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Gil -> Why Web “Designers” Build Ineffective Ecommerce Sites (9/19/2003 20:07:26)
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To develop a truly effective Ecommerce site the project must be approached as two separate tasks; The Design of the “Store” and the Development of the “Store Function”.
Design: I’m sorry if you thought this was going to be an anti-design article. The Design of the Store is a very important, even crucial part of the overall site development. Picture a trip to your local grocery store. As you traverse up & down the aisles of products, your senses are assaulted for attention. The packages are bright colors carefully designed to attract and influence your buying decision. Colors were tested and picked to create the proper mental playground for the slogans and catch phrases to work their marketing magic. The Store has erected banners, placards and signs to create a positive atmosphere. “Buy One get One FREE” – “Special” – “Weekend Blowout” – “Save Today” , all vie for your attention. The layout of the products on the shelves is a scientific process – manufacturers pay to be at the end of an aisle because that’s where the most products are sold from. The color scheme of the store itself is carefully designed to create a “buying mood”. The same holds true for a properly designed Ecommerce web site.
Function: OK, now you’ve filled your shopping cart with the product(s) you’ve chosen due to the brilliant design of the store – What now? You approach the checkout section of the store with at least a small amount of apprehension, after all you’ve done this before and know if “may” be a time consuming, frustrating experience. And all you want is to get home and tear into the “New & Improved”, “Tastier Than Before” chocolate cookies that you picked up because they were on “Special”! So, do you pick a checkout register because?
- The cashier is wearing a color coordinated uniform that perfectly matches the stores color scheme?
- The racks of Tabloids are displayed in a logical pattern with the magazine sizes all in perfect order?
- The bin of plastic bags is neat and stacked evenly?
- The line is the shortest, meaning you can check out and get home to your new cookies in the shortest amount of time with the least amount of effort?
Well, guess what? Internet shoppers are no different! You checkout page should be simple, easy to use and quick! The buying decision has already been made, the more pleasant and effortless the checkout procedure is the greater your chance of repeat business is.
Of course you want the checkout pages to be neat, clean and continue the color scheme, BUT don't allow "Design" to hinder "Function" as I've seen on so many Ecommerce sites.
Separate the Design from the Function and develop each to perform it’s task and watch your on-line sales soar.
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