Many internet retailers continue to experience double digit growth – do you know how? Customers expect flawless Web and mobile site performance – in fact 47% percent of consumers expect to wait no more than two seconds for a Web page to load. And 58% of mobile phone users expect Websites to load as quickly on their mobile phone as on their PC. Successful retailers leverage the latest eCommerce strategies ranging from social media to mobile to acquire and retain customers. Join Forrester Vice President, Principal Analyst, Sucharita Mulpuru and Compuware Gomez Vice President of Performance Strategies, Matt Poepsel to learn: • The latest eCommerce trends in 2010 • How to ensure more Website traffic equals more revenue • What contributes to shopping cart abandonment and how to combat the issue • How to meet customers’ web experience expectations regardless of the browser or device they use

1. SucharitaMulpuru, Vice President, Principal Analyst, Forrester Research Matt Poepsel, VP of Performance Strategies, Compuware Gomez

2. Turning Web Traffic Into Sales Sucharita Mulpuru, Principal Analyst September 15, 2010

3. There is no silver bullet… but there are lots of things to do.

4. Agenda

5. 1. Social didn’t supplant search

6. Hopes were high 2x UK’s population! ~120MM unique per month Hmmm…0.1% of that x 1% conversion for an average ticket of…

7. Because more people are social more than ever

8. Retailers want to do everything “Please indicate which social marketing strategies you have already implemented.” “Please indicate which social marketing strategies you plan to implement or enhance in 2010 or later.” Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”

9. Social tactics are still experimental “To what extent do you agree with the following statements?” (Top 2 box of 5) Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”

10. A framework to think about

11. 2. Banners though, may very well supplant search Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”

12. Email still works, but it’s not the future Base: US online adults (age 18+) Source: North American Technographics® Benchmark Survey, 2009

13. A little known datapoint from the past Source: June 2009 “The State Of Retailing Online 2009: Marketing”

14. A visit to, say, Kraft.com will surface this ad later on for a user…

15. It’s a complex landscape but this could be the future of interactive marketing

16. 3. Easy still wins 2009 No browser has more than half the market 2004 One browser dominated

17. 4. Mobile isn’t just hype

18. How people access the web is rapidly changing “How frequently do you access the Internet on your mobile phone?” Base: 41,249 US adults with a mobile phone *Base: 37,327 US adults with a mobile phone **Base: 30,453 US adults with a mobile phone Source: North American Technographics® Benchmark Survey, 2008(US, Canada) *Source: North American Technographics® Benchmark Survey, 2009 (US, Canada) **Source: North American Technographics® Benchmark Survey, 2010 (US, Canada)

19. This is impacting retailers’ web traffic Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”

20. This is happening with barely any effort Source: July 2010 “The State Of Retailing Online 2010: Marketing, Social Commerce, And Mobile”

22. On-site video can be executed as inexpensively as a few dollars per video

24. This is increasingly common

25. 7. Usability and site performance still need work…everywhere

26. ESPECIALLY during the holidays “Thinking about the online purchases you made in November-December 2009, please indicate any problems you had while shipping online. 38% of consumers experienced some problem! Base: 1,003 online consumers Source: Forrester 2010 Post-Holiday Retail Online Survey

27. 8. Shipping matters maybe more than just about anything

29. Enable customers to access the cart from every page

30. Provide hints on the checkout page when consumers forget their username and/or password

31. Ensure that security and privacy policies are clear

32. Incorporate clear error messages

33. Let customers talk to someone if they want (especially during checkout!)

34. Expose shipping information early

35. Enable guest checkout

36. Jump to the next box when consumer fill in key data points (e.g. area code)

37. Provide flexibility in payment options

38. Merchandise those payment options

39. Don’t force the email opt-in

40. Cross-sell simple offers to increase units per transaction

42. When hitting “back” customers should be able to go to the section on the page last viewed, NOT the top of the page (e.g. if the customer clicked item 95 of 96 on a category page, then when they click the back button, it takes them to the bottom of that page)

