Are you one of online retail’s golden 1%?

Whilst this 1.06 per cent of total visitors generate four tenths of a site’s income, there are a further 20 per cent who will never make a purchase, according to Qubit‘s Customer Experience Management platform.

The research breaks down website visitors into a range of different user types:

Basket cases

A strange retail breed, the basket case comes to a site and fills their shopping basket but never completes their purchase. They only represent 2.46 per cent of users, but generate no revenue for the retailer. They tend to use Google’s Chrome browser, which has a younger user base that’s happy to shop around, perhaps explaining their bizarre on-site behaviour. 

These users come from the Midlands and North West, particularly from Birmingham, being 50 per cent more likely than average to come from that area. They’re also largely nocturnal, with their web usage focused around 19.00-03.00.

Big spenders

This core of loyal website fans make up just 0.03 per cent of total users but create 30 per cent of revenue. Intensely loyal to their chosen retailer, they visit their preferred sites 300 times more often than the average user. They’re 20 per cent more likely than the average to be using a tablet, but are ten times less likely to be visiting via a mobile. These users shop between 13.00-15.00 during the day, but will also spend up to 20 times longer than the average user surfing between midnight and 04.00. 

These users are 23 per cent less likely than average to come from Central London but are over-represented in the city’s suburbs, in particular in Ealing, where more than twice the average number reside.

Sofa surfers

Some 17 per cent of website users visit sites regularly, but never purchase. Their regular viewing times of 09.00-11.00 and 13.00-17.00 suggest that they might be stay-at-home mums or non-working individuals with plenty of time on their hands to surf their day away. 

They are twice as likely as your average site visitor to be surfing on an Apple device using the Safari browser and to be using a tablet. Geographically, these users tend to come from urban areas, although Londoners don’t seem to be as prone as others to this behaviour.

Speedy shoppers

Making up 1.03 per cent of users, the focused few generate ten per cent of total revenues, making them the second most valuable segment. These users visit a site and make a purchase with no messing around and little consideration. Whilst Mancunians rarely display this behaviour, people from north east London seem to be keen on this sort of focused shopping. They’re 18 per cent more likely to be using a mobile and tend to surf via Internet Explorer or Chrome.

Graham Cooke, CEO of Qubit, suggests that “by breaking down online shoppers into these different personas its easy to see where retailers should be focusing their efforts. Sofa surfers and basket cases show all the traits of ‘real’ shoppers and if you’re not analysing your audience properly you’ll never know that they’re giving you nothing back.

“By understanding what people are doing on your site, and whether or not they’re going to turn into paying customers, you can make more informed decisions about where to invest your marketing budget.”

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