The Usability Of E Commerce Systems Computer Science Essay

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Abstract. This report demonstrates the importance of the usability on e-commerce systems by giving some examples of e-commerce systems with low usability and the advantages of e-commerce systems with high usability. After reviewing a related work for improving the usability of e-commerce systems and analysing different e-commerce websites with high usability, we suggest some guidelines to improve the usability of e-commerce websites. We use "Likert Scale" questionnaire technique to evaluate the efficiency of our approach. Using this approach, we find that the participants liked our approach and they helped us to improve our approach by adding a condition for our last guideline.

Categories and Subject Descriptors: [Computer Application] - Electronic Commerce Technologies.

General Terms: Literature Reviews

Additional Key Words: E-commerce, Usability, Guidelines, Approaches, "Likert Scale".

INTRODUCTION

Rapid growth of e-commerce is really impressive. Nowadays ecommerce has become an essential business platform for selling and purchasing products among business to business, business to consumers and also consumers to consumers [1, 2]. However, in the rush to provide on-line presence, many e-commerce websites have been built quickly, with little infrastructure and capabilities needed to run such an e-business and such systems are designed with a focus on business goals.

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Usability in terms of an E commerce system is a measure of the interactive user experience associated with a graphical user interface (GUI), such as a website or a software application [3]. A good usability of an e-commerce system allows users to achieve their goals efficiently and effectively, it is user-friendly, its design is easy-to-learn, and is satisfying and engaging to use [4]. An important step for e-commerce organizations is to understand customer requirements and to develop their website according to the user's needs. As we all know with a user perspective, that the browsing, searching, and buying via on-line web catalogs can be very time-consuming, frustrating task if the website doesn't provide with the good usability. Thus, any e-commerce website that is difficult to use and interact with will result in a poor image on the Internet and weaken the organization's name. It therefore becomes important for an organization to be able to concentrate on the usability perspective of their e-commerce offering, as seeming by their customers and in the industrial environment [5]. In simple words, on the Web, usability is a necessary condition for survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users find difficulties finding a product or finding the necessary information, they leave and there are very less chances for them to return.

BACKGROUND

THE IMPORTANCE OF THE USABILITY OF E-COMMERCE SYSTEMS

The web environment is the place where customers have the power to choose [2]. He or she who clicks the mouse gets to decide everything. It is so easy to go elsewhere; as all the competitors in the world are about a mouse click away [2]. Ecommerce websites need to compete with each other in order to comply with the standard of basic customer's expectation. Ecommerce business needs to understand that they are competing with other stores that can easily be reachable by the customers who are making an online purchase. Offering satisfactory and quality product is not at all enough. Good website design is the most crucial part in order to ensure consumers having a positive shopping experience [1]. Users will not waste their time on something that is confusing, slow and do not satisfy their needs. If customers are not satisfied with the product browsing experience, they will not make a purchase from your website. Most cases of e-commerce website failure is not because the user do not want to buy the product, but it is because the user could not find the products they intent to buy. Getting lost in cyberspace can make users feel frustrated and distressed. They would not be considerate with a simple problem such as hard to find the products and the website with bad navigation. They will simply abandon the poor usability website as there are better websites out there in the market. A new e-commerce website is greatly depending on the good design and effective user friendly navigation. Lack of these criteria will make user confuse, lost or frustrated and leave for another site.  It is important to find the impact of usability severity issue in designing a web, as well as determining the most frequent and most severe problems to help in prioritizing [7].

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The advantages of systems with high usability extend beyond improving a system's design or its user interface (UI) and end user productivity; its advantages include not only the consumers but also for the company. The benefits of usable systems include reduced training costs, limited user risk, and enhanced performance [9]. Thus, it becomes really important for developing an e-commerce website that has good interface and usability design.

Businesses, having recently been involved in e-commerce may have tiny experience and lack of knowledge for designing their website in order to communicate with users well. Poor e-commerce website design will cause loss in productivity and income as been observed by [3]. 

As a result of one study [7], some usability issues were encountered frequently during testing the usability of e-commerce websites, due to unclear categories or links and large lists of links or text.  Considering an example of a low usability, the Taiwanese online shopping suppliers proposed simplified payment and logistics systems, including Yahoo's "Easy Pay", Ruten's "Quick Payment Maker", PCHome On line's 24-hour delivery and Books' 24-hour pick-up at a store on the next day. These systems aim to provide 24 hours services to satisfy user's needs. However, customers can not tolerate redundant and complicated shopping flow. Thus, a survey made by A.T. Kearney (2001) proved that 82% of users attempted to purchase but gave up as a result of poor usability and confusing flow [8].  More examples can be considered to demonstrate poor usability. There are as follows:

DPGraph website

Figure1. DPGraph website

"DPGraph website" sells software for math and physics visualization and it creates dynamic 2D, 3D, 4D, 5D, 6D, 7D and 8D graphs. In Figure1 we can see that this website has a lot of unnecessary images in bright colors, that may frustrate the consumers, and the background of the website contains a lot of animation with too bright colors.

