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Problem

Customers appreciate the convenience of ordering online, but if a site is cumbersome, is veiled about its pricing and policies, or does not seem to provide a personal benefit, they leave.

E-commerce holds the promise of making customers' lives easier and more enjoyable. They can find things that they otherwise would never come across, and they can order anywhere, anytime, and with only a few button clicks (see Figure A1.2). People enjoy the pleasure of the discovery, the simplicity of the process, and the convenience of the delivery. But on many e-commerce sites, customers do not always understand what is being offered and whether it will be of any personal benefit.


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