Web Sites Must Focus On Seamless Experience

Web Sites Must Focus On Seamless Experience

Web site owners have been urged to enhance transparency and usability if they want to cash in on the estimated £13.16bn spent by UK online shoppers in the run up to Christmas.

Research carried out earlier this year by e-Digital Research for industry body IMRG found that 68 per cent of shoppers would be more likely to shop online for Christmas presents this year, and more than three-quarters plan to carry out about half or more of their Christmas shopping online.



Conrad Bennett, senior technical director at WebTrends, argued that traders need to make sure that visitors to their sites can find what they're looking for easily, and understand clearly at all times where they are in the buying process.

"So if you offer a search function on your web site, which is highly advisable, good indexing is crucial, and don't make it necessary to have a log-in to use the search function," he said.