80 per­cent of mid-​​sized mer­chants see e-​​commerce growth as very impor­tant or crit­i­cal to their over­all busi­ness in the next 1–3 years. While dri­ving rev­enue should be the objec­tive of every com­pany, 40 per­cent of the mer­chants sur­veyed said they are not sat­is­fied with their site’s cur­rent shop­ping expe­ri­ence, as it per­tains to max­i­miz­ing rev­enue potential.

Ninety-​​eight per­cent of mid-​​sized mer­chants said seg­men­ta­tion and tar­get­ing are impor­tant to their over­all Web and cross-​​channel mer­chan­dis­ing strat­egy, yet the major­ity are not sat­is­fied with the busi­ness tools they use. Below are some of the spe­cific areas of concern:

• 62% said they would like to improve their abil­ity to offer, con­trol, and man­age cross-​​sells and up-​​sells to encour­age more sales
• 60% said they would like to improve their site search func­tion­al­i­ties
• 55% said they would like to improve their abil­ity to offer, con­trol and man­age pro­mo­tions
• 37% said they would like to improve the “help” and cus­tomer ser­vice fea­tures on the site

In regards to cur­rent mer­chan­dis­ing and pro­mo­tions tools:

• 66% said they are too man­ual, not auto­mated enough
• 38% said they are dif­fi­cult to use
• 30% said they do not have enough con­trol over site con­tent
• 23% said they do not have enough con­trol over the prod­uct catalog

When it came to how mer­chants plan to improve cus­tomer expe­ri­ence and their site’s per­for­mance to drive addi­tional growth in the near future:

• 53% plan to improve by exper­i­ment­ing with emerg­ing sales chan­nels, such as mobile and social com­merce
• 42% plan to improve by invest­ing in add-​​on ser­vices, wid­gets and tools they can imple­ment on their exist­ing sites
• 33% plan to improve by com­pletely replac­ing their exist­ing com­merce plat­form and re-​​launching their web store

Con­tinue read­ing at: Web­site Magazine

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