Usable E-Commerce: Build trust. Sell more stuff.
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According to MIT, Macromedia, top-gun usability gurus, and even NASA, good
usability is critical to the success of ecommerce and informational websites. NASA says it so eloquently:
"Standardizing user interface elements... across NASA websites will benefit users by establishing expectations, improving learn-ability
and increasing user efficiency... [It can] provide a competitive advantage." – NASA Website
But what makes it usable?
"Dont make me think..."
The essense of usability can be summed up in Steve Krug's famous phrase: Don't Make
Me Think (a Web-industry standard text).
Remove possible frustrations:
Visitors don't have time to figure out your Website. Make it obvious and easy or they'll
leave. For example: why insist that phone numbers can't have dashes? A usable site
doesn't set up unnecessary roadblocks that risk overloading the "frustration factor."
Design starts with user goals:
Some ecommerce sites sell digital downloads. Others sell tangible goods. Some require
recurring billing. Each has a different logic flow, which must be supported by design to
achieve a high conversion rate (good sales). That's where Transform Agency excels. View an
example wire-frame mockup and sitemap.
Consistency, labelling, color logic, layout, design emphasis, branding should
guide and support user actions, so the sale or signup is most likely to be completed.
In short: template websites don't move merchandise.