Firms should deploy Ajax to improve e-commerce sites, Gartner says

• 
  Cliff Saran

  Managing Editor
• Published: 29 May 2008 5:00

Businesses should deploy Ajax-based technology to improve the success of their e-commerce websites, analyst Gartner has advised.

The analyst firm has identified nine areas that it suggests could be developed to improve the buying experience on e-commerce sites. Pre-caching data could be used to enable buyers to shop at their own pace. Checkouts can be simplified by putting all the information to pay and ship for goods on a single webpage.

Gene Alvarez, research vice-president at Gartner, said, "When properly designed and implemented, they can greatly assist customers during pre-conversion processes, such as product location, evaluation and visualisation, leading to a better shopping experience and higher levels of sales."

Gartner suggested that businesses could also use Ajax-based user interface controls such as sliders and toolbars to enable shoppers to view different products easily.

Other recommendations include web forms that provide the user with auto-completion of data, such as address details when a correct postcode is entered.

Nine Ajax tools to boost e-commerce sites

1. Precaching data - buyers can shop at their own pace

2. Single-page applications - single-page checkouts

3. Improved interface controls and effects - sliders showing different products or options when moved, without a new page

4. Auto-completion of data - entering postcode to complete city information

5. Partial data submission - user does not have to complete entry to do something else

6. Keep data fresh - updates totals or prices when items in basket change, without page refresh

7. Real-time data validation - prevents configuration mismatches

8. Load content on-demand based on an event - mouse over to show detail text, pictures, menus and other information

9. Mashups - store locator with maps or sales calls with maps

Source: Gartner