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.

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Anna Kuzmina / E-Commerce

An introduction to online payments in Russia

Russian shoppers use a variety of domestic e-wallets quite often when shopping online, a result ...

FPO

Rebecca Kanthor / E-Commerce

An American view of China's online shopping boom

The astronomical growth of Alibaba's Taobao online shopping mall is hard to fathom from a ...

Advertisement