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Customer-Centered Design: A New Approach to Web Usability by Karen Hyatt, Kreta Chandler

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Five Common Customer Myths

Over the past several years, we have listened to online retailers and especially to customers who shop online. As a result, we've been able to identify five common misperceptions held by merchants and manufacturers.

Myth 1: We Can Educate Them

The most popular common myth is that customers will take time to learn to operate your website. Modifying a person's behavior may be possible over time in situations that can be controlled and repeated. However, each time a person comes online is a unique experience. In addition to shopping your site, the customer most likely has surfed or shopped other sites that behave or are operated differently.

Customers want intuitive, easy, and similar experiences that transfer from one ...

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