Online Retailing - 50 Features for ROI

Online Retailing - 50 Features for ROI

Alex Wilson | 8/09/2009

The E-Tailing group conducts annual surveys into tactics and strategies that perform online, specifically to that of online retailing. They asked Merchants to rank how valuable 50 features were in regards to providing return on investment - or what they labelled 'bang for your buck'.

The below rankings pertain to ecommerce and online retailing.

 Here is the list from 2008;

1. 94% –  Keyword Search
2. 90% – Sales or Specials
3. 89% – Cross-Sells
4. 88% – Seasonal Promotions
5. 86% – Email as a Merchandising Vehicle
6. 80% – Free Shipping – Conditional
7. 78% – What’s New
8. 78% – Top Sellers
9. 75% – Up-Sells
10. 74% – Merchandised Search Landing Pages
11. 74% – Alternative Views
12. 73% – Advanced Search
13. 71% – Promotional Incentives to Buy
14. 70% – Coupons/Rebates
15. 67% – Exclusives
16. 65% – Email-a-Friend
17. 65% – Customized Content
18. 64% – Affiliate Programs
19. 62% – Zoom
20. 61% – Email Customer Service Alerts
21. 60% – Gift Center/Suggestions
22. 58% – Search/Order by Catalog Number
23. 58% – Gift Certificates/Cards
24. 57% – Product Ratings and Reviews
25. 57% – Free Shipping – Unconditional
26. 52% – Alternate Payment Methods
27. 50% – Online Outlet
28. 50% – Multiple Ship To’s
29. 49%- Custom/Personalized Products
30. 48% – Community Features
31. 46% – Recently Viewed
32. 45% – Color Change
33. 44% -Contests
34. 44% – Brand Boutiques
35. 43% – Shop by Outfit/Solution/View in a Room
36. 43% – Pre-Orders
37. 42% – Product Comparisons
38. 40% – Wish Lists
39. 40% – Video
40. 39% – Frequent Buyer Programs
41. 38% – Live Chat
42. 38% – Deferred Payment Plans
43. 37% – As Advertised
44. 35% – Limited Hour Promotions
45. 34% – Interactive Tools
46. 28% – Gift or Wedding Registry
47. 23% – In-store Product Locator/Look-up
48. 23% – 3D Visualization
49. 22% – In-store Pick-up and/or Returns
50. 20% – Audio

Based upon the top three features, merchants believe that customers want;

1. To find what they are looking for FAST.
2. To see specials and promotions, indicating that price tends to be a key driver (relying on price as your strategy is not recommended).
3. Complimentary add ons and upsells to their products via cross selling.

My thoughts are that we will begin to see some of the middle tier placements in that list become more and more important in the coming 24months. For example; Online video and Affiliate programs.

tags: e-commerce ,  Online Trends