E-commerce sites wanting to be more successful should take advantage of search-based internet marketing, according to Sandra Hanchard of Hitwise.

The expert told Inside Retailing that effective retail websites make use of both search optimisation and pay per click ads relating to their top products and brands to attract visitors.

Despite this, many sites – particularly those belonging to traditional retailers – fail to take advantage of search marketing for the purpose of capitalising on customer interest that is qualified through their queries.

Ms Hanchard went on to highlight the importance of conducting online research for retailers, "whether it is getting accurate data on seasonal trends, using search traffic for demand forecasting, or determining where their target audience is spending time online".

According to Hitwise, high street brands in the UK are starting to see the same level of online success as retailers trading exclusively online, due to consumers looking to trusted brands during the downturn.

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