Saylor URL: http://www.saylor.org/books Saylor.org
The shopping process is exceptionally smooth, with functionality being carefully thought out. Within
the process, the user is able to register different children with their own delivery address. The colors
used in the shopping cart complement the Web site but are unique to the cart, so the cart stands out.
There is always a clear indication of what the next step in the check-out process is.
Lastly, for those shoppers in a hurry, the Web site features a 1-Minute Gift Finder. With a new Web
site that is easy to use, Wicked Uncle was able to run campaigns to drive targeted traffic to the Web
site.
CASE STUDY QUESTIONS
- Selling gifts online can be difficult if the shopper cannot see the actual product he or she is buying. What
are some ways that the Web site design aims to overcome this? - How does the navigation of Wicked Uncle meet users’ needs?
- How is the Web site able to be used for a number of eMarketing activities?