Gates N Fences

Figure2. Gates N Fences Website

Considering one more example of an e-commerce website with poor usability is called "Gates N Fences". The customer visiting this website will see a lot of texts and images as in Figure2. The logo for the company on the website doesn't match with the background of the web interface. All these factors reduce the usability of a website which causes a reduction in purchasing from the website.

Successful e-commerce site aims to achieve the goals using the usability factor as a key. Thos goals are: attracting user's attention and facilitating navigation. Another important characteristic, related to usability, is easy and simple access to the web site of the virtual shop [9]. As e-commerce website is all about attracting and retaining customer, it is a critical part to guarantee that the users will have excellent experience throughout the entire process. According to [4], 80 percent of highly satisfied users will come back to purchase products again within 2 months and 90 percent of them will recommend to the others. However, 87 percent of unsatisfied users will never come back without any complaints. They will simply go away from the page if they encounter difficulty in reaching their goals such as finding information and finding products they wish to buy.

2.2 THE ADVANTAGES OF ECOMMERCE SYSTEMS WITH HIGH USABILITY

A usable ecommerce system facilitates learning; helps users remember what they have learned; reduces the likelihood of errors; enables them to be efficient; and makes them satisfied with the system.

The benefits of usable technology include:

Reduced training costs

Limited user risk

Enhanced performance

Higher end-user efficiency may mean better sales but apart from helping users, it also helps companies reducing the development costs and shortens development cycles. Users are the most beneficiary roles for higher usability systems, whether they are company employees using an internally developed IT system, consumers using commercial software or Internet-surfing shoppers looking to buy from e-commerce sites [9].

Usability-engineered sites offer visitors potential improvements in efficiency and productivity. These terms mean an enjoyable, rather than frustrating, experience, in which customers don't waste their time searching for merchandise or figuring out the process of making a purchase; an experience in which the shoppers feel confident and they are sure about not losing their credit-card and other personal information and ensure that such information will remain secure; an online shopping observation that leaves no doubt in the shopper's mind that the experience was superior to making the purchase from a brick-and-mortar shop. Shoppers also get benefitted by not having to take training, customer support, consult and then make a purchase. When systems match user needs, customer satisfaction improves automatically.

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In a 1992 Gartner Group study, usability methods raised user satisfaction ratings for a system by 40%. Better user satisfaction can lead to better sales for e-commerce sites and commercial software applications alike. Users become frustrated and leave the site if they do not find appropriate results while visiting e-commerce websites. Usable sites enhance user experiences, making them likely to stay on site longer and to return to the usable sites. Online shoppers spend most of their time and money at sites with the best usability, according to Jakob Nielsen. Good navigation and site design make it easier for users to find what they are looking for and to buy it. The potential for usability affecting the e-commerce bottom line positively are quite favorable, according to Nielsen: "It is common for usability efforts to result in a hundred percent or more increase in traffic or sales." Similar conclusions can be drawn about the connection between improved usability and better commercial software sales [9].

RELATED WORK

E-commerce web site contains other elements that play important role in enhancing usability. These elements are;

Personalization

Information Presentation

Shopping Cart

Payment system

Feedback

One study [10] illustrates that the following heuristics help improving an e-commerce website. These heuristics are combination of evaluations of e-commerce sites done by different publications.

PERSONALIZATION

The matching of services, products and advertising content with individual consumers is called personalization.

An important idea has to be taken into consideration here; User profile which is embedded in the personalization process. User profile is the requirements, preferences, behaviours and demographic traits of a particular customer.

Profiles can be generated in several ways:

Request or collect information directly from the user

Observe what users do online during their visit to the e-commerce websites

Put together from previous purchase patterns

Perform marketing research approach

Make inferences

There are different matching methods which can be applied; one of the most important ways of matching is collaborative filtering. Collaborative filtering is a personalization approach that uses customer data to guess, based on formulas derived from behavioural sciences, which ensures what kind of products or services a customer may enjoy. Such assumptions can be extended to other customers with similar profiles.

