Website mistakes 'can lose customers'
E-commerce
15 July 2008
Omitting important information such as contact details from a website can significantly hamper a company's online efforts to reach new customers, it has been claimed.
According to The Allant Group's Bill Singleton, a surprising number of companies fail to include telephone numbers and details on how to buy featured products on their websites, Multichannel Merchant reports.
Firms tend to underestimate consumers' need for a direct contact link with businesses, Mr Singleton explained, meaning that they could be missing out on the opportunity to turn prospective customers into those who actually buy goods.
He recommended that businesses appoint one or more employees solely for the purpose of dealing with queries from customers after adding contact information to their website.
"Think through what you want your prospects and customers to do, whether to buy from, respond to or talk to you," Mr Singleton stated.
"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."
Nielsen Norman Group recently said in a report that e-retailers would do well to provide sufficient product information online to help consumers make a purchasing decision.
This could include a combination of pictures and text, as well as details of stock on availability, product options and total cost.
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