E-commerce sites are making use of new features and promotions in their internet marketing to enhance conversion rates, it has been suggested.

The 11th annual Mystery Shopping survey by e-tailing group found that a growing number of retailers are looking to encourage more sales by improving website efficiency and running limited-time offers.

Lauren Freedman, president of e-tailing group, told Internet Retailer that merchants were found to be "pulling out all the stops" when it came to new promotions, better site search, improved content and enhanced community features.

About 42 per cent of e-commerce sites now offer limited-time promotions, compared with 18 per cent in 2007.

Ms Freedman said: "Smart merchants are taking execution to a higher level, elevating the online shopping experience to provide customers with increased efficiency while fostering retention."

The survey also revealed that all of the 100 sites studied offered keyword search, while 85 per cent provided the ability to refine searches beyond keywords.

According to Econsultancy, the growth of online shopping means that a rising number of businesses are looking at implementing e-commerce platforms this year.

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