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The Secret Science Of Online Shopping
In theory you could create a retail web site with a limitless selection; an online store where every kind of merchandise known to man could be sold. Would people be interested in buying from such a huge enterprise? Why do people buy online? Location: You can shop online from almost anywhere as long as you have access to a power supply and a telephone connection. You can shop in the comfort of your own home or you can shop in your office. You can even shop while on the move, if you have a laptop connected to a mobile telephone. Convenience: You can visit a web site almost whenever you want, you can browse through it at your own pace and you can make a purchase at any time of day or night. The internet makes it possible to shop 24 hours a day, seven days a week. Information: The internet makes limitless amounts of product information available to the online shopper. You can access product specifications, brochures, product comparisons and all manner of other information with just a few clicks. You no longer have to wait for a brochure or a catalogue to come to you. How do people shop online? What are the factors that determine the buying decision? Just like in the real world where shops are built of bricks and mortar, the online store needs to welcome the shopper and make them feel comfortable and safe. Once a shopper arrives at your web site they need a little time and space to familiarise themselves before being bombarded with information or choices. If you put too much information on your home page then the average shopper will miss a large proportion of your content. Likewise, if you present too many choices you will overwhelm the shopper and it is very likely that they will leave straight away. The purpose of your home page should be to simply tell the shopper where they are and to ensure that the general layout of your online store is easy to understand. Your customers need to know if they are in a vast warehouse or a small boutique! They need to know where the entrances to each department or section are located; their question is often quite simple how do I find what I'm looking for? Your web site should be attractively designed, with enough white space to make your content readable. You should choose a web friendly font in a size that is large enough to be read on an average monitor. Navigation is critical. Your web site's navigation should be obvious; it should be laid out in a simple and logical way. Your customer should be able to navigate within your web site by using the navigation buttons and links that you provide without having to use the browser back button. Shoppers should be able to navigate inside your web site without leaving. Consider how you could make the online shopping experience fun and interesting. The technology is now available to provide live customer support; you can now guide and advice shoppers as they browse your online store. You can add sound to welcome people to your store or to add an audio description to your products. You can demonstrate your products in action using video technology. It never ceases to amaze me just how many web sites simply don't work. Broken links, missing images, badly installed scripts. Payment processing that is incorrectly configured; too many clicks to get from the product to the checkout; forms that require too much mandatory information. The list of problems is endless. Here is a simple checklist for a successful web site: There are a number of very important factors missing from the online shopping experience. People can't smell the freshness or the perfume of your product. People can't touch your product and they can't feel the quality or the texture. You must compensate for these gaps by making the online shopping experience for your customers the best it can be. It is vital that you test and track your visitors' behaviour and try to improve the experience through careful analysis of your testing and tracking results. You have visitors arriving. Now is the time to take action! Copyright 2004 John Taylor About The Author John Taylor is the author of Testing & Tracking an eBook that contains a wealth of information on professional testing and tracking techniques. To learn how testing and tracking can boost your profits click now: http://www.test-and-track.com
