This is a talk about e-commerce. What makes it work. What causes it to fail.
There are four main topics in this presentation - from simple practical considerations to the more obscure cognitive triggers. IAs need to know this stuff and act on it in an informed, professional manner and each topic certainly deserves a presentation of its own – or a conference of its own. My aim here is simply to set your grey-matter in motion by introducing you to some generic problems and solutions that transcend almost all e-commerce solutions. Here’s the quick-and-dirty rundown:
1. Forms and basic functionality - the crap needs to work
2. Building shared references - folks won't buy what they don't understand
3. Value-added services - enhancing the experience through context
4. Cognitive triggers - influencing irrational decision-making processes