IRWD 2012: Web design best practices begin with consumers
22.05.12
However, data can’t just be the purview of data specialists, Sidders said. “Your designers and developers need to get into the data and understand what changes to the site mean,” Sidders said.
Retailers also have to ensure that a consumer, regardless of her entry point to an e-commerce site, can easily find important pages within the site. For example, Shopko, a regional retailer, has put special emphasis on its pharmacy and optical businesses, Sidders says. He added links for those respective sections to a navigation header so they appear even if a product detail page for an unrelated item is the consumer’s first view on the Shopko site.
Then, when a new web site element is ready, the next step is to test it. “What should you be testing? Everything you can,” Sidders said.
Merchants need to ensure that their call to action comes at the right time. E-retailers should not forget that closing a sale requires a series of steps: getting a consumer’s attention, creating interest in a product, generating desire for the product, and ultimately, motivating the consumer to take action, Luckey said. “For a customer to do anything on your web site, he will have to flow through that continuum,” Luckey said.
Source: InternetRetailer.com