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

July 09, 2020

Enterprises that halted their cloud migration journey during the current global pandemic are two and a half times more likely than those that continued their move to the cloud to have experienced IT outages that negatively impacted their SLAs, according to Virtana's latest survey report The Current State of Hybrid Cloud and IT ...

July 08, 2020

Every business has the responsibility to do their part against climate change by reducing their carbon footprint while increasing sustainability and efficiency. Harnessing optimization of IT infrastructure is one method companies can use to reduce carbon footprint, improve sustainability and increase business efficiency, while also keeping costs down ...

July 07, 2020

While the adoption of continuous integration (CI) is on the rise, software engineering teams are unable to take a zero-tolerance approach to software failures, costing enterprise organizations billions annually, according to a quantitative study conducted by Undo and a Cambridge Judge Business School MBA project ...

June 25, 2020

I've had the opportunity to work with a number of organizations embarking on their AIOps journey. I always advise them to start by evaluating their needs and the possibilities AIOps can bring to them through five different levels of AIOps maturity. This is a strategic approach that allows enterprises to achieve complete automation for long-term success ...

June 24, 2020

Sumo Logic recently commissioned an independent market research study to understand the industry momentum behind continuous intelligence — and the necessity for digital organizations to embrace a cloud-native, real-time continuous intelligence platform to support the speed and agility of business for faster decision-making, optimizing security, driving new innovation and delivering world-class customer experiences. Some of the key findings include ...

June 23, 2020

When it comes to viruses, it's typically those of the computer/digital variety that IT is concerned about. But with the ongoing pandemic, IT operations teams are on the hook to maintain business functions in the midst of rapid and massive change. One of the biggest challenges for businesses is the shift to remote work at scale. Ensuring that they can continue to provide products and services — and satisfy their customers — against this backdrop is challenging for many ...

June 22, 2020

Teams tasked with developing and delivering software are under pressure to balance the business imperative for speed with high customer expectations for quality. In the course of trying to achieve this balance, engineering organizations rely on a variety of tools, techniques and processes. The 2020 State of Software Quality report provides a snapshot of the key challenges organizations encounter when it comes to delivering quality software at speed, as well as how they are approaching these hurdles. This blog introduces its key findings ...

June 18, 2020

For IT teams, run-the-business, commodity areas such as employee help desks, device support and communication platforms are regularly placed in the crosshairs for cost takeout, but these areas are also highly visible to employees. Organizations can improve employee satisfaction and business performance by building unified functions that are measured by employee experience rather than price. This approach will ultimately fund transformation, as well as increase productivity and innovation ...

June 17, 2020

In the agile DevOps framework, there is a vital piece missing; something that previous approaches to application development did well, but has since fallen by the wayside. That is, the post-delivery portion of the toolchain. Without continuous cloud optimization, the CI/CD toolchain still produces massive inefficiencies and overspend ...

June 16, 2020

The COVID-19 pandemic has exponentially accelerated digital transformation projects. To better understand where IT professionals are turning for help, we analyzed the online behaviors of IT decision-makers. Our research found an increase in demand for resources related to APM, microservices and dependence on cloud services ...