June 22, 2022
Contentsquare, a platform that analyzes user behavior on a website or app, has just published its traditional report on online shopping experiences. What are the salient behaviors to remember this year? To analyze.
A quick word about methodology to get you started: Contentsquare analyzed data from 46 billion anonymous user sessions on 3,870 websites worldwide (25 countries including the US, Germany, US, France or Australia) between January 1st and December 31, 2021. Enough to give a relatively significant overview!
1. Acquisition: The Power of Loyalty and Free Fonts
First, some data about the acquisition, obviously the beginning of any shopping experience. According to the report, across all industries, recurring (or existing) users accounted for 51% of traffic last year. In other words, retention is just as important as acquisition in brand strategy, as it represents one in two visitors.
Another interesting piece of information: the acquisition sources of the Contensquare panel. The opportunity to realize that traffic from free fonts remains largely (75%) across all sectors (this is less the case for luxury – 59% – or pharmaceuticals – 56%).
The strength of free traffic lies in its authenticity, whether it comes from word of mouth, online content, mentions, recommendations, or even shares.
In detail, here is the breakdown of traffic sources so you can compare yourself with these market numbers.
2. Navigation: main differences between computers and cell phones
Now let’s move on to the digital experience itself. Here are the key numbers so you can once again compare it to the industry.
According to data collected by Contentsquare, users consult an average of 5 pages per session and stay 4 minutes 17 per session. If we look only by page, the average consulting time is 55 seconds, with a peak for the media of 1 min 33 (reading an article online actually takes longer than checking your bank account balance, for example).
One precision is important to note here: as might be expected, users generally browse for longer on their computer than on their mobile phone. Ideal for fast browsing, the cell phone doesn’t really compromise with time, users are particularly volatile.
A consumer who buys from his cell phone, late at night, is necessarily in a different frame of mind than a desktop user at work. These differences in behavior can be decisive at the time of conversion. Brands need to connect their data and personalization strategies to their customers’ goals and expectations. says Niki Hall, CMO at Contentsquare.
3. Conversion: online compulsive shopping is not verified in practice
It’s a little nerve of war and the part that will most interest marketers: the purchase and what is called the conversion of a user into a customer at the end of their online navigation.
Already, one element should be remembered when analyzing your data: page views suddenly jump when it comes to a “buy” session. + 348% in this case compared to the average of sessions (+ 567% for the high-tech industry only). This debunks the myth of compulsive buying: prospective buyers take the time to carefully compare before choosing.
We note that the buy session is the all-hazard session. With an average of 22 pages consulted, it’s a real obstacle course that awaits its users: multiplication of error risks, UX risks and loading times. In short, shorten your routes. There is a real correlation between conversion rate and short trip: it’s simple, fast and reliable. explains Pierre Casanova, Chief Revenue Officer at Contentsquare.
Another element that confirms that online shopping is far from compulsive: the average duration of a shopping session is on average 17 minutes and 11 seconds, that is, almost four times longer than the general average of sessions.
Size accuracy here: Again, the mobile user is pretty quick to add items to their basket and buy (about 13 minutes on average). On a computer, the user takes longer to compare and browse before finalizing the purchase (about 22 minutes on average).
4. And the average conversion rate is…
… at 2.96%, all sectors combined. This is obviously one of the most scrutinized indicators on the market. Note that between 2020 and 2021, this rate jumped 30% according to Contentsquare (from 2.27% in last year’s report).
The desktop is still the device that gets the best performance: 3.7% conversion (versus 2.2% on mobile) and the average order value is 91% higher than on mobile. With one big exception: the luxury industry.
You are now better informed so you know where you stand in relation to the industry and the actions you still need to take!
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