The overall presentation of a site must be clean and professional in order to gain user’s trust. Consistent and easy-to-use interfaces help users concentrate on the content and flow through the rhythm of browsing. In e-commerce, when that rhythm stops due to any uncertainties, it can deter users who will in turn defer back to in-store or phone help—or give up on a business transaction all together.
I recently made an in-store purchase at Old Navy and opened up a credit card there. My store experience was very good; I was greeted by friendly face who told me all about the current sales and took me through a speedy card application process.
That experience was quickly uprooted and...read more
By Tammy Guy