2017英国在线零售业报告（英文版）_17页_3mb

E-Retail Performance Report Summary (2017 UK Edition)

Core Content Overview

This report evaluates the performance of the Top 240 UK e-retailers against seventeen key criteria, focusing on growth potential and alignment with evolving customer needs. It highlights areas where retailers are excelling and where there is room for improvement, particularly in mobile optimization, social media usage, multichannel strategies, and customer experience enhancements.

Main Findings

Page Speed and Visitor Loss

• 54% of e-retailers have poor page speed, with sites taking over 9 seconds to load, and 12% taking 15 seconds or more.
• Google estimates that these retailers could be losing at least 29% of potential visitors due to slow load times.
• 2% of e-retailers are rated as excellent, with page load times under 4 seconds and minimal visitor loss.
• 50% of users expect a site to load in under 2 seconds.
• Every additional second of load time can lead to a 20% drop in conversions.

Social Media Engagement

• 6% of overall traffic to UK e-retail sites comes from social media, a 300% increase over the past year.
• Mobile traffic from social media accounts for 8% of all visitors.
• Instagram and Facebook are the dominant platforms, with an average reach of 2.25 million and 1.75 million per retailer.
• 13% of retailers fail to provide sharing buttons, missing out on potential sales from customer networks.

Multichannel Opportunities

• Only 39% of leading e-retailers use multi-channel options such as Amazon and eBay.
• 31% of retailers do not effectively use Google Shopping tools.
• Click & collect is widely offered by 62% of retailers, even those without physical stores.

Onsite Experience

• 17% of top e-retailers do not optimize onsite search with features like autocomplete or product recommendations.
• Live chat is missing from 61% of leading e-retailers, despite its importance to customers.
• Navigation is a key factor in conversion, with 37% of shoppers abandoning sites due to poor navigation.
• Average purchase steps are 3, with 29% of retailers reducing this to 1 or 2 steps for better conversion.
• Over 1 in 10 retailers have 5 or more steps to purchase, leading to customer loss.

Payment and Delivery Options

• 19% of retailers do not offer alternative payment methods other than credit/debit cards.
• PayPal is the most popular alternative payment method, used by 71% of retailers.
• Only 8% allow vouchers as an alternative payment method.
• Over a third (38%) do not support international currencies, limiting global appeal.
• 64% of shoppers expect 2-day delivery as a premium option, but 29% choose the cheapest delivery.
• 32% of customers expect click and collect, but only 9% actually use it.
• 46% of cart abandonment is linked to shipping frustrations, such as lack of time slot options.

Key Areas for Improvement

Mobile Optimization

• Mobile responsiveness is critical, as 57% of online sales come from mobile devices.
• 98% of leading e-retailers have responsive websites, but only 51% have a mobile app.
• Mobile site load speed is a major concern, with 54% rated as poor.

Customer Engagement

• Pop-ups and overlays are underutilized, with 30% of sites not using them.
• These tools can be used to upsell, cross-sell, and capture emails, but are often misused.
• Scroll-triggered messages and pre-emptive exit overlays can significantly improve conversion rates.

Email Marketing

• 90% of retailers encourage email sign-ups, but many could make these options more prominent, especially on mobile sites.
• 14% do not use up-selling or cross-selling techniques effectively.

Channel Utilization

• Marketplaces like eBay and Amazon are important for visibility and customer acquisition.
• Google Shopping is underused, with only 31% of retailers leveraging it effectively.

Recommendations

• Improve mobile page speed to retain potential customers.
• Maximize social media reach, especially on Instagram and Facebook.
• Explore multichannel options like marketplaces and Google tools.
• Enhance onsite experience through optimized search, navigation, and live chat.
• Offer diverse payment and delivery options, including international currencies and alternative payment methods.
• Utilize pop-ups and overlays effectively to drive engagement and conversion.
• Focus on email marketing and customer service to increase retention and upselling.

Conclusion

Despite being among the UK's top e-retailers, many are not fully capitalizing on the opportunities available in today's digital marketplace. By focusing on mobile optimization, social media engagement, multichannel strategies, and customer experience, retailers can significantly enhance their growth potential. The report emphasizes the importance of technology partnerships and continuous improvement in e-commerce practices to stay competitive.