Forrester: Online Retailers’ 2013 Top Priorities Include Site and Mobile Optimization

According to Forrester’s State of Retailing survey report, online retailers in 2013 will get back to basics by focusing on strategies and tactics to improve the customer experience and increase web conversion and loyalty across all devices, especially mobile. Fifty-one percent of online retailers said their top priority for 2013 is site optimization, including checkout optimization, alternative payments, user experience, testing, and product detail page enhancements.

“Retailers have responded to rapidly evolving customer use of mobile devices, dedicating much of the past 12 to 18 months to developing and testing rich mobile offerings for both customers and store associates,” said Forrester’s Vicki Cantrell. “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.”

Other results from the survey include:

  •  43 percent of retailers surveyed note that mobile and tablets are among their top three priorities for 2013.
  •  27 percent of retailers surveyed plan to prioritize site redesign, including overhauling “look and feel” and implementing responsive design changes.
  •  58 percent of those surveyed say their conversion rates in 2012 grew over 2011, and many companies say their cart abandonment rate was either stable or even down compared to 2011.
  •  36 percent of retailers surveyed say that mobile sales and traffic have helped their company’s overall web conversion rate.
  •  29 percent felt a negative impact from mobile sales and traffic on their company’s overall web conversion rate.
  •  53 percent say they have been able to increase the average order value for repeat customers over the past year.
  •  and 52 percent of those surveyed have seen an increase in their repeat customer rate.

(For additional information about this forecast, contact: Forrester Research, 617-613-5818,

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