Browsing behaviour on e-commerce textile
With a higher conversion rate and an equivalent average cart, retail e-commerce stands out from the other sectors. Web users enjoy spending time and acting like window-shoppers on fashion websites before buying. The more they return, the higher their average cart.
With an average conversion rate up to 2% on desktop, the retail sector shows more performance than the other sectors. For instance, during the sales and holiday season at the end of the year have a very positive impact on sales. Fashion e-commerce remains before all marked by a strong seasonality: sales have increased 41,5% on average this year during winter sales.
But more than those rather classic data, it is the browsing and purchase behaviour of Web users that really strikes in this study. Content Square’s analysts realized that visitors of fashion websites widely tend to act like window shoppers. The retail sector is the sector generating the most revisits before the purchase. On average, purchasers will visit 3 to 4 times before purchasing. Contrarily to other sectors, the more users come back on the website, the more likely they will purchase.
In the end, there is a wide similarity between the behaviour of Web users and shoppers: they’ll “window-shop” before buying. The prospection phase is crucial for online fashion. On average, purchasers convert after 4 non-transactional visits. They will shop during all those visits, consume a lot of content and find the products they like. In the example of users purchasing at their 5th visit, they saw more than 50 list and product pages before purchasing, among which 3 out of 4 were seen during the “window-shop” visits.
An example of User Experience expressing the necessity to test
To Jonathan Cherki, CEO of Content Square, this survey confirms the necessity to analyse and test the funnels:
“It is no more secret that user experience is different from a sector to another, just like it is from a country to another. Web users of the retail fashion sector will prospect a lot, just like they do offline, before deciding to buy. In other sectors, such as the automotive sector, the act of buying can be more precise and rational, because of the necessity to quickly replace a part, for instance. The way to consume content will not necessarily be the same. My advice to e-merchants: analyse the life cycle of Web users and adapt your ergonomics. For a fashion website, favour window-shopping, offer lots of brand content, enhance the “add to favourites” buttons, infinite scroll, and widely encourage your Web users to come back on the website”.
Beyond these aspects, the Content Square’s analysis questions in a more general way the analytics world. That is the point of view of Adrien Portejoie, Data Analyst at Content Square:
« The transactional visit of a Web user coming back for the 5th time on the website is not a browsing reference: with very few hesitation before the click, direct itineraries, and a small quantity of consulted information. The choice to purchase was made during a non-transactional session. Nowadays, you need to overtake the segmentation of the audience between transactional and non-transactional sessions, for instance by distinguishing impulsive purchasers and “window-shoppers.” Only after understanding those differences can you optimize the ergonomics of a website.”
The content is and will remain an essential element for the conversion of e-commerce websites. This survey enhances the idea that every website has its own classification of users and the corresponding content that suits it. To “hit the mark” and reach the consumers, you need to understand that there are no best practices, rather typologies of itineraries and different life cycles. It is in this approach that Content Square’s solutions help e-merchants to increase their conversion, by helping to understand user browsing and proposing optimisations that better meet their expectations on the website.