It is the challenge of retailers to create a website that can provide an experiential shopping experience online, and to expand their brand online it is important to be consistent with brick and mortar counterparts not only in design, but in feel as well. John Tawadros, chief operating officer of search engine marketing firm iProspect.com, while speaking in Miami last January, offered some advice on improving e-commerce experience.
The site’s design should be consistent with an in-store experience; it needs to be kept fresh and move quickly. And beware the big, bold “add to cart” button, which is awkward on a landing page, Tawadros said. “When you go into a store, a rep doesn’t come up to you and take you to the cash register!”
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