2013 Top Priorities for Online Retailers Include Site And Mobile Optimization, Says Forrester
January 14, 2013
Share this

As shoppers become increasingly connected, online retailers in 2013 will get back to basics, focusing on strategies and tactics to improve the customer experience and increase web conversion and loyalty across all devices, according to the 2013 Shop.org/Forrester Research Inc. State Of Retailing Online survey.

The survey found that more than half (51%) of retailers surveyed say their top priority for 2013 is site optimization, including checkout optimization, alternative payments, user experience, testing, and product detail page enhancements.

"Retailers have responded to rapidly evolving customer use of mobile devices, dedicating much of the past 12 to 18 months to developing and testing rich mobile offerings for both customers and store associates," said Shop.org Executive Director Vicki Cantrell. "While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience. Retailers this year are smartly investing to create a holistic customer experience across stores, desktop, and mobile to improve conversion rates, grow crucial repeat customer business, and even capture their share of customer demand from international markets."

Additionally, 43% of retailers surveyed note that mobile and tablets are among their top three priorities for 2013. These companies plan to invest in new or improved mobile apps and mobile-optimized sites, analytics, and traffic and conversion growth.

Among other customer experience investments this year, more than one-quarter (27%) of retailers surveyed plan to prioritize site redesign, including overhauling "look and feel" and implementing responsive design changes.

Overall, online retail remains healthy: More than half (58%) of those surveyed say their conversion rates in 2012 grew over 2011, and many companies say their cart abandonment rate was either stable or even down compared to 2011. And while respondents are split regarding mobile's impact on conversion rates, the study shows a net positive impact: 36% of retailers surveyed say that mobile sales and traffic have helped their company's overall web conversion rate, while 29% have felt a negative impact.

"Despite continued growth in mobile commerce, it will be important for retailers in 2013 to pause and understand the opportunities, distractions, and implications of mobile within the eCommerce landscape," said Forrester Research Vice President and Principal Analyst Sucharita Mulpuru. "But it's promising to see that even though there is market pressure to invest in everything from mobile and free shipping to international growth, retailers have improved key metrics while keeping customer service and fulfillment costs in check."

With fewer new shoppers to attract these days, online retailers have fewer opportunities for new customer acquisitions, so they are more focused on retaining and driving value for existing shoppers.

According to the survey, more than half (53%) say they have been able to increase the average order value for repeat customers over the past year, and another half (52%) of those surveyed have seen an increase in their repeat customer rate.

About the Survey

The 2013 Shop.org/Forrester Research Inc. State Of Retailing Online survey was released at Retail's BIG Show in New York City.

This report uses data from 62 companies who were surveyed for the State Of Retailing Online 2013: Key Metrics. SORO is an annual study conducted by Forrester Research and executed in conjunction with Shop.org. Respondents include online retailers that transact with consumers by selling products via the Internet. Forrester's "The State Of Retailing Online" research series provides eBusiness & Channel Strategy Professionals with annual industry benchmarks of marketing and business investment and activities.

Share this

The Latest

May 30, 2024

Companies are struggling with the challenges posed by technical debt within their increasingly complex software architectures. As a result, nearly eight in ten (77%) organizations have implemented enterprise-wide initiatives to directly address technical debt ...

May 29, 2024

Nearly half (44%) of IT leaders surveyed believe their organizations are fully set up to realize the benefits of AI, according to Architect an AI Advantage, a report commissioned by Hewlett Packard Enterprise (HPE). The report reveals critical gaps in their strategies ...

May 28, 2024
When it comes to ensuring the effectiveness of a software application, it's paramount to ensure that the application can handle varying degrees of demand. Performance testing is a crucial aspect of the software development cycle ...
May 23, 2024

Hybrid cloud architecture is breaking the backs of network engineering and operations teams. These teams are more successful when their companies go all-in with the cloud or stay out of it entirely. When companies maintain hybrid infrastructure, with applications and data residing across data centers and public cloud services, the network team struggles. This insight emerged in the newly published 2024 edition of Enterprise Management Associates' (EMA) Network Management Megatrends research ...

May 22, 2024

As IT practitioners, we often find ourselves fighting fires rather than proactively getting ahead ... Many spend countless hours managing several tools that give them different, fractured views of their own work — which isn't an effective use of time. Balancing daily technical tasks with long-term company goals requires a three-step approach. I'll share these steps and tips for others to do the same ...

May 21, 2024

IT service outages are more than a minor inconvenience. They can cost businesses millions while simultaneously leading to customer dissatisfaction and reputational damage. Moreover, the constant pressure of dealing with fire drills and escalations day and night can take a heavy toll on ITOps teams, leading to increased stress, human error, and burnout ...

May 20, 2024

Amid economic disruption, fintech competition, and other headwinds in recent years, banks have had to quickly adjust to the demands of the market. This adaptation is often reliant on having the right technology infrastructure in place ...

May 17, 2024

In MEAN TIME TO INSIGHT Episode 6, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses network automation ...

May 16, 2024

In the ever-evolving landscape of software development and infrastructure management, observability stands as a crucial pillar. Among its fundamental components lies log collection ... However, traditional methods of log collection have faced challenges, especially in high-volume and dynamic environments. Enter eBPF, a groundbreaking technology ...

May 15, 2024

Businesses are dazzled by the promise of generative AI, as it touts the capability to increase productivity and efficiency, cut costs, and provide competitive advantages. With more and more generative AI options available today, businesses are now investigating how to convert the AI promise into profit. One way businesses are looking to do this is by using AI to improve personalized customer engagement ...