Blog
Ecommerce Benchmark Guide
One of the most valuable research reports we use in our business is the Ecommerce Benchmark Guide 2007, from a company called Marketing Sherpa. It is a very practical guide that includes both advice and research on topics like search marketing, shopping comparison sites, traffic generation, shopping cart abandonment and how to design landing pages. At $297, it is surprisingly affordable, particularly considering it is 290 pages.
One of the most interesting features of the report is the six full-color landing page heatmaps. The heat maps look like high-tech heat-vision images of a web page, where the parts of the web page get hotter or colder depending on where people look or click. They are useful tools for figuring out what parts of a page attract the most attention.
For apparel retailers, the most interesting findings are:
- 20% of all consumers will research apparel purchases online
- Conversion rates for repeat visitors is low for apparel retailers, only 8%