Top 250 global retailers: on-line features of retailer websites.
Anitsal, Ismet ; Anitsal, M. Meral ; Girard, Tulay 等
INTRODUCTION
As the number of Internet users reached almost 194 million in the
U.S. (eMarketer 2009) and 1.6 billion in the world by the end of 2008
(Internet World Stats 2009), online retailers seek to offer new features
on their web sites to attract and serve online shoppers better and
compete effectively. Increased access by Internet users does not
necessarily mean increased acceptance of visual displays (St. Amant,
2005) or use of web sites. According to St Amant (2005, p. 77),
"the presence or absence of a single design feature can be enough
to affect the credibility of an image or of an overall web site."
Therefore, an analytical framework that suggests a systematic approach
to analyzing global web sites could increase both the acceptance and use
of the retailers' web sites. One particular tool that can serve as
a useful framework is the online components of the marketing mix, the
company and its customer service (Girard, Anitsal and Anitsal 2008).
This study examines and analyzes the web sites of the top 250
global retailers and tests which features significantly contribute to
company's sales revenues and earnings, number of store formats, and
number of countries they operate in. The web site features are
classified into product, place, promotion, price, company, and customer
service groups to provide a framework to serve as a design checklist to
create an effective commercial web site (Table 1). Next, relevant
literature on effective web design features under each group is
presented followed by methodology, results, discussions, and suggestions
for future research.
LITERATURE REVIEW
Product
According to Adam et al. (2002), a web site should match the
organization's objectives with regard to offering its products and
services. Girard, Anitsal and Anitsal (2008) also confirmed that a web
site should meet the strategic objectives of a company with regard to
its marketing mix (i.e., product, place, promotion, and price) and
product positioning. Huarng and Christopher (2003) emphasized the
importance of information search in a commercial web site design and
supported that web sites should contain a site map, a product index, and
a product search function. In a similar study, Taylor and England (2006)
concluded that the more accessible the content relating to products and
services on a company web site, the more likely the products and
services will be purchased. Such product and service related content
includes product and service description, gift registry, wish list,
learning center in which educational information with regard to the use
of the product and service is provided (e.g., recipes, articles,
demonstrations), and matching or suggesting alternative products
function by the web site's interactive shopping aid (Table 2). A
study by Forrester Research found that 54 percent of U.S. online
shoppers notice product recommendations on web sites, and 34 percent
make purchases based on these recommendations (Internet Retailer 2009).
Distribution
Another important component of the marketing mix, distribution or
place, may involve physical distribution of the product or service from
one supplier to another supplier or customer, and the distribution of
product related information. On a web site, a shopping cart is usually
the function that starts the actual purchase transaction. Order
fulfillment refers to the delivery of a product or service initiated by
an order placed by a customer and an essential step in the transaction
process (Bart et al. 2005). An online purchase transaction also involves
providing information on a web site that consumers would seek such as
return policy, delivery time, order tracking, option to cancel an order,
shipping cost/free shipping, alternative order delivery methods, and
interactive shopping aid or advice feature such as AJAX, tagging, and
other forms of instantaneous customer feedback (Fry 2006; Girard,
Anitsal and Anitsal 2008) that informs and guides a user toward
solutions related to problems and issues the user encounters on a web
site (Bart et al. 2005).
Promotion
As e-commerce has emerged as one of the most cost effective ways of
doing business in today's unstable global marketplace, online
promotions have gained much attention. As part of their strategy, some
of the online promotions that companies usually offer include gift
cards, a company credit card and/or store card, coupons, special offers
and discounts, and rebates. An increasing number of retailers are
selling prepaid gift cards online to be spent on products and services
they offer or anywhere the card is accepted. Furthermore, partnering
with Visa or Mastercard, retailers widely have signed on to offer store
cards that can also be used elsewhere (Business Wire 2009). For example
starting summer 2009, Marriott International Inc. offered a $20 Visa
Gift card when a guest booked a weekend stay with Courtyard between
certain dates using a promotional code (Marriott 2009). TowerGroup, a
global research and consulting firm, "estimates that by 2010,
prepaid and gift card usage will be $75 billion, a 600% increase over
2005; and 375 million cards will be in circulation, a 1,000 percent
increase" (CoreCard Software 2009). The Mercator Advisory Group in
the United States claims that "the open-loop, branded prepaid
market will see an annual market spend of $28 billion, and the
closed-loop, private label prepaid market $171 billion between 2006 and
2009" (CoreCard Software 2009). In 2009 Cabela's Incorporated
announced that it now offers its own branded Club Visa credit card and
plans to introduce Club Visa Signature card by New Year. This new
loyalty program offers benefits and opportunities to earn more free
merchandise at Cabela's. The Club Visa Signature card will offer
cash rebate of 5 percent in Cabela's Club points for purchases from
Cabela's and 1 percent for all other purchases (Business Wire
2009). Domino's Pizza displays another example of the promotional
online features that have been successfully used. Domino's market
share jumped to a 28 percent in 2009 from an 11 percent 24 months ago
due to the efficiency of its ordering process, the deals offered in the
coupon section, and the rich data feedback of the baking and delivery
process (Marketing Business Weekly 2009).
