.IE and Retail Excellence Web Health Report

Key Findings Analytics • 6 in 10 retail businesses use website analytic tools, showing that there is room for improvement in this vital area. • Analytics provide useful and measurable data to help with critical business decision making. UX • Adoption of Live Chat (14%) and Customer Reviews (18%) is low. • Responsive Design, which automatically adjusts web pages to the device it is being viewed on, is used by nearly 7 in 10 members. • Consider what is important for customers when browsing and shopping online, and what functionality will assist them to make a purchase. Marketing • Adoption of online advertising tracking technology (20%) and use of video (16%) is low. • Retailers should consider some quick fixes such as installing SEO and social media plugins. Also, easy to use video apps make video creation more straightforward without expert skills. Security & compliance • Security certificate software (TLS) is used by 91% of REI members. • However, cookie compliance at 23% and use of CAPTCHA at 22% lag behind. • Consider asking a web developer to undertake a security audit and make recommendations for improvements. E –commerce • Nearly half of the sample are selling online, with 46% having cart functionality and 41% using a recognised e-commerce provider. • Retailers need to be cognisant of the different shopping preferences of consumers and meet their needs, especially those of younger, digital natives. 2