A recent study published in the Harvard Business Review found that 42 percent of online shoppers saw no benefit to personalization. But there are obstacles. The worst part is that these design goofs are well-known and easily fixed. But Cargile says search results pages on two-thirds of the shopping sites he surveyed are unsortable, unfilterable or simply unreadable. Buyers want to know up front how much an item really costs, including shipping.
Smart sites offer links to shipping rates or show shipping costs as soon as an item hits the cart.
Finally, changing quantities can be unnecessarily tricky. It might seem like a little thing, but customers who receive the wrong quantity are among the top sources of customer service calls and returns. Privacy Policy Stock data provided by Stockpoint and its data suppliers.