News

20.05.2011

ADD UP Research marketing agency provided the results of the research: Internet Software Store Interface Perception.

Today many businessmen prefer selling their products via the Internet, and not using a shop in order to save on rent, warehouse and salary. The number of internet-sales in Russia shows significant increase. So, how to attract a random user of the internet-store? How to affect him and make him to become not only a statistical unit, but also loyal Customer?

Our company has finished the research of perception of the Internet Software Store.

Research results.

It is worth to note the most interesting things from general surveillance of user perception:

1) Need pattern of the advanced and professional users becomes more and more distinct from the general amount of users and requires individual solutions - interface customization. For example, in interface design, it is possible to use the solution of functional diversification to solve the tasks for different types of users in accordance with unique sections (tabs), or gradual increase of interface complexity as far as the user navigates the interface. In this case the users will solve their simple tasks and the advanced users only will cope with more complex tasks if needed.

Customization: this word is widely used in marketing and possesses a double sense: customize - to fit something to something and customer - the client. The essence of such approach lies in creating solutions (products, services or marketing actions) suitable only to a particular target group of users. The success lies not in the unique character of the product in general, but in strict meeting the requirements of a particular segment. Personalized marketing is considered to be the ideal of customization, when the customer feels that the work is done personally for him and he uses a unique product.

2) The loyalty level to online brands is significantly lower than to the offline products market. This is because two groups of factors affect attitude formation towards the brand. From one side visual design influences greatly (banners, product appearance, logo). However, the material components of company's activity give the feeling of reliability - appearance and location of the building, office, salesmen, contracts with a stamp, cash register and shelves. Of course, the second component is hidden from the eyes of an Internet store random visitor, and he cannot "check" the company.

3) Strict following the stereotyped forms of typical solutions visualization has been revealed. For example, the information blocks regarding promo-actions and discounts are made almost exceptionally in red and yellow colors. The users demonstrate loyalty to the familiar design and perceive negatively any non-standard solutions despite quite often demands of novelty ("do something unusual for us").

From 2007 ADD UP Research carries out qualitative, quantitative, ethnographical researches for solving the individual clients' tasks. The agency is the member of ESOMAR (European Society for Opinion & Marketing Research). The work of ADD UP Research lies in the creative approach to each project. We outstand the limits of standard solutions, find new sense and make them known to our clients.



© Add Up Research, 2007-2012

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