Statistics of Online Customer Centric Basics

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FutureNow released their 2004 Online Retailer Study for Customer Focused Excellence. It was good to see Dell.com in good company. I found some of the statistics interesting:

  • 76% (vs. 65% in 2003) offered gift certificates.
  • 35% (vs. 38% in 2003) offered multiple image views of products.
  • 29% (vs. 25% in 2003) allow customers to change the default font size while viewing their website;
  • 16% (vs. 25% in 2003) retailer’s choice of default font size were too small for our mystery shoppers to read, of which only 3 sites allowed customers to change the default font size.
  • 35% (vs. 37% in 2003) offered free shipping.
  • 47% (vs. 45% in 2003) offered any information regarding in-stock availability on the product offering page.
  • 86% (vs. 73% in 2003) offer estimated delivery times.
  • 69% (vs. 70% in 2003) provide shipping cost early in the checkout process.
  • 68% (vs. 57% in 2003) offered the option to telephone in payment for your online orders.

Lesson: There’s still room to improve by doing some basics.

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