Christmas shoppers behaviour differs in online shop industry

anatomie-des-onlineshoppers-adaptions-5The closer Christmas is coming, the more people shop online. We don’t share a secret telling you that Christmas is the most lucrative time of the year. We asked how many additional visitors and revenue online shops really generate during the Christmas season.

Traffic increase for all branches

Our Akanoo Data Insights tool provides relevant benchmarks for online retailers to evaluate the performance of their shops and enables us, to dive deep into the Christmas season and the performances of different branches. A comparison of the yearly average with the figures of December clearly shows that many online shops have a significantly higher amount of shop visitors. On average, online shops show a traffic increase of 123.0%.

Thus, a closer look at different industries like fashion, DIY and consumer goods shows that the traffic increase differs between the different portfolios. In the fashion segment the traffic amount climbs up by 97.1 %. DIY shops show a rise of 112.2% in visits. Compared to fashion and DIY can shops increase their visits with consumer goods by remarkable additional 169.4% visitors.

Conversion increase differs massively

While higher traffic is often going with weaker conversion rates, the additional Christmas traffic shows even a higher conversion rate. On average, the conversion rate increases by 15.4 % during the Christmas season. Comparing fashion, DIY and consumption we recognize the following: Fashion online shops create 4% more conversions in the Christmas season. Shops which offer consumer goods show an increase of 8%. DIY shops are one of the segments which realise double-digit growth of 14.3 % in conversions.

Our benchmark shows the enormous potential for online shops to generate additional revenue. In order to make the best use of the Christmas traffic, it is necessary to evaluate permanently the shop performance and to compare it to industry and product benchmarks.

We support you in identifying the best optimisation areas for your online shop. Contact us today.

 

Akanoo shares expert knowledge on the bevh blog

artikel-bevh-blog

Starting the 12th September 2016 we publish exclusive insights about online shopper behaviour on the German E-Commerce Association (bevh) blog. Every Wednesday you find a new episode which provides you the latest approaches to increase your online shop revenue. In a series of four articles you receive answers for the following questions:

  • Which devices do customer use to purchase? – The answer my friend is here.
  • How influences the entry page buying decisions? – Will be published on 21st September.
  • What is the impact of on-site search on conversion rates? – Will be published on 28th September.
  • How to reduce cart abandonment during the checkout process? – Will be published on 5th October.

We are pleased to share our proven expert knowledge on the bevh blog and help online shops gaining a deeper understanding of their online shopper behaviour. If you need more information how to increase your conversion rate with online shopper analysis, get in contact now!  

Akanoo User Observation: Volunteers wanted!

Obersavation Online Shopping Behaviour

You are keen on online shopping? Then you are the right candidate to participate in our user observation.

The aim of the observation is to gain a better understanding of online shoppers behaviour. Therefore, we are planning to record the participants while surfing on an online shop. The session will take around 45 minutes. The camera will be pointed at the laptop, not your face, and the video will NOT be shared outside of the team. You need to bring your own laptop. In return for your effort and time, we will provide you with some coffee, cake and interesting conversations with our charming team members. ;)

Sounds like you are right the person for this? We are happy to hear from you: data@akanoo.com. If you have any open questions, feel free to contact us, too.