FINDING 3: Build the Online Experience Around Closing Sales

About seven of 10 companies generate revenues through online sales, primarily through direct sales on their own Web sites. Companies generating an above average share of their revenues online not only offer product descriptions but personalize the information to buyers' needs. Web sites that generate above average sales are more likely to provide product recommendations, comparisons and product configuration services to help customers find products that best meet their needs. They also engage customers with video, seek customer suggestions through product co-development and surveys, and direct customers to channel partners. The lesson here: Web sites that generate more revenue are designed to close sales and generate information about the product features customers want.