"In Q1 2016, Demandware network reported that customers spend a global average of 8.93 minutes on retail websites"
One of our fantastic partners, Demandware, measured the amount of time consumers spend on retail websites - comparing the amount of time between Q1 in 2015 and 2016 as well as dividing the results by desktop, mobile, and tablet.
Breaking it down:
- The UK is most patient... or spends the most time on a site
- France doesn't have time to waste!
- Overall, time spent on sites globally has increased 36 seconds
- Germany and Canada will stare at your site on their phones for the longest
- Mobile site attention spans decreased by 42 seconds
- Again, UK will spend the most time and France will spend the least
- Overall, consumers are giving you an extra 24 seconds to get them to buy
How can you leverage this?
1. Make sure you have a cohesive omni-channel strategy. Mobile is the digital medium that your customers take into the physical world. On desktop and tablet consumers are browsing for longer and digging deeper into your site and product. In mobile, quick and easy use it the focus. Check out our mobile infographic for best practices.
2. Personalize, personalize, personalize. Moosejaw has seen incredible lift using persona based marketing and personalizing their web pages based off past behavior. Dive deep into how they do that in their case study here.
3. Make products easy to find and buy. Add smart recommendations with predictive analytics helps you automate webpage recommendations that reflect the consumers buying AND browsing behavior. Make sure too that you have descriptions, reviews, photos and more.
4. Focus on the check-out experience. Provide loyalty incentives to have customer sign in and save their cart over devices for easy check out and save items previously added to the card. Also, ensure your check out process is clean, visibly secure, and easy to pay with extras like promo-codes and paying with gift cards are easily accessible too.
5. Limit pop-ups. Although it is great practice to have that pop-up offering an incentive to get emails... don't dissuade consumers with too many i.e. pop ups asking for feedback, chat with a live person, look at different products, or check out immediately after putting something in the cart.
Bonus: In our “hot retail news” this week we have a list, Top 10 Tips for Accelerating a Retail Website's Performance from Internet Retailer – make sure to check it out!
Now that you have the steps to be a segmentation master, make sure to browse the top headlines for this week!
Top Retail News & Insights
Every Friday we post top trending retail news for you and are now introducing a fun fact to help you benchmark your marketing efforts against peers. Get the articles here.
1. Internet Retailer: 10 tips for accelerating a retail website’s performance
- Time is money
- Optimize images and videos
- Load test your site.
- Damage control: Test your peak load
- Cache static content
....Click for the others!
2. Business 2 Community: 5 Trends Shaping Retail and Why All Employers Should Care
In 2015, retailers realized the generational differences of Baby Boomers, Generation Y and Millennials, and how each group interacts in the workplace. The best retailers took this data one step further and analyzed how each employee group makes decisions, which led to increased workplace satisfaction, tailored perks and improved operational functions.
As more retailers invest in technology that connects the dots (reference my post on trends one and two) and recognizes the unique needs within the workforce, we’ll continue to see improvements in the employee experience.
Across the retail industry, a debate has been brewing about the role of digital inbricks-and-mortar stores. From the use of beacons and mobile checkouts to on-screen product displays, the question of how — and why — technology should be used in retail is certainly a hot topic.
And while many experts feel that filling shops with screens detracts from the customer experience, I would contend that far from subjugating the physicality of the store, technology is probably the only thing that can save the modern in-store shopping experience.
4. Practical eCommerce: Lessons from 99 Retail Website Footers
I recently studied nearly a hundred of these footers and gained some interesting insights into what an online retailer should include in the bottom section of its website. On June 27 and 28, 2016, I cataloged the footer sections on 99 retail websites. I counted the number of links in the footer, the types of legal notices, and even the marketing options.
5. National Real Estate Investor: The Beauty Business Outperforms in Bricks-and-Mortar Retail
“Take companies like Ulta Beauty or Sephora. They are insulated from Amazon.com,” says Howard Davidowitz, chairman of Davidowitz & Associates, a national retail consulting and investment-banking firm headquartered in New York City. “Amazon can’t put makeup on you. They are doing something Amazon can’t do. That is a very big deal.”
Both Ulta, which plans to open 100 stores in fiscal year 2016, and Sephora pamper shoppers with complimentary consultations and mini-makeovers. Those services are not just tertiary in the battle to stay competitive. Ulta Beauty, for instance, posted a same-store sales increase of 15.2 percent for stores and e-commerce, along with a 23.7 percent increase in net sales.