It’s a predictable pattern of steady growth during the year and a sharp rise and fall during holiday season. Also expected is that during higher traffic conversion rates dip below the benchmark, widening the gap between the two.
2020 is not predictable.
While we’re witnessing record traffic and spending via ecommerce this year, what’s more surprising is that conversion rates are also hitting highs.
The more intentional shopper
During Q2 we saw 37% increases in online traffic when compared to Q2 2019. But we also witnessed a huge 35% spike in conversions, resulting in shopping cart completions reaching 3%, which is up from 2.2% last year. This is the largest gain in conversion rates that we’ve seen.
And we know which shoppers are less likely to look through the window and make purchases. Leading the online economy in terms of conversions are health and beauty, whose checkout rates have topped at 4.1% — that is more than double the rate of 2.6% from Q2 2019.
So we now know that shoppers are more intentional in their shopping habits, and are more willing to make purchases online. How do you optimize your response?
The time to cover all bases in your marketing strategy was months ago, driving your brand further afield towards the edge on emerging touchpoints. As consumers have started purchasing further away from the websites of brands and retailers, these companies ought to meet consumers on the platforms and devices that they use the most.
Does your target audience tend to buy goods on games consoles? Do they engage in new or smaller social media platforms like TicTok or Snapchat? Like any sustainably-grown portfolio it is diversified, so meet your target audience where they are, as well as entice them onto your website.
You’re also going to want to sharpen your artificial intelligence capabilities to enhance personalized online experiences, one of the leading desires of customers, who want to feel as if brands are providing them their undivided attention.
These capabilities require complex solutions on a platform that provides powerful functionality in order to carry this out. Among the leading ecommerce platforms, Salesforce Commerce Cloud rises to the top in terms of comprehensive functionality and a widened focus on multiple touchpoints. And it hosts high-end AI called Einstein whose predictive vision enhances personalization capabilities.
And if the technology and technicalities involved in its implementation, find an experienced SFCC dev shop that has launched website projects for some of the world’s leading brands, such as Godiva, National Geographic, and GoPro.