July 8, 2011, 2:22 PM

Nike says better web sites translate into higher sales

Higher average conversion and shopper spending contributed to 31% higher web sales in fiscal 2011.

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Nike Inc. made strides in improving customer experience online and the effort has been paying off with improved web sales, according to the company. Online sales grew 31% in the last fiscal year, due in large part to such steps as improving online merchandising so customers can find products more easily,  Jeanne Jackson, president of Nike’s direct-to-consumer told analysts recently on the company’s earnings call. Nike, No. 78 in the Internet Retailer Top 500 Guide, also made checkout easier for online shoppers and improved product presentations, says Jackson.

“Delivering premium digital experiences is a critical part of our marketplace strategy. With over 50 million more consumers this year, that solid base we talked about at the very beginning is growing. And we are on our way to beginning to capture what is full potential here,” says Jackson.

In fiscal 2011, Nike’s average conversion increased and online shoppers spent more, says Jackson; she didn’t provide specific figures for those metrics.

Jackson also revealed that the company is investing more in mobile commerce and moving sites to HTML5. HTML5 is an emerging Internet programming language and allows web browsers to interpret and optimally render sites regardless of the devices consumers are using to access them. 

Speaking of online and mobile visitors to Nike sites, Jackson says, “They'd like us to be able to get through the transaction with a little more speed, and we will be able to do that.”

The company currently has four mobile apps: the NikeiD app, the Nike+ GPS, Nike Training and Nike Boom.

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