Comments on: Online retailers focus on web design, Kashi and PetSmart re-launch

By: Adam Howitt

Adam Howitt — Mon, 03 Sep 2007 15:09:59 +0000

Hi Rick,
You mentioned e-commerce usability best practices in the article but didn’t link it – is there a list online or a good book on the topic? I would have thought that reducing the complexity of each stage for the consumer is a good thing – offering a product listing of every SKU of Kashi bars would make it harder for consumers to find what they want. If I want Kashi Peanut butter bars I like the idea of seeing just one line item per product line and then selecting the quantity / packaging I prefer.

Thanks,
Adam

By: Ryan

Ryan — Thu, 30 Aug 2007 22:46:21 +0000

“Only 56% of retailers get customer feedback…”

That is a super insane number. I don’t see how anything other than a 100% would be acceptable with the amount of money spent on e-commerce sites. Although that stat probably just takes into account formal testing and not informal. But really this blows my mind even more:

“[of that 56% only] 15.7% use focus or user groups.”

The Kashi example is also amplified by the discontinuity in their “store site” versus their “main site.” Why separate the two when it is so much easier to find what you want on their main site?