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