Interesting Results

Attracting and Retaining Internet Shoppers

Analysis of over one million searches at BizRate.com showed that the criteria most often used to search for online retailers selling particular products are:

  1. Product prices.
  2. Product representation.
  3. Product selection.
  4. Shipping & handling.
  5. On-time delivery.

BizRate also surveys customers who have made purchases from online retailers to find out about their experience and whether they would purchase from the same retailer again. Researchers examining this data found that the variables that have the greatest influence on a customer’s likelihood of making a repeat purchase from a particular retailer are:

  1. Customer support.
  2. On-time delivery.
  3. Product representation.
  4. Shipping & handling.
  5. Posted privacy policy.
  6. …
  7. …
  8. …
  9. …
  10. Product prices.

While price ranked first in terms of the original choice of an online merchant, nine other variables had a greater influence on the likelihood that someone who made a purchase from an online retailer would do so again.

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