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BizReport : Ecommerce archives : December 12, 2014

Personalization: 30% of site visitors are gone in sixty seconds

Sixty seconds - that's all it takes for a visitor to an ecommerce website to decide whether they will spend any more time browsing, according to new research released by multi-channel personalization firm Monetate.

by Helen Leggatt

The first minute of a site visitor's experience is crucial. Within those precious seconds a brand can lose 30% of their visitors if the experience and inventory does not live up to expectations. During those first sixty seconds, more than three-quarters (77%) of visitors are still in product discovery mode and so personalizing that initial experience to a visitor's likely intent will greatly reduce bounce rates.

Monetate's global Ecommerce Quarterly Report also found that during the first minute just 18.9% visit product detail pages, 4% place an item in the shopping cart and very few, just 0.01%, make a purchase.

While most online shoppers remain in product discovery mode within the next 15 minutes spent on a website (65.5%), more than half (52%) of all purchases are made within this timeframe, found Monetate, with the majority made between the fifth and eighth minutes.

After 15 minutes, during the next 30 minutes of an hour-long window, Monetate found that the number of site visitors dwindles.

"At this point in an average shopping session, a visitor has either left the site, made a purchase or is a dedicated browser," says Monetate. "Though fewer, the remaining visitors convert at a higher rate, relative to the general visitor population, than at any other time - 0.62% during minutes 16-30 and 0.66% from minutes 31-45. A marketer's tactics at this stage should be very different than in the earlier stages when visitors were less motivated."

By 45 minutes into an hour, 68% of all purchases will have been made and the final quarter of an hour will deliver just another 6% of converting shoppers as intent to purchase begins to wane.

Image via Shutterstock

Tags: ecommerce, path to purchase, personalization

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