An oldie but goodie: Sites That Don’t Click (2002) 20 Oct 2005
17 comments Latest by Chris
Back in 2002 we published a brief called “Sites That Don’t Click: Homepages that Leave Prospective Customers Hanging” The brief asked: “Why would any retail Web site feature a product on its homepage without allowing a site visitor to quickly and easily buy, or at the very least, learn more about that product?”
We reviewed the homepages of 10 prominent retailers and found that they all displayed product images that were either 1) non-clickable or 2) clickable, but did not lead to a page where the featured product could be purchased. Even worse, several high-profi le retailers featured products on their homepages that were nowhere to be found within their sites
Homepage imagery is more than just wallpaper. To treat it as such frustrates potential customers and throws away an incredible opportunity to sell. We hope that this research brief and accompanying best practices will encourage all online retailers to re-evaluate their use of homepage imagery and help offending sites improve customer satisfaction and sales.
Fast forward to 2005. Unfortunately it’s nearly as bad as it was in 2002. Oh well.
Download the free report (900k, PDF). Read it over and try going to the home page of some popular shopping sites and see if they click or not.