Online retailers in the US will prioritise site optimisation, mobile and tablets in 2013, according to a new report from Forrester Research in conjunction with Shop.org.
The State of Retailing Online 2013 (SORO) study shows the aim will be to “improve the customer experience and increase web conversion and loyalty across all devices”.
Over half (51%) of those surveyed cited site optimisation as key, referencing a focus on checkout optimisation, alternative payments, user experience, testing, and product detail page enhancements.
Meanwhile, 43% outlined that they would be focusing on mobile and tablets this year, investing in new or improved mobile apps and mobile-optimised sites, analytics, and traffic and conversion growth.
Shop.org executive director Vicki Cantrell, said: “While direct mobile commerce is still small, mobile services are now an established and significant part of the shopping experience. Retailers this year are smartly investing to create a holistic customer experience across stores, desktop, and mobile to improve conversion rates, grow crucial repeat customer business, and even capture their share of customer demand from international markets.”