3.2 INFORMATION PRESENTATION

It is important to find out how e-commerce web sites can present information to a user in a way such that, it promotes a comfortable, effective and efficient interaction between the user and the website. The look and feel of an e-commerce web site should be based on user requirements. Page format and navigation features should be as intuitive and easily understood by customers as possible [10]. A flat hierarchy of information is important for a successful web site design. The hierarchy of information should be apparent at a glance so that the information available on a page is easily understood by users [10]. User should easily recognize any selection points or navigation controls.

SHOPPING CART

Shopping Cart is a software application that runs on the web server. It allows customers to search for specific products and add them to the shopping cart or shopping basket and place an order for it. Shopping cart normally includes:

A database that helps to store, organize and retrieve the information such as product details, customer details, order information, etc

A storefront that makes information like product detail pages, search pages and checkout pages visible to store visitors

An administration area that allows the store administrator, to manage the store

The Shopping cart application creates pages in real time upon customer's search on a specific product. It means that the pages about the products do not exist in the system until the customer request for that and these pages are quite dynamic.

PAYMENT SYSTEM

Payment system involves payment related activities such as making a payment, processing a payment, etc.

Electronic payment systems can be grouped into three categories:

Conventional money transactions

Digital currency

Credit or debit payments

Such payment systems have a number of requirements such as security, acceptability, convenience, cost, traceability and control of encryption methods [13]. To the above categories, the mediators can be added. There are a few companies online such as Credit, Google checkout, PayPal who will facilitate customer payments, and often protect customers from, or provide relief from fraud.

3.5 FEEDBACK

The interactive cycle between a user and a web site is not finished until the website responds to a command entered by the user [10]. According to Norman (1994), "feedback sending back to the user information about what action has actually been done, what result has been accomplished-is a well known concept in the science of control and information theory [12]. Web site feedback often consists of a change in the visual or verbal information presented to the user. Simple examples include highlighting a selection made by the user or filling a field on a form based on a user's selection from a pull down list. Another example is to confirm that a product has successfully been added to an electronic shopping cart. Completed orders should be acknowledged quickly. This may be done with an acknowledgment or fulfillment page. The amount of time it takes for a website to respond by generating and downloading a webpage. However, this is considered as a source of frustration for many e-commerce users. Users are not tolerant and are quick in generating misunderstanding regarding such events. Receiving a blank page, or "a long wait time" to receive an acknowledgment, may be interpreted as "there must be something wrong with the order." If generating an acknowledgment may take longer than what may be reasonably expected by the user, then the design should include intermediate feedback feature to the user indicating the progress being made towards confession or fulfillment.

PROPOSED APPROACHES TO ENHANCE THE USABILITY OF E-COMMERCE SYSTEMS

[10] After reading several papers and studies done by different authors, we can conclude that usability plays an important part in e-commerce systems. We can plan our website to have the highest amount of usability that helps user making a purchase or using the website by adding several objectives to the design. They are as follows:

Investigation of guide design factors influencing usability of websites

The first objective of this study is to investigate and examine the usability of the e-commerce websites from design point of view. For this aspect, relevant variables have been identified; Technical variables which have been examined consist of Online GUI Design and some sub factors. The sub factors contributing to the website usability identified in this study are as follows:

• GUI Design: Page Design, Personalization, Information Presentation, registration &check out, Shopping Cart and payment system, Feedback, Speed, Accuracy, Responsiveness and Understandability.

Study the influence of website usability factors on online users

According to this objective, the main goal is to identify the influence of the discussed variables on the usability of websites. Several relevent survey results indicated that a user friendly design and easy-to-use interface would increase online user's satisfaction with the website significantly. According to statistical analysis that has been done in this study, concludes that the personalization and page design have great influence on website usability. Users are concerned with some of the variables a bit more than the other ones i.e. privacy, but almost all of the variables mentioned and discussed have great significance in user's decision to revisit the site.

Suggest an approach for creating an interactive system and interface

To achieve this objective, the study intended to find out the most important factors from users point of view. By recognizing the level of importance of different factors, we can suggest the designers and website developers to employ these factors more effectively which will help in enhancing the usability of the website they are developing. If the designer becomes aware of what is important for the users, then he or she can highlight that specific feature to satisfy the user and guarantee users revisit.

