Even though online sales continue to grow, it’s no longer enough to have a product and a page on which to sell it. Retailers are faced with an increasingly competitive market and consumers have more choices (and more information with which to make those choices) than ever before.
A new article in the ECommerce Times called Taking a Holistic Approach to the Online Customer Experience is an enlightening look at what’s wrong with the current e-commerce experience and what companies can do to change it.
According to author Geoff Galat, it all comes down to the purchase process. Consumers are willing to put up with less kinks and bottlenecks than they were in the past, and retailers need to make sure all business units are aligned (marketing, IT, customer service, etc.) in order to limit abandoned shopping carts and lost revenues.
Most of Galat’s article is pretty basic stuff, but it’s always good (especially if you’re the type who obsesses over day-to-day metrics like CTR and CPC) to take a step back and remember the important role your purchase process plays in the ongoing quest for conversions.
On a related note, why does it seem like the most technologically advanced industries have the least evolved customer service? This article on MSNBC tells you why.
hello, it’s good idea