• Home
• /
• Benefits
• /
• Turn More Visitors into Customers

Turn More Visitors into Customers

Where's the ROI?

Conversion rate is the measure of how many people visiting your site subsequently buy your product or service, generate content, or do something else that you want them to do — that's when they earn you profits.

Have site visitors tried to do something on your site without success, or have they just been “looking”? The answer is: both. The first group should be provided with a simple, usable, and understandable user interface to finish a purchase so you don't lose their business. The second group needs this too, but they should also have a clear vision of what this site is about and why they should use it — and this clarity is achieved when user interface is clear and easy to follow.

That's why money spent on user interface modeling and design results in more profitable products.

Business Cases

There are many cases in e-commerce when bad usability caused a loss of customers and sales.

“After move.com completed the redesign of the home 'search' and 'contact an agent' features based on a UI consulting firm's recommendations, users ability to find a home increased from 62% to 98%, sales lead generation to real estate agents increased over 150%, and move.com's ability to sell advertising space on move.com improved significantly.” (Vividence, 2001)

“At HomePortfolio.com we monitored site traffic, observed consumers in usability studies, and worked with internal business groups. This helped us make changes that made the site's purpose clearer and increased transaction rates measurably. The change increased the traffic up 129% the week we put it up.” (Interaction Design, Inc., 2001)

“Staples.com determined that the key to online success and increased market share was to make its e-commerce site as usable as possible. Staples.com spent hundreds of hours evaluating users' work environments, decision-support needs, and tendencies when browsing and buying office products and small business services through the Web. Methods included data gathering, heuristic evaluations, and usability testing. They achieved these results:

• 67% more repeat customers;
• 31-45% reduced drop-off rates;
• 10% better shopping experience;
• 80% increased traffic;
• increased revenue.”

(Human Factors International, 2001)

“A study from Zona Research found that 62% of Web shoppers have given up looking for the item they wanted to buy online (and 20% had given up more than three times during a two-month period).” (Nielsen, October 1998)

Read more business cases in the article “Return on Investment for Usable UI Design” by Aaron Marcus (published in the Winter 2002 User Experience Magazine).

Have a question? Feel free to contact us.

---

Back to Benefits List