Webinar: 7 Deadly Sins of UX

The road to success can be a bit bumpy at times, but how you respond to avoiding or surpassing pitfalls truly matters. When it comes to optimizing your UX, you could be falling prey to some of the most common mistakes that could be easily avoided.

From envying your competition’s website and lusting over “must have” features found in the latest industry blog to being greedy with your data and analytics, Contentssquare has identified the 7 Deadly Sins of UX.

Join our patrons of principled UX, Elise Kik, Customer Success Manager, and Matt Robinson, Head of Marketing, to learn about the classic mistakes teams across every industry are making — and more importantly, how to repent for your UX sins.

Hear how brands like Matalan and Dune are:

Are you ready to repent for your UX transgressions? Join us for the webinar on 25 January, 2019 at 4 pm GMT. If you can’t attend, register anyway we’ll send you the recording after the event.

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Jarir Bookstore partners with ContentSquare to optimize its eCommerce platform

As part of its digitalization roadmap, Saudi Arabia’s leading retailer brand Jarir Bookstore will be using the ContentSquare analytics solution to study specific visitor segments and optimize the user experience on their online platforms.

Considered to be one of the largest retailers in the Arab World, Jarir Bookstore has opened more than 47 physical stores in GCC region since the 1970s. Jarir Bookstore offers a unique range of high-quality products ranging from office/school supplies, books, arts and crafts, to electronics and smart devices. Jarir Bookstore has recognized the importance of digitally transforming its offerings and services over the past few years – first by introducing digital books and launching an e-reader app (Jarir Reader) in 2013, followed by the launch of their official eCommerce site in 2016.

 

Jarir and ContentSquare

Using big data and artificial intelligence, ContentSquare precisely measures the web behavior of online visitors and makes it accessible to Jarir via its digital insights platform. “Through the use of our zoning technology, our solution breaks down each webpage and identifies problem areas. We measure everything from failed clicks to frustration points and hesitation time of online users. From experience, we know that addressing these problem areas leads to higher conversion rates. That’s what ContentSquare is about – offering a full-picture UX Analysis that helps people understand the reasons behind the behavior of online visitors, and why are they converting or not,” explains Disney Yapa, ContentSquare’s Sales Director MENA.

As one of the prominent members of the French tech startup scene, ContentSquare has helped more than 200 clients to optimize their digital channels, including Trolley in the UAE, Clarks, Harvey Nichols, Carrefour, L’Occitane and many others. In 2018, the company received an additional $42M in funding allowing it to invest further in developing its technology and offering its services to new markets – including the Middle East.

Since the partnership was finalized in the first quarter of the year, ContentSquare has worked closely with Jarir’s eCommerce team, training them extensively on the tool’s features.

 

That’s what ContentSquare is about – offering a full-picture UX Analysis that helps people understand the reasons behind the behavior of online visitors, and why are they converting or not.

Disney Yapa, ContentSquare

8 Personal Touches You Can Add to Your Online Store That Customers Will Love

A guest post by Jake Rheude, Director of Marketing for Red Stag Fulfillment.

It’s a well-known fact that, when it comes to online shopping and advertising in general, people love to see who is behind a brand. We want to know that we’re interacting with and responding to real people, not just some ad machine or algorithm.

That’s even more important when it comes to spending our money in the mobile era, where we’ve got more people, apps, and ads fighting for our attention every second of the day.

You need to maximize the user experience and establish the connection that boosts sales. Thankfully, it is relatively easy to create familiarity and score some major points with a few simple efforts that include using the data you have, sharing photos of your staff, telling stories about your company and community, and many more customer service efforts.

We’ve got eight tips that you can start following right now, with items that focus on customers, customer service, and your company. A mix of elements and approaches is recommended to not only establish the relationship, but also to capitalize on it in a way that’s not overbearing or creepy.

1. Remember your customers’ names and preferences

This one is going to feel a little obvious but always start with customer names and information that you know. If you have accounts or rewards programs, give users the option to stay logged in for as long as possible.

A nice little greeting that says “Hi” and their name at the top of each page is the perfect way to strengthen your connection. It also makes customer service processes much easier because the user will be able to tell exactly where to click to get access to account information or support channels.

This practice is also useful for improving your email marketing. Remember, the user experience involves every touch point, not just your store’s websites.

It makes sense for Yelp to target a location, but its emails also rely on data about the places we’ve eaten at, left reviews for, or ordered from now that it also has a hand in GrubHub. This email was definitely speaking our language but didn’t feel overly promotional or intrusive because it’s the thing we want from them.

An interesting note about this for eCommerce stores is that Yelp based the email content on relevant information, without asking us beforehand. It timed this BBQ email with summer and recent eating habits that it collected, but never asked us to check off a BBQ box.

You likely are collecting a variety of data about your customers and their habits. Test multiple emails and campaigns to see how much of this information you can use to increase your connection and sales.

