Better to store in the neighborhood store
A study by ergonomist Pascal Magnenat criticizes the internet presence of Swiss companies
A study by ergonomist Pascal Magnenat criticizes the internet presence of Swiss companiesBy Anita Vaucher Nine Swiss companies were scrutinized by ergonomist Pascal Magnenat to test the user-friendliness of their websites and e-commerce. The internet presence, which is supposed to contribute to image building, leaves a lot to be desired, even at companies such as SBB and Nestlé.
Eight out of thirteen of Pascal Magnenat's test subjects were unable to order a train ticket from SBB online. 46 percent of the test subjects stated without hesitation that they would never return to this website. These facts are alarming because the test subjects, aged between 26 and 45, are familiar with the use of PCs and the Internet.
Last fall, 34-year-old Pascal Magnenat from Geneva set up his own business as an ergonomist. His job is to test the user-friendliness of websites, make suggestions for improvement or take the design into his own hands right from the start. To avoid making empty claims to his future customers, he staged the study as a kind of reference work.
The mail order company Ackermann, Apple, SBB, Nestlé, the CD retail chain Frequence Laser, the winery La Cave, Le Shop, Office World and Ticketcorner were put under the microscope. The test subjects had to purchase two predetermined items from each company. Five criteria were used as parameters: ease of use, duration of the purchase, comprehensibility and logic in connection with the purchase process, ease of use and the likelihood of using the website again.
Too little feedback, too complicated language
Despite Internet experience, it was more time-consuming for the test subjects to buy their goods online than if they had made their purchases by telephone or in the store around the corner. Surprisingly, SBB and Nestlé caused their customers the most trouble. In the case of the latter, goods mistakenly placed in the virtual shopping cart could not be returned to the rack. In addition, there was confusion about quantities. The test subjects also had great difficulty with the terminology. The language on the sites is obviously too complicated and leads to misunderstandings.
The testers complained about spending a lot of time where they could not make their purchases. On the other hand, it is far less annoying to spend a long time on a website if users feel they have spent this time usefully, if they have received additional information or have been made aware of other products.
None of the test subjects would return to Nestlé's Easyshop website, both those users who were unable to make their purchases and those who were successful. The structure of this website was too complicated.
Finally, companies that guided their customers through the purchasing process with text instead of symbols were more successful. The detailed study can be viewed at www.interactions.ch.
Eight out of thirteen of Pascal Magnenat's test subjects were unable to order a train ticket from SBB online. 46 percent of the test subjects stated without hesitation that they would never return to this website. These facts are alarming because the test subjects, aged between 26 and 45, are familiar with the use of PCs and the Internet.
Last fall, 34-year-old Pascal Magnenat from Geneva set up his own business as an ergonomist. His job is to test the user-friendliness of websites, make suggestions for improvement or take the design into his own hands right from the start. To avoid making empty claims to his future customers, he staged the study as a kind of reference work.
The mail order company Ackermann, Apple, SBB, Nestlé, the CD retail chain Frequence Laser, the winery La Cave, Le Shop, Office World and Ticketcorner were put under the microscope. The test subjects had to purchase two predetermined items from each company. Five criteria were used as parameters: ease of use, duration of the purchase, comprehensibility and logic in connection with the purchase process, ease of use and the likelihood of using the website again.
Too little feedback, too complicated language
Despite Internet experience, it was more time-consuming for the test subjects to buy their goods online than if they had made their purchases by telephone or in the store around the corner. Surprisingly, SBB and Nestlé caused their customers the most trouble. In the case of the latter, goods mistakenly placed in the virtual shopping cart could not be returned to the rack. In addition, there was confusion about quantities. The test subjects also had great difficulty with the terminology. The language on the sites is obviously too complicated and leads to misunderstandings.
The testers complained about spending a lot of time where they could not make their purchases. On the other hand, it is far less annoying to spend a long time on a website if users feel they have spent this time usefully, if they have received additional information or have been made aware of other products.
None of the test subjects would return to Nestlé's Easyshop website, both those users who were unable to make their purchases and those who were successful. The structure of this website was too complicated.
Finally, companies that guided their customers through the purchasing process with text instead of symbols were more successful. The detailed study can be viewed at www.interactions.ch.
