT CARD Social + Local + Mobile www.localsearchdrs.com 7,500,000 Monthly Local Searches Are You
More informationAn Online Purchase Portal for Books and Seeds in Regional Language (Punjabi)
An Online Purchase Portal for Books and Seeds in Regional Language (Punjabi) Er. Deepinder Kaur 1, Er. Salam Din 2 Department of SEEIT, PAU, Ludhiana, India 1 Associate Professor, Department of SEEIT,
More informationBest Practice. 2004-2010 Pentasoft Corp. Avactis Ecommerce Shopping Cart Software. All Rights Reserved.
Best Practice 2004-2010 Pentasoft Corp. Avactis Ecommerce Shopping Cart Software. All Rights Reserved. 1. Introduction 2. Five simple steps to create an Avactis template 2.1. Header and menu design 2.2.
More informationECOMMERCE STRATEGEY FOR 2015 HOLIDAY
ECOMMERCE STRATEGEY FOR 2015 HOLIDAY Digital Strategy Team May 2015 LYONSCG White Paper: ecommerce Strategy for 2015 Holiday 1 What 2014 Holiday Trends Tell Us As you plan for the Holiday 2015 sales push,
More informationOVERVIEW OF INTERNET MARKETING
OVERVIEW OF INTERNET MARKETING Introduction to the various ways in which you can market your business online 2 April 2012 Version 1.0 Contents Contents 2 Introduction 4 Skill Level 4 Terminology 4 What
More informationHow To Write A Web Site Software For A Large Business
Introduction to e-commerce E-Commerce Software Objectives In this chapter, you will learn about: Finding and evaluating Web hosting services Basic functions of electronic commerce software Advanced functions
More informationA/B SPLIT TESTING GUIDE How to Best Test for Conversion Success
A/B SPLIT TESTING GUIDE How to Best Test for Conversion Success CONVERSION OPTIMIZATION WHITE PAPER BY STEELHOUSE Q2 2012 TABLE OF CONTENTS Executive Summary...3 Importance of Conversion...4 What is A/B
More informationThe ROI of E-Mail Remarketing for E-Commerce Brands
The ROI of E-Mail Remarketing for E-Commerce Brands Any small investment (and small effort) that can generate an extra 10% in e-commerce revenues is clearly important to every e-commerce executive. This
More informationAn Investigation of User-Experience Design of E-Commerce Websites
Proceedings of the World Congress on Electrical Engineering and Computer Systems and Science (EECSS 2015) Barcelona, Spain July 13-14, 2015 Paper No. 316 An Investigation of User-Experience Design of E-Commerce
More informationCommon Mistakes to Avoid When Selecting a Payment Processor
7 Common Mistakes to Avoid When Selecting a Payment Processor Introduction Selecting a payment processor is one of the most important steps to getting paid online. But comparing solutions for accepting
More informationIgnify ecommerce. Ignify ecommerce: Marketing and Promotions. Ignify ecommerce integrates with:
Ignify ecommerce Ignify ecommerce integrates with: Dynamics AX Dynamics CRM Dynamics GP Dynamics NAV Dynamics SL Optimized for: Responsive Web Design Social Media Search Engines Ignify ecommerce Modules:
More informationKentico CMS 7.0 E-commerce Guide
Kentico CMS 7.0 E-commerce Guide 2 Kentico CMS 7.0 E-commerce Guide Table of Contents Introduction 8... 8 About this guide... 8 E-commerce features Getting started 11... 11 Overview... 11 Installing the
More informationIdentifying Your Most Profitable Customers: An Introduction to Customer Segmentation
Identifying Your Most Profitable Customers: An Introduction to Customer Segmentation Segmenting your customers can help you focus your marketing efforts, so you can increase profits and overall customer
More informationDescription of Services for ecommerce Website Package
Description of Services for ecommerce Website Package We provide this document to define services covered in our ecommerce website package. It is very important you understand exactly what you are purchasing.
More informationAn Oracle White Paper March 2011. European Consumer Views of E-Commerce: A Consumer Research Study of Buying Behavior and Trends
An Oracle White Paper March 2011 European Consumer Views of E-Commerce: A Consumer Research Study of Buying Behavior and Trends Introduction In July 2009, ATG (acquired by Oracle in 2010) commissioned
More informationGuest Article: What will make healthcare software usable?
