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CHI-WEB  May 2001, Week 1

CHI-WEB May 2001, Week 1

Subject:

Re: Direct ties between usability and revenues

From:

Ethan McKinney <[log in to unmask]>

Reply-To:

Ethan McKinney <[log in to unmask]>

Date:

Fri, 4 May 2001 07:28:30 -0700

Content-Type:

text/plain

Parts/Attachments:

Parts/Attachments

text/plain (53 lines)

Jared,

To clarify, did people on the search-dominant sites just have more money
left over at the end? Also, what happened to left-over money? Was it
"lost" to the test subject, or did they get to take their change with
them?

Either way, in a random population where site design has no impact, we'd
expect that the two populations (search shoppers and browse shoppers)
would have similar amounts of money left over when they finished shopping.
If there's a statistically significant difference in how much money they
leave unspent, it's a pretty good assumption that site design is the
independent variable causing the difference.

> +   Fifth, when people weren't happy with a particular product
>     (often because the description on the site was inadequate, not
>     because it didn't actually meet their needs -- they just
>     couldn't tell if it did), they often cited price as one of the
>     reasons for dismissal.  So, price did (sometimes) play a role in
>     rejected purchases -- though rarely when impulse buying.

Veering onto a slightly different topic: I feel that a shopping site can
never have too much product information. That's not at all the same as
saying that you should have huge pages of disorganized verbiage! A
focussed product description with several links to additional detailed
information is a great way to go. Give me weight, dimensions, power use...
Rule #1 -- no product worth selling on the Web should ever have just one
page of information.

(Example: laundry detergent doesn't need much description, but it also
doesn't sell well on the Web.)

One of my pet peeves is not having multiple photos of the product. I want
to see it from several angles, I want a detailed photo of the back showing
the connectors, etc.

And another topic: I own a Handspring Visor Deluxe, which I love. I wanted
to buy a case with a belt-clip for it, so I went to the Targus site (one
of my friends had a Targus case, so I knew they made them). Since I knew
what I was looking for, I searched for "Handspring." No case. Rather than
a dozen products, only one came up. After poking around the site for a
while I realized why: the Search function does a text search, not a
manually-indexed search. All the products for Palm Pilots that work
perfectly with Handsprings? Only use the term "Palm Pilot," not
"Handspring" or "Visor." Great way to keep undesirables from buying your
products!

Ethan McKinney

   ---------------------------------------------------------
   About CHI-WEB: http://www.acm.org/sigchi/web/chi-web.html
   ---------------------------------------------------------

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