Price
In order to create value and compete with physical stores,
e-tailers not only offer specials and discounts but also competitive
prices on their web site. Retailers like Amazon.com compete by offering
free shipping depending on the purchase amount, or different shipping
options and costs, price bundles, and online credit card application.
Koyuncu and Bhattacharya (2004) found that better prices available on
the Internet and time saving feature of the Internet lead the consumers
to shop more online. Arora (2008) studied the effect of price bundling
on consumer attitudes, intentions, and beliefs toward a teeth-whitening
product. They found that the effect of price bundling was not
significant on attitudes but significant on intentions. However, the
interaction effects of pricing and framing were found significant on
both attitudes as well as intentions in their study. Besides price
bundling, e-tailers offer their own store cards as incentive that takes
percents off the purchase.
Company
While most web sites provide the ability to customers make purchase
transactions, they also provide company related information for their
various stakeholders to maintain a long-lasting relationship. For
example, companies provide investor information where current and
potential investors can view annual reports and proxy materials
(Thompson 2008), or information for a franchise investment. In addition,
information on suppliers, subsidiaries, and affiliate programs are among
the features that most retailers provide on their web sites to build
trust, enhance the brands' image, and educate customers. For
example, Office Depot has a Business Resource Center on its web site
that provides these types of sources of networks to other businesses
(Grewal and Levy 2010). Global retailers also build different versions
of their web sites in different languages to serve customers from
different countries.
Customer Service
Retailers provide a contact us feature for shoppers to reach a
sales representative via email, chat, or sometimes webcam. According to
a late 2008 cross-industry survey study by Forrester Research Inc., 84
percent of web sites offered email and according to another study by
E-tailing Group Inc. 54 percent of the sites of the 100 largest online
retailers offered Live chat as a way to contact customer support
(Internet Retailer 2009). Amazon.com Inc. recently adopted the
technology that let shoppers send a product picture to a customer
service representative who can search the retailer's web site for
an identical or similar product (Demery 2009). To make it faster and
more efficient, Wal-Mart categorizes the topics for the shoppers before
they send their requests via email. In the customer service information
feature, retailers provide a 1-800 toll free number, a store locator
feature to provide a local phone number when a customer enters a zip
code, and/or the address and business hours for the local stores. For
first time users of a web site, most web sites provide a register
feature. For the repeat customers, they offer a sign-in and customer
account features that store information about the customer and past
purchases. According to a late 2007 survey study by Jupiter Research, 42
percent of online shoppers indicated that they had contacted a retailer
about an online purchase in the past six months (Internet Retailer
2009). Other customer service type features that are offered include
newsletters, shopping tips, customer feedback, and frequently asked
questions.
METHOD
The list of top 250 global retailers was obtained from National
Retail Federation's study of 2008 Global Powers of Retailing (NRF
2008). The data included 2006 sales revenues and net income/loss, number
of formats, and number of countries these companies operate in. Number
of formats indicates the number of different store types a company
operates. For example, Wal-Mart has different types of store formats
such as discount stores, super centers, and neighborhood stores. The
information available on the web is increasingly multilingual (Blanco
and Lioma 2009). For this reason, the researchers of this study began
with visiting every web site of the 250 top global retailers and
identifying those that have English web sites available, and not
available, and those with only corporate site available in English. The
frequencies and percents are presented in Table 2. Only those that use
English content on their web site were included in the analyses. The
analysis involved mean comparisons to see if performance data
significantly differ between the retailers that do versus do not have
certain website features. In doing so, independent sample t-tests were
conducted.
