For the purpose of this project, our refined definition pertains solely to an e-commerce website accessed via a personal computer. We also exclude notable factors that facilitate site usage such as offline channels, marketing communications and promotions, product offerings, and brand reputation. But by the first quarter of 2000, only 35 percent of buyers made a second purchase from the same Net retailer over the same time period. Tower records saw its conversion rates jump from 2.5 percent to 7.5 percent after simply improving its search functionality. REI credits its substantial amount of outdoor information and content for its 10 percent conversion rate.
Content is clearly one of our competitive advantages.
There are three main areas of focus that work together to help a site achieve stickiness. All three elements must work in unison in order for a site to achieve a sufficient degree of stickiness required to facilitate first-time and repeat transactions. Click on any of the following sections to see an in-depth discussion of each element. Further explains the advantages and disadvantages of different types of personalization. Thus, the content for the website has to be relevant to this business objective.