Why do customers abandon their shopping cart so often? Based on a 2010 study of web users testing 15 e-commerce websites, in this article, Christian Holst shares 11 fundamental guidelines from that report.
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Paras Chopra goes into the technical details of multivariate testing. Get to know the types of multivariate tests, the do’s and don’ts and more!
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User experience design for the Web (and its siblings, interaction design, UI design, et al) has traditionally been a deliverables-based practice. Wireframes, site maps, flow diagrams, content inventories, taxonomies, mockups and the ever-sacred specifications document (aka “The Spec”) helped define the practice in its infancy. These deliverables crystallized the value that the UX discipline brought to an organization.
Over time, though, this deliverables-heavy process has put UX designers in the deliverables business — measured and compensated for the depth and breadth of their deliverables instead of the quality and success of the experiences they design. Designers have become documentation subject matter experts, known for the quality of the documents they create instead of the end-state experiences being designed and developed.
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Start-up organizations provide an extraordinary example of chaos organized into manageable chunks. Perhaps more than anyone else, the individuals who comprise a start-up team are required to understand their team’s goals across a variety of disciplines — research, marketing, design, development, architecture, etc. — as well as their own responsibility to move the company’s overarching objective forward. Entrepreneurs must choose the direction, designers must think through the options, and developers must cull a functional product or service, all while giving feedback to and receiving it from their colleagues.
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How do you make decisions? If you’re like most people, you’ll probably answer that you pride yourself on weighing the pros and cons of a situation carefully and then make a decision based on logic. You know that other people have weak personalities and are easily swayed by their emotions, but this rarely happens to you. You’ve just experienced the fundamental attribution error — the tendency to believe that other people’s behaviour is due to their personality (“Josh is late because he’s a disorganised person”) whereas our behaviour is due to external circumstances (“I’m late because the directions were useless”).
Cognitive biases like these play a significant role in the way we make decisions so it’s not surprising that people are now examining these biases to see how to exploit them in the design of web sites. I’m going to use the term ‘persuasion architects’ to describe designers who knowingly use these techniques to influence the behaviour of users. (Many skilled designers already use some of these psychological techniques intuitively — but they wouldn’t be able to articulate why they have made a particular design choice. The difference between these designers and persuasion architects is that persuasion architects use these techniques intentionally).
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“Form follows function” is a widely accepted — albeit controversial — principle that most designers in a variety of disciplines have adopted since its inception at the turn of the 20th century. On the web, we commonly refer to function as usability which is the ease of use and navigation of a website in order to achieve user’s goals.
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As Web technology improves, users expect Web-based widgets to be useful, content to be relevant and interfaces to be snappy. They want to feel confident navigating a website and using its functionality. They crave being able to get things done with little friction and on demand. And demand they do.
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Websites and Web applications have become progressively more complex as our industry’s technologies and methodologies advance. What used to be a one-way static medium has evolved into a very rich and interactive experience. * (Links checked and repaired on April 2021).*
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There are well-known proverbs that imply (or state outright) that beauty is superficial and limited in what it can accomplish. “It’s what’s inside that counts” and “Beauty is only skin deep” are a few simple examples. Because the Web design industry is now flooded with a lot of raw talent, and because virtually anyone can create a “beautiful” website, recognizing a truly beautiful website experience is becoming increasingly difficult. What appears beautiful to the eye might in fact be more of a hindrance.
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One of the most influential factors in our buying decisions is the opinions of our friends and relatives. Likewise, a large majority of online shoppers now trust what other customers say about the products they buy more than the e-tailers themselves. The reason is that we trust people who are “on our side,” even if we do not know them personally
This attitude was described as the “Amazon effect” by Joshua Porter in his book Designing for the Social Web. He observed during his tests that people always started shopping on Amazon first. Their main reason was not that Amazon was better or that they had an Amazon account; they simply knew that on Amazon they could always find trustworthy information provided by people like them. They wanted to know the “truth,” not an idealistic vision of the product decorated by marketing cliches.
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