2. Ask about special occasions

Most eCommerce companies trade coupons and deals for a newsletter or account signup. While you want to limit the number of things you ask for right away (you don’t need an address or a phone number before someone places an order), consider asking for a customer’s birthday month and day.

This gives you a quick and easy chance to automate a coupon or special deal with a personal touch. It’s their special day, and you’re helping them celebrate — especially useful for that new product launch or big sale you’re planning.

If your products are associated with specific events, like weddings or anniversary gifts, you can ask about these too. You should also use the latest data to see how much outreach should be done via mobile for every customer, even luxury buyers.

One note about these options is that they shouldn’t be a mandatory part of the signup.

3. Consider omnichannel support

Personalization and personal connections mean reaching out to people in multiple ways.

You call your friends on the phone, share events on Facebook, like their photos on Instagram, and meet up in the real world for a variety of activities. Treat your company the same way.

Omnichannel support really means combining multiple avenues to deliver customer service, from social and chatbots to enabling email and telephone options. This means you’re always around and available, ready to help. You’re also providing customers with a way to reach you however they feel most comfortable with at that given moment.

4. Integrate your social channels

Social channels are amazing for eCommerce. They allow you to share your content and new products as well as provide direct customer service. Many now also support plugins and native eCommerce tools so you can sell directly from your social page or feed. Use these to target where your customers are.

Add social feeds to your website. Display tweets and Facebook posts to add credibility and give you an extra little boost when a new customer is looking at your site. They’ll get to see people praising you, coupon codes, or announcements about what’s new.

The more you facilitate and encourage interaction on your social channels, the more customers will feel like they’re interacting with a person, building that connection. Even in these social efforts, be sure your keywords match your goals.

5. Reach out if they need help

Sometimes people give up on a website when they’re confused, overwhelmed, or just uncertain. You know they arrived and were thinking about a purchase. Now, it’s time to find out why.

Re-targeting ads can help by showing these customers the same goods they were looking at to tip them over the edge into buying. However, there are much more active measures you can take as well.

One of our favorite examples for creating a personal experience when it comes to cart abandonment is Strolleria. The company gives customers a call if they leave something in the cart and don’t buy. They make about a dozen calls a day and most end in a voicemail, but they’ve told us that nearly one-third return to the cart and complete the purchase.

This might not work if you have large volumes of sales and carts — Strolleria focuses on high-cost goods — but it can be smart if you’re dealing with big ticket items or something that can confuse people.

Plus, customer service that goes above and beyond is a terrific way to land stellar reviews.

6. Showcase your brand and values

Another key part of creating a personal connection is to have content that features your company and your people. Customers want to connect with individuals more than with a faceless company. You get a stronger connection when you’re sharing your brand values if they align with your customers’.

Share the things you care about and consider framing them as items that your customers care about too.

Highlighting your values also allows you to showcase how you’re different, and the top services you offer. For us at Red Stag Fulfillment, it’s a terrific way to remind potential customers that we offer same-day order fulfillment for a majority of the country.

Sometimes, the right value statement on a product makes the difference for you securing a new sale or being the place people come back to on big events like Cyber Monday. Sharing your values is a best practice all year long, because you never know when people are going to think about what you offer. Birthdays, anniversaries, and other events happen every day. The holiday season makes it easy to remember these kinds of efforts, and we suggest you use that reminder to create a plan for every season.

7. Celebrate your people and events

What’s one of the biggest things that charity bike rides, music festivals, local raffles, and every major sporting event in the U.S. have in common? Sponsors. Companies know that if you see their name associated with something you love, then you’re more likely to associate them with that same loving feeling.

Prepping the warehouse for new products? Planning a pizza party or big lunch for the whole crew? Bringing in new staff or celebrating a birthday? Snap a few photos and put them up on your blog and Facebook page. Hosting a networking event? Highlight your employees who are there as well as members of the community. Or, showcase a talent that one of your staff has in a way that celebrates it.

Again, these are all actions designed to remind customers that you are real people with real hobbies and passions.

And, don’t forget to be a little silly about things:

8. Ask questions

People like other people who ask questions.

We all want to be interesting and want others to be interested in us. One of the best ways to get that feeling is to have someone ask us relevant questions that we want to answer. The key is asking questions in a way that engages customers and gets them talking about themselves, not your company.

So, this isn’t your “how many stars would you give us?” type of question.

Ask about what they need help with, where they’d like to go next, and what more they want. It’s such a successful tactic that even science backs it up as a great way to get someone to agree to a second date. Social science says we all just want to be liked. Make your customers feel liked, and you’re halfway to that repeat sale.

And remember, always make it look good on mobile.

Q&A: Taking Rum21 to the next UX level

“We can’t be inside our customers’ brain, but ContentSquare is as close as we get.”

