mobile-shopping

Site and mobile optimisation key for online retailers in 2013

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.”

Rachel is an award-winning business journalist specialising in fashion and technology. Alongside her work setting up and running Fashion & Mash, she regularly contributes to titles including Forbes, The International New York Times, The Daily Telegraph, Wired, The Business of Fashion, Fashionista, Mashable and more. She also acts as a consultant on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She regularly speaks on such subjects at conferences around the world, including SXSW, CES, Web Summit and the Cannes Lions International Festival of Creativity. Rachel was awarded trade/B2B fashion journalist of the year by Fashion Monitor in 2015. She oversees the global #FashMash events including networking drinks, dinners and workshops. Rachel was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.

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