The US are investing in redeveloping their ecommerce sites

How US retailers are spending their development dollars online
Online retailers are redesigning their web sites with a close eye on the bottom line, a new survey has found;

"Looks still count, but retailers want more than just aesthetically pleasing pages from their next web site redesign," according to a new survey by US trade publication Internet Retailer. "To build ecommerce sites that drive more traffic and sales, retailers are creating interactive page treatments and adding video, customer reviews and other advanced features. Merchants also are making site optimization a top priority and redesigning their web sites to achieve speedier navigation and faster performance, according to Internet Retailer's latest monthly survey."

The survey found that:

49.9% of merchants have rolled out a new design in the past year, 26.6% in the last six months and 13.3% in the last ninety days.
Improved site optimisation is the top priority for 72.9% of merchants, followed by clearly organised home, category and product pages at 62.4%, better navigation at 49.4%, improved site search at 47.1% and faster checkout at 40%.
81.7% of merchants expect their latest redesign to attract a higher number of visitors and shoppers, compared with 76.7% that anticipate higher sales, 66.7% a higher sales conversion, 50% improved customer service and 48.3% better multi-channel sales.

Source: Internet retailing.net / internet retailing

Rachael Milne, Business Development Manager at Simple Net comments:

The survey results are obvious.  Times are tough in the US, the people are being frugal, they want more for less and they are going to think twice about an impulse buy.  They are going to search online more than ever. 

The etailers need to make each visit count. 

The survey indicates e-tailers will make their sites, easier to use, have better categories and a faster check out - these are basic improvements and the first area we talk to our clients about when we develop their ecommerce sites. 

If the e-tailers delved a bit deeper they could think about the up sell.  Just like a bricks and mortar store, If I went to buy a swimsuit, I am likely to be going to the beach or pool at some point.  So I probably need a hat, the hat has a beach bag with the same design on it, oh and a matching sarong!

eCommerce is a great way to up sell and implementing a "you may also like" or "related items" area would prove this.

Storing a client’s personal information should be high on the list.  I want you to remember I shopped in your e-store before.  I'd like you to remember I bought that swimsuit combo and if I like swimming so much - what else might I like?  I don't know - how about you suggest something - you know I like the outdoors and what size clothes I wear!

Even if you don't have the budget to implement a sophisticated system like that, eNews is a great alternative.  You already have my email address, so pop something through with my name in the header telling me you are offering a discount on summer dresses and you have my size.

Great to see SEO (search engine optimisation) as a top priority.  We have been optimising all websites we design and develop for years, and for free.  We see alot of people spend their money on their search engine marketing (pay per click, adwords) but they are then reluctant to spend further money on the analysis of their campaign and the implementation of the results into their website.  This would dramatically reduce their google spend over time as their organic listings start to climb in relevancy.  Making the investment now, means when your competitors start to invest in SEO – they still have a long way to go before getting to where you rank.

Wednesday, 4 February 2009

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