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Shopping Process: Answer User Questions each Step

The user will have certain questions at each stage of the shopping process; focus on the answers to these questions, and make them the most prominent on the page at that time. Additional useful information can be “hidden” behind a hyperlink

Optimizing Conversion Rates: It’s All About Usability | How-To | Smashing Magazine

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Zwei Klicks zur Information

The rule of thumbs: if a user finds a product through your internal search engine, he or she shouldn’t have to click more than twice to find essential information about the product.

Optimizing Conversion Rates: It’s All About Usability | How-To | Smashing Magazine

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Interessanter Artikel über “Optimizing Conversion Rates”

Sehr interessanter, 3 teiliger Artikel über die Optimierung von Conversion Rates. Ein Teil umfasst das Thema Usability im E-Commerce. Die essentiellen Zitate sind auch hier gepostet.

Optimizing Conversion Rates: It’s All About Usability | How-To | Smashing Magazine

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Worauf man beim Checkout achten sollte – eine Checkliste

  • Ask the minimum number of questions
  • Address security concerns
  • Use consistent and standard form controls
  • Place error messages next to the entries that need correcting
  • Once in the checkout, remove site-wide navigation
  • Ask questions in a logical order with the easy questions first
  • Confirm the order before and after submission
  • Remove sales barriers by addressing common questions
  • Recognise loyal customers
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9 Richtlinien, die man beim Checkout beachten sollte

Hier ein paar Richtlinien für die Checkoutgestaltung, die sich aus Usability-Tests als Best-Practice herausgestellt haben:

With Christmas fast approaching, it looks like retailers will need to fight for every penny. One surefire way of increasing profits is to focus on the usability of your checkout, since the average cart abandonment rate is reported to be around 60%. But since we’re already in December, it’s unlikely you’ve got time to run a usability test on your own checkout. Don’t panic, here’s a list of 9 guidelines that we’ve derived from observing participants in usability tests of dozens of e-commerce checkouts.

  1. 1. Ask the minimum number of questions
  2. Address security concerns
  3. Use consistent and standard form controls
  4. Place error messages next to the entries that need correcting
  5. Once in the checkout, remove site-wide navigation
  6. Ask questions in a logical order with the easy questions first
  7. Confirm the order before and after submission
  8. Remove sales barriers by addressing common questions
  9. Recognise loyal customers

Den ganzen Artikel zu den Richtlinien gibt es hier:
Shopping basket usability: Nine tests for a usable checkout

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