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4 metrics that help retailers understand their ecommerce customer journey and increase revenue

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The CNMC points out that Spain had the best year of its historical series in 2022reaching more than 72,000 million euros in turnover, 25% more than in 2021. This indicator encourages retailers to pay attention to the user who buys online in order to offer better experiences that turn into sales. In this strategy, data is especially relevant if retailers want to obtain a good ROI at a delicate moment that requires them to study their investments in detail.

However, according to Retail Digital Experience Benchmark 2023 conducted by content squarespecialist in digital experience analytics, although many of the retailers recognize that a better experience is closely related to obtaining data based on user behavior, many of them focus exclusively on those that track the starting points and the endpoints of your customer journeys, i.e.: traffic, bounces and conversion.

Consequently, this reference study that collects data from 102,000 million page views and 20,000 million sessions from 1,493 websites in the retail sector in 26 different countries (including Spain), reflects that during 2022 the bounce rate reached 47%, affecting the conversion rate, which has fallen to 3.5%. These figures support those digital leaders who understand that the path to offering a better experience begins with understanding the entire customer journey. But, what metrics should we take into account to focus on it?

4 metrics to go beyond traffic and conversion

  1. Session depth. This metric proposes a measurement of the consumption of pages that a user makes before the purchase. In the retail sector, mobile phones represent 76% of new visitors, which is why we are faced with a consumer who enters to browse, starting more superficial sessions. With this in mind, brands need to use their content strategically to simplify their customer journey. This includes a checkout process with as few steps as possible. Overall, session depth has dropped to an average of 5 pages, representing a 2.3% year-over-year decline.
  2. Activity rate. Although it is a metric little known and studied in Spain, it is of special relevance because it measures the frequency with which visitors engage with the website through clicks, scrolls, swipes or taps throughout the journey. Sites with more active visitors offer higher conversion rates and lower bounce rates. Keep in mind that the relationship between these rates is crucial, because by reducing bounces, companies find more opportunities to engage, inspire and drive their buyers to take action.

  3. Scroll rate. This metric allows you to assess how much of a page’s content a visitor is exposed to and is very useful for assessing the results of an A/B test on the page. Contentsquare’s analysis shows that users typically scroll to almost the middle of the page, suggesting that brands should move their most compelling content, offers, and CTAs to the top half of the page so they can be seen and shared. increase visitor involvement. The scroll rate in the retail sector fell by 2.7% in 2022, and went from 51.6% in 2021 to 50.2%.

  4. Frustration. More than 1 in 3 visitors, 37%, have experienced frustrations during their customer journey. The most common are related to slow page loads, affecting 18.6% of sessions. Special mention to clicks of frustration (5.9%), those that the visitor makes compulsively on a web element that is not working as it should. Retailers that have accelerated their speed have reduced their bounce rates by up to 4 points and have managed to increase their revenue by 7.46%.

Through its metrics for the analysis of user behavior on the website, content square helps retailers detect those friction points that occur in their e-commerce with the aim of improving the experience during the entire customer journey and, thus, avoiding losses. In this way, retailers obtain quality data to better invest their marketing budgets and achieve a good return.

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