Control Freaks Jan 1, 2008 12:00 PM
, BY DAVID FRY
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Beyond
changing how Website views are measured, AJAX is affecting the way
consumers interact on a site, allowing for a more seamless transaction
process. Techniques such as single-screen browsing and checkout, custom
product configurators, and the ability to dynamically sort merchandise
make the shopping process more efficient and reflective of an in-store
experience.
While
visually appealing, these techniques also serve a critical
merchandising role in that they expose customers to more products. When
Amazon.com created an
AJAX version of its diamond ring configurator, sales jumped markedly
when compared with the HTML version because the ease-of-use with AJAX
increased customer conversions.
Using visual search, Like.com
helps shoppers find similar items based on selected attributes or
preferences. Shoppers can search by color, style, and pattern, in
addition to traditional searches such as price and size, to find items
they like. Then they can use the cursor to draw a box around a
particular category to find similar items that have the same color,
pattern, or both.
The
use of AJAX, Flash, and visual search in Web design is changing the way
consumers use sites and flow through the online shopping process.
CAN YOU HOLD THESE?
An
important aspect of helping consumers move seamlessly through the
online shopping process is providing ways to let them easily compare
and save items they are interested in while shopping online.
Shopping
carts are often used to store items for later consideration. But it is
not always possible to retrieve the contents of a shopping cart on a
follow up shopping “trip” or visit.
It
can also be difficult to compare items being considered in a single
trip or visit. With an online “thinking about” function, shoppers drag
items into an area on the page that displays them all, giving shoppers
the ability to gather merchandise the way they do in-store. With all
chosen products in plain view, shoppers can decide which items they'd
like to purchase.
In
addition, shoppers don't leave the page, and the items they're thinking
about stay in clear view and top of mind. If the shopper leaves the
site and returns at another time, the items in the “thinking about”
section will be there on the next visit.
Similarly,
an “add to bag” functionality can be made available so that when
shoppers are ready to purchase, they go to the shopping cart (or bag)
and drag items into it from “thinking about.” The shopping cart can
then show more detailed images of products and give the ability to edit
those products without leaving the page.
GIVE AND TAKE CONTROL
Merchants
are beginning to accept that they are no longer in complete control of
their online stores. While the retailer maintains control of the design
and functionality, the content on the site can be influenced — even
changed — by customers.
By
providing shoppers with the ability to have an impact on site content
through reviews and instant feedback, retailers create a more
meaningful and enjoyable experience. Anything a merchant might
conceivably lose in perceived brand control is gained through increased
customer confidence and loyalty and brand credibility.
Retailers
become concerned if their reviews section isn't immediately filled up
with comments from shoppers. While the reality is that most visitors to
a Website don't add product reviews or additional information, the
majority of visitors do read the reviews that are posted by the
minority. More than 70% of online shoppers read product reviews from
other customers, according to research from both Forrester and Jupiter.
GOING MOBILE
As
retailers reach out to new customers in new audiences, they are
creating additional sites as well. Because back-end applications have
become easier to use and more adaptive, multiple versions of sites can
be created to target different audiences.
For
example, Facebook, Amazon, and eBay have designed alternative Websites
specifically to accommodate iPhone users. These sites scale to fit the
viewing area of the iPhone screen and replicate the look and feel of
its interface, making the user experience easier than shopping the main
site on the device.
It's
true that all mobile shoppers (i.e., those who don't have iPhones) are
not yet at the point where they can browse and purchase products
entirely via a mobile phone. But some merchants are experimenting with
hybrid models that use texting to alert a consumer of merchandise
availability or when a product is ready for an in-store pickup.
Some
advertisements are starting to include codes that shoppers can text to
the retailer with the payment information to complete the transaction
entirely on their phone. Retailers can count on sites in the future
including some type of mobile integration if they are not already being
used.
THE END GOAL: CUSTOMER SATISFACTION
Remember
that not all Internet applications are appropriate for every merchant.
Some retailers begin slowly by adding consumer reviews; others jump in
and offer interactive videos and user-generated content.
In
both cases, the key is to remember that online shoppers have little
patience. While a site with every design bell and whistle may look
good, ultimately, the ease of a transaction and how efficiently
shoppers can accomplish what they've come to do will bring them back
again and again.
Retailers
will succeed by relying on their established brand strengths and
product assortment, and by listening to what new and returning
customers want.
Keep
in mind that the users of social networking sites like Facebook and
MySpace are the tech savvy shoppers of the future. Get ready to deliver
the Website experience these future customers expect — even if they
might be too young to be your customers today.
As
more aspects of online shopping move into the hands of consumers,
retailers will be rewarded with greater brand loyalty and increased
sales.
David Fry is founder/president/CEO of Fry Inc., an e-business systems and services provider based in Ann Arbor, MI.
