September 1, 2015
Having watched the online shopping process evolve from the very beginning, it would seem that the “basics” elements were settled some time ago: search or browse, select, refine, purchase, and ship. The last two are sometimes combined in some variant of the “buy it now” button, but regardless of what precedes it, the ultimate goal of a shopping site (for both vendor and shopper) is to complete purchases.
With so much research perofmed and so many existing examples of successful shopping sites, how did istockphoto.com manage to miss the mark so badly There I was, ready to hand them my money (a crucial and delicate moment in the shopping process) and it took me a good 15 seconds to find the “buy” button on this page.
Go ahead, take a moment (or 53) and locate the “buy” button.
By Daniel Brown