Make business websites comfortable for shoppers 'or they will go elsewhere'

An expert has warned companies that shoppers will find it easy to go to a rival if they land on a website they do not find usable, which could encourage businesses to use a customer interaction application for their online presence.

Tom Stewart, executive chairman of System-concepts.com and former president of The Institute of Ergonomics & Human Factors, explained it is no longer difficult for consumers to find the same product elsewhere, like it can be on the high street, as on the internet "competitors are a click away".

"People will not tolerate websites that are unusable these days," he warned. "If it's not effective, efficient and satisfying ... they'll go somewhere else."

Some companies may find using customer service technologies that allow agents to speak directly to people on a webpage they can help shoppers navigate the page if they are having trouble.

Indeed, managing director at Webtistic.co.uk Dave Bird recently advised businesses adding live online support to a domain is one of the ways they can improve their online presence.

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