RESULTS AND DISCUSSION
The most common and uncommon website features found on the top 250
global retailer websites are presented in Table 3. From the highest to
lowest, the top 10 most common features offered on the web sites are:
(1) learning center, (2) customer service information, (3) product
description, (4) special offers, (5) email signup, (6) search, (7)
matching/ alternative products, (8) 1-800 number, (9) investor
information and (10) FAQ (frequently asked questions). Common
characteristics of these features concentrate on providing product
related information including product description, showing
matching/alternative products, promotions, and company related
information such as investor information. The top global retailers also
offer means to customers to reach the customer service representatives
via email and a toll-free number and to find answers through FAQ.
The top 10 most uncommon features of the top 250 global retailer
websites include: (1) rebates, (2) price bundles, (3) interactive
shopping aid, (4) gift registry, (5) coupons, (6) affiliate programs,
(7) free shipping, (8) cancel order, (9) online credit application and
(10) company credit card. In this list, common characteristics of those
uncommon features mostly concentrate on price/ financing and promotion
related aspects. Interestingly, interactive shopping aid feature is
still somewhat limited for the majority of the top 250 global retailers
The statistical results of the product related website features are
presented in Table 4. The number of store formats for global retailers
that offer learning center feature (2.21) on their websites is
significantly more than those of the retailers that do not offer this
feature (1.00) on their web sites at p=0.001 level. The performance
results, number of store formats and number of countries in operation of
the top global retailers that do and do not carry the other website
features including search, product description, wish list, gift registry
and matching/ alternative products were similar. Even though learning
center was the most common feature among global retailers (Table 3);
those that have more number of store formats include the learning center
feature on their web sites significantly more than those with smaller
number of store formats that do not include the learning center feature
on their web site. Those that offer it may be more experienced in
offering educational product/service usage information to promote
customer relationships. Product recommendations through the learning
center feature on their sites may also contribute to their higher level
of aggregate retail sales ($16.5 vs. $5.2 billion) and aggregate income
($756 vs. $12 million).
The statistical results of place related website features are
presented in Table 5. The number of countries in operation for the
global retailers that offer a return policy (9.34) is significantly more
than that of the retailers that do not offer a return policy (4.32) on
their web sites at p=0.001 level. The global retailers with a greater
number of store formats seem to offer the website features such as
interactive shopping aid (p=0.001) and cancel order (p=0.05)
significantly less than those with a lesser number of store formats. The
retailers that have more store formats seem to guide the customers to
cancel their orders and interact with a sales-associate in their stores
rather than online. This may be because when customers are in the store,
sales associates can interact and offer a better solution to the
customer in order not to lose the sale or even the customer. The top
retailers that have operations in more countries seem to significantly
provide their return policy on their web sites than those that have
operations in smaller number of countries. This may be because the
retailers that operate in more countries are more established with and
experienced in their logistics in place.
Table 6 presents the statistical results of promotion related
website features. The global retailers operate in a higher number of
countries seem to offer a company credit card on their web sites (10.19)
significantly less than those of the retailers that operate in smaller
number of countries (4.89) at p=0.001 level. Similarly, this was also
true for gift cards (7.20 vs. 10.51) at p=0.05 level. In terms of
rebates, both the number of countries in operation and the number of
store formats were statistically significant at p=0.05 level.
Specifically, global retailers operating in limited number of countries
(5.05 vs. 8.63) with less store formats (1.53 vs. 2.28) provide rebates
feature on their websites less than those operating in more countries
and more store formats. The reason for this consistent pattern may be
that use of more complex promotions like gift cards, company credit
cards, and rebates may not be feasible for the retailers that operate in
greater number of countries and greater number of store formats. It may
be more manageable for those retailers that have a less complex
structure to offer these features on their web sites. Once these
retailers become more experienced in such promotions, they may offer
them in multi-country settings. Also, differing exchange rates, laws and
regulations of various countries may have a hindering effect on the use
of rebates, gift cards, and company credit cards.
