Comments on: 48% of visitors on e-commerce websites don’t buy due to lack of usability

By: AdPearance | Websites Have to Be Functional. Period.

AdPearance | Websites Have to Be Functional. Period. — Fri, 16 Jul 2010 19:46:48 +0000

[...] shows that 48% of visitors on ecommerce websites don’t buy due to a lack of usability. Not the fact that the website [...]

By: 10 most popular usability articles in 2009 | Uxable

10 most popular usability articles in 2009 | Uxable — Fri, 25 Jun 2010 21:27:40 +0000

[...] 48% of visitors on e-commerce websites don’t buy due to lack of usability iPerceptions’ research shows that 48% of the people on e-commerce websites doesn’t buy due to lack of usability. Even worse: 38,5% of the people who visit a website with the intention to buy, don’t succeed in doing so. [...]

By: Karl Gilis

Karl Gilis — Wed, 18 Nov 2009 18:07:34 +0000

If the shipping policy is not clear, it is a usability issue.

We don’t like the word ‘user experience’. If a website opens with a 10 minute Flash intro, you can call that a ‘user experience’ too. But it’s a bad one.

We believe that everything that has to do with the user experience, should be a concern of the usability expert. Limiting usability to the interface is stupid.

By: Judit

Judit — Mon, 16 Nov 2009 10:54:24 +0000

A little bit strange interpretation of numbers, I feel. Shipping policy as a usability issue? Or bad customer service?
“Usability” is not the same as “user experience”…

By: delicious Links: 11. November 2009

delicious Links: 11. November 2009 — Wed, 11 Nov 2009 23:01:50 +0000

[...] E-commerce usability: 48% doesn’t buy due to lack of usability – The Web Usability Blog Wegen Usability-Mängel bricht fast die Hälfte der Shop-Besucher den Einkauf ab ecommerce Tags: Usability M Shop Besucher Einkauf ecommerce [...]

By: I´m a digital native. And this is my lifestream.

I´m a digital native. And this is my lifestream. — Wed, 11 Nov 2009 09:17:45 +0000

[...] The figures are based on the feedback of 360.000 visitors of various e-commerce websites” (via) studies Kommentare buy E-Commerce eCommerce Feedback industry lack Pangora report usability [...]

By: Ben

Ben — Mon, 09 Nov 2009 19:04:30 +0000

The first question seems to be ambiguous in that “didn’t find what I wanted” could mean:

1. I didn’t find the *exact* product I wanted, or;
2. I didn’t find the product on the website *because the website is too difficult to use*.

So, which is it?

By: Rian

Rian — Mon, 09 Nov 2009 17:51:34 +0000

Please see my comments below in the spirit I am giving them – not out of a need to pick a fight, but a deep concern for how these numbers are being interpreted.

So, wow, this study is *deeply* flawed. Where to begin on those survey responses…
* Overlapping answers – navigation and usability can both be true at the same time, they’re not mutually exclusive answers
* How many respondents will know what “usability” means?
* On that note – what does “usability / navigation” mean? Usability is about so much more than navigation.

I can’t figure out the question was multiple select or single select. But it *should* be multiple select because more than 1 thing at the same time can be true.

Which brings me to my last point… you can’t just add these up and come up with a 48% number. You’re combining unrelated studies (”at least half”) and taking that arbitrary number and adding it to other numbers that all fall within the “usability” bucket. The responses are at different levels of specificity.

I agree with you that many of those answers are related to usability. But I think instead of massaging the statistics, what we should do is tell iPerceptions to redo the study and do it right.