MORE RESOURCES: How an ecommerce site increased commercial monthly organic traffic from 37K to 210K Search Engine Land What do Europeans, Americans and Australians have in common? Scammed $50M by fake e-stores The Register Shopify Stock: Shopify Earnings Top Views. E-Commerce Giant Plunges On Outlook Investor's Business Daily Latam E-Commerce Giant Mercado Libre Holds $40 Million in Crypto – News Bytes Bitcoin News Bitcoin.com News Retail ecommerce spending grows in first third of year, Adobe data shows Digital Commerce 360 How to Start an E-Commerce Business in 2024 WebProNews New Ecommerce Tools: May 7, 2024 Practical Ecommerce Speakeasy Co. Unveils 2023 eCommerce Year In Review: Key Insights on Consumer Behavior and BevAlc Trends PR Newswire Kazakhstan’s E-Commerce Surges by 79% in 2023 Astana Times News / Airlines face Q4 capacity 'balancing act' as they weigh up ecommerce potential theloadstar.com Google Shopping May Show How Many Shoppers Purchased On Your E-Commerce Site Search Engine Roundtable Ecommerce earnings recap: What you missed from Aritzia, Peloton and more Digital Commerce 360 Google Revs Ecommerce SERPs Practical Ecommerce How a TikTok ban could impact ecommerce retailers Digital Commerce 360 Essendant’s new interim CEO looks to fast-track B2B ecommerce Digital Commerce 360 Amazon introduces new shoppable ad formats Digital Commerce 360 From Home Delivery & Store Pickups to AI Integration: The Key to Embracing Ecommerce for Grocery Retailers MarketScale Ahold Delhaize ecommerce switch helps Q1 sales in the U.S. Supermarket News Shopify revenue and GMV grow more than 20% in Q1 Digital Commerce 360 Market Map: Ecommerce plots a comeback with 'prepurchase' startups PitchBook News & Analysis Builders FirstSource eyes $1 billion in digital sales by 2026 Digital Commerce 360 Global Access Celebrates 22 Years of Empowering Cross-Border Ecommerce with Revolutionary Technology The Herald Journal New retailers partner with DoorDash, Instacart for last-mile delivery Digital Commerce 360 ACV Auctions posts a strong Q1 Digital Commerce 360 Adobe: 2024 e-commerce spend exceeds $330 billion so far Chain Store Age BigCommerce names a former Accenture executive as president Digital Commerce 360 Data, online delivery and the search for continual e-commerce improvement ComputerWeekly.com Payment cards lead e-commerce payments in South Korea Electronic Payments International Best ecommerce tool of 2024 TechRadar US ecommerce sales penetration hits new high in 2023 Digital Commerce 360 B2B buyers want (and use) multiple digital sales channels Digital Commerce 360 Goodwill opens Wellsboro ecommerce online location | Local | tiogapublishing.com The Wellsboro Gazette Platforms see scorching summer sending ecommerce sales soaring The Economic Times E-commerce spend grows to $331.6 billion, as consumers trade down to cheaper goods online: Adobe Storyboard18 Contentsquare CMO Reveals Why Brands’ Best Acquisition Strategy is a Retention Strategy Retail TouchPoints Common E-Commerce Challenges Businesses Face - businessnewsdaily.com Business News Daily TikTok to expand e-commerce business into Mexico, major Western European markets South China Morning Post Alibaba’s flagship shopping site starts biggest revamp in 7 years South China Morning Post U.S. ecommerce sales in Q4 2023 hit new high despite slow growth Digital Commerce 360 Liquidity Services posts mixed Q1 results for its B2B surplus assets marketplace Digital Commerce 360 I quit my blue-collar job, made $1M on 2 ecommerce businesses Business Insider E-Commerce Bolsters Brick-and-Mortar Business Floor Focus Navigating the complicated bedroom category with e-commerce supplier Walker Edison - Furniture Today Natural Shrimp E-Commerce Update PerishableNews Expat Google engineering exec Claire Southey heads home to join ecommerce marketer Rokt Startup Daily How to use social media ecommerce effectively in 2024 Sprout Social Descartes’ Annual Ecommerce Analysis Throws Light On Growth Of Online Buying - Travel And Tour World Descartes’ Annual Ecommerce Analysis Throws Light On Growth Of Online Buying Travel And Tour World Legal Business Partner - Ecommerce Law.asia Ecommerce earnings recap: What you missed from Columbia, Harley-Davidson and more Digital Commerce 360 E-Commerce Study Shows Online Buying Grows but Consumers Still Face Delivery Problems Supply and Demand Chain Executive MerchantPro brings eCommerce leaders to the 2nd edition of dotCommerce Digital Forum on June 11th Romania-Insider.com Worldwide Retail Ecommerce Forecast 2024 eMarketer With 14 million ecommerce sites, the US is atop the online world Digital Commerce 360 Exploring Temu's Fast Delivery Revolution in E-Commerce Retail Merchandiser Has the Luxury E-Commerce Bubble Burst? The New York Times The importance of a retail media strategy for e-commerce Bizcommunity.com |
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