The statistical results of price related website features are
presented in Table 7. The global retailers that operate in a greater
number of countries offer price of products (9.10) on their web sites
significantly more than those that do not operate in as many countries
(4.84) at p=0.05 level. However, an inverse relationship was found for
the online credit application feature. The global retailers that operate
in a greater number of countries offer online credit application (9.88)
on their web sites significantly less than those that operate in a
limited number of countries (5.13) at p=0.05 level. Interestingly,
retailers with a greater number of multi-country operations include
price of products more often on their web sites, but they shy away from
offering online credit applications. This may be because of conflicting
credit application and approval rules and regulations of various
countries. The commonly seen online credit card application fraud in
less developed countries may be another reason.
Table 8 presents the statistical results of company related website
features. The global retailers with a greater number of store formats
offer subsidiaries information (2.87) on their websites significantly
more than those with a limited number of store formats (1.41) at p=0.001
level. Offering international websites had a significant positive
association with the group income/loss, number of store formats and
number of countries in operation at p=0.001 level. Specifically, global
retailers with higher group income (1,079 vs. 451), number of store
formats (2.83 vs. 1.67) and number of countries in operation (13.0 vs.
4.34) are those that had significantly more international websites than
their counterparts.
Global retailers with higher retail sales had also investor
information ($17.8 vs. $8.9 billion) and supplier information ($23.8 vs.
$10.5 billion) features on their websites. Company related aspects of
the web sites had the most number of positive associations with the
performance measures that differentiate successful and not-so-successful
global retail operations. Companies with more store formats and
multi-country operations have used more links to their international
sites and provided information about their subsidiaries. As retailers
grow they implement more store formats and open more locations of
operations. This, in turn, speeds up their further growth as evident in
the higher level of retail sales of the companies that include investor
and supplier information on their web sites.
Table 9 presents the results of customer service related website
features. None of the performance measures were significantly different
between the retailers that have and do not have these online features.
That is, all of the website features including email signup, customer
service information, login, 1-800 number, register, customer accounts,
customer feedback, newsletter, shopping tips, and FAQ were similar with
regard to sales, income/ loss, number of store formats and number of
countries the retailers operate in. That may be because most of the
customer related aspects are offered both online and offline, and
customers have many different ways to reach retailers. That is why no
single feature contributes statistically to higher performance between
the retailers that offer and do not offer these features on their web
sites.
CONCLUSION
This study of online features of250 global retailers' web
sites found that performance factors such as number of store formats,
number of countries the retailers operate in as well as retail sales
were key factors that associated with product, place, promotion, price,
and company aspects of the marketing mix. The most common features that
were provided by 80 percent or more of the web sites of the top global
retailers were learning center, customer service information, product
description, special offers, e-mail sign up, search, matching/
alternative products, 1-800 number, investor information, and FAQ. On
the contrary, rebates, price bundles, interactive shopping aids, and
gift registry were only provided by 20 percent or less web sites of top
global retailers.
Notably, customer service related online features that were common
among the top global retailers no longer provide strategic
differentiation because they provide customers with various online and
offline means (e.g., email, 1-800, FAQ, customer feedback, in-store
sales associate) to reach their customer service. Investor, supplier,
and subsidiary information as well as the presence of international web
site links were significantly and positively associated with performance
factors such as retail sales, group income or loss, number of store
formats and number of countries the retailers operate in. These online
features (investor, supplier, and subsidiary information, and
international web sites) may function as tools to attract more
investors, suppliers, and customers; therefore, they lead to more
growth.
This study shows that marketing mix components--product, place,
promotion including the company, and price--are what make the retailers
stand out if they provide the related features of the marketing mix on
their web sites. The more retailers fine-tune their overall offerings to
global markets, the more successful they become. Hindering factors in
this scenario may be differences in rules, regulations, and laws of
individual countries and markets. Future research streams are necessary
to understand features such as gift cards, company credit cards,
rebates, online credit offerings, credit history regulations, and their
impact on retailers' performances in multi-country and multi-format
operations.
