2017英国在线零售业报告（英文版）_19页-3mb

E-Retail Performance Report Summary (2017 UK Edition)

Core Content

This report investigates the performance of the UK's Top 240 e-retailers, focusing on their ability to achieve growth potential and meet evolving customer needs. It highlights areas where leading e-retailers are falling short and offers insights into how they can improve to drive more sales and customer engagement.

Main Points

• Growth Potential: UK e-retailers are experiencing growth, but it is largely due to market expansion rather than innovation. A 15.6% year-on-year increase in online spending is noted, yet this growth is not indicative of strong performance.
• Page Speed: Page speed is a critical factor. 54% of e-retailers have sites that take over 9 seconds to load, with 12% taking 15 seconds or longer. Google estimates that these retailers are losing 29% of potential visitors due to slow load times.
• Social Media: Social media is a significant driver of online sales, with 6% of traffic coming from social sources. Instagram and Facebook are the dominant platforms, with an average reach of over a million per retailer. However, only 13% of retailers allow customers to share purchases or wish lists on social media.
• Multichannel Strategies: Only 39% of leading e-retailers use multi-channel options like Amazon and eBay. Additionally, just under a third (31%) are not effectively using Google Shopping tools.
• Onsite Experience: Optimising onsite search and navigation is crucial for conversion. 17% of e-retailers fail to optimise search, and 61% lack live chat functions. The average number of steps to purchase is 3, with 29% reducing it to 1 or 2 steps to gain an advantage.
• Payment Options: Only 2% of e-retailers offer a variety of payment methods beyond mainstream credit/debit cards. PayPal is the most popular alternative, used by 71% of retailers. Only 8% allow vouchers as an alternative payment method.
• Delivery Options: 17% of e-retailers do not offer premium delivery options, while 19% offer incentivised free delivery. 62% offer click-and-collect services, which is well publicised despite not all having physical stores.
• Upselling and Cross-selling: 14% of e-retailers do not use upselling or cross-selling techniques. Pop-ups and overlays are underused, with 30% not using them, even though they can be effective when used appropriately.
• Email Sign-ups: 90% of retailers encourage email sign-ups, but many could improve their visibility, especially on mobile sites.

Key Information

• Mobile Traffic: Mobile devices now account for over half of all online shopping activity.
• Conversion Rates: Optimising search and navigation can significantly improve conversion rates. Shoppers using search are 216% more likely to convert, and live chat users are 40% more likely to convert.
• Customer Expectations: Customers expect flexible delivery and payment options. 64% expect 2-day delivery as a premium choice, and 46% of cart abandonment is attributed to delivery frustrations.
• International Customers: Offering local payment options and currency can increase appeal and conversion rates for international shoppers.
• Pop-ups and Overlays: When used effectively, these tools can increase engagement and sales, but they are often misused, leading to customer frustration.

Areas for Improvement

• Page Speed: Improve load times to reduce visitor loss and increase conversion.
• Social Media Utilisation: Enhance social media presence and enable sharing features to leverage customer networks.
• Multichannel Integration: Expand use of marketplaces and Google tools to increase visibility and reach.
• Onsite Search and Navigation: Optimise search and navigation to enhance user experience and conversion.
• Payment and Delivery Flexibility: Offer a variety of payment methods and delivery options to cater to diverse customer needs.
• Upselling and Cross-selling: Implement effective strategies to increase average basket value.
• Pop-ups and Overlays: Use these tools strategically to engage customers without annoyance.

Conclusion

The report underscores the need for UK e-retailers to move beyond easy growth and focus on delivering a superior online experience. By addressing weaknesses in page speed, onsite experience, and multichannel integration, retailers can unlock their true growth potential and better serve their customers.