I have several times pointed out in this blog how important it is to get the basics right. I would summarize them as easy to access products and services, good pictures with proprietary descriptions, easy check out with most common payment methods and clarity on delivery time (and if applicable inventory updates).
As you expand your site further, you may want to check out an article from Forrrester Research. They recently provided guidance on what customers are looking for (as reprinted below in eMarketer’s newsletter on April 15, 2008).
It cannot be stressed enough that extended functionality and widgets will increase customer experience but does not mean that you have a positive return on investment or cost of maintanence. Many times I have found that what is often requested is seldom used.
Key takeaways are that user ratings and reviews are very important (typical user generated content, UGC) to users as well as coupon entry options and product/price comparisons.
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