Internetrix is exhibiting at the Online Retailer Expo and Conference held at the Sydney Convention and Exhibition Centre on 18-19 August. Online Retailer is the only event in Australasia exclusively devoted to internet retailing and e-commerce.

As increasing numbers on consumers go online to shop and search, retailers need to start maximising their online presence to ensure high levels of Return on Investment (ROI).

According to a Hitwise retail study on Christmas shopping in 2008, visits to physical store locations by Australian internet users has been growing at a yearly rate of 19.2 per cent. This data reflects trends which suggest that Australian consumers are increasingly seeking information online before making a purchase.

“It’s important that the retail segment fully realises the opportunities their web presence can generate in terms of reaching business objectives,” said Internetrix’s General Manger Daniel Rowan.

David Chinn and Sandra Hanchard of eTail Today.com.au recommend audience measurement as key to understanding consumer intent and increasing ROI.

“One of the key factors to succeeding in multichannel retailing is understanding consumer intent through audience measurement,” Chinn and Hanchard wrote.

“Just as in-store traffic measurement can help to identify opportunities for business growth, web analytics can help retailers measure the performance of marketing campaigns in supporting wider business objectives, such as client acquisition and retention.”

Internetrix’s Search + Conversion Analyst, Rodney Ip, recommends retailers taking the time to run proper, effective analytics to ensure reports are being generated on metrics key to a businesses objectives.

Although a retailer’s website can be used to support and drive traffic to a stores physical presence, a retailer’s website can also provide unique business opportunities.

 “Effective web design and information architecture can help funnel consumers to key areas of your site. Depending on your business objectives, this could be anything from actual online sales to driving in-store traffic,” said Daniel Rowan. “Furthermore, a properly designed website can improve your ranking on search engines therefore driving more traffic to your site.”

“Although having a web presence helps, having an effective web presence pays dividends and really improves ROI by increasing conversion rates. A lot of our clients come to us with relatively basic websites that although enhance their physical presence, don’t fulfil their potential and maximise ROI.”

Internetrix will be exhibiting on stand 73 at the Online Retailer Expo and Conference and look forward to answering any of your questions about maximising your stores web presence.

For more information on the expo visit www.online-retailer.com.au