Online Shopping Getting and Keeping the Customer

There's good news and bad news…

The good news is there's a lot of opportunity for satisfying customers, even making them very, very happy. The bad news is three-quarters of online shoppers surveyed said website content is insufficient to complete research or purchase a product online most, or some of the time. Nearly 80 percent rarely or never purchase a product without complete information, and 72 percent will take off to a competitor that does supply that information.

It seems that consumers really want to buy online, but retailers aren't making it easy for them. Sometimes, it seems like retailers go out of their way to lose customers. In fact, it seems many sites are severely lacking in the customer service department. If customers don't prefer online shopping to brick-and-mortar shopping, it's because retail sites haven't done enough to make the online shopping experience a good one.

Here are some tips to help yourself to a satisfied on-line customer:

• The landing page is crucial. You should have a landing page relevant to the search term. Yes, this is going to take some time to develop. But it doesn't take any time for a potential customer to abandon you. Remember that information seekers scan from left o right, top to bottom, so keep those keywords to the left and not buried in chunks of text. Make sure it's clear where links lead, especially if navigating a customer away from a landing page.
• Product information should be complete, answering all the customer's questions. A survey found 77 percent said "buying from a particular merchant is 'very to somewhat' influenced by the quality of content (descriptions, copy, images and tools) on a particular website.
• Search is fundamental. Be there at every entry point possible.

The e-tailing group reports these ten features and functionalities as the most important to customers, according to a survey.

1. Product overview
2. Merchant's guarantee
3. Stock status/availability
4. Customer service links
5. Product specific information
6. Long description
7. Quality of image
8. Size chart
9. Toll-free number
10. Ratings and reviews

Take some time and review your companies website. Are the 10 most important things being offered? Are any of them? It is far easier to keep an existing customer than get a new customer.