Online Retail Experience ‘Needs to Provide Clarity for Customers’

by Stephen Logan on 8th December 2010

Companies running websites need to make sure their pages are clearly laid out so the consumer shopping experience is enhanced.

This is the advice of Clodagh Murphy, a director at broadband provider Eclipse, who explained online businesses need to work hard on providing good customer service levels.

She said those firms who do not achieve this will lose out on consumers making repeat visits, as well as suffering from bad word-of-mouth.

"You need to make sure that the online experience is absolutely crystal clear so that you are getting rid of any fear and uncertainty that a customer may have," Ms Murphy advised.

According to research from Eclipse, 92 per cent of Brits will not shop with the same company again if they have a bad customer service experience with them.

Around 89 per cent of those questioned for the survey said service levels could be improved upon by online retailers.