In its most recent market analysis report, Salesforce’s quarterly digital shopping index revealed new shifts in digital growth factors. The report confirmed that as traffic begins to dwindle, shopper spending is picking up the slack to move the needle on conversion rates and average order values.
In order to collect the results, Salesforce reviewed 725 digital commerce sites — 500 million shoppers that comprised of two billion visits in 37 countries were represented as part of the analysis.
This quarter marks the first time that overall web and mobile traffic hasn’t been the primary factor in securing growth highlighting that shoppers are captured through quality engagement that’s maintained throughout their entire journey.
General global digital commerce increased by 12 percent in the first quarter — a steady build that’s sharing more of its traffic and conversions within mobile platforms, the report noted. The most growth was achieved in Canada at 24 percent; Australia and New Zealand secured 21 percent growth, and France maintained 17 percent growth. Germany had the lowest increase rate at five percent growth, the report noted.
In regards to devices, mobile led the charge for order and traffic growth — 23 percent of consumers opted to purchase through their smartphone in the first quarter. Year-over-year, this is rather low; in the first quarter of 2016 mobile made up 46 percent of traffic. The report noted that laptop and tablets suffered the largest decline reported in the past year. Laptop traffic was negative six percent; tablets were down a whopping 15 percent. This reiterated the necessity for brands to build and constantly adapt mobile experiences.
Though mobile was the stronghold for traffic, laptops continue to be the preferred device for order share — 56 percent of orders were completed on a laptop in the first quarter of 2017, the report said. Despite being the top device, the usage was trending down year-over-year. Mobile orders, unsurprisingly, were trending up. Order shares on mobile was 32 percent, a rise from the same period last year, which was at 27 percent.
Especially of note was the report’s statistics on visit duration. Shoppers browsing on tablets remained on a web site the longest – eight minutes. However, consumers perusing on mobile stayed the shortest period of time – six minutes. This highlights the complexity of the present consumer who’s easily turned off and distracted, shifting quickly from shopping site to shopping site. Considering that mobile is rising in both order and traffic share, brands and retailers need to consider load time and the immediacy of the customer experience.
As consumers receive journeys they demand, the requisites to maintain this shopper will become even more diversified. Rethinking marketing strategies that involve one-on-one marketing that delivers personalized experiences to the consumer throughout her daily activities will become even more crucial as visit duration drops and demands rise.
Brands and retailers who are slow to adopt new technology will quickly find themselves without traffic should they delay in updating mobile platforms. This merits the hiring of professionals versed in data collection and analysis.