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92% of Shoppers Don’t Buy on First Visit, Ecommerce Stats

Even People Intending to Buy Don’t On First Visit

Episerver has published a report with ecommerce stats that shows that very few people buy on their first visit to a website. Whilst this was not surpring, it reinforces our observations. The study was on people who had the intent to purchase when visiting. The majority never went through or into the checkout.

This illustrates that nearly all visits of people intending to buy do not do so on the first visit. They are first at the  ‘assess the retailer’ stage. And this is important because if you are paying for those visits, a good strategy is needed to get them back again, when they will purchase.

How? One very simple strategy is remarketing lists. These use cookies to push the ads you are bidding on higher up the SERP when they search again.  Another important one is to entice back again with email offers. So trying to get at least contact details before the person leaves is useful. That can be achieved by emphasising benefits from a simple sign up.

It also highlights that many websites are not particularly enticing on first view. Whilst most visitors are going to check a few retailers, what you need to do is make them consider you over the others. Your site design has some influence. The pricing is also obviously very important.

Perhaps one third of the ‘bounces’ recorded above were simply down to the wrong product landing page. Simple errors like this will hugely increase bounce rates. Using analytics to study what landing pages are going with what search terms will help you optimise. You also need to provide related or alternative products that may be closer to what was wanted on the page. And, of course, an excellent site search functionality.

Some sites also trigger a discount offer code pop up when the user leaves. You could tie that in with an email signup.

We hope this has given you some food for thought!

If you need any help with optimising your ecommerce site or in drawing more business, then please get in contact with us here at Network Intellect.


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