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Rethinking Web Site Architecture Can Help Close eTail Deals, Says MarketNet

Dallas, TX – May 1, 2009 – It happens all the time: an eTail customer abandons a full cart just before completing the sale. Is the arsenal of tools used to convince consumers to buy really working, or are they turning customers away?

"Instead of focusing on using tools and technologies to help the customer, much more thought and time needs to go into Web site architecture in the first place," says Jill Bach, founder and principal of MarketNet.

Today's eTailers constantly look for new tools to assist with the online customer service experience, but most fall woefully short, says Ms. Bach.

The cost to implement shopping tools is high, and training and retention costs are even higher. "If more eTailers would invest in a rich site experience instead, so the customer doesn't require help, that will yield a higher ROI," Ms. Bach said.

Instead of services like online chat or emailing abandoned basket content back to a customer, both of which can be considered invasive, eTailers should look at the fundamental functions of their site from the customer's point of view.

Here are five details that can help close the deal on an eTail purchase:

Brand Trust – Most consumers tend to shop sites they're familiar with -- or that have been recommended to them. Social networking has crept into the influencing equation. When a friend you trust has had good shopping experiences, you're more likely to take their advice and at least review the sites for your needs.
Product Reviews - Many eTailers hesitate to add product reviews on-site for fear of negative reviews. But consumer opinions will spread whether an online product has reviews, or people converse about the products themselves. But negative or false reviews are an opportunity to re-examine the product for problems, or to directly address a false review with positive information. If you are proud of your products and stand behind them, there's nothing but benefit realized by implementing consumer product reviews on-site.
Clearly Defined Shipping Policies – Retailers like Zappos, Target and ToysRUs essentially offer free shipping -- and a quick look at each site's homepage clearly shows basic shipping charges. "Is this really so difficult to implement properly? Not if you want customers to buy from you," Ms. Bach said.
Useful On-Site Search - Consumer search using terms THEY think of when describing a product. But retailers often use "romance language" in product merchandising copy. That's a huge obstacle for anyone performing natural language searches. "Online retailers need to realize that choosing the correct on-site search term is an imperative part of a successful Ecommerce system - not simply an afterthought," Ms. Bach said.
Prior Positive Experience - Most eTailers cannot survive on one-time purchases. Retention marketing tactics like outbound email promotions are a must in cultivating a relationship between the buyer and seller. A positive experience begins with the overall on-site shopping experience, and ends only when the buyer receives the package. And customers expect an easy return process too.

"To sum things up: eTailers, get it right," Ms. Bach said. "You need customer feedback in the site architecture process, a customer-centric view of overall web site functionality, and a true passion for customer service. That's how to make a long-lasting impression on consumers." For more information on effective web marketing or on creating a social networking presence, contact MarketNet at 972-941-3200 or www.marketnet.com.

Marketnet, Inc. is a full-service interactive design and development company. Based in Dallas, Marketnet provides marketing, strategy, creative services, web development, application development, search marketing and analytics and reporting to its broad client base. For more information, go to www.marketnet.com.