Shop.org just released the The State of Retailing Online 2009: Merchandising Report. The report highlights that ecommerce sites are focused on optimizing the basics to boost sales, not adding whiz-bang features. In particular, optimizing the checkout page is the top priority.
Here at VeriSign, we could not agree more. When it comes to how people buy online, trust at the point of purchase and throughout the checkout process is critical. It is great to see that ecommerce websites are addressing how the online shopping experience ends as much as how it begins.
According to Shop.org's research (which was conducted by Forrester Research), online retailers this year have the following priorities for their websites:
- Checkout process redesign - 79%
- Improved content on product detail pages - 73%
- Site search and browse results - 71%
- Home page - 60%
- Redesigned help section / FAQs - 35%