OUR PROPOSED APPROACHES TO ENHANCE THE USABILITY OF E-COMMERCE SYSTEMS

After analyzing various e-commerce websites and noticing the difference, we suggest following twelve guidelines to improve the usability of any e-commerce website. The order is not important, and these guidelines are:

Always identify users using their e-mail address and not the usernames

In order to identify users, try and use an e-mail address, rather than a username. This is because e-mail addresses are easier to remember by the customers and are ordinary compared to usernames. That means e-commerce consumers do not need to worry about special characters while creating the user names and having them forgotten at a later stage. Email addresses are unique, so consumers can avoid the problem of losing their email addresses. However, usernames have more chances to be forgotten or another user having already taken the username chosen by them while registering.

Relieve customers by guaranteeing them about their protected transactions

Many consumers are still not 100% comfortable while making a purchase online and sharing their personal information. They might be concerned about giving out their credit card number, or about not receiving the items they have paid for. It therefore becomes an important step that you allay these concerns and put user's minds at ease. Show them the guarantee that their transactions are taking place in a secure environment. Show them how their transactions are encrypted and thus protected against cyber threats. Try and think about the concerns consumers might have at each step of the ordering process, and try to address them. As shown in the image above, a privacy notice to the customers can be placed at the payment stage of the ordering process, explaining about their safe transactions and protected credit card information.

Keep security symbol, trust certificates and an updated SSL on the website

It is important to promise the shoppers that they are making purchase from a secure website and you care about them and thus make an effort to protect their personal information, billing information, credit card information and any other private information that is shared during processing of a transaction. It is a good initiative to keep security badges and trust certificates from places like Hacker Safe, VeriSign or STruste to confirm shoppers that they are buying from a secure store or website. It is also essential to have an updated SSL certificate placed on your website.

Give shoppers a flexibility to filter product results by its color, shape, size etc and allow them to remove or modify those filtered criteria anytime

A customer must be able to find the products they are looking for effectively and efficiently. Another great way demonstrating personalization of the website is to keep items within the reach of customers by implementing filtered features that allow visitors to sort or filter products by color, shape, size, brand and many more. In the e-commerce market, some of the websites do not have the facility to employ such features. However, some websites are more flexible and aim to provide their customers with best usability and include such customizations. Such customizations provide flexibility with adding a product to the cart with certain criteria and help customers saving their time.

Other factors affecting personalization of an e-commerce website can be considered as below:

Make sure contact information for the provider's customer support system is visible by the customers

While using your website customers may need to take help from customer support to resolve their queries. Provide a help line that can answer customer's queries. Ensure that the customer support number is visible on each and every page and also make sure that consistently it is placed at the same location rather than placing it in different location on every page.

Keep the site search function in plain view to make it visible by the shoppers, so that they can query the catalog anytime

Make sure that the search box is available and is visible by customers easily so that they can query the catalog at anytime during their visit to the website.

Allow shoppers to see a designated number of items per page

Apart from considering product filtering options, you may want to include a feature that facilitates the customers to sort and refine the product list displayed within specific categories. Display sorting may contain a grid layout, list layout or hybrid. By giving shoppers such sorting options, you are essentially giving them different ways to view lists of items once they are displayed on a results page after customer queries the catalog.

Give shoppers the flexibility to easily access their cart contents and modify

Ensure that the shopper's cart is easily reachable by them on each and every page. This will increase the conversions and assist customers in finding what they are looking for and makes it really easy for them to check out easily. Many e-commerce sites have a list of products on separate pages and add to cart option is on a separate page. This will make customers go back and forth every time they want to add a product to the cart, which may result in losing customers. Apart from making the cart accessible, you should always allow customers to edit the contents of the cart any time during the check out phase of their purchase. Shoppers may always wish to replace contents that have been added to the cart already with the other items. This helps getting less abandoned cart and more orders.

Make sure that the shoppers can see the price of the item, amount saved as a discount and any applicable shipping or taxes as early in the process as possible

Do not surprise customers at the end of their purchase. Always show the accurate prices to the customers at each and every stage of the purchase. Keeping charges hidden and surprising customers by charging their credit cards more than they expect it to be charged, will not help in increasing sales. Rather it will result in loss of customers.

Ensure that the customers can check the stock and availability of products as early as possible before the checkout and order process

In addition to previously mentioned points such as showing accurate order totals and shipping amounts, it is also a good idea to make product inventory visible to the customer. By making the product inventory available to the customers before they add a product to the cart, you are effectively making your website usable. If the inventory appears after the item has been added, there are chances for you to get more abandoned carts and more calls into your customer service line inquiring about product availability. In addition to showing them unavailability of the product, show them when the product is expected to arrive on the store itself. That will help getting the customer revisiting the store, make more purchases and less calls to your customer service line.

