Online shoppers are getting more efficient, DoubleClick reports
Online shoppers are getting more efficient about their spending, says an analysis of Q3 shopping patterns from DoubelClick Inc. Using its SiteAdvance analytics product to view the activities of 61 million online visitors to 90 million sites, with 738 million page views, 5.6 million shopping carts, 1.7 million purchases and $285 million in sales, DoubleClick reports:
• Consumers accessed fewer pages during each visit, but spent more time evaluating the content on each page they visited, with average time per page increasing 34% over Q2 (32.47 seconds in Q2 compared to 43.48 in Q3)
• Online shoppers purchased less frequently but bought higher value items, with consumers placing products in carts 34% less frequently in Q3 vs. Q2: 4.8% of all visits in Q3; 7.3% in Q2.
• Conversion rate fell from 4.3% to 2.8%.
• But the average order value increased 44% to $167 in Q3 vs. $116 in Q2.
• For every dollar in sales, consumers abandoned $4 dollars in shopping carts vs. $5 in Q2.
• The average abandoned cart size increased from $358 to $370.
DoubleClick also reports that search continues to be a powerful sales tool, driving 7% of overall sales in Q3, steady with Q2. It reports that 52% of visitors came from a referring URL, such as an e-mail link or search engine. It also reports that the average order value from site search transaction. increased 44%.
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