May 2011
Intermediate to advanced
416 pages
9h 32m
English
Content preview from Designing Search: UX Strategies for eCommerce SuccessBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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CHAPTER 18
SEARCH FOR ECOMMERCE HELP SYSTEMS
COAUTHORED BY TRICIA CLEMENT OF JUXTWORKS.COM
Aspirin versus Vitamins PAGE 2
Stick to Established Best Practices PAGE 4
Creating a Comprehensive User Assistance Strategy PAGE 12
Web site user support that consistently exceeds customer's expectations can help catapult your company to legendary status and create brand equity you can measure in billions of dollars. To shed light on this important topic, in this chapter, I have teamed up with renowned cognitive psychologist and Web site user assistance expert Tricia Clement to offer some actionable insights about online user assistance mechanisms.
ASPIRIN VERSUS VITAMINS
We can broadly classify Web site user assistance content or components as either:
- aspirin—Painkiller solutions that address an acute problem for people who need assistance right now
- vitamins—Supplement solutions for process optimization and longer-term learning and training
Aspirin-oriented help features should be aimed at immediately alleviating the short-term pain of an acute problem. Problems in need of painkiller-oriented help mechanisms represent clear diversions from customers' desired tasks and usually arise when customers are completely stuck and looking for an immediate fix to their problems.
A customer's mindset when looking for such content is that of fear—for example, a fear of losing money, losing time, or feeling stupid. The natural response to such fear is usually anger and frustration, a highly emotional ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.