Below are gathered case study summaries from multiple authoritative
sources and are based on numerous research projects:
The benefits of good web design
hammer home its point, Creative Good offered the striking revelation
that a dollar spent on advertising during the 1998 holiday season
produced $5 in total revenue, while a dollar spent on customer
experience improvements yielded more than $60.
IBM's website, the most popular feature was the search function,
because the site was difficult to navigate. The second most popular
feature was the 'help' button, because the search technology was
so ineffective. IBM's solution was a 10-week effort to redesign
the site, which involved more than 100 employees at a cost estimated
'in the millions.' The result: In the first week after the redesign,
use of the 'help' button decreased 84 per cent, while sales increased
400 per cent.
Box, June 2000. It's quite normal for e-commerce sites to increase
sales by 100% or more as a result of usability, but configurator-driven
sites can probably increase sales by at least 500% by emphasizing
usability. More important, they can probably avoid 9 of 10 returns
by eliminating most mis-designed items.
The cost of bad web design
customer experiences will have a devastating effect on holiday
revenues, even with the most conservative estimates. Given an
estimated $9.5 billion in holiday spending despite a 39 per cent
failure rate, the industry stands to lose over $6 billion.
per cent of test shoppers failed in their buying attempts because
sites were too difficult to navigate. Additionally, 56 per cent
of search attempts failed.
absolute number of online bankers grew 100,000 to a total of 6.3
million in the past 12 months, but 3.1 million U.S. adults have
discontinued their use of online banking according to Cybercitizen
Finance from Cyber Dialogue. The study also found that only 35
per cent of online bankers that discontinued their service were
inclined to try it again.
- "Although Cybercitizens begin banking online to save time,
more than 50 per cent have discontinued use because they find
the service too complicated or were dissatisfied with the level
of customer service," said Michael Weiksner, Manager of Finance
Strategies at Cyber Dialogue.
20 major sites audited, 51 per cent werecompliant with simple
web usability principles such as "is the site organized by
user goals?" and "does a search list retrievals in order
of relevance?" (in other words, the average site violated
half of these simple design principles).
sites will waste between $1.5M and $2.1M on redesigns next year
(1999). Why? Designers are engaged in an endless cycle of overhauls
that don't fix their problems. Their goals of achieving fast performance
and consistent look and feel are directionally correct but miss
out on at least 20 other more specific usability objectives. And
since ease of use is not measured, flaws go undetected.
a study of 15 large commercial sites users could only find information
42 per cent of the time even though they were taken to the correct
home page before they were given the test tasks.
internet sales continue to soar, recent surveys indicate that
between 27-66% of user abandoned their shopping carts.
of approximately 50 per cent of the potential sales from the site
as people can't find stuff.
repeat visits from 40 per cent of the users who do not return
to a site when their first visit resulted in a negative experience.
per cent of web shoppers gave up looking for the item they wanted
to buy online (and 20 per cent had given up more than three times
during a two-month period).
the most loyal internet users are having a hard time shopping
online, with 28 per cent of the 239 internet savvy users reporting
difficulties in finding products and services. (and 20 per cent
had given up at least three different times while shopping on
the web, with 39 per cent reporting they have decided either not
to buy online or to do their shopping elsewhere - with catalogues
and bricks and mortar stores the big winners