 |
| |
|
|
|
| |
Commercial advantages: contents
Not even the nascent state of the Web can excuse the
amateurish lack of usability of today's eCommerce initiatives...(Sonderegger,
Forrester Research, December 1999.)
The business case for usability can be summarised by saying
that good usability leads to satisfied, purchasing, and returning
customers. The Gartner group found in 1992 that a user-centred
approach raised customer satisfaction by 40%. Bad usability
on the other hand, leads to angry customers and loss in sales.
AT Kearney in 2001 reported that 82% of users they surveyed
attempted to purchase something but gave up because of poor
design and usability. A useful metric of your web site's
success is not traffic but conversion rate:
the number of visitors who are 'converted' into buyers.
B2B studies show that between 30-40 percent of web purchase
attempts fail due to poor web site usability. Enterprises
need to establish, institutionalise and fund user experience
as a core competency (Gartner group, 2001).
| |
| |
