Forrester Research predicts that online retail sales will grow at a compound annual rate of nearly 10% through 2018. Yet many retail operators have failed to optimize their product pages to take advantage of the continuing shift to e-Commerce.
The first step in a prospective customer’s path to purchase typically is an online search, usually through Google. If the retailer fails to catch the customer’s attention at this critical juncture, the sale is likely lost. The key to catching the customer’s attention is a first page listing in the Google search. In a study that Chikita Insights conducted, it was discovered that 91.5% of Google e-Commerce referrals come from the first page, and another 4.8% from the second page.