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BizReport : Ecommerce archives : February 16, 2009

Survey: More etailers are optimizing

Standard offers like free shipping and 10% off for loyal shoppers aren't enough any longer and many online merchants are adjusting their offer base because of this. According to a recent survey from the e-tailing group merchants are optimizing their sites to including refined search information, guided navigation and landing page sorts to make shopping easier for consumers.

by Kristina Knight

teg.gifAccording to the e-tailing group's 11th Annual Mystery Shopping Survey merchants nearly doubled their 'limited time only' shopping offers to entice more shoppers through their online doors and more than three-quarters began offering 'online outlet clearance' type offers. Free shipping continues to be a standard where online offers are concerned, but sweepstakes increase 10% from Q4 2007 to Q4 2008.

The biggest changes, however, were that more ecommerce sites are optimizing their websites to become more user friendly. Merchants have found that online shoppers are actually quite fickle: they want great deals but a convenient and easy shopping experience is just as important. So including on-site search (85% implementing) and guided navigation (63% implementing) are ways to make the shopping experience simpler.

Some etailers are taking their optimization to the next level by adding rich media to their content. As more shoppers become social, merchants are finding that the addition of online video and other rich media are ways to better engage shoppers.

Tags: ecommerce, online shopping, the e-tailing group, website optimization

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