DoubleClick: Internet Shoppers Linger on Fewer Pages

Share this content:
Online shoppers accessed fewer Web pages in the third quarter during each visit, but spent more time evaluating the content on each page visited, according to new research from DoubleClick Inc.


Data from DoubleClick's SiteAdvance Web analytics product revealed that the average number of seconds spent at each page increased by one-third to 43.49 seconds versus 32.47 seconds during the second quarter.


Online shoppers bought less frequently, but purchased items of greater value, as visitors carted products one-third less frequently. Purchases were made on 4.8 percent of all visits compared with 7.3 percent in the second quarter. Also, the conversion rate fell from 4.3 percent to 2.8 percent as average order value grew 44 percent to $167 in the third quarter versus $116 in the prior three months.


In another finding, cart abandonment continues to offer an opportunity to use re-targeting to capture lost sales dollars, DoubleClick said. For every dollar in sales, $4 was abandoned in the third quarter versus $5 during the second quarter. The average abandoned cart size increased from $358 in the second quarter to $370 in the third quarter. And the average abandoned unit was twice as expensive than a purchased unit.


Search confirms its status as a powerful sales tool, driving 7 percent of all sales in the third quarter. This was consistent with second-quarter performance. For example, 52 percent of visitors came from a referring Web address such as an e-mail link or search engine. On-site search, or search fields within a site, drove sales of multiple units with lower values - an average of $47.78 in the third quarter versus $58.98 in the second.


The data was collected via SiteAdvance across its clients' e-commerce sites and reflects 61 million visitors, 90 million visits, 738 million page views, 5.6 million total carts, 1.7 million purchased carts and $285 million in sales.


No individual site influenced the statistics, DoubleClick said. The company roughly has 35 users of SiteAdvance, including J. Crew, Buy.com and CrateandBarrel.com. However, not all clients may have been part of this benchmark study.


The next DoubleClick online holiday activity report is due in early January.


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here