(From: http://www.healthcareguy.com/2009/04/13/guest-article-what-will-make-healthcare-softwareusable/) Guest Article: What will make healthcare software usable? Last month I posted several entries about
More informationScreen Design : Navigation, Windows, Controls, Text,
Overview Introduction Fundamentals of GUIs Screen Design : Navigation, Windows, Controls, Text, Evaluating GUI Performance - Methods - Comparison 1 Example: Automotive HMI (CAR IT 03/2013) 64, 68, 69 2
More informationOutline Web Design Process
Web Process & Patterns Hall of Fame or Hall of Shame? Slides from: James Landay Two sections of pages from cnn.com ignore the fuzziness that is my screen capture 2/27/2002 1 2/27/2002 2 Hall of Fame Web
More informationCONSUMER PERCEPTIONS OF ONLINE SHOPPING
CONSUMER PERCEPTIONS OF ONLINE SHOPPING Chuleeporn Changchit, Texas A&M University - Corpus Christi chuleeporn.changchit@tamucc.edu ABSTRACT Many brick and mortar companies have decided to enter e-commerce
More informationStrategies for Success with Online Customer Support
1 Strategies for Success with Online Customer Support Keynote Research Report Keynote Systems, Inc. 777 Mariners Island Blvd. San Mateo, CA 94404 Main Tel: 1-800-KEYNOTE Main Fax: 650-403-5500 product-info@keynote.com
More informationAre the Product Lists on Your Site Reducing Sales?
User Interface Engineering 242 Neck Road Bradford, MA 01835 (978) 374-8300 (800) 588-9855 www.uie.com Are the Product Lists on Your Site Reducing Sales?.......... You can increase sales on your site as
More informationWays to Increase Sales From Your Online Store
Ways to Increase Sales From Your Online Store The text in this document is copyright 2013 Infinite Softech. You may quote this document in whole or in part, online or in printed format, as long as proper
More informationpresented by Maxmail
presented by Maxmail What s Inside Hello. It doesn t matter if you re a brick-and-mortar store, an online retailer, small or not so small. We will show you how you can build your email list and use this
More informationInvestigating Elements on the E-commerce Homepage
Investigating Elements on the E-commerce Homepage Focus on Business to Customer Websites Sunghyun Ryoo KANG*, Eunjoo LEE** *Iowa State University, 158 College of Design, Ames, IA 50014, USA, shrkang@iastate.edu
More informationTRANSFORMING THE PAYMENT EXPERIENCE INTO A SALES TOOL
WHITE PAPER TRANSFORMING THE PAYMENT EXPERIENCE INTO A SALES TOOL 7 MARKETING BEST PRACTICES THAT HELP INCREASE INCREMENTAL CONVERSION RATES EXECUTIVE SUMMARY Recent research suggests that few online merchants
More informationHow to Establish a Successful Web Presence for Your Business
How to Establish a Successful Web Presence for Your Business How to Establish a Successful Web Presence for Your Business 2 Establishing an online component to your business is essential for any business
More informationCreating a High Performance Website
Creating a High Performance Website Your website will be the core of your digital marketing program, so it s critical to take the time to do it right. By starting with your brand, designing strong information
More informationMake the Leap from ecommerce to Omni- Channel
Iaodesign/Shutterstock An ecommerce platform is the foundation for a successful Omni- Channel business model arvato Systems North America 6 East 32nd Street, New York, New York 10016 United States All
More informationFor More Free Marketing Information, Tips & Advice, visit www.lgx.im
For More Free Marketing Information, Tips & Advice, visit www.lgx.im DISCLAIMER AND/OR LEGAL NOTICES The information presented in this E Book represents the views of the publisher as of the date of publication.
More informationVirtual Lab 1. Running Head: UTAH VIRTUAL LAB: TEACHING SCIENCE ONLINE. Thomas E. Malloy and Gary C. Jensen. University of Utah, Salt Lake City, Utah
Virtual Lab 1 Running Head: UTAH VIRTUAL LAB: TEACHING SCIENCE ONLINE Utah Virtual Lab: JAVA Interactivity for teaching science and statistics on line Thomas E. Malloy and Gary C. Jensen University of
More informationThe Usability of Electronic Stores based on the Organization of Information and Features
The Usability of Electronic Stores based on the Organization of Information and Features CHAN KAH-SING Singapore Polytechnic This paper describes an investigation on how the perceived usability of electronic
More information