Most U.S. retailers consider site search, SEO, and email marketing to be the most important tools for promoting their ecommerce businesses. Data from a survey conducted by SLI Systems shows this by the numbers. Many of these same businesses are expecting to start using newer technologies like social media tools and online video within the next year.
"Retailers are competing for consumer dollars, and they can compete better by bringing new tools to the customer experience," said Susan Aldrich, senior vice president at the Patricia Seybold Group. "For example, a site with great site search, personalized with the merchandise most appealing to that customer, and providing the reassurance of customer ratings and reviews, will attract and keep customers by streamlining the tasks of researching and selecting the products they need. Leading retailers are using these ecommerce practices, and also managing their customers' experience from Internet search on through to the shopping cart, to promote sales and customer loyalty."
The survey found:
- 91% of the retail companies surveyed cited site search as critical, very important or important to their online businesses.
- Of the retailers that have measured the impact site search has had on their businesses, 87% reported positive results.
- 54% saw an increase in sales as a direct result of adding new site search capabilities, while 44% experienced greater conversion rates and 40% cited better customer satisfaction.
- Of the retailers polled, close to 60% said they would be likely to consider a hosted (SaaS) site search solution over a traditional installed application to reduce costs, lessen the strain on IT resources and make for more rapid deployment.
"Adopting proven technologies that can guide shoppers to a merchant's site in the bustling world of e-commerce will enable retailers to deliver a better customer experience and ensure the holidays are fruitful," says SLI Systems' CEO Shaun Ryan.
"Because retailers utilize a number of technologies to help promote their products and services on the Web, the ability to share data across applications can make for a more streamlined effort," he added.
How do you rank site search, SEO, email marketing, social media, and online video in terms of importance to the promotion of your online business? Which is the most important to you?
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Good article. I'd agree, SEO
Good article. I'd agree, SEO and email are still the biggest from my experience, but that is simply because a lot of my target market does not utilize Web 2.0 tools. However, I think it is important to start from the marketing end, because as you say, they will be in the next couple years.
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