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The Key To A Successful E Commerce Site

1540 words - 6 pages

The Key to A Successful E-commerce Site

Despite the rapid growth of E-commerce sites, 43 percent of the them fails, and the difference between the success and the failure is consumer experience, according to The Dotcom Survival Guide reported there is still one resource left untapped that can save dotcoms from failure. It's the one resource that historically is most ignored in favor of ads, press, and flashy features yet it's the one resource that can lead dotcoms to survival. That resource is customers. Customers can provide the revenues needed to attain profitability. Customers can give the word-of-mouth marketing to drive traffic. Customers can give the feedback needed to continually improve the website. Customers are a dotcom's most important resource. To survive, dotcoms must improve their customer experience.


The customer experience is the combination of everything that the customer sees, clicks, reads, feels or interacts with on a site. Part of this is certainly the usability but so are other components: the site's business goals, its merchandising, the wording and messaging on the site, the use of graphics and color, the flow of pages in core processes, the choice of features to offer or not, and the dot-com's own team and its processes to create and refine the site. The customer experience includes everything from the home page, to the shopping and buying process, to the fulfillment of products. It is the key to a E-commerce site’s survival.


The sites that generate the best customer experiences get more "sticky" traffic, higher revenues, and a stronger brand. In contrast, the sites with bad customer experiences—even with the best back-end technology or a great off-line brand—lose customers and revenue at an astonishing rate. It's important to remember that the customer experience is a strategic issue, and not just an accumulation of tactics. In fact, it's the most strategic issue an e-business can work on. A dot-com's strategy should be directly based on the customer experience.

Improving the customer experience can lead directly to higher revenues. On an e-commerce site, building a great customer experience makes it quicker and easier for customers to buy, raising the conversion rate. On high-volume e-commerce sites, raising the conversion rate by one tenth of 1% can add as much as $10 million in incremental revenues per month. The customer experience is the key to dot-com survival. To survive, dot-coms must improve their customer experience.


More and more users with minimal technical expertise are getting online, and they are demanding simple, fast, easy-to-use e-commerce sites. The Web makes switching (to a competitor) fast, cheap, and as easy as typing in a new URL.

To better understand the value of a good customer experience, has...

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