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Ismet Anitsal, Tennessee Tech University
M. Meral Anitsal, Tennessee Tech University
Tulay Girard, Penn State Altoona
Table 1: Online Feature Categories on the Top Global Retailers' Web Sites
Product Distribution Promotion
Search Shopping Cart Gift Cards
Product Description Encryption Company Credit Card
Learning Center Return Policy Coupons
Wish List Delivery Time Special Offers
Gift Registry Order Tracking Store Card
Matching/Alternative Cancel Order Rebates
Products Free Shipping
Interactive Shopping
Aid
Alternative Order
Methods
Price Company Customer Service
Price of Products Investor Information Email Signup
Shipping Cost Supplier Information Customer Service
Price Bundles Subsidiaries Information
Online Credit Affiliate Programs Login
Application International Websites 1-800 Number
Register
Customer Accounts
Customer Feedback
Newsletter
Shopping Tips
FAQ
Table 2: Websites of Top Global Retailers by Language
Retailer's Website Frequency Percent
English Site Available 157 62.8
English Site Not Available 64 25.6
Only Corporate Site in English 29 11.6
Total 250 100.0
Table 3: Most Common and Uncommon Website Features on the Top 250
Global Retailer Websites
Most Common Features
Features on Retailer's Exists Does not
Web Site % Exist %
Learning Center 97.5 2.5
Customer Service Information 93.6 6.4
Product Description 87.3 12.7
Special Offer 85.4 14.6
Email Signup 85.4 14.6
Search 83.4 16.6
Matching/Alternative Products 82.2 17.8
1-800 Number 80.9 19.1
Investor Information 80.9 19.1
FAQ 80.3 19.7
Customer Accounts 78.8 21.2
Price of Products 78.3 21.7
Login 76.8 23.2
Return Policy 73.9 26.1
Shopping Cart 70.7 29.3
Register 70.1 29.9
Gift Cards 69.4 30.6
Encryption 67.9 32.1
Delivery Time 67.5 32.5
Shipping Cost 64.3 35.7
Most Uncommon Features
Features on Retailer's Exists Does not
Web Site % Exist %
Rebates 12.7 87.3
Price Bundles 17.2 82.8
Interactive Shopping Aid 17.8 82.2
Gift Registry 19.4 80.6
Coupons 28.0 72.0
Affiliate Programs 33.1 66.9
Free Shipping 35.0 65.0
Cancel Order 35.9 64.1
Online Credit Application 36.3 63.7
Company Credit Card 38.2 61.8
Alternative Order Methods 41.7 58.3
International websites 43.3 56.7
Supplier Information 43.9 56.1
Wish List 47.7 52.3
Newsletter 47.8 52.2
Customer Feedback 47.8 52.2
Store Card 52.9 47.1
Subsidiaries 53.5 46.5
Order Tracking 53.5 46.5
Shopping Tips 56.4 43.6
Table 4: Product Related Online Features on Global Retailer Websites
Product 2006 Retail Sales 2006 Group Income
(US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Search 17,037 12,185 772 535
Product Description 16,325 16,217 795 448
Learning Center 16,542 5,224 756 12
Wish List 19,344 13,393 917 561
Gift Registry 27,258 13,623 1,237 584
Matching/Alternative 15,313 20,552 807 492
Products
Product # of Store Formats # of Countries in
Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Search 2.19 2.14 8.25 7.73
Product Description 2.07 2.90 8.64 5.20
Learning Center 2.21 (a) 1.00 (a) 8.31 1.33
Wish List 2.08 2.28 7.54 8.34
Gift Registry 2.07 2.22 5.62 8.66
Matching/Alternative 2.08 2.61 8.60 6.36
Products
(a) p < 0.01
Table 5: Place Related Online Features on Global Retailer Websites
Place 2006 Retail Sales 2006 Group Income
(Distribution) (US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Shopping Cart 18,046 11,972 827 499
Encryption 17,330 14,181 809 581
Return Policy 17,878 11,813 822 462
Delivery Time 17,196 14,426 837 514
Order Tracking 17,467 14,811 887 515
Cancel Order 21,179 13,377 994 559
Free Shipping 18,677 15,015 898 649
Interactive Shopping Aid 26,853 13,830 1,401 568
