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If you don't need to fill out this form for course credit, I'd still appreciate a thoughtful response. I'm very interested in your comments at the end about what this questionnaire examines and about how the questions are phrased and ordered.

By yourself, do some shopping. Shop for low-price retail items at a site such as Drugstore.com rather than high-price items such as a car or a house. It'd be great if you need some shampoo and were willing to finish the order. However, I don't want to require you to spend money or to use your credit card if it makes you uncomfortable. At the very least, select some items and follow through with the shopping cart and check-out process until the very last screen where you can still bail out. You can always type in your credit card # slightly incorrectly on purpose.

Other retail sites:

Yahoo! Shopping
Amazon.com's new zShops

Feel free to find your own. The B2C Marketing Models examples could get you started.

If the site asks you to register in some manner, please do so using your usual email address.

If the site lets you make inquiries or otherwise contact someone via a form or email, please do that, too. Ask a question about security or privacy or a detail about a product.

Finally, close your browser. Then start it up again and return to the site. Or go back to the site's home page and click Reload or Refresh. Is anything different? Does it "remember" that you were there recently?

Your name

Site's URL

Looking at the various marketing models, how would you characterize this site's? Don't just write B2C. How do they make money?

How easy was the site to use, from 1 hard to 10 easy? This is very subjective.

Did they give something away or try to establish a relationship with you?

yes

What? How? Was the offer on the home page, deeper inside, or on the ordering pages? If it involved a check box or radio button, was it opt-in or opt-out? Did they ask you for any information in exchange? Whom do you feel got the better of the deal?

Did the site have an online catalog?

yes

A catalog is a systematic way to view products or services. Was it easy to browse the items? Did you get lost or overwhelmed? How did it compare to shopping in a real store?

Did the site have a shopping cart?

yes

Was the shopping cart easy to use? Could you check its contents? Was it easy to change the details of your order? Did it keep you posted about running totals, including shipping, etc. If it didn't have a shopping cart, how did it let you select products?

Did the site take credit cards?

yes

Did the credit-card form feel long and bothersome or quick and easy? Did it ask for anything other than the usual and necessary card and shipping info? If it didn't take credit cards, how did it accept orders?

Did the site have posted policy statements, for example, on privacy, security, refunds, etc?

yes

What did the policy statements cover? Were they easy to find? Did they make you feel more private, secure, willing to buy, etc?

Were third-party (off-site) ad banners or other partnering links available?

yes

Did they try to cross-sell (sell you something related to what you were buying)?

yes

If so, how?

What about customer service? Was info about shipping, returns, and sales tax always a click or two away?

yes

Did they have multiple points of access to customer service from every page?

Was an email link always available?

yes

What about a telephone number?

yes

U.S. Postal address? (aka snailmail)

yes

Chat?

yes

What about order status? Was there real-time access to their inventory or fulfillment system (similar to Fed Ex's where you can track your order)?

yes

Did they respond to your email inquiry? (Email me later if you get a response after you submit this form.)

yes

How personalized was the email response? That is, was it a form-letter type of response or an email from a real human being responding specifically to your question?

When you returned to the site, did they know it was you?

yes

If so, they left a cookie on your hard drive. Did they tell you they were doing that?

yes

Please add anything interesting, unusual, or unexpected that happened.

Feedback about this form is most welcome. (I know, it's too long!)





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modified: November 2, 2000 by Douglas Anderson http://RicciStreet.net/gizmos/lab/goshopping.htm