[thelist] process question: hi-end multimedia sites

Tripp, Candace L. CANDACE.L.TRIPP at saic.com
Fri Feb 9 06:56:31 CST 2001


What's ROI?

-----Original Message-----
From: martin.p.burns at uk.pwcglobal.com
[mailto:martin.p.burns at uk.pwcglobal.com]
Sent: Friday, February 09, 2001 5:32 AM
To: thelist at lists.evolt.org
Subject: RE: [thelist] process question: hi-end multimedia sites




Memo from Martin P Burns of PricewaterhouseCoopers

-------------------- Start of message text --------------------

Granted, but in all cases, you still need to ensure that
whatever task the user is on the site is easily accomplished.

<tip type="usability engineering definition">
A systematic, iterative process for ensuring that system users can achieve
their
 goals with the greatest ease, in the minimum time, thereby increasing ROI.
</tip>

For customer-facing sites, you often get:
* Higher registrations and sales
* Greater customer retention

Of course, this also applies to non-consumer, non-sell-side
sites:

**Call centres**
    * Higher productivity
    * Increased customer satisfaction

**CMS interfaces**
    * Higher productivity
    * Fewer errors

Shopping sites just have a more visible usability impact on
RoI.

More info in "Cost Justifying Usability" (Bias, Mayhew et al):
http://www.amazon.co.uk/exec/obidos/ASIN/0120958104/martin043

Cheers
Martin




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





> -----Original Message-----
> From: thelist-admin at lists.evolt.org
> [mailto:thelist-admin at lists.evolt.org]On Behalf Of
> martin.p.burns at uk.pwcglobal.com

> * 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?

Who is *they*? Not everything is e-commerce or shopping.




--------------------- End of message text --------------------

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