They don't call it a Web browser for nothing. According to a recent survey of 25 top E-commerce sites, conducted by Net Effect Systems, 67% of the merchandise that customers "select" on-line is never actually purchased. Here's how those sites' responses to other survey questions came out:
Of the people who visit your site, how many actually make a purchase or become customers? 1.75%
How many people who make a purchase actually purchase again? Fewer than 10%
How do you position your E-commerce site against your competitors'? Service/customer experience: 65% Selection of goods: 20% Branding: 15%
Do you have a Web-based customer-management system? No: 90% Yes: 10%
Do you have a method for finding out why customers leave the Web site before making a purchase? Yes: 15% No: 75% Not sure: 10%
Is the responsibility for E-commerce customer experience (service and support) a full-time executive-level position? No: 90% Yes: 5% We're considering it: 5%
Source: First Annual Survey on Ecommerce Service, June 1999, Net Effect Systems, N. Hollywood, Calif.