Top Priorities for Online Retailers
SiteSpect, a provider of Website conversion optimization technology, conducted a survey of marketers and e-commerce professionals for leading online retailers at eTail 2007 last week which revealed that boosting conversion rates and improving the user experience were top priorities for online retailers.
Most of the respondents’ 2007 budget dollars went to actual site management which provided staffing, tools, services and other resources needed to run their Web sites. With staffing and tools in place for 2008, 57% said that testing will be an important focus, with 17% stating that it will be their top priority.
Key findings from the survey include:
- 54% of Web marketers are currently performing A/B and/or multivariate tests to gauge the effectiveness of their Web pages. (Of that group 75% are only running A/B tests)
- The majority of marketers (33%) indicated that they launch A/B and multivariate tests on a monthly basis, while 31% are testing on a weekly basis and only 17% test daily.
- The most common optimization tests that retailers ran were on headlines/copy and text, graphic placement, and page layout and formatting.
- 14% surveyed expressed significant-to-major concerns about Web performance.
- When asked an open ended question about the biggest challenge they face in improving the effectiveness of their Web channel, many marketers mentioned lack of resources, in addition to budget and time constraints as their top obstacles.
"These results reveal the pressures online marketers are under today to boost Web site performance, yet many feel they are missing crucial resources such as time and budget they need to have an effective site," said Eric J. Hansen, president of SiteSpect.