Retailers Aim to Improve Online Checkout

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Retailers Aim to Improve Online Checkout

By Stacy Straczynski - 07/15/2009
Retailers plan to make online shopping a bit easier for consumers, according to a new report released today. The new survey from Cambridge, Mass.-based Forrester Research and Washington-based finds that a majority of retailers will aim to provide customers with better and more information about their purchases and the company’s products.

Improving the checkout process was ranked as a priority by 79 percent of the retailers. Eighty-eight percent plan to improve shipping transparency by providing more detail on shipping costs, as well as departure and arrival times. Additionally, 67 percent of retailers plan to make total order amounts visible to shoppers prior to checkout. More than half (60 percent) reported plans to enhance the homepage.

“Retailers realize that, particularly during an economic downturn, shoppers who understand shipping charges at the beginning of the checkout process are less likely to abandon their purchases,” said Sucharita Mulpuru, Forrester Research VP, principal analyst and lead author of the report.

Retailers also plan to increase the availability of online product information so users can make more informed decisions about their purchases. Half will add alternative image views, and 31 percent will add color option previews. More than half (55 percent) have made customer rating and review tools a priority, and 34 percent will take advantage of automatic recommendation capabilities.