September 29, 2009, 12:00 AM

Getting personal: Retailers have lots of work to do

While the Internet makes it possible to make personalized offers to shoppers, few retailers are doing it, Omniture says.

Although the Internet makes it possible to personalize offers to shoppers, most e-retailers and other online businesses are failing to optimize web site content to improve the chances that shoppers will become buyers, analytics and site optimization technology vendor Omniture Inc. says in its 2009 Online Conversion Benchmark Survey. “The majority of businesses aren’t optimizing their on-site conversion,” says Mike Chertudi, vice president of demand and online marketing. The survey, which will continue running through the rest of this year, began compiling data in June from more than 1,000 companies, of which more than half are retailers. Among its findings as of late August: About 80% of retailers don’t present personalized content based on shoppers’ interests suggested by analytics and clickstream data. About 36% of companies spend less than five hours per week, and about 60% 10 hours per week or less, on optimizing web site content through methods such as testing landing page content and displaying content personalized to shoppers’ interests. On a positive note, the survey found that most companies are testing important content such as page layouts and promotions. But the survey also found that few companies test other important content, such as security seals.

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