Posts Tagged online shopping

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

I’m surprised by the number of companies that lack an understanding of how to improve stickiness on their site. Every end-user approaches a site for the first time with a degree of anxiety. We’re all a little apprehensive about whether the site will be secure, easy to navigate and, ultimately, whether we will actually get what we order.

Over the years we’ve looked at perhaps a hundred thousand sites and we’ve found that the best sites (and best converting sites) have security symbols above the fold, crisp images and convey a feeling of orderliness. Additionally a shopper is made to feel comfortable in other ways too; most importantly, no surprises! The “best practices” site will give the shopper a window view on availability and shipping costs well before they arrive at the check out page.

A real concern for end-users, too, is privacy…the collection and use of personal information. Studies show that 30% of the online population is still wary of giving out their personal information and an astounding 51% don’t trust search engines to keep their search data secret. Additionally, 30 percent of consumers report reducing their overall use of the Web, while 25 percent say they no longer make online purchases, according to WebWatch. The report, “Leap of Faith: Using the Internet Despite the Dangers,” was based on a survey of 1,501 online adults. 

Even those who continued to shop online reported taking precautions. Fifty-four percent of online shoppers said they now are more likely to read a site’s privacy policy or user agreement than in the past–while 29 percent say they shop online less frequently than before.

It’s a hot button issue for end-users and marketers too.

Read the rest of this entry »