Offer a variety of payment and shipping options and allow shoppers to pick one option among many

It would not be an appropriate idea to loose a customer just because not providing them with suitable options for shipping or payment methods. Allow customers to select suitable shipping options such as UPS, FedEx and many more. In addition to that allow customers to make a payment using numerous payment methods such as Credit, PayPal, Google checkout and many more. This will help customers finding appropriate match and increase convenience for them.

Make it flexible for customers to add items to their cart before registering for an account

Allowing guests to add items first and give them the option to register after the order.

Many e-commerce sites do not allow customers to add items to the shopping cart until they have registered for a site account. This means the customers have to take an extra step in buying process and could force them to leave the site before they buy. It is important to allow guests or window shoppers to add items to their cart and checkout before registering as a customer. It doesn't make sense to collect user information when you know that buyers will enter in much of the same information upon ordering. By giving them flexibility to browse the products and add them to the cart without registering helps customers save their time.

Keep users updated of where they are and where they are going

It can be frustrating for users when they are trying to buy something online and they do not know how many more steps are required before making the final purchase. Most of the users leave the site without making a purchase if the purchase process is too complicated and they do not know how long it would take for them to complete their purchase. This is why it becomes important to let users know where they are in the ordering process, and how far they have to go. For example, Dixons2 shows the current ordering step, and the steps still to go.

Make sure that shoppers get all necessary information about the products they may be interested in buying with the use of product description

Text headings and descriptions is an important aspect of usability for both shoppers as well as search engines. The headlines for product pages, messages, buttons and calls to action an e-commerce website chooses can all influence on whether customer buys, adds something to a wish list, clicks through, subscribes, or whether they move along to another site. Keeping the product page copy or reviews for that product, helps customer making a purchase. For ex: A customer browsing a product and reading the description finds that the reviews for those particular products are not good. They will not go ahead and make a purchase. This also helps gaining customer's trust for your website. Consumers trust other consumers better than your website. Thus, it helps them taking a decision towards making a purchase or not. Essentially, the headlines and product description should be the first thing the customers see upon reaching on a specific section. If the headlines are simple and direct, it becomes really easy for customers to complete a purchase or find an item they search for from that page.

Use larger font for "add to cart" button that is easily visible and consider wordings such as "proceed to checkout"

The chosen "add to cart" buttons can make or break a store, especially for new e-commerce sites. If the checkout buttons are not easily seen by the shoppers then they do not continue with the remaining steps. The e-commerce website will then have a difficult time converting many of its shoppers to buyers. Little changes in color, font, size and appropriate usage of wording have been proven right to increase product sales, customer conversions; raise average order amounts. In addition to that it also helps direct shoppers towards the next step in the buying process. The website should keep the checkout and cart buttons within the customer's reach on each product page.

After placing an item to the cart, let customers compare the price with other websites for the same product with just one click

Once customer selects a product from your website, add a mechanism to your website that allows customers to see the same product with the price difference. Guarantee them that the product being purchased from your website is the lowest price compared to other e-commerce sites. For ex: A customer adding an item to the cart finds a link somewhere close to the product description, Which allows them to compare the price with different websites. By clicking that link, customer gets navigated to the new window, where the same product is shown with different price listing with different service providers. This saves customer's time that the customers do not need to open different websites and check out the prices for the same product and compare them.

Also this idea helps gaining customer's trust by guaranteeing them that your website offers them the product with best price than other websites do.

Allow customers to see related products and cross sell before the checkout process and after items have been added to the cart

Categorising products, showing related items to customer's purchase and cross selling is important for customers and merchants. Such ideas help lowering shopping cart abandonment rates. Many e-commerce stores prefer to show related items on each and every page a customer reviews a product rather than showing related items for the product that has been added to the cart. Make the purchase process easy for shoppers by showing them related products for the items that they have added to their cart. That helps shoppers finding the related products, matching their needs and do not take them back to the home page or make it difficult to edit the contents of the cart. A lot of customers give up knowing that they cannot easily edit the cart or that they get redirected back to the home page one the item has been placed to the cart. Giving them the flexibility to update cart contents reduces cart abandonment rate and increases in the rate of overall sales.

Have users confirm their order before they make a purchase, then provide confirmation

Try to stay as transparent as possible. Buyers would always like their order to be confirmed at least once before their credit card is charged. The last step of the ordering process should always ask for the user's confirmation about their order. Users should be able to see detailed summary of their order, including how much it will cost and what location it will be delivered to. Customers should then either be able to cancel or continue with the order.

