Retailers put mobile efforts as their top priority

More than half of retailers said mobile efforts are a top priority, identifying responsive design, mobile site optimization, and tablet redesign as focus areas, according to a survey of 70 retailers by Shop.org and Forrester Research.

In 2013, retailers increased their smartphone revenue 113 percent year-over-year and their tablet revenue 86 percent year-over-year, the survey found. In addition, 21 percent of web revenue generated by retailers came from either a smartphone or tablet last year.

"Retailers grew their digital business with impressive strength in 2013, reflecting their laser focus on improving customer experience across all of their channels and on striving for a 'mobile first' mindset that will be a key driver in all business decisions "In 2014, they will continue investing to further their relationships with customers, exploring everything from personalization and site usability to all things mobile," says Vicki Cantrell, executive director of Shop.org.

Close to half of retailers surveyed said they plan to overhaul their website to improve personalization and usability or to reconfigure the core site experience to improve conversion rates. The retailers are struggling to improve average conversion rates of only 2.7 percent.

More than 80 percent of the respondents said they experienced sales growth in 2013. Going forward, retailers should look for new growth opportunities, such as mobile commerce, advises Forrester.

"Online retailers have proven themselves to be resourceful, resilient, and tenacious--thriving in spite of fluctuations in the economy," says Sucharita Mulpuru, vice president and principal analyst at Forrester. "But to continue building on this story of growth, retailers should begin to focus on new areas of opportunity in 2014, such as improving mobile conversion rates and taking an omnichannel-centric business approach."

For more:
- check out the Forrester release

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