SEATTLE – Shop.org – October 1, 2014 – Acquia, the digital business company, announced key findings and analysis of a commissioned study conducted by Forrester Consulting on behalf of Acquia, published today and titled “Bridge the Commerce / Content Divide.” The study finds that more than half of all content and commerce teams at online retailers work in silos, separated by disparate technologies. The result is a “two-site” syndrome and broken customer experiences that impede revenue growth and damage the brand, according to the global survey of 153 commerce companies.
"The current state of commerce is broken. Many brands force a consumer to turn left to browse or learn about a brand, then turn right to make a purchase,” said Ray Grady, Acquia senior vice president of commerce. “We believe commerce experiences should be beautiful, and with Acquia, brands can bridge the content and commerce divide. Customer expectations are set by the rise of very agile and contextual commerce experiences they’re finding on sites like Houzz, Thrillist and Keep.”
The Forrester study yields four key findings:
- The “two-site syndrome” slows revenue growth. Many companies suffer from the ‘Two-Site Syndrome,’ where support for the “discover” and “explore” phases of the customer journey are disjointed from the “buy.” Less than one third of companies surveyed unify content and commerce through a shared technology platform. This results in a digital experience that is difficult for a consumer to navigate, and ultimately can leave revenue on the table as those potential customers shun fractured digital experiences for more unified ones offered by competitors, driving down conversion rates.