Control Freaks

	SHOPPING BECOMES INTUITIVE WITH NEW TECHNOLOGY

Beyond changing how Website views are measured, AJAX is affecting the way consumers interact on a site, allowing for a more seamless transaction process. Techniques such as single-screen browsing and checkout, custom product configurators, and the ability to dynamically sort merchandise make the shopping process more efficient and reflective of an in-store experience.

While visually appealing, these techniques also serve a critical merchandising role in that they expose customers to more products. When Amazon.com created an AJAX version of its diamond ring configurator, sales jumped markedly when compared with the HTML version because the ease-of-use with AJAX increased customer conversions.

Using visual search, Like.com helps shoppers find similar items based on selected attributes or preferences. Shoppers can search by color, style, and pattern, in addition to traditional searches such as price and size, to find items they like. Then they can use the cursor to draw a box around a particular category to find similar items that have the same color, pattern, or both.

The use of AJAX, Flash, and visual search in Web design is changing the way consumers use sites and flow through the online shopping process.

	CAN YOU HOLD THESE?

An important aspect of helping consumers move seamlessly through the online shopping process is providing ways to let them easily compare and save items they are interested in while shopping online.

Shopping carts are often used to store items for later consideration. But it is not always possible to retrieve the contents of a shopping cart on a follow up shopping “trip” or visit.

It can also be difficult to compare items being considered in a single trip or visit. With an online “thinking about” function, shoppers drag items into an area on the page that displays them all, giving shoppers the ability to gather merchandise the way they do in-store. With all chosen products in plain view, shoppers can decide which items they'd like to purchase.

In addition, shoppers don't leave the page, and the items they're thinking about stay in clear view and top of mind. If the shopper leaves the site and returns at another time, the items in the “thinking about” section will be there on the next visit.

Similarly, an “add to bag” functionality can be made available so that when shoppers are ready to purchase, they go to the shopping cart (or bag) and drag items into it from “thinking about.” The shopping cart can then show more detailed images of products and give the ability to edit those products without leaving the page.

	GIVE AND TAKE CONTROL

Merchants are beginning to accept that they are no longer in complete control of their online stores. While the retailer maintains control of the design and functionality, the content on the site can be influenced — even changed — by customers.

By providing shoppers with the ability to have an impact on site content through reviews and instant feedback, retailers create a more meaningful and enjoyable experience. Anything a merchant might conceivably lose in perceived brand control is gained through increased customer confidence and loyalty and brand credibility.

Retailers become concerned if their reviews section isn't immediately filled up with comments from shoppers. While the reality is that most visitors to a Website don't add product reviews or additional information, the majority of visitors do read the reviews that are posted by the minority. More than 70% of online shoppers read product reviews from other customers, according to research from both Forrester and Jupiter.

	GOING MOBILE

As retailers reach out to new customers in new audiences, they are creating additional sites as well. Because back-end applications have become easier to use and more adaptive, multiple versions of sites can be created to target different audiences.

For example, Facebook, Amazon, and eBay have designed alternative Websites specifically to accommodate iPhone users. These sites scale to fit the viewing area of the iPhone screen and replicate the look and feel of its interface, making the user experience easier than shopping the main site on the device.

It's true that all mobile shoppers (i.e., those who don't have iPhones) are not yet at the point where they can browse and purchase products entirely via a mobile phone. But some merchants are experimenting with hybrid models that use texting to alert a consumer of merchandise availability or when a product is ready for an in-store pickup.

Some advertisements are starting to include codes that shoppers can text to the retailer with the payment information to complete the transaction entirely on their phone. Retailers can count on sites in the future including some type of mobile integration if they are not already being used.

	THE END GOAL: CUSTOMER SATISFACTION

Remember that not all Internet applications are appropriate for every merchant. Some retailers begin slowly by adding consumer reviews; others jump in and offer interactive videos and user-generated content.

In both cases, the key is to remember that online shoppers have little patience. While a site with every design bell and whistle may look good, ultimately, the ease of a transaction and how efficiently shoppers can accomplish what they've come to do will bring them back again and again.

Retailers will succeed by relying on their established brand strengths and product assortment, and by listening to what new and returning customers want.

Keep in mind that the users of social networking sites like Facebook and MySpace are the tech savvy shoppers of the future. Get ready to deliver the Website experience these future customers expect — even if they might be too young to be your customers today.

As more aspects of online shopping move into the hands of consumers, retailers will be rewarded with greater brand loyalty and increased sales.

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David Fry is founder/president/CEO of Fry Inc., an e-business systems and services provider based in Ann Arbor, MI.