Sell More Via the Web

The goal of discount usability sessions isn’t quantitative statistics. Rather, you’re seeking trends and “Aha!” insights. Such insights needn’t be earthshaking, just places where many of your users hesitate or stumble. Here are examples of insights seen in different usability sessions:

1. On the “view cart page,” below the table showing cart contents, there were three buttons, which read, from left to right, “Checkout,” “Continue Shopping” and “Empty Cart.” In testing, multiple users instinctively hit the right-most button to continue shopping, but they unintentionally purged their carts.