Confirmation of an order should include following information and confirm the same with users:

The expected delivery date for the product

The order number for the transaction a user made

The tracking number of the product, so that users can track their order

A procedure demonstrating how to track the order online

Addition of a feature to the e-commerce websites using smart phone applications, that can extract customer's information and credit card information (For example, First and last name, billing address, credit card information) by scanning the credit card and let customer make a purchase quickly

Nowadays, we find number of applications working on different platforms using smart phones such as scanning applications that scans the barcode of the product and gathers all the product relevant information (product name, product number and product version etc). We similarly could design an application that scans customer's credit card and collects credit card information as well as customer's private information. Customer then can use this information to make a purchase with the help of their smart phones. This avoids customers entering such information to the product purchase page and saves their time.

At Last, Test different combinations of best approaches as mentioned above to see which combinations produce the best results for your e-commerce website.

EVALUATION OF OUR APPROACH WITH EXISTING APPROACHES

6.1 EVALUATION DETAILS

We used a questionnaire that includes some questions to measure the efficiency of our approach from the user's point of view. The questionnaire uses "Likert Scale" starting from strongly disagrees, which equals to one, to strongly agree, which equals to five.

6.2 SUBJECTS

About twelve participants, 8 females and 5 males, in age between 20 and 30 years participated to answer our questionnaire. The participants are educated and have an experience in online shopping. The participants were honest and did their best in answering the questions. They were given 12 questions to answer.

QUESTIONNAIRE DESIGN

In our approach, we suggest twelve guidelines to improve the usability of any e-commerce website. Each question in our questionnaire evaluates the efficiency of each guideline. For each question, the participants can choose one of the "Likert Scale" degrees, starting from strongly disagree (equal one) to strongly agree (equal5). See Appendix A.

RESULTS AND ANALYZING

After each participant answering the questionnaire, we took the average of the scaling for each question and summarized in the following table:

Table1. User overall satisfaction

G1

G2

G3

G4

G5

G6

G7

G8

G9

G10

G11

G12

Participant1

5

5

5

5

4

3

3

4

5

4

5

2

Participant2

5

4

4

5

5

5

4

5

5

5

5

3

Participant3

5

5

5

5

5

5

5

4

5

5

5

3

Participant4

5

5

5

5

5

4

4

4

4

5

5

4

Participant5

5

4

4

5

5

3

5

5

5

4

5

3

Participant6

4

4

4

5

4

5

5

5

5

3

5

2

Participant7

5

5

5

5

4

5

4

5

5

3

5

3

Participant8

5

5

5

4

5

5

4

4

4

4

5

5

Participant9

4

5

5

5

5

4

4

4

5

5

5

4

Participant10

5

5

5

5

5

3

5

5

5

5

5

4

Participant11

5

5

4

5

5

5

5

4

5

5

5

3

Participant12

5

5

5

5

4

4

5

5

5

5

5

3

Average

4.833

4.75

4.66

4.916

4.66

4.25

4.416

4.5

4.833

4.416

5

3.25

From the previous table we can see that all the participants like our guidelines to improve the usability of e-commerce websites, and all the ratings were above average, which equals to three, except the last guideline, which suggests to take the needed information from the credit card, some of them disagreed this suggestion because they think it will not be fully secured. On the other hand, some of the participants agreed with the last guideline if it is provided with a highly secure system that protects their information given to the application. An important note can be made for approach 11, that all users strongly agreed to it (i.e. the overall rating is 5 out of 5) and mentioned that users must be confirmed with the placement of their order and its status.

Concluding to this table we found a histogram of average that can help you analyze the importance of our approaches and customer's agreement on that in a chart view.

Figure3. Histogram of overall satisfaction average

CONCLUSION AND DISCUSSION

Usability plays an important role in attracting customers to the websites. After analyzing the results of the questionnaire, we conclude that the combination of our guideline will result in high usability e-commerce website that satisfy the user needs and we can add an extra condition for the last guide, which is to provide a highly secure system that protects user's information. In conclusion, we can say that there is no well-defined comprehensive set of usability attributes. We can add as many attributes as we want to ensure customer's satisfaction and make it highly usable by the customers. A highly usable website is one which provides an intuitive interaction to the customers. A poor design can end in loss of customers and affect the brand of the company. On the other end, a website with high usability can cause in more loyal customers and more profit.

Therefore, following usability guidelines and carrying the usability testing with real users for the designed website, we guarantee that the resulting website will be highly usable and accepted by customers.