Thursday, November 30, 2000

ShopGuideNews

65 percent of shopping trips failed due to usability barriers. Despite the incentive of free money, two out of three efforts to
locate and purchase an item ended in an incomplete transaction.

Major obstacles interfered with completing a purchase. One example, a participant wishing to make his purchase using an
Amex card was forced to abandon his cart when the site only accepted Visa or MasterCard.

Minor obstacles can also get in the way of a completed transaction when enough of these problems pile up. The frustration
of a series of annoyances, especially during checkout, will cause a shopper to abandon the sale.

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