Share this content

Successful ecommerce is defined by the “critical first hour”

12th Dec 2014
Share this content

Ecommerce providers looking to convert customers into buyers have a maximum of 60 minutes in which to do so, according to analysis of online shopping sessions by Monetate.

The research, conducting by tracking over 7 billion consumer journeys online, also found that sites lose 30% of all site traffic within the first 60 seconds of a session, highlighting the importance brands must place on delivering relevant content to users within the first few clicks of a website.

The Monetate Ecommerce Quarterly Report for Q3 of 2014 unearthed some interesting trends at various points within the “critical” first hour of online shopping journeys:

‘Minute zero’

The research states that during this timeframe, 77% of consumers are in “product discovery mode”, with just 18.9% visiting product detail pages, 4% placing items in checkout carts and 0.01% actually making a purchase.

Zero to 15

Nearly 52% of all purchases are made within the first 15 minutes of a shopping session, the research states, with most occurring between the fifth and eighth minute. During these first 15 minutes, 65.5% of consumers are in product discovery mode and 26.5% visit a product detail page.      

The middle 30

The middle 30 minutes of a website visit tends to be reserved for more committed shoppers, with Monetate’s research showing a gradual drop-off in site visits during this period. It states that, at this point in an average shopping session, a visitor has either “left the site, made a purchase or is a dedicated browser”.

Despite the decline in numbers, conversion rates are far higher during this timeframe, with 0.62% occurring during minutes 16-30 and 0.66% from minutes 31-45.

Final 15

68% of all purchases have been made by the 45 minute mark, however the final 15 minutes also delivers 6%  of converting shoppers, before the motivation to buy wanes. After the first hour, the research found that ecommerce sites earn just 14% of their customers.

Monetate’s data highlights the importance of ecommerce sites delivering relevant content and easy-to-use navigation, especially in light of recent research from IBM which found consumer attention spans online at an all-time low, with the average time spent on a website now hovering around the 6 minute 49 second mark.

A study from Rackspace also found that many consumers leaving ecommerce sites do so because of an overburden of choice. In fact, 34% of shoppers will give up browsing online altogether after just 10 minutes, if they can’t find what they’re looking for.

Replies (0)

Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.