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Comparison Shopping
O NLINE MERCHANTS can benefi t from revealing com-
petitors’ prices on their website, even if the competitor’s price
The study also revealed the following:
is lower. So says a new study, “Comparison Shopping is a
Way of Life,” conducted by the E-Tailing Group Inc. Nearly
• More than a third of online shoppers spend more than half
a third of online consumers who comparison shop said they
an hour comparison shopping, and 65 percent spend at least
like to see competitors’ prices while shopping on a retailer’s
16 minutes comparison shopping before deciding whether
website, and 39 percent said such a display would make them
to purchase a commodity product.
more loyal to that retailer, even if its rivals’ prices were lower.
Th e study also discovered that 53 percent of web shoppers,
• A whopping 95 percent of online shoppers visit at least two
aft er shopping on a retailer’s website that revealed competi-
websites when comparison shopping, and 51 percent check
tors’ pricing, said they would be less inclined to comparison
four or more sites prior to making a purchase decision.
shop elsewhere.
“Th is survey dispels the notion that displaying com-
• Well over half, 57 percent, of survey respondents said it’s
petitive prices will encourage customers to abandon that
important to have comparison pricing information on an
retailer and go to a competitor,” said the study’s analysts.
online retailer’s product pages, and more than 40 percent
“Conversely, the fi ndings provided assurance that 78 percent
said this would save them time and money.
would likely return to a retailer that shows competitors’ prices
on its website, and 36 percent would be much more loyal to
• Fift y-eight percent of survey respondents said they expect
that merchant.” Th e study, based on a survey of more than
all retailers of commodity products to off er comparison
1,000 frequent online shoppers, was sponsored by WinBuyer,
pricing on their ecommerce sites.
a provider of a comparison pricing application that retailers
can deploy on their own ecommerce sites.
Optimizing Conversion
A MAJORITY of Internet retailers and other online busi- or less, on optimizing website content through methods
nesses are failing to take advantage of analytics technology, such as testing landing page content and displaying content
in order to optimize website content to bett er convert online personalized to shoppers’ interests.
browsers to buyers, according to a recent study by Omniture
• Eighty percent of companies don’t present personalized
Inc. Th e study’s sponsor is a supplier of analytics and site
content based on shoppers’ interests as shown by analytics
optimization technology.
and clickstream data.
“Th e majority of businesses aren’t optimizing their onsite
conversion,” said Mike Chertudi, Omniture’s vice president On a positive note, the survey found that most companies
of demand and online marketing. Th e Online Conversion are testing important content, such as page layouts and pro-
Benchmark Survey compiled data starting in June from more motions. But the survey also found that few companies test
than 1,000 companies. Among its fi ndings were: other important content, such as security seals and data entry
fi elds. About 50 percent of companies use manual processes
• Eighty percent of companies don’t promote website content
to test content. About the same percentage conduct only
based on analytics that show how particular content engages
A/B tests instead of more sophisticated multivariate tests
shoppers and converts them to buyers.
that can reveal, through automated soft ware applications,
• About 48 percent of companies spend less than fi ve hours the eff ectiveness of multiple content variables, according
per week, and about 70 percent spend ten hours per week to the study.
16 November 2009
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