[thelist] process question: hi-end multimedia sites

martin.p.burns at uk.pwcglobal.com martin.p.burns at uk.pwcglobal.com
Thu Feb 8 12:27:40 CST 2001




Memo from Martin P Burns of PricewaterhouseCoopers

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* Testing with 12 users on 36 large retail sites found:
     * 60 obstacles in locating a product category
     * 66 obstacles in narrowing product choice
     * 51 obstacles in uncovering information
     * 42 obstacles in checking out
* Usability barriers cause 65% of online shopping trips to fail
* Killer obstacles put the 'stop' into 'one-stop shop'
* Lesser obstacles ground shopping trips to a halt
* Customers who can't find a product can't buy the product.
* Shoppers without the right information shy away from purchasing.
* Frustrated buyers leave full carts in the checkout line... look-to-buy ratios
hover around 2%.
(source: Forrester Research, October 2000)

How can they *not* afford to do usability testing?

Cheers
Martin





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Subject:  RE: [thelist] process question: hi-end multimedia sites


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> do they do usability testing?

Depends. Some large companies can afford to do focus groups. This is pretty
expensive. I think you rely on expertise here for the most part. Depends on
the product as well. What are we building here?



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