"Looks still count, but retailers want more than just aesthetically pleasing pages from their next web site redesign," according to a new survey by US trade publication Internet Retailer
. "To build ecommerce sites that drive more traffic and sales, retailers are creating interactive page treatments and adding video, customer reviews and other advanced features. Merchants also are making site optimization a top priority and redesigning their web sites to achieve speedier navigation and faster performance, according to Internet Retailer's latest monthly survey."
The survey found that:
- 49.9% of merchants have rolled out a new design in the past year, 26.6% in the last six months and 13.3% in the last ninety days.
- Improved site optimisation is the top priority for 72.9% of merchants, followed by clearly organised home, category and product pages at 62.4%, better navigation at 49.4%, improved site search at 47.1% and faster checkout at 40%.
- 81.7% of merchants expect their latest redesign to attract a higher number of visitors and shoppers, compared with 76.7% that anticipate higher sales, 66.7% a higher sales conversion, 50% improved customer service and 48.3% better multi-channel sales.
You can read the full survey findings on the Internet Retailer website