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In my column last week, I discussed how catalog/multichannel merchants can reduce their dependency on the USPS in the face of ever rising postal rates and the threat of a five-day delivery week. One of my suggestions was to improve your e-commerce site.
I'm currently the president of a company that builds new e-commerce selling systems for catalog companies. One of the things we do with new or prospective clients is review their current sites and assess where there are opportunities to increase sales.
I'm always amazed at how lacking many of the sites are, and wanted to share some statistics to consider as you ponder the effectiveness of your own site.
Over a period of six months, we reviewed 56 e-commerce sites for catalog companies. Sites were scored in eight best practice areas: “indexability,” homepage best practices, organic ranking, title and meta description tags, internal site search, linking, site stickiness, and cart functionality. Here's what we learned:
Based on our knowledge and experience moving similar companies to more productive e-commerce systems, of the 56 sites we reviewed over the six-month period, we estimated that the average site could increase its online sales by at least 45 percent and online customer acquisition by at least 30 percent. No small prize.
Click on the “Post a comment” icon below or e-mail me at TerryJ@AbilityCommerce.com and/or post your comment on this site.
Terence Jukes is president of Ability Commerce, a 140-person firm that designs, builds and runs e-commerce and related marketing programs for catalog companies. He can be reached at TerryJ@AbilityCommerce.com.
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