From the home page to the shopping cart, there is only one click
Content Square, a software publisher specializing in user experience, looked at new trends in add to cart. The analysis of nearly 200 million user sessions and the comparison of 8 activity sectors enabled data analysts to highlight changes in the mechanisms for adding to the basket on e-commerce sites.
First observation, the ergonomics and structure of e-commerce sites have evolved: Content Square notes that more and more e-merchants are offering their Internet users shortcuts for adding to the cart allowing them to reach their goal more quickly. ‘purchase. In fact, 60% of the sites studied in this barometer offer adding to the cart and express purchase from the home page or list pages.
The product page remains the queen of the addition to the cart
Despite these new trends, the study reveals that the product page remains the mechanism for adding to the cart favored by Internet users. 52.6% of additions to the cart are made from the product page, followed shortly by the list page at 39.8%. The home page remains in decline, generating 7.6% of additions to the cart.
The study also shows the importance of the traffic generated by these pages: 20% of landing pages are product pages. These results should be weighted with their very high average rebound rate, which peaks at 57.4%. Knowing that 3 out of 5 Internet users will leave the site after entering a product page, Content Square recommends paying particular attention, either by optimizing them or by creating redirects, for example to a list page.
The importance of personalizing your customer journey
Content Square data analysts found that the use of product pages depended on the user’s lifecycle:
- It is during the prospecting phase that the Internet user consumes the most product pages. He consults about ten on average, 80% of which will be seen during the prospecting phase and 20% during the purchase phase. Note: an Internet user will on average make their first purchase during their 6th visit to the site.
- On the other hand, during the purchasing phase, the number of product pages consumed drops significantly. From the 4th visit, we observe that the use of “shortcuts” for adding to the cart greatly exceeds that of the product pages. Indeed, the Internet user knows the site better, he is also more determined to buy and will therefore want to go faster.
The ideal approach therefore remains to offer the right route to the right user. For example, during the 6th visit of an Internet user, allowing him to reach his purchase goal more quickly by showing him a history insert of all the products he has consulted. with a possibility of quick purchase on the home page.
The infographic on these results:
Methodology: The figures of this study were obtained by Content Square over a period of 6 months, between January and July 2015. All devices were taken into account in the analysis which relates to the comparison of eight sectors of activity different sessions and the analysis of nearly 200 million sessions, spread over some fifty sites. The performance indicator taken into account for this study is the rate of addition to the basket, regardless of the average basket or the conversion rate.
Content Square is a software publisher that specializes in website and mobile optimization. The company offers a complementary offer of SaaS solutions and services, which allows to analyze, test and personalize customer journeys to increase the performance of websites. In 2014, Content Square was awarded by Gartner as one of the 4 most innovative technologies in the world in E-Commerce.