E-commerce design to optimize the Customer-experience

Posted: March 2007 C: Internet Posted by: K. Panayotakis

In the crowded web marketplace, everybody is trying to attract customers, by using certain web marketing techniques. However, the same basic customer value-building principles which drive the conventional economic activity, apply to the web channel as well.

Product value Convincing the prospect on the value of the product, is of paramount importance in order to convert visits into sales. Detailed product descriptions, samples of the product (e.g. a freeware with some functionality relevant to the commercial software sold, a chapter of a book sold), pricing information and independent evaluations can enable the customer to better evaluate the expected value.

Customer service quality E-commerce channel usability is also of paramount importance, given that the average visitor has many options on the web and very low switching cost (just a few clicks), while having limited experience on the use of web services. The ability to easily understand options and navigate towards the area of interest, is a critical success factor. Any difficulty the visitor faces, in understanding and fulfilling the next step (e.g. to sign in, to enter his order, to enter his payment data), like: • slowly responding web pages • poor display or communication of navigation options • poor communication of transaction stages,

may discourage her/him and affect the sales conversion rate. Moreover, any insecurity that the visitor may have as to the status of his transaction with the e-business, may deteriorate the customer experience.

The ability to personalize the customer service, provides a competitive advantage.

The ability to build a lasting relationship with the Customer and increase the frequency of his visits and transactions, depends on offering a pleasant experience and a valuable transaction to the Customer.

Focusing exclusively on web marketing or search engine optimization, may lead to increased visits but reduced visit to sale conversion, if the Customer experience is neglected.