TulipTools Internet Business Owners and Online Sellers Community

Quote:In many ways, web merchandising has become a science. Based purely on data, online retailers can spontaneously alter product displays based on shopper behavior and the avenue through which shoppers arrive on a site. Online retailers today have many electronic tools to help corral information on shoppers and use it to position products. Merchandising tools include product description aids, rich media that provides alternate product views, merchandising-enabled site search, product visualization, and audio and video technology...

Online retailers are increasing use of these tools to ensure the way they display products meets customer and business strategy needs. For instance, e-retailers are making significant investments in rich media, Freedman says. Use of product zoom is on the rise—81% in 2006 vs. 79% in 2005...

Quote:With a little help from some new friends—including analytics, reviews and content—site search and merchandising technology is leading shoppers and e-retailers to just what they want...

...many e-retailers are using site search tools to gather information about customers to boost sales through more targeted merchandising. Now they’re adapting site search to tap into non-traditional search categories, such as customer product reviews and informational content, and to work with web analytics programs....

Quote:77% of consumers surveyed by The E-Tailing Group said they were “somewhat to very” significantly influenced in online purchasing decisions by the quality of online content. Among the online features ranked highest by shoppers in making purchasing decisions, in descending order of importance: Customer reviews and ratings on products, lists of top consumer-rated products; Customer-supplied photos of products; retailer-supplied list of top-selling products; customer-supplied videos of products in use; blogs including news or commentary about a retailer.

It’s also important, however, to keep products pages attractive and easy to use...

Taking steps to make shopping simple and time-consuming is also important, retailers said. “We keep going back to the drawing boards to make things tighter,” said Brad Wolansky, director of e-commerce, The Orvis Co. Inc., an online retailer of outdoor sports gear and apparel. “Do new functionality only where it will increase conversion,” he said...