Online Store Benchmarking

We developed and used the following process:

  1. Establish search criteria.
  2. Develop a metrics scorecard.
  3. Conduct the evaluation.
  4. Map out purchase process flow issues.
  5. Purchase products.
  6. Total the scores.
  7. Recommend improvements.

Recommendations were supported by annotated screen captures. Recommendations were detailed in an overall recommendations/assessment document that lists good and confusing aspects of navigation by area and category. It also noted best practices that reinforced what appeared to work well within the site.

A meeting was conducted with the online merchant to share key findings and deliver recommendations on online store improvement as it related to category profitability. Store executives, buyers, merchandisers, and members of the IT department attended the meeting, because all have an influence on the online store design.

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The Online Shopper

Shopping process hierarchies depend on the purchase purpose, and the online store needs to address these purposes. Generally, for those shoppers who already know what they want to purchase, the process is simple and similar online to the retail process. The process normally features the following steps:

The other two types of shoppers may shop randomly. The browsing third is enticed by link, an ad, an end cap, or another promotional device. This shopper will move randomly around the store to see what is offered. The information shopper is more specific in searches and may look in catalogs, search at retail, or investigate on the web.

When Michael was seeking a specific product, he was not interested in the distraction of a pop -up advertisement. Yet, when he was looking for a vacation spot, the pop-up window did not bother him. In fact, he quite enjoyed it. He wasn’t waiting for a client, and he had plenty of time before needing to book reservations for his vacation.

Iterating Through Records in an SQL Server Table

In many situations you no longer need to iterate through records in an SQL Server table in ASP.NET pages as you did with ASP. This is because you can now bind DataSet Tables directly to controls.

But on occasion you may still need to iterate through all the records in a DataSet Table so that they can be processed in some special way.

The DataSet Table object contains a Rows collection that allows you to iterate through each record it contains. This technique shows you how to create a loop so that you can process each record from an SQL Server table through a DataSet Table object.

What goes into your skin?

Cosmetic surgery

Some women are convinced that cosmetic surgery has been the best thing for them. We know women who have had breast reductions and their health has benefited hugely, women who have had a very subtle eye lift and it is true that their eyes have taken on a whole new look.

From a holistic point of view, however, we would encourage you to investigate the best options for your body, the best procedures available and the best doctors who have total regard for your health, not your pocket. As you may be aware, there have been many horror stories regarding ‘beauty enhancement treatments: Our concern is that some may be detrimental to your health, so investigate fully before embarking on any kind of cosmetic surgery.

However, it is not all bad news. If we place a greater emphasis on reducing stress, a healthy diet, plenty of water and fresh air, skin protection, regular exercise along with plenty of sleep and relaxation – then we are giving our body the best chance to grow older more gracefully.

Create a Smooth Path to Buying

The easier it is for customers to navigate through the site, the more successful the online store. Customers return to sites at which they have an easy time.

a) Customer Insight

Customers made the following representative comments about the challenging navigation of websites:

Kind of shuffled me around in more shopping than I wanted to do:

  • The first thing I’m trying to do is see if they have any major headings that try to point me in the right direction.”
  • Node, it’s still not there. What did I miss? What’s another definition of this?”
  • Since I can’t find it after clicking through, I guess I’ll have to do a search or go to another site because the information is not readily available to me:’ Part of working with a new site is figuring out how to use it’
  • I’m just reading the descriptions because you never know what they put things under.” Predominately, my definition is not necessarily someone else’s definition. Once I understand someone else’s definition, it makes sense, but mine is not theirs. I’m now just looking under some items. It’s not furniture, it’s not accessory, and it’s not technology… I’m looking for another link since that one didn’t give me what I was looking for.”