Few factors affect an online retailer’s e-commerce sales more than the design of its retail website 61% of consumers will leave a retail site and go to a competitor if they have problems using a particular website, according to an exclusive Internet Retailer survey of 562 online shoppers conducted in October.
As technology improves, so do customer expectations. That means retailers’ web designs have to constantly evolve. For instance, Gap Inc., No. 20 in the Internet Retailer 2018 Top 500, is in the midst of a multiyear effort to offer more personalized and streamlined shopping on its e-commerce websites. The project doesn’t have an end date, says Greg Schuler, the retailer’s head of user experience design, because it will always face pressure to use new capabilities to make e-commerce more satisfying—and faster—for customers. An emphasis on speed is especially important now, he says, as online shopping shifts increasingly to smartphones.
The 2018 holiday season will be the first in which shoppers will place more