Usability initiatives like contextual inquiry and usability testing help identify the information customers need to complete the sale as well as potential sales obstacles like shipping costs and ease of product returns. Usability research firm User Interface Engineering found that when consumers were given money to shop at well-known sites, 70% of their shopping attempts ended in failure. Because of poor site design, consumers just couldn’t find what they were looking for.In contrast, usability techniques like card sorting help design an intuitive navigation system. This means customers can find the products that they want to buy, increasing sales.
By making it easy for customers to achieve their goals, customers will return and buy from you again. According to Forrester Research, 42% of US Web buying consumers made their most recent online purchase because of a previous good experience with the retailer. A focus on customer goals will also identify the right products to offer for cross-selling, further increasing sales.
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