eCommerce websites of leading online retailers are usually a great example of how to empower customers and how to generate higher conversion rates (from browser to buyer) and lower shopping cart abandonment.

Here is a list of the 20 most successful Web features addressing all aspects of the eCommerce life cycle.

MERCHANDISE PROMOTION

1. Online & offline coupons
Create buying incentives by displaying or sending coupons that can be redeemed online (through promotional codes) or in store (with flyers).

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Retailers who have embraced online marketing and eCommerce are reaping the benefits of experienced consumers who use the Internet channel to search and discover products before making a purchase decision. The most noticeable outcome is that online browsing converts consumers into store buyers.

In a recent report on Multi-Channel Retailing in the US, Jeffrey Grau, senior analyst for eMarketer says that: “US consumers now routinely use various combinations of a retailer’s stores, website and catalogues, even during the course of a single transaction. One consequence of this is that online product research is driving more store sales than online sales.“

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A lot of attention has been given lately to the amazing double digit growth of eCommerce in the US.

Forrester Research has released a couple of critical reports that explain this phenomenon:
- State of Retailing Online 2008 (in association with Shop.org)
- U.S. E-Commerce Forecast: 2008 to 2012

Online retail will increase 17% in 2008

Forrester sets the trends for the next 5 years with online retail sales in the US of:

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