smallbusiness.co.uk: Helping your business think big

An internet survey on e-commerce shows that small and medium sized companies that use the web to sell their products should be aware of the importance of customer service.

The survey by leading market research agency Taylor Nelson Sofres into internet usage by businesses suggests that a trend of poor online customer service is discouraging consumers from buying products from websites.

The results show that 86% of UK companies are using the internet as part of their business strategy. However, 81% of internet users would not buy online unless levels of customer service improved. Major stumbling blocks include the time it takes to use a website, due to the connection speed or difficulty in navigating the site.

UK online for business, the Government e-commerce advisory service, offers some advice on how to improve sites and services to encourage consumers to buy online, particularly crucial if your business is purely web-based. It highlights the importance of time as a factor, one of the concerns raised by the survey.

In its brochure E-Commerce: How Trading Online Can Work For You the service says that "you must make sure your site is fast to load and easy to navigate." Websites load faster with less information and graphics on them, so keeping it simple, informative and easy to use speeds up the usage of the site and does not confuse consumers. Roger Horam, a UK for business online adviser advocates "the three-click rule," whereby a consumer should only have to click three times before being able to buy.

Getting the technical features of a website right can save customers time too. Some internet service providers are faster than others, so it is worthwhile ensuring you are using the best one for you.

Another useful aspect to include in any website is a feedback form, enabling users to detail any problems they have experienced. You can then customise your website to suit your customers’ needs. The design of the site can be perfected through "a good dialogue" between business and customer.

The brochure also recommends doing your own research into e-commerce by becoming an internet consumer yourself. When using sites, it could be useful to note which aspects of other businesses’ sites are particularly good or bad and applying these findings to your own site.

Another issue raised by Horam is that of "perceived security," reassuring customers that the methods of online credit card payment are secure. Consumers are more likely to buy if they have confidence in a site.

E-Commerce: How Trading Online Can Work For You is available from www.ukonlineforbusiness.gov.uk.

With thanks to Lloyds TSB Success4Business. For more news and information visit www.success4business.com.

(8/3/02)

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