![]() Amazon's product pages are littered with extraneous features, ranging from a "Gold Box" over a "wish list spree" to promotions for reading glasses and other irrelevant products. The company is simply so different from other ecommerce sites that what's good for Amazon is not good for normal sites. Paradoxically, Amazon's design may work well for Amazon itself. ![]() For many years, that one thing in ecommerce design was "Do like Amazon." No more.Īmazon has recently changed so much that the average ecommerce site will reduce its usability by emulating its design too closely. But people often prefer to be told just one thing. Of course, rather than simply copy any one site, it's best to follow the hundreds of detailed research findings about ecommerce user experience. Having the Web's best usability served Amazon well: sales increased by 126% from 2001 to 2004. In 2001, we evaluated the usability of 20 ecommerce sites and Amazon was the clear winner, scoring 65% higher than the average of the other 19 sites. If you're implementing a search feature, copy Google.įor ecommerce usability, used to be the model. If you're designing an application, follow the lead of Microsoft Office - for example, use a floppy-disk icon to denote "save" (even though nobody saves to floppies any more). When people grow accustomed to a certain design, following it in your own interface supports transfer of learning and thus increases usability.
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