Alternative Order Methods 20,073 13,596 1,019 515
Place # of Store # of Countries
(Distribution) Formats in Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Shopping Cart 1.19 2.17 8.70 6.83
Encryption 2.13 2.33 8.51 7.56
Return Policy 2.12 2.37 9.34 (a) 4.32 (a)
Delivery Time 2.10 2.36 8.65 7.15
Order Tracking 2.02 2.39 9.01 7.08
Cancel Order 1.85 (b) 2.40 (b) 7.89 8.42
Free Shipping 2.02 2.27 8.42 8.03
Interactive Shopping Aid 1.68 (a) 2.30 (a) 9.79 7.79
Alternative Order Methods 2.08 2.25 7.85 7.93
(a) p < 0.01; (b) p < 0.05
Table 6: Promotion Related Online Features on Global Retailer Websites
Promotion 2006 Retail Sales 2006 Group Income
(US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Gift Cards 15,883 17,344 737 757
Company Credit Card 18,957 14,682 942 609
Coupons 14,484 17,017 707 756
Special Offers 18,858 12,547 782 506
Store Card 19,719 12,663 955 516
Rebates 19,581 15,825 932 712
Promotion # of Store # of Countries
Formats in Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Gift Cards 1.96 2.72 7.20 (b) 10.51 (b)
Company Credit Card 2.02 2.29 4.89 (a) 10.19 (a)
Coupons 1.83 2.32 6.24 8.92
Special Offers 2.15 2.36 7.83 10.09
Store Card 2.09 2.28 7.08 9.34
Rebates 1.53 (b) 2.28 (b) 5.05 (b) 8.63 (b)
(a) p < 0.01; (b) p < 0.05
Table 7: price Related Online Features on Global Retailer Websites
Price 2006 Retail Sales 2006 Group Income
(US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Price of Products 17,812 10,916 832 372
Shipping Cost 17,767 13,485 853 495
Price Bundles 30,528 13,112 1,311 592
Online Credit Application 19,832 14,325 957 614
Price # of Store # of Countries
Formats in Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Price of Products 2.18 2.19 9.10 (b) 4.84 (b)
Shipping Cost 2.01 2.52 8.73 7.08
Price Bundles 1.93 2.24 6.78 8.48
Online Credit Application 2.08 2.24 5.13 (b) 9.88 (b)
(b) p < 0.05
Table 8: Company Related Online Features on Global Retailer Websites
Company 2006 Retail Sales 2006 Group Income
(US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Investor Information 17,830 (b) 8,896 (b) 753 227
Supplier Information 23,840 (b) 10,505 (b) 1,061 520
Subsidiaries 17,844 14,577 771 711
Affiliate Programs 23,048 12,838 951 622
International Websites 22,492 11,411 1,079 (a) 451 (a)
Company # of Store # of Countries in
Formats Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Investor Information 2.25 1.73 8.17 8.16
Supplier Information 2.48 1.95 6.25 9.65
Subsidiaries 2.87 (a) 1.41 (a) 8.99 7.25
Affiliate Programs 2.18 2.19 9.92 7.27
International Websites 2.83 (a) 1.67 (a) 13.00 (a) 4.34 (a)
(a) p < 0.01; (b) p < 0.05
Table 9: Customer Service Related Online Features On Global Retailer
Websites
Customer Service 2006 Retail Sales 2006 Group Income
(US$ mil) or Loss (US$ mil)
Feature Exists Does Not Exists Does Not
Exist Exist
Email Signup 16,695 13,868 776 467
Customer Service Info. 15,417 30,015 739 814
Login 16,066 17,840 781 639
1-800 Number 17,139 12,938 758 672
Register 16,970 14,605 801 558
Customer Accounts 16,440 15,956 783 579
Customer Feedback 17,102 15,530 903 589
Newsletter 19,738 13,020 930 563
Shopping Tips 16,607 15,997 885 576
FAQ 16,229 16,656 777 561
Customer Service # of Store # of Countries
Formats in Operation
Feature Exists Does Not Exists Does Not
Exist Exist
Email Signup 2.09 2.75 8.12 8.50
Customer Service Info. 2.09 3.56 7.91 12.22
Login 2.13 2.34 8.35 7,75
1-800 Number 2.25 1.90 7.44 11.14
Register 2.13 2.32 8.48 7.34
Customer Accounts 2.15 2.17 8.42 7.41
Customer Feedback 1.93 2.43 7.51 8.82
Newsletter 2.25 2.12 8.44 7.91
Shopping Tips 2.04 2.32 8.35 8.05
FAQ 2.18 2.21 8.53 6.64
