• “Walk Away” Customers. They go to your website, start using it, but fail to complete a transaction because the site is too difficult to use or they can’t find what they want.
  
  
• “Double-Check” Customers. They use the website but also need to call customer service to complete a transaction or to ensure they did it properly.

Online customers expect sites to be easy to use, have a clear purpose, and demand little effort. When customers become frustrated or confused at a website, they often give up and go to a competitor or resort to a higher-cost means of doing business, such as your call center.

Seven Deadly Online Sins
Our studies show there are "seven deadly online sins" that commonly cause these problems:

• Poor navigation
  
• Confusing layout
  
• Poorly worded or missing instructions
  
• Lack of feedback
  
• Features that don't meet customer needs
  
• Online help that doesn't
  
• Lack of consistency

Four Basic Elements
Digging deeper, our studies reveal that the seven sins are symptoms that result when the four basic elements that comprise a website – its usability, content, design, and functionality – don’t work the way they should.

One Solution
This is why we developed the MarketFace User Experience Study -- the only evaluative study of its kind that uses a unique combination of proven methodologies to zero in on how effective these four elements work separately and together to accomplish business goals, and to empower customers to achieve their goals.

By examining how customers interact with these elements, the MarketFace User Experience Study enables us to quickly determine the root cause of user problems and then develop solutions that are both effective and economical.

Learn about MarketFace Solutions for early stages of development.