Internet Retailer’s Mystery Shopping Study conducted by the E-Tailing Group shows that rich media, coupons and themed merchandising areas are the top choices for retail web sites making customer-focused improvements.

This annual study is based on a survey of 100 retail web sites. Results reflect online trends toward the use of emerging media online. For instance, online audio files were found on 41 percent of sites, quite an increase from the 15 percent reported in Q4 2005.

Below is a recap of some of the significant changes found in Q4 2006:

• 38 % of retail sites display streaming video, up from 20% in 2005

• 46% of retail sites had a color change, up from 34%

• 57% of retail sites displayed alternate views, up from 45%.

Additionally, 59 percent of retail sites set aside an area for themed collections of merchandise, up from 28 percent a year ago. Areas designated for clearance items appeared on 73 percent of sites, up from 51 percent.

Lauren Freedman, president of the E-Tailing Group, Chicago, said “… merchant initiatives are focused on control, convenience, creativity, convergence, and community. From the shopper’s perspective, the issues are making it easy and saving time…”

The study revealed that landing-page sorting options appeared on 78 percent of the sites. This was a new measurement in the 2006 study. It identifies 11 additional sorting options:

The study also reported the following shopper-friendly changes on retail sites:

• 25 percent of retail sites offer features allowing customers to pre-order products, up from 16 percent the previous year.

• 81 percent allow online customers to return products to stores, up from 72 percent.

Additional information on the study is available from Internet Retailer.