E-Commerce: Bang-for-your-Buck (survey results)


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The E-tailing group does an annual survey into tactics that perform online. Merchants are asked to rank how valuable 50 features are from an ROI perspective – that is ‘biggest bank for the buck’. This is the full list from the 2008 survey.

  1. 94% -  Keyword Search

  2. 90% - Sales or Specials

  3. 89% - Cross-Sells

  4. 88% - Seasonal Promotions

  5. 86% - Email as a Merchandising Vehicle

  6. 80% - Free Shipping – Conditional

  7. 78% - What’s New

  8. 78% - Top Sellers

  9. 75% - Up-Sells

  10. 74% - Merchandised Search Landing Pages

  11. 74% - Alternative Views

  12. 73% - Advanced Search

  13. 71% - Promotional Incentives to Buy

  14. 70% - Coupons/Rebates

  15. 67% - Exclusives

  16. 65% - Email-a-Friend

  17. 65% - Customized Content

  18. 64% - Affiliate Programs

  19. 62% - Zoom

  20. 61% - Email Customer Service Alerts

  21. 60% - Gift Center/Suggestions

  22. 58% - Search/Order by Catalog Number

  23. 58% - Gift Certificates/Cards

  24. 57% - Product Ratings and Reviews

  25. 57% - Free Shipping – Unconditional

  26. 52% - Alternate Payment Methods

  27. 50% - Online Outlet

  28. 50% - Multiple Ship To’s

  29. 49%- Custom/Personalized Products

  30. 48% - Community Features

  31. 46% - Recently Viewed

  32. 45% - Color Change

  33. 44% -Contests

  34. 44% - Brand Boutiques

  35. 43% - Shop by Outfit/Solution/View in a Room

  36. 43% - Pre-Orders

  37. 42% - Product Comparisons

  38. 40% - Wish Lists

  39. 40% - Video

  40. 39% - Frequent Buyer Programs

  41. 38% - Live Chat

  42. 38% - Deferred Payment Plans

  43. 37% - As Advertised

  44. 35% - Limited Hour Promotions

  45. 34% - Interactive Tools

  46. 28% - Gift or Wedding Registry

  47. 23% - In-store Product Locator/Look-up

  48. 23% - 3D Visualization

  49. 22% - In-store Pick-up and/or Returns

  50. 20% - Audio


How is your website doing? How many of these are you using?


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