Fun book with a lot images and even more tips for making you e-shop a paradise for a user.
Here is the ideas from each chapter:
Usability is a prerequisite for e-commerce success. … It doesn’t matter how cheap the products are if people can’t find them or if they get stuck on a step in the checkout process.
You can’t sell anything to a customer who has left the store
Trust is hard to build – and easy to lose. A single violation of trust can destroy years of slowly accumulated credibility.
Good sites show clearly organized, representative merchandise starting right on the homepage
Site designers must create sophisticated – bu simple – search engines capable of delivering the goods on the user’s first query
The tests of product page is whether it provides shopper with enought information to make their buying desicions and whether it presents an effective mechanism for purchasing.
When your customer is unuable or unwilling to complete an online order after finding a desired products, it is a disaster for your site. Not only do you lose that sale, but often you lose the customer as well
Ultimately, the best way to improve your site’s international usability is to make it more usable in its native country
Ultimately, the recommendations arising from any usability study can only be as good as the information on which they’re based
At the end of the book there is a test where you checked the boxes on all mentioned usabilty criterias. I think when you get at least 90 % of them, your conversion rate will rise as well.
Thank to Jakob Nielsen, Rolf Molich, Carolyn Snyder and Susan Farrell