.IE and Retail Excellence Web Health Report

Marketing [continued] Video Multimedia content such as video is easy and convenient to consume. For smaller businesses, video offers the opportunity to promote the personality of the business and build connection and authenticity. This kind of video content can help businesses stand out in a noisy marketplace. YouTube is the most popular video player at 54%. Medium sized enterprises (21 – 250 employees) are bigger adopters of video but numbers are still low. Top 5 categories with video player % adoption n SEO Search Engine Optimisation (SEO) is a very important tactic to ensure high rankings in search engines, which in turn, will bring more visitors and customers to a website. Our analysis looked at the presence of SEO plugins, which are only applicable on websites that have a Content Management System. Plugins can complement more manual SEO methods. Key takeaway Video has been shown to increase time on site , improve rankings, boost conversions and increase engagement. Video creation without expert skills has become very easy with a range of tools available. Key takeaway Check out SEO tools and tactics – there are freely available resources or consider paying an SEO expert to do the initial setup. Key takeaway A CMS is really useful to manage and update website content in real time, without needing a developer. Members who use a full service e-commerce provider might not need a separate CMS. Tourism Pet Food, Alcohol DIY, Hardware DIY, Garden 38% 33% 32% 29% 25% Content Management Systems WordPress, an open source software, has grown rapidly in the last number of years. Of those who have a CMS, WordPress is the leading platform by far. It’s also interesting to see the figures for Wix and Squarespace – together they make up almost 9%. This suggests that REI members have the ability to self-serve digitally. 31% of REI members use a CMS Company size SEO plugin 0-20 21-100 101-250 251-600 600+ 13% 20% 8% 0% 13% Only 16% of REI members use a video player on their website Top 5 providers % WordPress Drupal Wix Mono.net Squarespace 58% 15% 6% 3% 3% .IE and Retail Excellence Web Health Report 7