10/22/08

Who’s up and who’s down in Top 500 average session length

In 2008, ShoeMetro.com posted the biggest gain in average session length, according to web measurement firm Hitwise.

Mark Brohan , Research Director

The average length of time a shopper stays on an e-commerce site is a good indicator of several pertinent metrics, including how satisfied a visitor is with their shopping experience and with the retailer’s site content and performance.

In 2008, ShoeMetro.com, No. 471 in the Internet Retailer Top 500 Guide, posted the biggest gain in average session length, according to web measurement firm Hitwise. The average session length on ShoeMetro.com this year grew by 101% to 6 minutes and 13 seconds from 3 minutes and 6 seconds in 2007. ShoeMetro.com, which generated web sales of $8.5 million in 2007, was followed by Gamefly.com (No. 271) at 8 minutes and 30 seconds, an increase of 66% from 5 minutes and 7 seconds in the previous year. Hangers.com (No. 468) also increased its average session length this year, growing from 2 minutes and 21 seconds in 2007 to 3 minutes and 54 seconds in 2008, says Hitwise.

Softchoice Corp., (No. 256) posted the biggest decrease in average session length. The company, which operates Softchoice.com, saw its average session length drop by 53% this year to 2 minutes and 26 seconds from 5 minutes and 12 seconds in the previous year, says Hitwise.

The average session length for U.S. traffic to Chapters.Indigo.ca, the e-commerce arm of the Canadian retailer Indigo Books & Music Inc., was 1 minute and 41 seconds in 2008 from 3 minutes and five seconds in 2007, says Hitwise.

Indigo says that the session time for the predominantly Canadian traffic that visits its web site is based on measurements from its Omniture analytics program and other sources is about 7 minutes.

“We are the leading retail brand in Canada with retail locations across the country. Our e-commerce and community experience is designed to serve Canadians,” says Indigo senior vice president, online, Carolyn Beatty. "The growth of our online community has driven our natural search traffic resulting in more U.S. and international traffic landing on the site driven by content and when they realize it’s a Canadian site they are less likely to stay and shop.”

The average session length declined by 44% for CPA2Biz.com, says Hitwise. CPA2Biz.com had an average session length of 4 minutes and 38 seconds so far in 2008, compared with 8 minutes and 19 seconds in 2007, says Hitwise.


Who`s Up: Top 500 retail sites with the biggest increase in web site session length
Retailer
2008 Average Session
2007 Average Session
% Increase
Shoe Metro
6 minutes 13 seconds
3 minutes 06 seconds
101%
GameFly Inc.
8 minutes 30 seconds
5 minutes 07 seconds
66%
The Great American Hanger Co.
3 minutes 54 seconds
2 minutes 21 seconds
66%
Bowflex.com (Nautilus Inc.)
4 minutes 10 seconds
2 minutes 33 seconds
63%
Gateway Inc.
15 minutes 27 seconds
9 minutes 28 seconds
63%
VistaPrint Ltd.
16 minutes 11 seconds
10 minutes 20 seconds
57%
CSN Stores Inc.
6 minutes 56 seconds
4 minutes 29 seconds
55%
The Merrick Group
10 minutes 07 seconds
6 minutes 46 seconds
50%
Paper.com LLC
7 minutes 24 seconds
4 minutes 58 seconds
49%
Entertainment Earth Inc.
15 minutes 01 seconds
10 minutes 15 seconds
47%
Organize.com Inc.
8 minutes 05 seconds
5 minutes 34 seconds
45%
123inkjets.com
5 minutes 40 seconds
3 minutes 55 seconds
45%
Diapers.com (1800Diapers Inc.)
13 minutes 09 seconds
9 minutes 13 seconds
43%
Art.com Inc.
10 minutes 46 seconds
7 minutes 44 seconds
39%
Levenger Co.
6 minutes 45 seconds
4 minutes 51 seconds
39%
Who`s Down: Top 500 retail sites with the biggest decrease in web site session length
Retailer
2008 Average Session
2007 Average Session
% Decrease
Softchoice Corp.
2 minutes 26 seconds
5 minutes 12 seconds
-53%
CPA2Biz Inc.
4 minutes 38 seconds
8 minutes 19 seconds
-44%
Guess? Inc.
2 minutes 29 seconds
4 minutes 19 seconds
-42%
Beach Audio Inc.
3 minutes 51 seconds
5 minutes 41 seconds
-32%
Coastal Contacts Inc.
5 minutes 35 seconds
7 minutes 52 seconds
-29%
American Power Conversion
4 minutes 34 seconds
6 minutes 19 seconds
-28%
Cymax Stores Inc.
4 minutes 06 seconds
5 minutes 39 seconds
-27%
Select Comfort Corp.
6 minutes 06 seconds
8 minutes 22 seconds
-27%
Manufacturers Resource Network
4 minutes 55 seconds
6 minutes 37 seconds
-26%
NetShops Inc.
4 minutes 35 seconds
6 minutes 06 seconds
-25%
PC Mall Inc.
4 minutes 23 seconds
5 minutes 40 seconds
-23%
World Traveler (Kaehler Inc.)
3 minutes 45 seconds
4 minutes 49 seconds
-22%
National Business Furniture
4 minutes 23 seconds
5 minutes 34 seconds
-21%
Comp-U-Plus
5 minutes 13 seconds
6 minutes 37 seconds
-21%
Source: Hitwise

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