Continual testing 'key to site success'

Category: Usability

January 15th 08, 09:50

Regular site testing is integral to building a consumer-facing web space, new advice suggests.

According to Future Now's latest white paper, online retailers should ensure they monitor the performance of their websites regularly using Google's Website Optimiser service.

Described by E-consultancy as a "no-brainer", regular site monitoring is said to be essential for web shops to understand and appeal to their audience.

Among the other advice in the white paper is including regular calls to action into cyber shops - these should involve both an "imperative verb and an implied benefit", it is explained.

Checkouts are another vital area, the report asserts, with priorities recommended to be rapidity of checkout processes and security reassurances.

"Customers should be left with no room for doubt over what steps they need to take to complete the purchase," explains E-consultancy.

The latest comScore statistics show that the period between December 3rd and December 9th was the busiest for online shops in the UK 2007 Christmas season.

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