Through its research, WebCollage found that when customers have access to enhanced manufacturer content on retail Web pages, sales can increase from 6-to-20 percent. “There is a wealth of information out there, and we allow retailers to tap into and leverage it rather than having to re-create it,” Alpert said. “This frees up their resources to focus on other parts of their Web site. And we don’t focus on content creation; we focus on creating the infrastructure to allow retailers to leverage manufacturers’ investment.”
Jon Abt recommends that retailers considering a site overhaul. “Test with your own employees internally, then test with consumers, certainly A-B things where you serve up one thing to somebody and then serve up whatever you’re testing to somebody else,” he said. “With the Web, you can really track things. It’s like following a customer around the store to see what they’re looking at.”
Focusing on the Parts to Improve the Whole
For Internet-only retailers whose entire business hinges on keeping their on-line presence fresh the imperatives aren’t that much different from the online/brick-and-mortar hybrids. Solid Signal, a Web-only satellite and home entertainment product retailer that sells both to professional installers and consumers, has been in a constant “tweaking” mode since the business began in 2002, said Jerry Chapman, president.