Web site operators should focus on speedy delivery of content rather than rich media, says a new report from New York-based researchers Jupiter Media Metrix. Speed of download is more important to more consumers than cutting edge media or delivery to wireless handsets, Jupiter says.
"Before beginning any site development, companies should survey their users because every site's users are different. Retail sites especially might learn that they can address their user experience issues at a low cost without having to invest in new technologies," said Cormac Foster, analyst, Jupiter Media Metrix. "To make the best use of their budgets in the near term, most companies should avoid risky, glamorous web enhancements,"
Jupiter will release it new report, titled "Back to Basics: Enhancing User
Experience at Low Cost," at this week's Jupiter Web Enterprise Forum in San Francisco.
Jupiter reports that while retail companies have an expanded set of concerns, the lessons of content sites still apply. Customers cited "more product information" (59%) and "product suggestions" (28%) as important. But online shoppers cite "faster loading pages" as the next most important driver for a return visit (26%.) Jupiter analysts say that great progress can be made toward these ends without any additional investment in technology, and retailers should address these concerns before investing in more expensive, lower-ROI initiatives such as enabling mobile commerce (chosen as important by only 12%).
Jupiter also reports that on content sites, along with faster loading times, consumers prefer customizable layouts; 36% of web surfers would visit a content site more often if it featured a customized layout, followed by 31% who would be motivated to re-visit a content site by the addition of polling or chat capabilities.
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