One of every five beauty purchases online is made via the Amazon marketplace, according to a new report.
Most web sites don't incorporate minimum standards for usability and lack basic components, which can result in frustrated customers and lost opportunities, according to a new study by Giga Information Group. In the study, the latest from Cambridge, Mass.-based Giga's Web Site ScoreCard service, analysts compared approximately 200 web sites to basic industry standards as set forth by a variety of commerce authorities. The study found that two-thirds of the surveyed web sites didn't include action links -- such as "buy online" or "learn about a product," which inform visitors on what they can do on the site. Some 43% of the sites were missing basic navigation tools, such as text navigation at the bottom of the home page, a global navigation bar, and a link back to the home page from all interior pages. And half the sites didn't have a link to a site map from the home page, while 39% didn't include a link to a site search tool -- key features for customers trying to maneuver through the sites. "Companies are failing to adhere to some of the most basic standards on the front end of their e-businesses," says Steve Tellen, Ph.D., vice president of Giga Information Group. "If a company's web site lacks basic components, users will quickly migrate to sites that are meeting minimum standards."