Many online businesses are still not exploiting new technologies and Web 2.0 strategies to make their sites more user friendly and to generate greater revenue, according to experts speaking at the annual Internet World show in London this week.

Alexander Craig, managing director of internet application specialist Bit10, presented his firm’s new report into clothing retailers’ web sites, which found common problems such as poor accessibility, text size often being too small and poor “shopability” – users unable to find what they wanted.

In a large number of cases this sub-standard shopability was down to poor site search and badly structured pages, said Craig. “Customers are web savvy now; when retailers change the way things happen in terms of standard layout, it can really throw them,” he added. “The devil is in the detail. Bad usability damages the goodwill of your customers and your bottom line.”

The research also found problems in the checkout processes of the sites involved. Many included timely and complex registration procedures that generated negative user feedback among the testers.

Also at the show, Ravi Damani, chief executive of e-commerce and online marketing specialist Imano, explained that there are a variety of features and techniques online firms can use to enhance the customer experience.

In search, Damani recommended guided navigation, which allows users to search by different attributes, as well as zoom and visualisation tools to allow users to capture the look and feel of a product.

“But don’t just rely on delivering these,” Damani added. “Continually optimise based on the way people interact with your site.”

Damani also suggested using a wiki-like feature for product descriptions, which can be amended or enhanced by visitors to the site, thus making them more relevant to end-users.

“It’s about taking things further than CRM to Customer Experience Management: looking at how the customer engages with the organisation and how that experience can be managed,” Damani added.

But there was a word of caution about user generated content from Kolvin Stone, senior lawyer at Fox Williams, who warned that there is a fine balance to be struck between vetting content for libel and other illegalities and ensuring firms do not appear to be censoring expression.

In related news, UK internet service provider Eclipse Internet launched a new suite of e-commerce services at the show, designed to allow firms to set-up their online store quickly and easily. Eclipse eStore comes in three different packages, starting at £17.50 per month, which vary depending on the number of products which can be sold through the store and the level of functionality offered.