August 28, 2003, 12:00 AM

The New Look

(Page 3 of 3)

Finally, it looked at customer satisfaction using ForeSee Results Inc. and the American Customer Satisfaction Index. While Tower Records earned a score that, in Ertell’s words, “rivaled Amazon’s,” 88 out of 100, the process uncovered problems with shoppers who didn’t buy. They gave Tower Records lower scores on product information and functionality and complained about the five pages for checkout. They were asked about their primary purpose for coming to the site. “25% came with the intent to purchase but the conversion rate was nowhere near that,” Ertell said. The data are new enough that Tower Records hasn’t yet determined how it will approach that problem, he said.


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