Shoppers Want Quick Access To Online Information

    May 25, 2007

The number of people who shop online continues to grow with 48 percent of consumers saying they have increased shopping online "a great deal" or "somewhat" in the past five years, according to a survey sponsored by RightNow Technologies conducted by Harris Interactive.

According to the Online Retail Report, converting browsers into buyers requires access to information throughout the purchase process. When users can easily find answers they are looking for, their satisfaction level increases and the online retailer’s costs go down.

Forty-two percent of consumers said they prefer being able to find the answers they need online on their own if they had a question or wanted help while shopping online.

The report also found that segmented and tailored e-mail messages can be a potential driver for sales and personalized follow- up can turn a one-time customer into a repeat customer. Sixty-eight percent of consumers said they browsed a Web site after receiving an email from a retailer. Seventy-three percent said they would like any post- purchase follow up.

"Providing shoppers with easy access to relevant information is critical to the success of any online retailer," said Greg Gianforte CEO of RightNow.

"RightNow helps retailers provide consistently exceptional customer experiences and drive conversion rates by delivering tailored messages to the right shoppers at the right time."