BI Intelligence
A handful of indicators allow retailers to benchmark themselves in specific areas of online and mobile commerce. A few tweaks to mobile site load times, or an improvement in social-media appeal can lead to a meaningful improvement in sales.
Long-tail
In a new report, BI Intelligence, measures retailers on a variety of these indicators, including desktop and mobile site load times, app ratings, and the number of payment and shipping options offered to online customers.
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Here are some of the key findings in the report:
- Shopping behavior continues to shift to the web and apps, but many top retailers underperform across a series of important e-commerce metrics, including mobile-web load times.
- On PCs, where most online sales still occur, the average site takes about three seconds to load.
- Mobile is the breakout trend in e-commerce this year, but many retailers' mobile sites are still far slower than their desktop versions. The average mobile site loads in seven seconds.
- Retailers that do the best job of leveraging their apps typically update them frequently, and this, in turn, often translates into higher app ratings. Some e-commerce startups are the most frequent updaters and enjoy the best ratings.
- Many retailers are under-leveraging social media during the holidays to drive traffic and sales.
- Offering multiple shipping and payment options is proven to boost conversions and increase sales.
In full, the report indexes retailers on:
- Time it takes for desktop and mobile sites to load.
- Size of online audience.
- Mobile app rankings.
- Social media engagement.
- Shipping and payment flexibility.
- Ease of contacting customer service reps.
- Customer satisfaction.
BI Intelligence
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.