43. Site taxonomy should be clear to users; products should be double-exposed if they are likely to be searched in multiple departments

44. “Add to cart” button defaults to 1 and doesn’t force customers to enter “1”

45. Verbiage defining cross-sells is clear (e.g. “we also recommend…”, “other customers who bought this item also purchased…”, “you may also like…”)

46. Ability to view maximum number of items (e.g. view all, or up to 100 items); ensure that that default is set for the remainder of the session so consumers do not have to reset their preference for viewing items in every subsequent search

48. What retailers need to think about Leverage customer ratings and reviews, and product sharing through social networks Include behavioral targeting in your interactive marketing mix Invest in mobile, but modestly (for now); QA your site across the major mobile browsers Invest where relevant in features like on-site videos to drive conversion Consider shipping internationally Constantly monitor site performance Ensure that shipping rates are in line with shopper expectations

49. Thank you Sucharita Mulpuru smulpuru@forrester.com Twitter.com/smulpuru

50. How To Turn Web Traffic Into Sales - eCommerce Trends In 2010 Matt Poepsel, VP of Performance Strategies, Compuware Gomez

52. Where they do it (geographic locations)

53. How they do it (browsers and mobile devices)

55. Bad performance under load

56. Blocking content delivery

57. Incorrect geo-targeted content

58. Poorly performing JavaScript

59. Inconsistent CSS rendering

60. Browser/device incompatibility

61. Page size too big

62. Conflicting HTML tag support

63. Too many objects

64. Content not optimized for device

65. Low cache hit rate

66. Network peering problems

67. Bandwidth throttling

68. Inconsistent connectivity

69. Configuration errors

70. Application design issues

71. Code defects

72. Insufficient infrastructure

73. Network peering problems

75. Faulty content transcoding

76. SMS routing / latency issues

77. Configuration issues

78. Oversubscribed POP

79. Poor routing optimization

81. Mobile Browsers Should Not Be Forgotten Morgan Stanley predicts mobile users will outnumber desktop internet users within 4 years Source: Mary Meeker, Morgan Stanley

82. Major Difference In Mobile Vs Desktop Browser Performance iPad 3.2 - 18.7 sec. iPhone - 43.0 sec. Internet Explorer 7.0 - 9.8 sec. Firefox 3.6.3 - 6.5 sec. “Full website” performance tested on mobile browsers using WiFi

83. Different Browsers Offer Different Performance Source: Gomez Real-User Monitoring Real users around the world Broadband 466M pages over 30 days 200+ sites

84. Measure Your Customer Experience By Region Chicago 4.1 Seconds New York 2.7 Seconds San Francisco 8.2 Seconds Dallas 4.3 Seconds Los Angeles 6.8 Seconds Atlanta 3.4 Seconds How is your conversion rate impacted by Website response time?

85. Ensure Mobile Websites And Applications Perform Optimally Under Peak Traffic Conditions Mobile Website traffic exceeded expectations and overwhelmed mobile infrastructure leading to unbearably slow load times Mobile site powered by 3rd party

86. The More Things Change…the More they Stay the Same

87. Questions Increased conversions 10% Gomez Customers Enjoy Measurable Benefits Reduced homepage load time from 11.3 seconds to 3.4 seconds Improved page load times 23% Saved 50%+ in staff and fees Reduced seven-step transaction time by 50% Reduced downtime 45% Achieved under 3 second response time and 99%+ availability Validated decision to consolidate three data centers For more information visit Gomez.comorcontact us at +1 781.778.2700

88. How Fast Is Your Website Across Browsers And Geographies? Free Gomez Multi-Browser Performance Test Tests Webpage response time across Firefox 3.5 & IE 7 New York, Seattle, Los Angeles & Chicago URL - http://www.gomez.com/multi-browser-performance-test