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09 November 2004

Changing online consumer behaviours

During Q2 2003, DoubleClick started to aggregate data collected and processed using its SiteAdvanceSM web analytics solution that is implemented in a large number of e-commerce sites. From this data, every quarter Doubleclick publishes an E-Commerce Site Trend report. The Q3 2004 report, which has been recently published, highlights some very interesting behavioural changes from the previous year.

Flipping through
Compared to last year, visitors' sessions on commerce sites are half a minute shorter. They now last on average 4.4 minutes, versus 4.9 minutes in Q3 2003. Visitors spend on average 14 seconds less on each page they visit. It is now 29 seconds versus 43 seconds a year ago. The increased speed means that, on average, in each session, they look at almost three more pages: 10.3 pages versus 7.7.

Finding a product doesn't mean buying it
The percentage of e-commerce site visitors who add products to their carts, but then abandon them, has increased from 53% to 57%. But, once they start the checkout process, they are more likely to complete the purchase (63%) compared to a year earlier (59%).

On-site searches more effective
There is an increase in the frequency and size of sales coming through the commerce site search function. They were 6.6% of all sales a year ago, and are now 9.3%, with higher conversion rate (2.1% vs. 1.5%) and greater value (126$ vs. 100$).

Where: Global
When: Q3 2004


Posted at 12:18 PM in Digital behaviour | Permalink

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