RE: [uk-netmarketing] Piece of string question

[Anna Perrin]

There is no question that to deliver better results, B2C players are going

to have to focus on delivering a better user experience. This does not have

to be rocket science. How about clearly marked checkout buttons and a clean

checkout process for a start? Buystream have been tracking this sort of

thing for B2C clients and the kind money being left on the table is

eye-popping. Their preliminary findings in this area indicated that between

53% and 66% of shoppers who actually begin the checkout process actually

complete a purchase. These people wanted to buy something but were prevented

by a poorly-designed checkout process.


Measurement - E-tailers have to start thinking more seriously about running

a business not a site. The two are radically different and demand completely

different measurement approaches. The problem, however, is that many

managers are applying site metrics - number of visitors, page views, etc. -

instead of business metrics. B2C players should also think more seriously

about the co-ordinated use of a number of measurement tools, such as

surveys. For example, is anyone really making efforts to measure customer

satisfaction?


Anyone who would like any further information please contact me off list.


Thanks,

Anna Perrin

Flapjack Communications

Tel:  	020 7224 4554

Fax: 	020 7486 4959

E-mail:

annaflapjack [dot] com

www.flapjack.com


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-----Original Message-----

From: Ben Rooney [

brooneyfirstpersonglobal [dot] com (mailto:brooneyfirstpersonglobal [dot] com)

]

Sent: Monday, January 22, 2001 9:53 AM

To: uk-netmarketing from chinwag

Subject: [uk-netmarketing] Piece of string question



Anyone have a rough rule-of-thumb guide or meaningful comparison for the

ratio of casual browsers to registered users on a site. I seem to remember

reading that Lastminute had 8 squillion visitors but only Ms Lane Fox's

grandmother once bought a return ticket to Cowes - or something like that.

Seriously (and for the benefit of LM's lawyers...) I need some idea for a

"typical" site (yes,yes, I know ... what does that mean) what a reasonable

conversion ratio would be.

Thanks