Retail Web Site Real Estate

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Premium real estate is not unlimited, an issue print catalogs and physical retailers have dealt with for decades. Assigning values to screen real estate (e.g., pages and elements) enables methods for leveraging off-line learnings, thus providing retailers with insights into maximizing their online opportunity.

Some key takeaways from this report by Jupiter Research include:

1. Many retailers view site real estate as unlimited and free. However, there is a small window of opportunity for online retailers to interact with their visitors and maximize productivity of these interactions
2. The average and median monthly page interaction approaches only 20 pages (based on total visits per month), with visitors spending about 30 seconds on a page. Retailers must understand page and page-element productivity to drive success of their online business
3. Examination of real estate contribution is not widely practiced. A relatively small number of retailers focus on where they are losing customers and the productivity of cross-sell efforts