INTERNATIONAL E-COMMERCE

Transcription

1 CONTENTSQUARE Test UX to increase conversion rate PRESENT : INTERNATIONAL E-COMMERCE «Word Tour of local features and Internet users browsing habits, by country» Content Square 2015

2 GERMANY GTC German Internet users often inquire for the return policy, as free return shipping is legal in Germany. More than 1 German out of 5 read General Terms and Conditions before purchasing. When, on average, an Internet user displays 35 pages pages before buying on a textile e-commerce website, a German displays 45 pages. OKLM 3 Product description GTC 2 GERMANY 4 70 Size PURCHASE 1 5 Delivery OKLM Product description GTC FRANCE 70 Size PURCHASE Delivery A German is 5 times more likely to interact with an element of reinsurance from a product page than a French SUGGESTION : In Germany, highlight the reinsurance elements and the General Terms and Conditions in the checkout. German users are known as loyal and reliable customers with high average shopping carts and regular orders. It is therefore essential for them to know the delivery and return conditions, as they like to try the products at home and return them (return rate is around 50%). CHINA 10x In China, the leading e-commerce websites (Tmall, JD) have product pages almost 10 times longer than European e-commerce websites. +8% +27% +67% Asian Internet users interact* more with viewed pages than Westerners. They scroll, click, hover over more elements. Chinese interact 67% more, Japanese 8% more and Korean 27% more. *Interaction time/displaying time of the page +20% Chinese hesitate* 20% more before clicking than Europeans. *Average hesitation rate between hover and click X8 Chinese Internet users consume much more content and behave like window shoppers before they buy: when a French sees one picture, a Chinese sees 8 of them. SUGGESTION : In China, provide longer pages with more pictures. Many factors can explain the abundance of content on Chinese e-commerce websites. Loading time is longer in China, which is why pages are more filled. From a cultural point of view, Chinese are more used to huge information flows with a 5000 characters alphabet. They make fifty-year plans, when we only plan 2 or 3 years ahead.

3 USA X2 50% 65% HP HP Americans are those who display the most often the homepage during their web browsing: nearly twice by session on average. They do not always start browsing from the Homepage (barely 50% of the site entries against an average of 65%) but they use it later as a browsing tool. SUGGESTION : In USA, reinforce browsing aid tools on the homepage. American Internet users are very sensitive to personalization and online services: live chats, 24/7 hotline, quick replies on networks, etc. Another trend of the American e-commerce: same-day delivery. RUSSIA -20% Once in the checkout, Russian Web users scroll about 20% less than their international peers: they focus on the completion of the required information. They are few to scroll in order to consult the reinsurance elements or the facultative content. 25% X1 20% Item 1 Item 2 Item 3 Item 4 Item 5 Russian Internet users favour more navigation via main menu than via the homepage. The menu use is around 25% in Russia, against only 20% in United States. X1 It is in Russia that bounce rates are the highest: 2 times higher than in France, Germany or United States. When an American, an Italian or a Spanish needs to display the homepage about 2 times during his session, a Russian only displays it once. Percentage of the Internet users who went on a Website page and left it right after. SUGGESTION : Highlight a «one-click» payment and provide a cash on delivery payment. Russian Web users would rather pay after the product s receipt. They favour cash payments and don t often pay by credit card.

4 ITALIA X5 X4 On average, Italian Internet users are the ones who need to revisit the most an e-commerce site before deciding on to purchase: 5 visits, against an average of 4 elsewhere (+25%). On the Italian websites of textile sector, conversion rates can sometimes be up to 2 times inferior to the French conversion rate (0.8% against 1.6%). *Proportion of purchases on a given website against the number of unique visitors. 50% 30% 1,6% 0,8% We see reaching rates of the product page around 30% against an average of 50% for French, British or German websites. Atteinte page produit Italians use the add to cart button more like a whishlist. They do not hesitate to add more than 2 products by exploration session. SUGGESTION : In Italia, propose wishlist items, «add to favourites» options. Italians have a tendency to purchase more services (entertainment, travels, etc.) than material goods. UNITED KINGDOM -12% British Internet users read carefully and take a close look at the pages elements. Their approach is more about observing and they don t do much mouse movements (they don t scroll, click or hover much). Their activity rate* is rather low (15% less than the average world s one). *Interaction time/display time SUGGESTION : In United Kingdom, put the key purchasing elements above the fold. As a consequence of this behaviour, Britons get straight to the point. They have a good understanding of the website elements and less hesitate before clicking. They hesitate* 12% less than French before clicking for example. *Average hesitation rate between hover and click Britons are known as being one of the best online customers in Europe, with a great Web appetence and ease. They re particularly keen on branding or funny contents.

