The results of Adobe's annual worldwide survey of the effectiveness and planned adoption of advanced customer experience elements by those selling over the web are in, and they show that while mobile and personalisation continue to be the least deployed tactics at less than 10% take-up by all respondents, these areas have the highest planned growth rates.
Overall, the user experience features rated as most effective by survey respondents include:
- Product tours or multi-media viewing which combines guided spin, zoom imagery, videos or animations with copy (36%)
- Visual filtering and advanced search on product features including size, color, and price (33%)
- User comments and reviews (32%)
- Search landing pages (32%)
- Product comparisons (28%)
- Zoom (28%)
"Consumers want more than traditional one-size fits all experiences; they want to be heard and understood online, which means Web marketers must commit to more interactive and personalised experiences," said Doug Mack, vice president and general manager of rich media solutions for Adobe. "This year's survey results validate businesses' commitments to this trend as 75% of all respondents cited that they will be conducting customer experience projects within the coming year."
Readers can download a full copy of the survey findings from the Adobe Scene 7 website