Consumers are clicking away online, driving steady e-commerce gains, but what are they doing before the click and what can that tell the merchant?
That’s the question Jonathan Cherki, founder of user experience analytics firm ContentSquare is looking to answer.
ContentSquare captures over 1 billion user videos a day and analyzes them to see where people who visit on e-commerce sites are stopping, where they’re hovering and what leads them to click.
A new research report from the company found that 13 percent of visitors to fashion web sites view more than six products, versus 5 percent for other e-commerce sites. So that’s an engaged user base, but there are distinctly different sets of shoppers online. There are the VIPs who spend large sums, the web browsers who come and go quickly and the newcomers.
“It’s not enough to simply recognize that these different segments exist, retailers must act on that insight by beginning to tailor their offers and on-site experience to these personas,” ContentSquare said in the report, suggesting specialized digital teams act as “virtual online store assistants” to capture customers.
“Shoppers love to browse online just as much as they do in-store,” according to authors in the report. “With 3.77 average visits, this dwarfs other industries who average 2.6 average visits. One key advantage for online stores over their bricks-and-mortar counterparts is that this window shopping can be accurately monitored. Digital teams can identify the browsing patterns of specific customer segments, what items interest them, if they’ve added certain clothes, are they likely to purchase others?”
ContentSquare said 90 percent of consumer behavior happens before the click. And just as retailers have found as they ventured across international borders, online customers vary from country to country.
“ContentSquare helped a leading fashion brand conduct an audit on their on visitor behaviors,” the report said. “They discovered that French people rarely read the terms and conditions whereas in Germany one in five visitors read them. For German visitors, reassurance and clearly stating the terms of sales have a huge impact on registration and purchase decisions.”
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