Company websites 'need to offer more relevant data'

Category: Ecommerce

July 15th 08, 11:06

Businesses looking to make use of the online medium to sign up customers need to make sure they keep these web users happy by providing enough information for them to research and buy a product or service in the first instance.

This is according to Bill Singleton of technology firm The Allant Group, who wrote in a column for Multichannel Merchant that some companies fail to provide basic information such as telephone contact details, where to buy their goods and how to make purchases from the business in question online.

Mr Singleton advised e-retailers to address such issues by ensuring they provide sufficient contact details on their websites and assigning specific employees to respond to customer queries.

"Think through what you want your prospects and customers to do, whether to buy from, respond to or talk to you," he commented.

"Then be ready to deal with the consequences of what happens when they do what you want and your business and your customers will both gain."

According to a report from Nielsen Norman Group, it is important that web users have enough information about a product before buying it online.

The most effective e-commerce pages for this include both text and images and offer data on availability, product options and total cost, it said.

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

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