Customer-centric website design 'important to e-commerce'

Category: Usability

June 27th 08, 09:59

Website usability is increasingly crucial to e-commerce success, one industry expert has said.

IMRG's director of operations, David Brown, commented that the ease with which consumers can compare prices online makes it all the more important to attract customers with savvy marketing and accessible features.

"When retailers are online they have to be very consumer-centric because the consumer has the power now," he said.

Web-based travel companies are a lesson in how to capture consumer enthusiasm for e-commerce and turn it into increased sales, Mr Brown noted.

Companies such as Expedia use online marketing to persuade customers accessing to web to compare prices to invest more in their experience, he added.

Some £4.5 billion was spent on the web in May, the IMRG Capgemini e-retail sales index suggested.

This figure is 1.6 per cent higher than the corresponding statistic for April, the report observed.

A new report by MTV Networks and Harris Interactive suggests that consumers are more likely to respond to advertising messages that are delivered on multiple platforms.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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