February 1, 2011, 12:00 AM

The Internet Retailer Survey: Impactful Design

(Page 2 of 2)

More than one-third of the retailers taking part in the survey—38.9%—rely on one-on-one feedback as their primary way to test a new design. That compares with 36.5% that use A/B testing, in which a retailer tests two versions of a web page, a specific page element or ad copy against each other; 20.9% that use multivariate testing, which helps retailers determine the best combination of new text and images; and 19.4% that use focus groups.

“When it comes to design, a lot of retailers are working on a budget and they are testing more to make sure they are getting the biggest bang for the buck,” says Judy Foster, executive creative director of design firm Grand River Interactive. “Testing makes perfect. These days with design, retailers don’t want their customers taking too much time to think. What they want shoppers doing is being engaged and completing transactions.”

mark@verticalwebmedia.com

Comments | 1 Response

  • Great Article! This article offers a great deal of information about web design and it is clear that the most important thing to retailers is a web design that is easy to navigate and encourages customers to shop, not spend time figuring out how to use the site. I think its interseting that close to 50% of the stores feel that not having a mobile commerce site is a drawback for their current design. This will be an interesting number to watch especially since Mobile commerce is on everyones mind as we progress deeper into 2011. Thanks for sharing this! Molly Griffin Dydacomp

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