May 2, 2008, 12:00 AM

Analytics effects

Retailers look for where web analytics can have the biggest impact on e-commerce, The E-Tailing Group reports.

Taking a look at what works in e-commerce

Merchants are taking a hard look at web analytics to see where it has the biggest impact on e-commerce, The E-Tailing Group reports in a study released last month, “A Laser Focus-Merchants Doing More with Less Online; Streamlining for Performance and Profitability.” The study, which is part of the firm’s 7th Annual Merchant Survey Report, shows that e-retailers are searching for more effective and efficient ways to target loyal customers for long-term value. The most important use of web analytics is for improving performance in conversion rates, shopping cart transactions and search marketing campaigns. But many merchants have their work cut out for them. Although the study finds slight increases in the percentage of merchants experiencing conversion rates of 5% or more through cross-selling/upselling on product pages and in shopping carts, it also notes that half or more of merchants don’t know their cross-selling/upselling conversion rates.

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