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"Anybody, anywhere who's serious about web design would be foolish not to include 37signals research in their knowledge base."

Richard Bird, CEO R.Bird

Sites that Don't Click: How easy is it to buy the products featured on your favorite retailer's homepage?
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Sample pages
Samples: Research Brief Oct 2002

Table of Contents

Samples: Research Brief Oct 2002

Site Homepage Details

Why would any retail Web site feature a product on its homepage without giving you the chance to easily buy or learn more about that product?

We don't think there's a good answer to this question. And yet a surprising number of prominent retail Web sites are frustrating potential customers by featuring products on their homepages without providing direct links to purchase or learn more about those products.

In this Research Brief, we reviewed the home pages of 10 prominent retailers and found that all of them displayed product images that were either non-clickable or were clickable but did not lead to a page where the featured product could be bought. Even worse, a surprising number of high-profile retailers featured products on their homepages that were nowhere to be found within their sites.

Sites reviewed in this brief:

  • Abercrombie.com
  • BananaRepublic.com
  • ExpressFashion.com
  • Gap.com
  • Jcrew.com
  • KennethCole.com
  • NeimanMarcus.com
  • Nike.com
  • PotteryBarn.com
  • Sony.com

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Download "Sites that Don't Click" and receive a coupon good for 10% off the price of your next 37signals seminar, workshop, or custom corporate training.

Download

PDF (13 pages, 2.0 MB)

Free Download

Download this Brief free-of-charge and share it with your colleagues and clients.

Research Q&A

What is the difference between a Brief and a Report?

37signals Research Reports are detailed, critical, in-depth documents published on an important web usability topic. They are 30+ pages, richly-illustrated, and supported with real-world examples from around the web. 37signals Research Reports are priced starting at $99. 37signals Research Briefs are shorter, free documents that cover fewer sites and provide a "quick-take" on a key usability issue.

How do you pick the report topics?

Rather than focusing on what can be analyzed, we try to look at what should be analyzed. With our unique, customer-centric perspective, we examine usability issues large and small which can dramatically impact the customer experience. Usability research, dialogue with other experts, feedback from our clients, audience suggestions, and our take on the topic's overall importance are all considered when we select research topics. Let us know if you have a suggestion for a future report.

How do you conduct your analysis?

Depending on the topic covered in the report, our team of experts begins by establishing the criteria against which the sites will be compared. We then define the specific tests, create the rating system, and lay out the tasks necessary to complete each test. Finally, we run through the tasks ourselves, recording each site's performance through screenshots and detailed notes before pulling everything together in the finished report.

How do you pick the sites you review?

We pick sites that are representative of their respective industries. Some of our research focuses on a specific type of site (i.e. online retailers or news/information sites), while others examine the web in general.

How do I redeem my discount coupon for a 37signals workshop or seminar?

37signals Research Briefs include a 10%-off discount coupon and 37signals Research Reports include a 20%-off discount coupon. The discount coupons are located on the final page of the document in a red box. These discounts can be redeemed for 37signals workshops or custom 37signals training events. The discount is only available for phone registration, may only be used once per company, and may not be combined with other offers. To use the discount code, call (312) 475-0227 x12 to register for the event.

Will you review my site and report on it?

We'd love to help you improve your site's usability and customer experience. We provide professional usability reviews and design/redesign services for clients who are serious about improving their site. Get in touch and let's discuss how we can help you achieve your goals.

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