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E-tailers grapple with everything from out-of-sight marketing costs to troubles with shipping. But another problem is close to home: Sites are hard to use, and that's turning off customers.
Thirty leading e-commerce Web sites are riddled with flaws, concludes a soon-to-be-released site usability report.
The study by Forrester Research and User Interface Engineering, a Bradford, Mass., usability testing company, is based on the experiences of 18 customers who were given $50 to buy things online.
Amazon.com, L.L. Bean's site and REI.com were among the 30 sites surveyed. Forrester will issue the full report card later this month, but all sites had flaws. Shoppers in the test ran into dozens of problems that ranged from locating products to finding enough information to make a purchase decision to checking out.
View both works by Riedman, Patricia
View both works published by AdAge.com |
The Latest Hot Trend Tests Usability of Web Sites
http://www.adage.com/news.cms?newsId=1356
Riedman, Patricia
AdAge.com
2000
Abstract: E-tailers grapple with everything from out-of-sight marketing costs to troubles with shipping. But another problem is close to home: Sites are hard to use, and that's turning off customers.
Thirty leading e-commerce Web sites are riddled with flaws, concludes a soon-to-be-released site usability report.
The study by Forrester Research and User Interface Engineering, a Bradford, Mass., usability testing company, is based on the experiences of 18 customers who were given $50 to buy things online.
Amazon.com, L.L. Bean's site and REI.com were among the 30 sites surveyed. Forrester will issue the full report card later this month, but all sites had flaws. Shoppers in the test ran into dozens of problems that ranged from locating products to finding enough information to make a purchase decision to checking out.
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