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

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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.



Kristina Knight is a freelance writer based in Ohio, United States. She began her career in radio and television broadcasting, focusing her energies on health and business reporting. After six years in the industry, Kristina branched out on her own. Since 2001, her articles have appeared in Family Delegate, Credit Union Business, and with Threshold Media.