Interesting Results
Easier Navigation Leads to Increased Web Sales
Many organizations spend a lot of time trying to design their Web sites to be user friendly. Recent research suggests that such efforts pay off. A study examining the relationship between the ease of navigation, length of site visits, and sales on transaction-based Web sites selling books, music, and travel services over a 20 month period showed that:
- The length of visits to Web sites declined the more often a site was visited as a result of visitors learning to use the site more efficiently.
- The better a site’s navigation, the faster the length of time per site visit declined as the number of visits to the site increased.
- The probability of purchase increased as the number of site visits increased.