A report released from Questus revealed that the items critical to making a decision to purchase goods on a Web site are site navigation (37%); the checkout process (32%); and product descriptions (38%). The top three reasons potential buyers left e-commerce sites were: they didn’t want to register with the site (29%), difficulty in locating products (22%) and lack of confidence in the trustworthiness or security of the site (17%). “We find that Web sites have three seconds to make an impression,” said Jeff Rosenblum, co-founder and research and strategy director of Questus. “The actual usability is more important than aesthetics, but at the same time aesthetics are critical.”

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