I am sure that this has happened to every search user: you search for a product and you get a site that would never, ever under any circumstances you would provide them with your credit card number. Why? Because the website looks like they really need money in a bad way from the look of their site. So press the back button in your browser and on to the next result to purchase something from a site that clearly that does not need your money and clearly has the class and professionalism that you expect from an internet retailer. According to a DoubleClick survey [PDF], the most important factor in making an online purchase decision is the website, so this is no doubt a reoccuring phenomena.

I am not advocating make your site an all flash, all dynamic website with no actual text. That is the other way in the wrong direction. But adding some dynamic, rich media capabilities to your site is a very easy step in the right direction. For example, you have no idea how many comments I have about my feed reader button made by Hernan, and this is just a creative little .gif button with some movement. This does not mean you have to spend tons of money. Why not try to employ some of the web design students at the local college to help you create your site? But either way, you must be willing to invest in the look of your website. Rich media elements increase user engagement and are a great way to extend a company’s branding efforts, and are key to success these days. People like being wowed by their web experience, and internet retailers are not exempt from this fact.

The internet affords new retailers the opportunity to gain a footing in previously monopolized verticals. By investing not only in some great search marketing, but also in an impressive site that is dynamic and rich with media, these new retailers now really compete with larger companies in the this new “monopoly-free commerce”.