Last week I presented the article 5 Online Shopping Statistics To Learn From for you to learn some great tips and takeaways from. Here we go again with another set of five great eCommerce statistics and their takeaways to help you understand where the market is going and how to improve your store.
1. Only 20 percent of a typical visitor's attention goes to information below the fold (Nielsen Norman Group)
Takeaway: Getting your main call to action above the fold is extremely important. If your goal is to get them to purchase an item then you need to make sure that your ‘purchase’ or ‘buy now’ button is right in front of the shopper.
2. US mobile commerce spending will reach $31B in 2016 (Multichannel Retail 2013)
Takeaway: The world is moving rapidly towards using the mobile web for everything, including shopping. Consider moving towards a more responsive design for your eCommerce store. Obviously making large changes like this to your store can be costly, so a great place to start is to begin utilizing responsive emails for your email promotions/campaigns.
3. When it comes to making retail purchases, the use of a laptop or desktop computer (83%) beats trips to a store (81%). (TeaLeaf)
Takeaway: Consumers are capable of having vast amounts of information right at the tips of their fingertips. If more value is brought to the consumer online from your web store than a competitor’s physical store, they'll buy from you. Try to add as much information, insights, user feedback and detail to a product page to give your customers the information they desire and keep them from buying it locally.
4. 97% of people believe that purchase tracking is essential in eCommerce. (comScore)
Takeaway: Look at this from a consumer standpoint; no one wants to be left in the dark about a potentially expensive product they just purchased. It’s comforting to know that the new electronic, or whatever I just purchased is actually on its way and will be here when I want it. Consider offering this to customers who purchase a minimum amount. Who knows, they may even be willing to pay for it themselves... It never hurts to ask, do some testing to find out.
5. 25% of shopping experience dissatisfaction was a result of the product not being what the customer expected. (compete)
Takeaway: Don’t let your customer question what they’re buying. Make sure the customer knows exactly what they’re paying for on the product page. Provide great images of the product variations, user reviews, and detailed custom descriptions.
Written by: Mitchell Abdullah