Search and business intelligence software company Endeca released results of an e-commerce survey of business to consumer and business to business organizations which revealed that user-centric, multi-channel commerce will be a big driver for success in 2011.
Perhaps one of the most important insights to be gained from the survey is that merchants' investment in user experience is a top priority. 64% reported that optimizing the user experience with features like enhanced search, navigation, product content, and overall ease of use is a priority. Confidence-building elements that drive transactions like user reviews, communities, and personalization to further enrich the user experience is also an area of focus.
Some additional data of note from the survey includes:
- Improving and leveraging product content a top priority: 44% of respondents mentioned building out complete product content (like images, data, video, user guides, etc.) and purposing it across channels as a top priority for 2011.
- Mobile ranks number one for new areas of investment: 35% state they have a mobile programme in place, while 30% are in early stages of implementation and 25% are investigating options and plan to have a live mobile programme in 2011. Less than 5% reported no mobile initiatives planned in the next 12 months.
“Consumers are demanding content-driven, multichannel commerce,” said John Andrews, vice president, product marketing, eBusiness at Endeca. “The majority of B2C organisations we surveyed are attempting to deliver dynamic user experiences, but are finding it hard to do so consistently across channels. The B2B community is also pulled by the rich consumer experience its users expect in their professional interactions, but face greater complexity in terms of content, channels, geography and brands.”