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T
S
Good Web Shopping
f a shopper has a bad experience on a re-
recently reviewed 1,200 websites, includ-
CURREN
tail website, the online merchant may nev-
ing eCommerce sites. Just three percent
Ier see that shopper again, just as a store
passed the fi rm’s usability test.
would not regain a disappointed shopper.
“The number one failure, believe it or not,
This parallels the in-store shopping experi-
is text legibility,” Temkin said. “In this day and
ence in another way, too. The disappointed
age, companies are investing hundreds of
online shopper may tell family and friends of
thousands of dollars, even millions, in their
the less than satisfactory experience.
sites, yet display content in a way in which
The importance of a top notch web ex-
people can’t read it.”
perience cannot be stressed enough, and
“Another failure near the top of the list is
retailers that hone a good online shopping
ineffi cient task fl ows,” he added. “Some eRe-
experience can use it to stand out from the
tailers, for example, have checkout process-
crowd, according to Bruce D. Temkin, VP
es that put you through too many steps. The
and principal analyst of customer experi-
processes simply are not effi cient.”
ence at Forrester Research Inc. “Our re-
Yet Temkin said these web merchants can
search on retailers shows they say the cus-
easily improve their online customer experi-
tomer experience is very important, and
ence. “Over the last few years we’ve seen
they want it to differentiate themselves from
that sites have gotten much more sophisti-
competitors and other companies,” Temkin
cated and handle more complex technolo-
said. “But our consumer research shows
gies. Yet, we still fi nd rookie mistakes,” he
that shoppers don’t think retailers are doing
added. “Text legibility is a rookie mistake. But
a very good job.”
it doesn’t take a lot to fi gure out how best to
To gauge the quality of online customer
display text.” world
experiences, Forrester Research analysts
Find this story in our complete article archive at:
www.wholesalecentral.com/Wholesale-News
14 December 2008
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