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| 发布时间：2006-8-10 9:09:46 | 信息来源：本站原创 | 浏览： | |
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In a year when over half the U.S. population has access to the Internet, e-commerce sites can expect dramatic increases in site traffic before the holidays. Forrester Research predicts $10 billion in holiday revenues, and Jupiter forecasts the U.S. holiday market as $12 billion. Gartner Group predicts $10.7 billion in North American holiday sales and worldwide sales of $19.5 billion.
While revenue estimates vary, it’s clear that Holiday 2000 will be big for e-commerce. Customers will shop online this holiday season for convenience; by shopping online, customers avoid crowds, transportation hassles, and inconvenient store hours. One customer commented in our tests that she would shop online “ to avoid the hassle of going to different stores. ”
Despite the eager shoppers and the predictions of a big holiday season, there is bad news for online retailers: the e-commerce industry is losing billions of dollars in potential sales. Shoppers want to purchase online, but many sites make it too hard to buy.
To gain the most from the holiday season, sites must pursue a simple strategy: improve the customer experience. Improving the customer experience can yield an additional $8 billion in North American sales, and $14 billion in worldwide online sales this holiday season.
According to Gartner Group projections, worldwide online revenues for the holiday season will be $19.5 billion.
In our consumer tests of major sites across key holiday categories, we found that 43% of buying attempts failed. These findings suggest that the $19.5 billion represent only 57% of potential sales this holiday season.
Lost sales due to poor customer experience thus total more than $14 billion: · $34.2 billion － $19.5 billion=$14.7 billion. |
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