When Are E-Commerce Purchases Made?
For all the talk of how many channels a shopper visits before purchase - search, social, direct, ads - it's important to know how quick all of those interactions can actually happen before a decision is made.
Monetate's latest E-Commerce Quarterly Report for EQ1 2016 (download PDF here) indicates that 42 percent of purchases happen in the first 60 minutes following a shopper's first visit to a website with just 9 percent of all purchases happening in the six hours immediately following those first 60 minutes (so hours 1-7). If there were ever a case to make a strong first impression (e.g., fast site, optimized for all devices, trust indicators, great imagery, customer reviews, etc.), this is it. Speaking of devices, Monetate released some interesting information about their role in purchasing:
•When browsing starts on desktop, 99 percent of those purchases occur on desktop.
• When browsing starts on mobile, 64 percent of those purchases occur on mobile.
• When browsing starts on a tablet, 84 percent of those purchases occur on a tablet.