Way back in 2001, noted usability expert Jared Spool offered a key insight into shopper behavior. Shoppers buy more when they have no need for backtracking, which Spool calls pogosticking—choosing a link and then hitting the back button to return to the previous page to choose another link. Spool recommends that product list pages show all the information needed to allow shoppers to choose the right link to follow, which makes perfect sense. Unfortunately, it’s easier to say than to do. What do you do when your page would be so filled with information that shoppers could be overwhelmed with data?
Until recently, there wasn’t much you could do. You could undertake user testing to see what product information was needed on the product list page. You could try several different sample layouts to see which version provides that best clickthrough and conversion rates. But recently, one more choice has been added.
A new programming technique, known as AJAX, combines the power of JavaScript and XML to refresh parts of Web pages without redrawing the entire page. Netflix shows a great example of how AJAX can be used for product lists.
At first glance, the Netflix page seems ripe for pogosticking. Look at those pictures of movies for rent—how can shoppers decide which movies they want from that? Aren’t they sure to click several different movies to see details on each one before finally deciding which ones to rent?
Not with AJAX they don’t. Try moving your mouse over one of the movies as if you were going to click it. Watch what happens. You are immediately shown a cartoon bubble that contains more information about the movie—maybe enough to help you decide which one to actually click.
This mouseover experience offers the best of both worlds. Page designers can show many movies in a very small space, allowing shoppers to scan for what is desired. But as the shopper considers each one, mousing over each one reveals all the information needed. The result? A neat, elegant look for a page loaded with information.
AJAX has many other uses, but previewing links is one of the most powerful. If your e-Commerce site does not preview links, check out AJAX today.
