New report says providing information throughout buying process key to converting visitors.
The Online Retail Report that Harris Interactive recently released shows that almost 50 percent of consumers are doing more of their shopping online. Over the last five years, 48 percent said they do more online shopping than they used to.
The simple but powerful key to increasing the conversion rate of online shoppers is to make sure there is a lot of information connected to each point of the buying experience.
A full 42 percent of online consumers say they prefer to handle all aspects of the transactions themselves, while aided by the information provided for them. The information has to be obvious and easy to access immediately, to have the desired effect of persuading a consumer to buy. Customer satisfaction increases greatly when executed in this way.
"Providing shoppers with easy access to relevant information is critical to the success of any online retailer," said Greg Gianforte CEO of RightNow, the report’s sponsor.
Once an online sale is made, contrary to what many many think, following up with an email to ensure satisfaction and is desired by 73 percent of online consumers. Almost 70 percent said they visited a Web site after the follow up email. It's not simply tolerated, it is desired.
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