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07.09.08 How Effective Is Your Website As A Salesperson?  By Stacy Karacostas .I just finished reading Jason Lee miller's terrific post on Web Pro News "24 Ways to Get and Keep a Customer". In it, he references a Future Now's 2007 Retail Customer Experience Study that every business owner with a Website should be aware of. The study states that a 2007 Forrester survey revealed, "only 26% of online consumers were simply satisfied with their shopping experience. This suggests a whopping 74% - three-quarters of online shoppers - weren't even satisfied. And what of the remaining 26%? They weren't delighted. They were merely "satisfied." In other words, the shopping experience was, at best, adequate." Twice recently I was personally reminded of how bad some Website shopping experiences can really be-as well as what a stellar shopping experience is like. In the course of one day, I had shopping experience that ranged from frustrating, to great, to near perfection. Let's start with perfection... First, I went looking for a place to send the rear shock on my mountain bike to be overhauled. Usually you send them back to the manufacturer, then wait 4-6 weeks to get it back. I wasn't happy about this ideaEspecially since I'd procrastinated on taking care of this over the winter and now biking season is here. The last thing I want to do is be bikeless but my shock is shot an leaking oil. So I went online to find the address for the manufacturer's repair shop.
Only I couldn't find it anywhere. Even though my shock is pretty popular, I had zero luck finding the manufacturer's Website at all. Thankfully, I found two Websites for independent repair shops that could overhaul my shock. And one (http://www.thebrokenbike.com) was, quite frankly, one of the best examples of a small business e-commerce Website I've ever seen!! Everything was well-organized and easy to read and navigate. His buy now buttons were big and obvious. He had his picture and the story of how he came to start this business that added tons of credibility. He included testimonials for even more credibility. And he had audio and video explaining the entire processFrom the best way to ship your bike part, to what he's going to do to make it like new again. Continue reading this article.
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