February 6, 2008, 12:00 AM

More sites plan to add zoom, spin and other rich Internet features in 2008

93% of site operators plan to add Web 2.0 features within 12 months, according to a survey by Scene7. Alternate views, user ratings and reviews, and video top the list of planned enhancements.

Don Davis

Editor in Chief

93% of web site operators plan to add Web 2.0 features within 12 months, according to a survey by Scene7, a subsidiary of Adobe Systems Inc. that provides rich Internet technology. Alternate views, user ratings and reviews, and video top the list of planned enhancements.

Of the 347 site operators who responded to the survey, 32% said they currently offered zoom, 29% alternative views, 25% microsites, 23% video, 22% interactive catalogs and circulars, 21% personalization features such as My Account and Profile, and 21% blogs. Alternative views was ranked as highly effective by 41% of respondents, followed by zoom (36%), personalization features (29%), microsites (29%), 360-degree spin (28%), color swatching/colorizing (28%) and video (27%).

The leading enhancements planned for 2008 were: alternative views (37%), user ratings and reviews (36%), video (35%), blogs (34%) and 360-degree spin (34%).

41.4% of respondents say they handle Web 2.0 development in-house, 13% say they outsource it and 45.6% say they do both.

The most common way of measuring the effectiveness of such features is by increased clicks and usage, chosen by 63.3% of respondents, followed by increased conversion rate (60.2%), increased revenue (47.2%), reduced abandonment (35.5%), increased repeat purchases (29.6%) and higher average order size (28.4%).

The survey was conducted between Nov. 7 and Dec. 7. Retailers made up the largest category of respondents at 25.4%, followed by advertising agencies (12.7%), computer hardware/software/services companies (10.7%) and consumer product manufacturers (10.7%).

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