Six ‘Musts’ for Meeting Customer Expectations Online
The bar for engaging and delighting customers online moves a little higher every year, according to results from The E-tailing Group’s 10th Annual Mystery Shopping Study. Conducted during the fourth quarter of 2007 by the multichannel marketing consultancy, the study gathered information on more than 200 metrics from 100 consumer e-commerce sites.
In general, The E-tailing Group reports a larger number of merchants using rich media (video, zoom/alternate views, color change, etc.) to enhance their visitors’ online shopping experience. Likewise, improvement was noted in the use of upsells and cross-sells on both product pages and shopping carts. The application with the highest adoption rate between 2006 and 2007 was customer-generated ratings and reviews, with 50 percent of the merchants analyzed offering this service to visitors.
Based on its findings, The E-tailing Group offers six pieces of advice for merchants looking to stay competitive in the online marketplace:
#1. Understand what it truly takes to sell your product from both a product page and category education perspective, then place your merchandising bets appropriately.
#2. Assign a line item for rich media in your overall e-commerce budget.
#3. Test rich media tactics on best-selling products before extending to your entire merchandise line.
#4. Strategically place and monitor upsells/cross-sells, from the product page to post-order communication, to assess their contributions to online sales.
#5. Begin to integrate user-generated content to build a more robust experience for site visitors.
#6. Measure the ROI for all rich media to assess the performance of these tools.
To learn more about this and other Mystery Shopping Studies from The E-tailing Group, visit www.e-tailing.com/research