Executive Summary
Having spent millions of pounds attracting online visitors to your website, wouldn't you now want to tackle the frustrating exodus of visitors at the conversion page?
Why do visitors leave a website at the very page on which they might choose to buy what they want, only to make the purchase offline? The future of the £100 billion e-commerce market may very well be decided by the answers to such questions.
The unhappy trends are familiar-unviable conversion rates, varying customer satisfaction, and soaring shopping cart abandonment. And the quest for what marketers call the 'moment of truth' continues. Finding that moment when a customer might be amenable to confirming an order if he's satisfied with the information available on the site is becoming the holy grail of online marketers.
If marketers can succeed in putting customers at ease, re-assuring them with information vital to them in purchasing a product online, one might see dramatic improvements in conversion rates, reducing cost per customer, and healthier returns on marketing investment.
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