As every year, Contentsquare presents its report Benchmark digital experience which provides insight into the market through user sessions around the world. It brings together one-year data collected on more than 3,800 websites, in 25 different countries (including France) and around 14 major industries. Focus on conversion and transformation.
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Compulsive shopping remains a myth
With an average of 22 pageviews per purchase session, the number of pageviews per session is particularly high when shopping. Indeed, the study shows that the number of page views increases by an average of 348% when it comes to buying sessions in all e-commerce industries. In some specific sectors, this increase is even higher: + 567% for high-tech and + 360% for luxury.
This is specified by Pierre Casanova, revenue director at Contentsquare “A buying session is a session of all dangers. With an average of 22 pages consulted, this is the real race that awaits your users: multiplying the risk of error, UX risk and load time. […] There is a real correlation between conversion rate and short trip: it’s simple, fast and reliable ». When shopping, users like to research further to be sure of their choice. It is important that we provide them with all the important information from the very beginning, in order to shorten their path as much as possible, and thus reduce the risk of mistakes and abandonment.
Shopping sessions are significantly longer than others
Time spent in shopping sessions is a metric that represents “time spent by the user on your website before purchase”. According to the study, this is an important indicator, because the higher it is, the more it reflects the time it takes for your customers to decide to convert. Therefore, it sometimes makes it possible to understand that it is necessary to shorten the customer’s path.
All e-commerce industries together, the average duration of a shopping session is 17 minutes and 11 seconds. This average time is significantly higher than that spent by all visitors, in all sectors. In retail, shopping sessions last an average of 21 minutes and 22 seconds, compared to just 5 minutes and 16 seconds for global visits. Contentsquare states that it is important to do everything “reduce this time and speed up the shopping process, without sparing on elements of security, personalization and automation”.
Mobile users buy faster than desktop users
Comparing the average duration of shopping sessions per device, we understand that users on a mobile device perform the purchase act much faster than those on the desktop. Indeed, the average time spent shopping on this type of device is 13 minutes, compared to almost 22 minutes on the desktop.
This difference in the duration of shopping sessions between mobile and desktop has been observed for all industries. However, it is more pronounced in certain areas such as travel or high-tech, and more moderate in others such as mass distribution or retail fashion.
Average conversion rate is 2.96%
Considered one of the most important metrics, the conversion rate is a measure of a brand’s success. The study shows that between 2020 and 2021, this rate increased from 2.27% to 2.96% (+ 30%) for all e-commerce industries combined. During the year, several industries stand out due to significant changes in their average conversion rate, such as mass distribution (from 5% in 2020 to 6.8% in 2021) or travel (from 2.4% in 2020 to 3). .9% in 2021). Contentsquare states this “To improve conversion rates in 2022, brands need to simplify billing as much as possible”.
The study also highlights the fact that the average conversion rate on the desktop (3.7%) is significantly higher than on the mobile (2.2%). This indicator shows that optimizing the user experience, especially for mobile devices, must remain a priority for brands.
The average basket on a desktop is almost twice as big as on a mobile device
With the average value of orders on the desktop 91% higher than on the mobile device, we notice that the largest purchases are mostly made on the desktop. However, the luxury sector is an exception, as the average shopping cart for this industry is almost twice as large on mobile devices as on desktop computers ($ 336 spent on average on a desktop, compared to $ 615 on a mobile device).
Contentsquare explains it “Average order value allows you to determine which channels will most effectively generate revenue for your brand, but also lets you know if your pricing strategy is specific to your industry.”.
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