Retailers have teased and rolled out online deals for days, even weeks, but the real Black Friday is here.
Nearly half of visitors arriving at retail web sites intending to make a purchase leave without buying, a web site usability study by iPerceptions finds.
Nearly half of visitors arriving at retail web sites intending to buy leave without completing a purchase, according to a new web site usability study from analytics provider iPerceptions Inc.
The study found that 16% of site visitors arrived at a site to make a purchase, but that only 52% of them actually bought something during the visit.
The aggregate task completion rate for visitors to e-commerce sites in the month of October was 68%, meaning that more than two-thirds of online visitors were able to complete their primary intended task during each visit, the study says.
The largest number of visitors to e-commerce sites cited in the study, or 47%, arrived with the primary purpose of browsing, comparing and researching products. Other motives beyond making purchases included checking prices and promotions, 11%; accessing customer service or customer support, 10% and finding a store location, 4%. Another 10% visited for such reasons as reading a blog or watching a video.
Task completion rates were highest, at 80%, for visitors seeking a store location, followed by 78% for visitors seeking pricing and promotional information, and 76% for visitors researching a product.
Site visitors were twice as likely to return to a site if they were able to complete their intended task, and 67% of these visitors retained an enhanced opinion of the online retailer’s brand while 60% reported a higher likelihood of purchasing from the same brand either online or offline.
Among visitors who did not complete their intended task, only 18% retained an enhanced brand opinion and only 14% reported an increased likelihood of buying from the same brand online or offline
The study was based on a survey of more than 50,000 web site visitors during the current quarter.