Executive Summary (This is a document excerpt)

Online retailers continue to struggle with poor conversion rates, difficult-to-use Web sites, and consumer preferences for shopping in stores. One of the solutions to address these woes is powerful Web site merchandising. With seven top-of-mind features that drive online merchandising improvements, and developments like segmentation and Web 2.0 technologies, retailers feel overwhelmed by a long list of to-dos. But they're not all must-haves for every retailer. To help retailers prioritize these initiatives, Forrester developed a three-step methodology to self-assess a site and create a merchandising road map.

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