Monday, December 17, 2018
Episerver found several features to be especially important this year. Top of mind for many shoppers is accurate information. "In search of the perfect gift, holiday shoppers are more willing to visit new websites," researchers wrote. "Since there is no context in which to trust the company, any element of a web page, from top to bottom, that seems “off” will send them packing. In fact, inaccurate or incomplete content dissuades half (46%) of shoppers from completing online purchases often, and 18% always."
Buy online and pick up in-store (BOPIS) was also a draw for many. "With nearly 1 in 5 consumers abandoning their sessions due to lack of BOPIS, it is a way for retailers to use their local storefronts to their advantage – if they have one," the report stated.
Also central to gaining sales was compelling content. "Considering 37% of shoppers leave without buying because there wasn’t enough information about the product to determine it was right for them, content needs to be prioritized by retailers large and small during the holidays and beyond," Episerver said. "While 'compelling' is subjective, when content and commerce live under the mistletoe on one screen for retailers, they can deliver material that is relevant to who the shopper is, where they came from, why they are there and how they have behaved on-site before."
And, of course, if a website isn't device friendly, the merchant is likely to fall behind the competition. "Perhaps no other website best practice has been discussed as much as the need for a mobile friendly or responsively designed website," researchers noted. "Years ago, mobile hit its tipping point with 52% of traffic to retail websites coming via a smartphone1. Despite this, more consumers indicate they purchase online multiple times a month from their laptop (28%) versus their smartphone (19%). Considering 33% of shoppers count a website that works well on their mobile devices a must-have feature, retailers desperately need to get their mobile strategy right."
Some of the others appealing features include fast and free shipping, images, knowledgeable agents on hand, and more. To view the entire report, visit www.episerver.com/4ab189/contentassets/942a744c80b04ba5b6c25a3ee7c4bfe8/episerver_holidayreport_2018.pdf .
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