Consistency Rules on the Web

Customers usually don’t notice the things that go right, just the things that go wrong.

Internet shoppers are generally not patient. They expect images to load quickly, pages to respond smoothly to clicks, and boxes to populate without hesitation.

cov_coldwatercreek3-10.jpgWeb site consistency is the speed of web page delivery during multiple visits over a period of time. Consistency is vitally important because it is a key factor in influencing the satisfaction of customers.

The internet retail industry does notice the things that go right.

It is significant when the industry recognizes a job well done. In February, lead major retailers in consistency ratings, reported Compuware Corp.’s web site loading time was stellar, averaging 19.89 seconds.

It is only appropriate that we,, congratulate, one of our long-time clients. We love noticing when things go right.

Other merchants made the list of sites with excellent consistency, including,, Oriental Trading Company and Chadwicks. It makes me proud to be affiliated with these companies; the excellent functionality of their Web sites is a good model for other online retailers.

In addition to consistency, the things that bring customers back to an online retail company, other than the things you can see - like great photos, appealing graphics and snappy copy - are:

*Accessibility (easy to find and to view)
*Intuitive search mechanism
*Shopping cart ease
*Allowing customers to check out as “guest” without registering or requiring passwords

It is important to remember that in online retail, a huge portion of what makes a customer’s experience excellent, and that makes them a repeat visitor, is not what you see, but what is behind the Web site – the planning and infrastructure side of the business.

Kudos again to all of online retailers that get it right.  |  digg it!  |  reddit reddit!  |  Google!

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