Conversie e-commerce sites neemt toe tot 4.9%

Uit het recente e-commerce onderzoeksrapport van DoubleClick blijkt dat de gemiddelde online conversie voor e-commerce sites in de VS jaarlijks +14% toeneemt met een gemiddelde in het tweede kwartaal van 2004 van 4.9%. Daarnaast ook goede cijfers voor het gemiddelde orderbedrag (+15%) en opbrengst per klant (+25%).

Belangrijkste conclusies uit het rapport:

• Visitors are looking at more pages per session with an increase of 12% (9.8 pages in Q2 03 vs. 11.0 in Q2 04), however session length remained relatively flat (4.78 minutes in Q2 03 vs 4.82 in Q2 04).

• Consumers are increasingly likely to cart items, an important indicator of consumer interest in making a purchase. Carting frequency rose from 8.3% to 9.4% year over year.

• More significantly, shoppers are more likely to buy and their spending per purchase has increased overall. Conversion rates have increased 14% year-over-year, with 4.9% of all visits resulting in a conversion. The average order value also increased 15% year-over-year to $134.01. More dramatically, the average revenue per visit increased 25% from Q2 03 to $4.28.

• However, consumers are more likely to abandon their shopping cart – abandoned carts increased 24% year over year from 45.9% to 57% of all carts. Consumers are also less likely to return to abandoned carts to complete a purchase. In Q2 04, only 26 .5 % of sales resulted from previously carted items, while a year ago, they represented 35.6% of sales.

• Usage of on-site search functionality increased dramatically (+26%) year-over-year while the percent of sales from search increased 17% to 8.4% of all purchases. More importantly, the average order value of sales that result from search increased 47% year-over-year to $110.62.

Bron:

DoubleClick?s Research: Q2 2004: E-Commerce Site Trend Report (pdf)