[thelist] process question: hi-end multimedia sites

[A. Erickson]

> -----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.

- amanda