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Survey: Websites Doing More to Personalize the Experience
Consumers desire for controland merchants need to provide them with the tools that satisfy their desireare apparent from the results of the E-tailing Groups ninth annual Mystery Shopping Study. The Chicago-based consultancys survey looked at business-to-consumer e-commerce sites during the fourth quarter of 2006. Only 17% of the Websites studied offered an advanced search option, down from 23% of those surveyed during the fourth quarter of 2005. While that downward trend might seem to counter the trend toward giving consumers more control, it actually is a result of merchants adding more varied and category-specific search and sort options to their sites. In fact, 78% of the sites surveyed offered some sort of landing page sort option. Of those sites with landing page sorts, the ability to sort by price was most popular: 88% enabled visitors to sort items from low price to high price, while 76% allowed them to sort from high price to low.
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