Thursday, June 24, 2010

In Online Retail, Usability Is Rated No. 1

Some online retailers are updating their looks for better navigation, while others are focusing on the bells and whistles of social shopping. But Web merchants would be wise not to forget the basics or risk frustrating their customers.

According to the “Revolutionizing Website Design” report from digital marketing agency Oneupweb, Web users expect a lot from shopping sites, but their focus is on the fundamentals that facilitate purchasing.

Clearly presented pricing and shipping information, for example, is the most important feature of e-commerce sites, followed by indications of credibility and trustworthiness. Visual appeal and functionality like cost calculators and search were also relatively important. But advanced features such as live chat and social hooks were important to but a small minority of respondents.

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