A new study has revealed that retailers are currently focusing on basic issues such as product information and availability when refining their websites.
Compiled by RSR Research, the report showed that a number of retail organisations are looking to improve the user experience on their websites but are holding back while they wait for customers to tell them what they most want to see.
Instead, companies are concentrating on product-based factors when carrying out website maintenance - a finding that RSR Research partner Steve Rowen said was surprising.
"Given that e-commerce is starting to have a better reputation for customer service than stores, we were surprised to see that the business challenges driving retailers' strategies today focus more on product-related issues," he commented.
The study also indicated that retailers are cautiously exploring the worlds of Web 2.0 and mobile services, while those operating exclusively online are "at the forefront of innovation", according to Mr Rowen.
In related news, British high street retailers are starting to see higher levels of website traffic than their online-only counterparts, a recent report from Hitwise suggested.
Living Streams comment: It is important that all companies seek the views of their website users before carrying out major revisions - this can be done by invitation as people are viewing the website or as they leave.