Rich Internet Applications and Online Retailers
Jupiter Research, which provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business, has issued its latest report on Rich Internet Applications and their impact on online retailers.
According to their latest findings based on a recent survey of shoppers, 56% cited multiple product pictures as most helpful when considering a purchase; 50% also reported they like product quick views; 46% reported utilizing color change and zoom ; and 26% cited 'recommendation' products or 'matching suggestions' helpful.
In short, visualization tools have become the most important part of a site's sales and conversion process. However, they conclude, not enough online retailers measure their site's metrics carefully in order to choose which RIAs are most effective for their customers. The analysts at Jupiter Research stress that in the coming months and years, online retailers take a proactive approach to introducing RIAs only after doing careful ROI and site metrics analysis. Furthermore, retailers should follow up the introduction of these tools with careful measurement of customers' use of these tools. The outcome would likely be a decrease in shopping cart or product page abandonment rates. Even the most successful retailers online, according to Jupiter Research surveys, report proactive and reactive analysis and strategy processes only about 50% of the time.
"Incorporating a system of proactive measurement, analysis, and strategic decision-making against specific goals for Web 2.0 appropriation will be essential to retailers' success."