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E-Commerce Times: Even though we've heard glowing reports about the online consumer experience, the Accenture study found that 80 percent of shoppers using apparel sites are not satisfied. Of those who had a bad time online, 72 percent said they would be unlikely to return to the scene of the crime. The common complaints? Confusing site navigation and difficulty finding information about sale prices, gift certificates and returns. These are the very elements of the shopping experience that brick-and-mortar companies have almost perfected. Shoppers are attracted to the basics: low prices, good signage and colorful displays. It is often the visuals that count most. (2001-01-28)
The link address is: http://www.ecommercetimes.com/story/6910.html
