Visualsoft-2017年英国电子零售业报告（英文）-2018-19页-3mb

报告摘要

E-Retail Performance Report Summary (2017 UK Edition)

Core Content

This report evaluates the performance of the Top 240 UK e-retailers against seventeen key criteria to determine how effectively they are meeting customer needs and maximising growth potential. It highlights areas where leading e-retailers are falling short and presents opportunities for improvement, particularly for emerging brands aiming to challenge established players.

Main Points and Findings

Growth Potential and Market Trends

The UK online retail market is growing at 15.6% year-on-year, with £1.1 billion spent weekly.
15% growth year-on-year is considered stagnant, as it equates to the same as standing still.
E-retailers are at risk of complacency due to easy growth, potentially allowing competitors to catch up.

Page Speed and Visitor Loss

54% of e-retailers have poor page speed, taking over 9 seconds to load, with 12% taking 15 seconds or longer.
These slow sites are estimated to lose 29% of potential visitors due to load time alone.
2% of e-retailers have excellent page speed, under 4 seconds, with minimal visitor loss.
Mobile users are particularly affected, as 50% expect a site to load in under 2 seconds, and every additional second can reduce conversions by up to 20%.

Social Media Utilisation

6% of overall traffic to UK e-retail sites comes from social media, a 300% increase in the last year.
8% of mobile traffic comes from social media, highlighting its growing importance.
Instagram and Facebook are the dominant platforms, with an average reach of 2.25 million and 1.75 million respectively.
13% of e-retailers fail to include sharing buttons, thus missing out on opportunities to generate sales through social networks.

Multichannel and Google Tools

Only 39% of leading e-retailers use multi-channel options like Amazon and eBay.
31% of e-retailers are not effectively using Google Shopping tools.
Marketplaces such as Amazon and eBay offer significant visibility and customer acquisition opportunities when used with the right strategy.

Onsite Experience and Conversion

100% of leading e-retailers offer effective navigation, crucial for narrowing down product selection.
17% of e-retailers fail to optimise onsite search, which is vital for conversion as users who search are 216% more likely to convert.
61% of e-retailers do not offer live chat, despite its importance to customer service and conversion.
29% of e-retailers have reduced the number of purchase steps to 1 or 2, which is associated with higher conversion rates.
Over 1 in 10 e-retailers have 5 or more steps, risking customer drop-out.

Payment and Delivery Options

19% of e-retailers do not offer alternative payment methods beyond credit/debit cards.
PayPal is the most popular alternative payment method, used by 71% of retailers.
Only 8% allow vouchers (other than own-brand gift cards) as a payment option.
Over a third (38%) offer no international currency options, limiting global appeal.
64% of shoppers expect at least 2-day delivery, but only 29% choose it.
62% of e-retailers offer click-and-collect, even if they don't have physical stores.

Cross-selling and Upselling

90% of e-retailers encourage email sign-ups, though many could make these options more prominent, especially on mobile.
14% of e-retailers do not use cross-selling or upselling techniques.
30% of e-retailers do not use pop-ups or overlays, which are significant tools for increasing sales and engagement.

Email Marketing and Customer Engagement

Pop-ups and overlays are underused, with 30% of sites not using them, despite their potential for driving conversions and capturing customer data.
Properly timed and relevant pop-ups can significantly improve engagement and conversion rates.
Live chat and chat bots are effective in reducing customer drop-off and increasing sales.

Key Recommendations

Improve page speed to reduce visitor loss and increase conversion rates.
Leverage social media for customer engagement and conversion, particularly Instagram and Facebook.
Utilise multichannel options and Google tools to increase visibility and sales opportunities.
Optimise onsite search and navigation to improve user experience and conversion.
Offer flexible payment and delivery options, including alternative payment methods and international currency support.
Implement pop-ups and overlays strategically to enhance customer engagement and drive sales.
Streamline the purchase process by reducing steps and offering one-click purchasing options.
Enhance email marketing by making sign-up opportunities more prominent and using targeted messaging.

Conclusion

The report indicates that while the UK e-retail market is growing, many leading retailers are not fully capitalising on their potential. Opportunities exist for improvement in page speed, social media engagement, multichannel strategies, onsite experience, and payment/delivery flexibility. Emerging retailers are encouraged to take advantage of these areas to challenge established players and achieve sustainable growth.

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