Limelight Networks(R) Research Identifies Online Commerce Website Features That Create Brand Loyalty
03 Novembre 2010 - 1:00PM
Marketwired
Limelight Networks, Inc. (NASDAQ: LLNW) today released research
ranking the website features that drive online shopping loyalty.
The study confirms that rich media and personalization are
essential to establishing brand loyalty. The research also found
that those who shop online most frequently value advanced online
shopping features more than those who shop online less often.
"While consumers value faster performing sites, the research
indicates that loyal customers are also demanding personalized
buying environments with rich features, such as sophisticated
images and illustrative video, that help them purchase with
confidence the products that are right for them," said Paul
Alfieri, Vice President, Marketing, Limelight Networks. "Based on
these findings, marketers and ecommerce storefront operators
preparing for the upcoming holiday shopping season can increase
conversion and shopper loyalty by adding rich media and dynamic
content."
Top Five Online Shopping Features
More than 1,600 online shoppers ranked the importance of
ecommerce functionality in their decisions to make online purchases
and return to sites for future shopping. Across all respondents,
the following features ranked highest in their ability to
positively impact online shopper loyalty:
1. (Tie) Product images are clear and thorough 1. (Tie) Site
search is speedy and productive 2. (Tie) Advanced product viewing
functionality (360 degree viewing, see available colors as they
would look on the product, zoom-in/out, etc). 2. (Tie) Ability to
customize products online (ex. see apparel on someone my size) 3.
Written reviews from other users of the product 4. Site recognizes
me 5. Site recalls my billing and shipping information
Rich Media
The research also found that more frequent online shoppers,
defined as those who said that in addition to holiday shopping,
they make online purchases more than once per month, ranked rich
media functions as extremely or very important more consistently
than all other respondents. The following are rich media features
that surveyed consumers found to be extremely or very important in
their decision to stay and purchase from a site and return to the
site to purchase again:
- Product photography is clear and thorough: 94% of those who
shop online more than once a month versus 84% of those who shop
online only once a month
- Allows me to customize products online: 79% of those who shop
online more than once a month versus 65% of those who shop online
only once a month
- Advanced product viewing functionality: 76% of those who shop
online more than once a month versus 68% of those who shop online
only once a month
- Video demonstration of required assembly or installation: 49%
of those who shop online more than once a month versus 35% of those
who shop online only once a month
- Video demonstrations of the product in use: 46% of those who
shop online more than once a month versus 30% of those who shop
online only once a month
- Video product reviews from actual customers: 46% of those who
shop online more than once a month versus 33% of those who shop
online only once a month
Personalization
Online buyers also ranked the presence of dynamic content such
as personalization as a critical component to the online shopping
experience. Again, the more frequent online shoppers value
personalization more than those who shop online less often.
Consumers surveyed ranked the following personalization features as
extremely or very important in their decision to stay and purchase
on the site and return to the site to shop again:
- Site automatically recalls my billing and shipping information:
73% of those who shop online more than once a month versus 59% of
those who shop online only once a month
- Site recognizes me when I come back to visit: 68% of those who
shop online more than once a month versus 52% of those who shop
online only once a month
- Remembers my personal preferences, such as shoe size, aisle
seat on an airplane: 57% of those who shop online more than once a
month versus 43% of those who shop online only once a month
- Product recommendations are made based on the items that I have
already purchased: 55% of those who shop online more than once a
month versus 41% of those who shop online only once a month
About Limelight Networks, Inc. Limelight
Networks, Inc. (NASDAQ: LLNW) provides solutions that enable
business and technology decision makers to profit from the shift of
content and advertising to the online world, the explosive growth
of mobile and connected devices, and the migration of IT
applications and services into the cloud. Over 1600 customers
worldwide use Limelight's massively scalable software services that
engage audiences, enhance brand presence, analyze viewer
preferences, optimize advertising, manage and monetize digital
assets, and ultimately help build stronger customer relationships.
For more information, please visit http://www.limelightnetworks.com
or follow us on Twitter at www.twitter.com/llnw.
Copyright © 2010 Limelight Networks, Inc. All rights reserved.
All product or service names are the property of their respective
owners.
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Limelight Networks Media Contact Heather Miller
215-867-8600 x239 media@llnw.com
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