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?
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%
Do you have a Web-based customer-management system?
Do you have a method for finding out why customers leave the Web site before making a purchase?
Not sure: 10%
Is the responsibility for E-commerce customer experience (service and support) a full-time executive-level position?
We're considering it: 5%
Source: First Annual Survey on Ecommerce Service, June 1999, Net Effect Systems, N. Hollywood, Calif.
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