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Optimizing the E-Commerce Experience

A whitepaper from eMarketer: Optimizing the E-Commerce Experience

(October 26, 2009) In the "Optimizing the e-Commerce Experience" report, you will hear answers from business leaders across industries about meeting these questions head on:

  • How is the power of Web analytics driving increased conversion with content targeting and testing?

  • What ROI can I expect from automated product recommendations?

  • When do consumers prefer Click to Call vs live chat and how does this change by industry?

  • What does the future of e-Commerce hold?
Download this white paper and walk away with the insight into the trends and innovation that are driving the most optimized (and successful) e-commerce sites.

Well into its second decade of life,e-commerce is growing up. It is no longer an ancillary channel or strategy. Business-to-consumer (B2C) and business-to-business (B2B) companies across a range of industries and sectors are now making e-commerce core to the way they do business. Many are dropping the "e" altogether, as the once-rigid line between online and offline sales becomes permanently blurred.

Not surprisingly, online purveyors are upgrading their e-commerce platforms and making investments in nextgeneration technologies to enable cross-channel selling, segmentation and personalization, better search and navigation, and more. While platform upgrades occur every few years as new technology comes to market, online businesses also recognize the importance of optimizing what they have today with add-on services that do not require major overhauls.

A new category of online business optimization services has emerged that can be "bolted on" to existing sites and platforms - like rings around a planet - to boost online revenues and performance without major investments. While e-commerce optimization services vary in what they help businesses achieve, they share a common trait: optimizing the online experience for each and every consumer to maximize potential revenues and profits.

"Over the past five years, e-commerce companies have begun realizing it's all about the consumer," Brian Kalma, director of user experience at footwear and apparel seller Zappos.com, told eMarketer. "There is so much that can benefit the consumer - and companies have begun listening."

Table of Contents
    - The Optimization Outlook
    - Applicable Segments for Optimization
    - Leading Optimization Applications
    - Content Targeting and Testing
    - Call Tracking
    - Personalized Ratings and Recommendations
    - Live Help
    - Targeted E-Mail Marketing
    - The Future of Optimization
About eMarketer
eMarketer is a business service unlike any other. eMarketer does not conduct research. It aggregates and analyzes all the available research, surveys and data on a given topic. So you see far more than a single source could ever provide. eMarketer doesn't deliver one point of view, it gives you thousands. Providing overviews and insights available nowhere else, eMarketer reports on the reports, analyzes the analysts and dissects the data.

eMarketer serves as a trusted, third-party resource, cutting through the clutter and hype-helping businesses make sense of the numbers and trends. eMarketer's products and services help companies make better, more informed business decisions.

About ATG
A trusted, global specialist in e-commerce, ATG (Art Technology Group, Inc., NASDAQ: ARTG) has spent the last decade focused on helping the world's premier brands maximize the success of their online businesses. ATG Commerce is the commerce platform and business user application solution top-rated by industry analysts for powering highly personalized, efficient and effective e-commerce sites.

Colleen Gildea

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Quote of the Day

"Everyone by now presumably knows about the danger of premature optimization. I think we should be just as worried about premature design - designing too early what a program should do."
- Paul Graham

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