9 May 2013

Keywords Search Is the Most Important Sales Initiative

Getting customers by having the right keywords is the most important merchandising initiative according to the 2013 Merchant Survey Results from The E-tailing Group. The survey had 148 respondents among senior executives with responsibility for e-commerce in the US.

Ratings and e-mails
Two other very popular initiatives are newsletters and Social Commerce. E-mail Marketing has been around forever and is very effective. A newsletter is a must on any e-commerce website. Social Commerce ie given the customers the possibility to rate, review and share these became popular about a decade ago. And it works. People trust other people.

50 Features
The executives were given 50 features which were ranked on a 5-point scale: 5 being very valuable and 1 indicating not at all valuable in driving revenue and results. This is how they rated the 50 initiatives

Merchandicing initiative    

Percentage in
Top 3   
Keywords search 98  
Product rating and review             95
E-mail Marketing 95  
Free shipping             94
Seasonal promotions 93  
Cross sell             93
What's new 92  
Up sell             91
Top rated 91  
Alternate views             91
Top sellers 90  
Source: e-tail detail (April 2013)

This is what your competitors think are the most important merchandicing initiatives. If some of these are absent from your merchandicing mix, you might want to investigate if you should implement they and increase your revenue.

See the press release from E-tailing Group.

4 May 2013

2 in 3 Leave Hard-to-Use Webshops

A staggering 65 per cent or 2 in 3 say they will leave a webshop if it doesn’t give them what they want quickly, a study by OnePoll shows based on 2,000 US consumers. They’ll shop elsewhere and you lost the transaction. This means that you must have a great search engine on your website and an easy to understand and use menu navigation. Don’t name the navigation menu what you (the company) call your products but what your customers will call them. And don’t make it too artistic, colourful or in other way confusing. It might look great but you could end up losing the sale.

Make the Transaction Easy - for Pete's sake
Half of our online customers (49 per cent) actually abandon transactions which take too long. On top of that 48 per cent of online shoppers leave the transaction if it is too complicated. So make the website easy to use and make sure your purchase flow is as simple as possible. Goes without saying, really. They rather go elsewhere than to try to figure out how to shop on your website - despite your might have a great offer.

This Annoys Our Costumers Online
  • 62 per cent are annoyed when he/she has already given his/her personal information online or via phone and has to repeat them to customer service.
  • 59 per cent think it’s irritating when he/she is transferred to another person in customer service and he/she has to repeat account information or issues.
  • 52 per cent don’t like to wait for a credit on an account after returning a product.
  • 49 per cent find it frustrating to have to deal with the hassle of returning online purchases.
  • 47 per cent hate trying to buy something online, only to find it’s unavailable.