Ecommerce: Focusing on the Basics

[Kristijntje]

When it comes to web technology, Internet retailers are stepping up their games. From captivating flash sequences to mesmerizing videos to social networking, e-commerce sites today often seem to entertain as much as they sell.

But no matter how novel, amusing or visually appealing a web site, if consumers can’t find a product they are looking for, they can’t buy it. If the checkout process is as lengthy as a job application, shoppers will jump ship. And if a site is hard to navigate, visitors will spend their money elsewhere.

While some e-retailers are striving to keep up with the Joneses on the technology front, others are pursuing a different business model—focusing on the basics. From improving navigation and search, to cleaning up cluttered pages, to making what the shopper needs to do next obvious, these Internet businesses say concentrating on fundamentals can make a measurable impact in sales, site visits, and conversions...

full article: http://www.internetretailer.com/article.asp?id=26257