The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
The 2014 Guide to E-Commerce Site Design & Usability
Data and Analysis for Designing Profitable Retail Sites
In the four years since this research publication was last issued, the trends constituting "best practices" for web site design and usability have changed radically. Back in 2010, retailers were encouraged to make their desktop sites as visually alluring, navigable and profitable as possible when it came to the business of selling online. Fast forward to today, when it's clear that the digital wizardry responsible for enticing shoppers to a retailer's site needs to unhitch itself from a desktop-only provenance and extend to mobile devices as well. Instead of making separate designs for the various digital touch points, however, the trend is to adopt responsive web design, or designing a single web or e-commerce site that adjusts to the size of the screen (be it on a laptop, smartphone, desktop PC or tablet) a viewer happens to be using.
This isn't the only trend or new element that the 409-page, digital-only edition of our 2014 Guide to E-Commerce Site Design & Usability examines in detail. Readers will discover:
- better inroads into web analytics with usability testing to evaluate a new product, site design, service, feature or function;
- detailed critiques by six prominent design firms of two Top 500 and Second 500 e-retailers in each of 14 product categories; and
- critiques of the design, features and functions of nearly 50 of the biggest m-commerce sites in Internet Retailer’s 2013 Mobile 500 Guide
Additionally, this new edition of the 2014 Guide to E-Commerce Site Design & Usability charts the specific design elements of the Top 1000 web merchants and offers detailed profiles, pricing and product information on more than 250 providers of design and usability products and services. As the technologies and best practices involved in web site design and usability continue to evolve and move e-commerce ever forward into global retailing's center stage, rest assured that our responsiveness will be there to help your business develop its own.