What Do Web Shoppers Really Want?

What influences the behavior of online shoppers?

Here are the facts: A frustrating online experience makes consumers less likely to return to the Web site or even shop at the retailer's physical store (2007). It also has a negative impact on their overall opinion of the brand.


So, What Do Web Shoppers Really Want?

• 74% are interested in clicking on an item to create a pop-up window for more product details

• 70% want to add items to their cart with one click without leaving the page they’re on

• 68% want improved photography and additional product descriptions


Reference

(2007). Gifts & Decorative Accessories, 108, 3, 14. Retrieved September 27, 2007, from EBSCO.

Syle Guide for Email Surveys

Designing your own email survey? Remember this five step style guide:

• Use URL embedded designs to enable simpler handling, completion, and transmission.

• Ensure anonymity and privacy

• Carefully target a sampling frame that exhibits interest in the topic to increase your response rates.

• Derive a sampling frame from your company’s database if the profile matches.

• Use incentives to encourage response rates, especially if the email
questionnaires are lengthy.


Reference

Dibb, S. & Michaelidou, N. (2006). Using email questionnaires for
research: good practice in tackling non-response. Journal of Targeting, Measurement and Analysis for Marketing, 14, 4, 289–296. Retrieved September 18, 2007, from EBSCO.

A Few Minutes for Metrics

Just when you thought Web research couldn’t get any better, it fooled us all.

Total Minutes is the newest metric Nielsen/NetRatings' is reporting as a way to rank Web site audiences.

The industry thought the new metric would replace page views, but according to Nielsen, it won’t. A variety of metrics will still be reported including total audience, time spent, frequency of use, and page views.

Although the Web is a powerful marketing medium, it is also a platform for various media models. While some sites deliver quick hits of information, others strive to keep users viewing as many of its videos as possible (Klaassen, 2007).

Sites that will be affected by this new metric are utility sites where users head for information on the fly, such as google.com. The sites that will benefit from it are social-media and streaming-video sites.


Reference

Klaassen, A. (2007). Measuring the web just got more complex. Advertising Age, 78. Retrieved September 5, 2007, from EBSCO.

Measure What Matters!

If you have several visitors coming to your Web site, does that mean success? Negative.

Most companies get fixated on monthly visits to measure their Web site success. However, a more accurate method is to calculate the average visits per day, so the months are put on a level playing field.

Generating more monthly visits may not be the most cost-effective way to impact your bottom line. The focus should be on converting more of the visits the site is already receiving (Shworak, 2007).

Concentrating on high gross visits is NOT the most informative way to measure success. It's not visits you need to measure, but how effective you are at achieving your desired results.

Measure What Matters!


Reference

Shworak, Kathy.(2007). How do you spell success for your Web site? Web Analytics Association Journal, 1. Retrieved August 28, 2007, from EBSCO.