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Information architecture increases online sales

November 02, 2003 |

Regardless of how nice an ecommerce site looks, unless the shopping process works, users will abandon it and go elsewhere. That's where information architecture comes into play.

Over recent years, the Web has matured from a simple functionality like browsing to being able to cater to intricate processes such as end-to-end financial transactions. During this period, technologies have grown more sophisticated, users have come to require a richer experience, and companies have found numerous ways to generate sales online.

Indeed, when it comes to building a successful ecommerce Website, several areas, such as the design, content, products, incentives, and banner ads all contribute to turn surfers into shoppers.
Where Information Architecture can Help
Every Web designer knows that regardless of how nice an ecommerce site looks, unless the shopping process works, users will abandon it and go elsewhere.

The creation of an effective shopping cart—and everything else that’s related to the buying experience—poses challenges that are very different from programming the site. These issues can be addressed by applying the basic principles of Information Architecture, which offer several tools to refine the process and ensure that the overall business objectives of the site are met.

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