How to Stop Web Shopper Flight

摘要

Most e-commerce sites rebuff at least 70% of the customers who visit them, passing up millions of dollars in potential sales. Even the best retail Web sites are doing only half the business they could be doing, researchers say. The culprit: poor Web site usability. "E-commerce sites offer a simple way to prove when you're [doing it] right: Measure sales," says Jakob Nielsen, co-founder of Niels'en Norman Group, a Web site usability design consultancy in Fremont, Calif. Although software tools measure some Web site activities, nothing beats ''watching people shop to gauge the failure or success of a site," Nielsen says. "When executives of an e-commerce site see half their customers leaving because they can't shop, that's pretty compelling," he says.