We're long-time fans of Frank Barnako's Internet Daily (MarketWatch). Today he featured a report from WebSideStory that really caught our attention.
"Making it easy" for shoppers seems like a no-brainer. However, we continue to be amazed at the clunky navigation experience we have on a number of ecommerce sites. We long for the "Easy Button" featured by a noted office supply vendor. But how to make it easy . . . that's the question.
One answer appears to be site search. According to WebSideStory:
"During the last three months of the year, the conversion rate for visitors using the search box on a web site was 7.54 percent – 2.7 times higher than the conversion rate for average site users (2.79 percent), according to the WebSideStory Index . . . "
The report also included some interesting information regarding the value of loyalty. During the last quarter of 2005 (continuing into early 2006):
"Repeat visitor conversion rates (13.88 percent) were seven times higher than new visitor conversion rates (1.68 percent) . . ."
For those interested in the whole story, follow the links. We think you'll find it worth the click.