10 High-Profit Redesign Priorities
Source Article: www.useit.com/alertbox/roi.html
1. Email Newsletters
The biggest return on investment (ROI) can be gained by simply sending out email newsletters. This continues the customers experience even after the order has arrived. It also breeds familiarity to the company. They probably won't have to go to a search engine next time they need something. Nielson says to make sure to do email newsletters and do them well.
2. Informative Product Pages
On the internet, people can't pick up your product. This creates a challenge to let them to know what your product really is. In fact, this was the root of 8% of usability problems and 10% of the cases where users just gave up. To avoid this, give detailed information about the product in terms the customer can understand.
3. High-Quality Photography
This is another way to get the "in-hand" feeling for your product. Give the customers the option of seeing very close-up high-quality images from different angles. In fact, if there is a link to enlarge an image, it should be as close to filling the window as possible. If selling software, do not use photos, use full resolution screenshots.
4. Product Differentiation and Comparisons
One of the greatest online shopping fears is whether you're ordering the right thing. You need to make it very clear how each product is different. Comparison tools work well for this. However, the differences still need to be pointed out.
5. Support for Reordering
Reordering a product should not require navigation at several levels like the first time. There are many things that need to be ordered on a regular basis. My paintball company had to reorder paintballs very frequently. Customers should be given the option to reorder using their previous shopping list. If launching a new product, keep the sizes and similar parameters the same so that it will match previous products you've purchased.
6. Simplified Text
This is not a one-time fix. However, it is crucial. Hire people that know how to write for the web. Then have even better editors check everything.
7. Catering to Seniors
Seniors are the fastest growing segment of internet users. In fact, it's the only remaining growth market in rich countries. Seniors are less into piracy and more loyal. Still, most websites discriminate horribly against older users. Tayloring to seniors could get a company a huge following.
8. Gift-Giving Support
"Wishlists and gift certificates are low-cost features that give you incremental sales and introduce your site to new customers."
9. Search
Users are depending on searches more and more. While it is increasingly better on the internet as a whole, it is still greatly lacking on individual sites. While it's expensive, it's worth it if it means customers will find your stuff easily. First, install better search software. Then create meaningful page titles so customers know when there's a hit. Write using your users' vocabulary so they actually will have hits.
10. User Testing
This has one of the greatest returns on investment because it is very low cost and saves money in the long run. While these design articles give great insights, each organization will face unique issues with their website. User testing can root out these problems and offer solutions.
Bonus Tactic: Loyalty Program
Airliners reward their frequent flyers with special offers. Websites can do the same with their frequent shoppers.
Serving Customers, Not Chasing Hype
Do the basics and do them well!
What I've learned
There's alot to take in here but it gives me a really good idea of what to do right off the start to create a site that will serve its purpose well, save money, and make even more.
