With broadband Internet access for consumers having past the 50% mark within the U.S., online expectations within the e-commerce world have changed dramatically. This trend has also encouraged Web site designers to use far more robust programs and graphics when designing retail websites. A recent survey conducted by Forrester Research reveals that many retailers are revamping Web sites to keep up with the trends, adding such features as rollover lists in navigational areas, strategic product placements and “what’s new” sections.
The Internet experience has changed radically for consumers in the last decade as slow consumer connection speeds limited designers in what they could really do with retail sites. The use of flash, large images and extensive product details often overwhelmed and frustrated visitors with slow download times on their home dial-up computers.
The surge in broadband, along with a much more Internet-savvy consumer has created a far more demanding online shopper. Consumers are mush more easily bored by sites today and continually expect a more dynamic online experience. The Forrester Research study concluded that Web designers, instead of being told to tone it down or make things simpler, are being challenged today to get creative. Boardroom conversations now focus on minimizing clicks and optimizing efficiencies.
The survey was released last month at the Shop.org Annual Summit and both parties concluded that online retailers are being forced to raise the stakes to address a more sophisticated web user.
The study did claim that U.S. retailers are indeed responding to this trend, revamping homepages with drop-down menus and rollover lists in navigational areas. The study added that many companies are now using strategic product placement, driving customers to specific merchandise for holidays or promotional periods. Many retail sites are also highlighting “top sellers” and “what’s new” sections in an attempt to make these items as easy as possible to find during heavy gift-giving periods.
Providing additional product detail was another new trend eth survey discovered as many sites are now intently focusing on product detail, from 360-degree rotating images to alternative images and lifestyle photography. They are also improving customer service, investing in live chat, pro-active chat and guest checkout. Another area that is on the rise is customer reviews as shoppers like to see what other consumers think of a product before they buy. .
Other prominent e-tailers are experimenting with blogs, social networking and podcasts to give their customers a voice in this Web 2.0 world we now live in. With customer retention such a key part of a successful e-commerce campaign and with fewer shoppers coming online for the first time, many e-tailers are shifting toward satisfying customers they already have.
Another common trend among e-tailers with a brick-and-mortar presence was offering their customers in-store pick-up for items ordered online – in an attempt to get as many of their Web shoppers as possible to step inside the physical store.
It all speaks very directly to the aforementioned Web 2.0 movement as the convenience of shopping from home adds new tools and innovation to enrich the experience.
