Online Retailers to Aggressively Pursue Shoppers

Online retailers face many of the same challenges encountered by traditional retailers. These businesses must attract consumers to their sites, encourage shoppers to fill a cart, and then to click the Buy button. Along the road to successful online retailing, consumers are lost because of several common problems. In the next year, more online retailers intend to address these problems.

According to SeeWhy, eMarketers will focus on improving their operations in 4 key areas:

  • Shopping carts
  • Landing page
  • Email marketing
  • Search Engine Optimization (SEO)

For SEO, the top priorities for eMarketers will be:

  • Link building 42%
  • Social media integration 20%

Once a shopper has found a site, eMarketers will take steps to turn the shopper into a customer. The conversion effort will begin with a more user-​friendly landing page. Over half (51%) of these businesses will ‘reduce’ clutter on the landing page.  Another 28% will re-​think the text they have on their landing page. This new thinking is all about increasing conversion by focusing on ‘strong calls to action’.

eMarketers also recognize that they can use email to connect with consumers after they leave the website. About 1/​3rd (33%) will reach out through a post-​purchase email to gauge satisfaction. Another 1/​3rd will  contact consumers who have abandoned a shopping session.

Survey results also confirm that for those eMarketers who want to improve their web conversion/​shopping cart recovery rates, 55% will email consumers who abandoned their carts.  And 19% will use onsite voucher pages to show consumers all current promotions.

The results of this survey show that eMarketers will aggressively pursue shoppers in the next year in order to drive sales and profitability. New tools and services abound to help these businesses improve techniques like SEO and targeted email which should allow executives to achieve their goals .

[Source: Website Conversion Priorities for eMarketers in Next 12 Months. Seewhy​.com. 21 Sept. 2010. Web. 28 Sept. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.