I admit it. I am a demanding consumer. But, aren't we all? We want everything better, faster, easier, and more personalized than ever before. We want to feel like we're important to the companies we do business with. But why is it that despite every marketing milestone and breakthrough many web experiences often fail to meet our expectations?

Blame company structure or budget or legacy systems or leadership or the weather. But the more you excuse it, the worse it gets.

I've made a career out of studying, advocating for, and creating customer experiences and sharing them with clients, in columns, speeches, a book, and now this blog.

So, forget the excuses. Here you'll find a consumer perspective on what works, what doesn't, who's getting it right, and who's still in the dark.

Straight-forward. Unfiltered. Customer fanaticism.




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April 12, 2005

QVC Leads E-retailers in Conversion Rates

Qvc_home From ponchos to camcorders, houseplants to pet supplies, multichannel retailer QVC is reporting an ONLINE conversion rate of 16.3%. (And yes, they seem to do quite well with their TV and in-store sales also.)

16.3%!!!!!  Online!

Can you believe it?!

It seems that just yesterday the e-commerce industry was shooting off champagne corks when anyone converted more than 2%.

eMarketer (article free only until 4/15) just reported on a Nielsen/NetRatings list of the top 10 retailers, based on their online conversion rates.

Although I'm not a QVC shopper -- personally -- I'm not surprised they rank at the top of the list. They've been innovating for and in support of their customers for years. We should all take a cue.

The other 9 aren't to be pooh-poohed either:

Emarketer_conversion

April 12, 2005 in Innovative Experiences, Retail | Permalink | Bookmark

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