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Surprising new facts about online customer behaviour

Surprising new facts about online customer behaviour

Highlights from “Expectation Economy” September 2015

On 10th September I attended Qubit’s Expectation Economy conference in Manchester.

The room was filled with a highly expectant audience eagerly lapping up the interesting points made by all the speakers. Below I’ve listed some of the key points I wanted to share with you:

Current stats are now flying in the face of conventional consumer wisdom:

  • Twitter's fastest growing age demographic was between 54 -66 (between 2012-2013)
  • Women make up the highest percentage of gamers
  • Subsaharan Africa is now the world’s largest mobile market

Online customer behaviour

  • On average, customers visit your site 5.1 times before they purchase [click to tweet]
  • Tablet and smartphone now account for 39.2% of overall traffic
  • Last year on average only 3.1% of visitors to retail sites made a purchase over the course of the year. The overriding majority of people that enter your site do not convert [click to tweet]
  • Customers who purchased for the second time spent 3.5% more than first time purchases

Peak sales periods

  • Boxing Day is no longer the key sales date in retailer's calendar
  • The number of conversion online on Boxing Day dropped by 17% between 2013 and 2014
  • There were almost 79% more internet shoppers on Black Friday than on 26th December [click to tweet]

My key takeaways:

  • Customers are 10 times more likely to buy when they have bought just once - personalise your strategy around this customer [click to tweet]
  • Email is where your most loyal customers come from. They account for just 7.6% of your traffic but have a higher propensity to convert
  • The most common number of page views seen by the customer before they purchase is 10-15. Paths to purchase vary greatly [click to tweet]
  • Plan around cyber weekend (Black Friday & Cyber Monday). See our blog 'How to optimise your ecommerce website for a Christmas to remember' for a plan to follow

Read our ebook below to find out how a focus on three power metrics can double your CRO success.

The Advanced Guide to Conversion Rate Optimisation

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