5 SPAIN Spanish do fewer online purchases. The e-commerce market is a bit less mature there. The studied Spanish websites have the lowest rate of shopping cart reach* (just after Italia). *Percentage of Internet users reaching the shopping cart page. 9% 1.5% In the textile sector, if a Briton has 9% of chance to display the shopping cart page, a Spanish only has 1.5%. The average Spanish basket is the lowest of Europe, ahead of Italia. SUGGESTION : Provide customers testimonials and social media widgets. For a long time, Spanish remained fond of cash payment. In shop, they are much closer to the social aspect of purchasing. This characteristic is also true for e-commerce, where friendliness is embodied by the customer opinions, blogs and forums. Recommendation and communalism are key factors for online purchase. 0 FRANCE Price is an important issue for the French Web user. He s known to be appealed by low prices and free delivery. Bounce rate It is in France that we find the lowest bounce rate*, closely followed by Germany. * Percentage of the Internet users who went on a Website page and left it right after. French especially use price filters: they are the ones who click the most on those elements (+60%). SUGGESTION : Highlight the price in the customer journey. French widely favour card payment. The majority of French Web users prefer home delivery, though click and collect also meets a great success.

6 METHODOLOGY Content Square and E-Commerce One to One unveiled an exclusive study about the browsing habits of Web users around the world. This survey reveals many national specificities and decodes some behavioural differences between French, British, German, Spanish, Italian, American, Russia and Chinese Internet users. Carried out on February 2015, the study compares the e-commerce sites from several French companies with their international adaptations, being a sample of about 30 international websites, from various sectors (textile, sport, luxury, automotive, cosmetic). The survey consisted in a recording of Internet users browsing data. Between January 2014 and February 2015, more than 150 millions of Internet users sessions have been recorded. Content Square used an in-dept methodology, analysing and comparing the following indicators : sessions number, active time, inactive time, activity rate (active time / pages display time), mouse movements, hover, scroll rates, number of viewed pages, cart reaching rate, average hesitation time before click, pages size, menus use, bounce rate, conversion rate. The company also carried out a benchmark (pages sizes, legal constraints) in order to put into perspective the results. Content Square Content Square is the expert of web and mobile site optimisation. The company provides solutions and services that help e-merchants to analyse, test and optimize their customer journey, to increase their conversion rate. Content Square was named one of the 4 most innovative e-commerce technologies in the world by Gartner. It has major groups such as Orange, Cdiscount, Vente-Privée, Yves Rocher, Canal Plus, L Oreal, LVMH, Printemps among its clients. E-Commerce One to One True business accelerator, E-commerce One to One stands as the key event for the sector s leaders. This success is due to an original concept combining plenary sessions, experts workshops, and business meetings. Indeed, e-commerce decisions-makers, retailers or pure players come to exchange, share experiences or discover new trends during 3 days. The business and innovation meeting of all professions. During the event, the e-commerce s future is at the centre of all debates with 6 plenary sessions, 100 experts workshops, and more than 3000 one to one meetings with experts bringing personalized answers to current issues. CONTENTSQUARE CONTENT SQUARE Inès Visinet, Communications Manager +33(0) ines@contentsquare.com Agence OXYGEN Alexia Mercier Audrey Da Silva Cardoso Angélique De Barros onetoone@oxygen-rp.com