1、Sucharita Mulpuru, Vice President, Principal Analyst, Forrester ResearchMatt Poepsel, VP of Performance Strategies, Compuware GomezTurning Web Traffic Into SalesSucharita Mulpuru, Principal AnalystSeptember 15, 2021There is no silver bulletbut there are lots of things to do.Key eCommerce trends in 2

2、010RecommendationsAgenda1. Social didnt supplant searchHopes were high120MM unique per month2x UKs population!Hmmm0.1% of that x 1% conversion for an average ticket ofvs. Q1 200713%na19%15%19%33%52%Because more people are social more than everRetailers want to do everything“Please indicate which soc

3、ial marketing strategies you have already implemented.“Please indicate which social marketing strategies you plan to implement or enhance in 2021 or later.Source: July 2021 “The State Of Retailing Online 2021: Marketing, Social Commerce, And Mobile Social tactics are still experimental“To what exten

4、t do you agree with the following statements? (Top 2 box of 5)Source: July 2021 “The State Of Retailing Online 2021: Marketing, Social Commerce, And Mobile A framework to think about2. Banners though, may very well supplant searchSource: July 2021 “The State Of Retailing Online 2021: Marketing, Soci

5、al Commerce, And Mobile still works, but its not the futureSource: North American Technographics Benchmark Survey, 2021Base: US online adults (age 18+)A little known datapoint from the pastSource: June 2021 “The State Of Retailing Online 2021: Marketing A visit to, say, Kraft will surface this ad la

6、ter on for a userIts a complex landscape but this could be the future of interactive marketing3. Easy still wins 2021No browser has more than half the market2004 One browser dominated4. Mobile isnt just hypeHow people access the web is rapidly changing“How frequently do you access the Internet on yo

7、ur mobile phone?Base: 41,249 US adults with a mobile phone *Base: 37,327 US adults with a mobile phone*Base: 30,453 US adults with a mobile phoneSource: North American Technographics Benchmark Survey, 2021(US, Canada)*Source: North American Technographics Benchmark Survey, 2021 (US, Canada)*Source:

8、North American Technographics Benchmark Survey, 2021 (US, Canada)This is impacting retailers web trafficSource: July 2021 “The State Of Retailing Online 2021: Marketing, Social Commerce, And Mobile This is happening with barely any effortSource: July 2021 “The State Of Retailing Online 2021: Marketi

9、ng, Social Commerce, And Mobile 5. But mobile isnt everything FactsOpportunity to help sell soft goods more effectively, including reducing returnsOn-site video can be executed as inexpensively as a few dollars per videoAbility to create a “channel that could rest in other areas such as YouTube6. eC

10、ommerce has no borders This is increasingly common7. Usability and site performance still need workeverywhereESPECIALLY during the holidaysSource: Forrester 2021 Post-Holiday Retail Online SurveyBase: 1,003 online consumers“Thinking about the online purchases you made in November-December 2021, plea

11、se indicate any problems you had while shipping online.38% of consumers experienced some problem!8. Shipping matters maybe more than just about anythingCheckout checklistMake it easy for customers to buy from the product detail page and even category pagesEnable customers to access the cart from eve

12、ry pageProvide hints on the checkout page when consumers forget their username and/or passwordEnsure that security and privacy policies are clearIncorporate clear error messagesLet customers talk to someone if they want (especially during checkout!)Expose shipping information earlyEnable guest check

13、outJump to the next box when consumer fill in key data points (e.g. area code)Provide flexibility in payment optionsMerchandise those payment optionsDont force the opt-inCross-sell simple offers to increase units per transactionTest across different browsers (including mobile)Other best practicesAbi

14、lity to toggle between category and product detail pages is critical (site should NOT merely rely on customer using “back button)When hitting “back customers should be able to go to the section on the page last viewed, NOT the top of the page (e.g. if the customer clicked item 95 of 96 on a category

15、 page, then when they click the back button, it takes them to the bottom of that page)Site taxonomy should be clear to users; products should be double-exposed if they are likely to be searched in multiple departments“Add to cart button defaults to 1 and doesnt force customers to enter “1Verbiage de

16、fining cross-sells is clear (e.g. “we also recommend, “other customers who bought this item also purchased, “you may also like)Ability to view maximum number of items (e.g. view all, or up to 100 items); ensure that that default is set for the remainder of the session so consumers do not have to res

17、et their preference for viewing items in every subsequent searchVisual accompaniments where relevant (e.g. shoe charts, jewelry/ring sizing, Coachs bag try it on feature); provide scale where possible (especially important for jewelry or accessories)Key eCommerce trends in 2010RecommendationsAgendaW

18、hat retailers need to think aboutLeverage customer ratings and reviews, and product sharing through social networksInclude behavioral targeting in your interactive marketing mixInvest in mobile, but modestly (for now); QA your site across the major mobile browsersInvest where relevant in features li

19、ke on-site videos to drive conversionConsider shipping internationallyConstantly monitor site performanceEnsure that shipping rates are in line with shopper expectationsThank youSucharita MulpurusmulpuruforresterTwitter/smulpuruHow To Turn Web Traffic Into Sales - eCommerce Trends In 2021Matt Poepse

20、l, VP of Performance Strategies, Compuware GomezThe Web Application Delivery ChainThe Challenge Of Delivering Quality Web ExperiencesInconsistent geo performanceBad performance under loadBlocking content deliveryIncorrect geo-targeted contentNetwork peering problemsOutagesConfiguration issuesOversub

21、scribed POPPoor routing optimizationLow cache hit rateNetwork peering problemsBandwidth throttlingInconsistent connectivityConfiguration errorsApplication design issuesCode defectsInsufficient infrastructureNetwork resource shortage Faulty content transcoding SMS routing / latency issues Poorly perf

22、orming JavaScriptInconsistent CSS renderingBrowser/device incompatibilityPage size too bigConflicting HTML tag supportToo many objectsContent not optimized for deviceLow cache hit rateSystems management tools: “OKuser is NOT happy“Outside-in customer point of viewTest & monitor your site the way you

23、r customers use it:What they do (key pages and transactions)Where they do it (geographic locations)How they do it (browsers and mobile devices)When they do it (normal and peak usage)Determine the impact on their behavior and your businessCustomer Expectations Are Rising For Web & Mobile Applications

24、47% of consumers expect a Web page to load in 2 seconds or less 58% of mobile phone users expect websites to load almost as quickly or faster on their mobile phone than their PCMobile Browsers Should Not Be ForgottenMorgan Stanley predicts mobile users will outnumber desktop internet users within 4

25、yearsSource: Mary Meeker, Morgan StanleyMajor Difference In Mobile Vs Desktop Browser PerformanceiPad 3.2 - 18.7 sec.Firefox 3.6.3 - 6.5 sec.Internet Explorer 7.0 - 9.8 sec.iPhone - 43.0 sec.“Full website performance tested on mobile browsers using WiFiDifferent Browsers Offer Different PerformanceS

26、ource: Gomez Real-User MonitoringReal users around the worldBroadband466M pages over 30 days200+ sitesMeasure Your Customer Experience By RegionAtlanta3.4 SecondsNew York2.7 SecondsChicago4.1 SecondsDallas4.3 SecondsLos Angeles6.8 SecondsSan Francisco8.2 SecondsHow is your conversion rate impacted by Website response time?Ensure Mobile Websites And Applicat