Executive Summary

Introduction

• To succeed in e-commerce, make it easy for the customer to buy.
• If customers can’t buy, they won’t buy.

What to Learn From Apple

• Simple, uncluttered design is the best. The Apple Store shows how it's done.
• Elegant design can be taken too far. Customers don't come to an online store to enjoy a chic design - customers come to BUY.
• If a user can’t figure out how to start the buying process, the user won’t buy.
• Don't use graphics when text will do. Never use graphics simply to display text.
• If you give the customer a button called “Complete My Order,” make sure that it completes the order.
• Don’t ever require customers to download a plug-in before they buy.
• Don’t delete your customers' orders.
• Require all staffers on your 800 number to use the website before they take any calls.
• Make it easy for the customer to buy.

What to Learn From Dell

• Don’t use graphics to display text.
• Don’t give customers a chance to leave the buying process for a Year 2000- compliance page.
• Identify one goal for each page, and design the page to focus users on that one goal.
• Don’t use animated graphics.
• Make it easy for the customer to buy.

What to Learn From Amazon

• The home page is your only chance at a first impression.
• Make search prominent.
• Give the customer good search results, or don't offer search at all.
• If a page has a simple goal, design the page simply.
• Don’t distract customers from the buying process with unnecessary links.
• Make it easy for the customer to buy.

What to Learn From Barnes & Noble

• Make the buy button prominent and clear, and accompany it by a text link.
• Always separate the “Cancel” button from the “Continue” button - and if possible, don’t include “Cancel” at all.
• Don’t ever let the customer think the order is placed until it is.
• Don’t sell Edward Tufte books on info-overloaded pages.
• Make it easy for the customer to buy.

What to Learn From America Online

• Overall, AOL has the best ease-of-use on the Net. It’s also the most popular online service and one of the most popular websites. Ease-of-use wins.
• If your site’s ease-of-use is poor, don’t make any excuses (like “We had to do it that way”). Focus on results. If customers can’t figure out your user interface, you’ll lose money no matter what.
• If most customers will buy one copy of an item and leave the store, make it quick and easy for them to buy one copy. Don’t drag out the buying process with unnecessary screens.
• Make it easy for the customer to buy.

What to Learn From Microsoft Expedia

• The home page is your only chance to make the critical first impression on the customer, so make sure it’s fast and focused.
• Advertising, especially in separate frames, does not speed the buying process.
• Don’t use jargon. To serve the customer, don’t use words the customer doesn’t know.
• Don’t name a button “Cancel” unless you mean it.
• Always copy-edit your content, especially if there’s only one sentence on the page.
• Make it easy for the customer to buy.

What to Learn From CDnow

• It doesn’t matter how much money you spend on advertising and marketing. If your website doesn’t serve the customer, you lose.
• Don’t make your customers read error messages.
• Always include a clear, easy-to-find link at the bottom of the page. Make it easy for customers to accomplish their (and your) goals.
• On a lengthy page, be sure to allow customers to buy at the bottom of the page.
• Always, always, always make it easy for the customer to buy.