Andrea Ryberg, Rum21

 

Rum 21 has gone through a number of changes since its early days. Acquired by furniture e-commerce giant RoyalDesign in 2014, what used to be a family-owned enterprise now has access to large-scale resources. In 2018, it partnered with UX Analytics company ContentSquare to really deep-dive into getting to know their customers and improving their online journey,

ContentSquare Marketing Manager Camila Florez sat down with Rum 21 e-Commerce Manager Andrea Ryberg to discuss these changes and how the site seeks to ‘balance information with inspiration’.

 

How would you define Rum 21 and how is it different from other companies?

We aspire to be a more personal company that has a high level of trust with customers. Being owned by RoyalDesign, we do have the advantages of having the larger supply chain, the sizeable warehouse, and other resources. But we want our site to feel straightforward and trustworthy. We try to be very transparent and give a full picture of the product and who we are. Furthermore, we believe customer service is one of the main pillars of our business.

 

Who is the primary customer of Rum21 and how would you distinguish them from Royal Design customers?

With segmentation analysis, we can see that our customer is primarily a woman, relatively young, and we also see that our average order values are higher. We need to dig more into that, but there’s definitely a perceived difference between our two brands and we work on maintaining that. Rum21 is a bit more premium in terms of product offering.

 

How do you identify these customers and how do you cater to them differently?

We have customers in various stages of the funnel on our site, so we really need to accommodate all types of customers. To do that, we strive to offer a mix of inspiration and information. As we’ve seen with ContentSquare, we have the largest number of visitors coming straight to the product page. These customers generally come from Google or through paid click, indicating they already know what they are looking for and therefore are quite far down in the funnel. So, in that stage, inspiration is still important, but we need to focus on the information part.
On the other hand, if a customer is landing on the homepage and hasn’t fully decided yet what they want, the inspirational part needs to be more emphasized.

 

So you began using the ContentSquare tool in 2018. How do you find the solution so far and how does it compare to the tools you were using prior? 

Well, we know what sells and what doesn’t, and we wanted to know why. We were using Google Analytics for a long time, and we still do, but it’s more useful for looking at traffic and straight sales figures. Yes, you can see the clicks on the pages, or how popular different pages are, but you can’t really see the navigation paths and what the customers look at and for how long. Our marketing department uses it much more than I do now.

The difference is that ContentSquare brings you the behavior part. We can really learn why a customer clicks on something or why they don’t. That was something that I could only make assumptions about before. We can’t be inside our customers’ brain, but the insights we get from ContentSquare are as close as we can get. It’s really been interesting for us.

 

How do you use or interact with the solution on a regular basis?

It depends on what I’m looking for. Usually, I go on the dashboard and have a quick overview. I also merchandise the site and the homepage, so I love looking at how the different elements on it are performing, that’s really interesting. Also, I look at the Customer Journey Analytics to get a better understanding of the actual customer journey. I use the solution in different ways. Our IT and Content Managers also use it.

 

How has the tool changed the way you carry out your job?

Well, it’s a lot easier now to understand what must be prioritized, because I can see for example what a certain pain point does to the actual conversion rate. I work a lot with the developers, so this is really handy. Before I would come to them with suggestions or let them know what my personal preferences are. Now I come to them with data, I know that this is what we need to do. This is a massive advantage!

 

What would you say is the biggest insight that you gained from ContentSquare that you couldn’t have before?

Lots of things, actually. For us, it was good to realize that the locations on the homepage where we put our prime offers weren’t even visible to many of our customers and visitors. Now we changed the whole layout of the homepage and we’re still looking at how that has affected our customers’ behavior.
We also know now that our search function is really one of the most used functions and most clicked elements. We identified that the float time is quite high on the search bar, so we changed and clarified the CTA. We could also see that we had customers starting to type on the search bar, and when the actual search pop up would appear, it covers it. So you couldn’t really see what you were typing. We changed that because obviously, we saw that we lost customers through this frustration point.
We have also identified pain points on our product and cart pages… we have so much work to do still!

 

How do you see the partnership between ContentSquare and Rum21 moving forward?

I feel from our collaboration that ContentSquare – especially with Lovisa, the Nordics Customer Success Manager with whom we work very closely – encourages and pushes us to examine the elements on our website more in detail. And ContentSquare as a tool always has a new update or feature coming out. I feel like they’re really on their toes when it comes to developing the tool. As for Rum 21, we will never stop evolving either. We always need to adapt to the customer. There are so many new features and technologies that are emerging every day; working with ContentSquare is definitely going to help us to be able to keep up with that. It makes it a lot more effortless to deal with data and analysis. We can get the answers so much quicker. Whether we’re doing a complete redesign work or simply small adjustments, we will always find room for continued growth together.

 

What are your next steps in terms of optimization?

First of all, we’re going to develop the search function a bit more and make it faster. And we’re looking at that now. It would be interesting to look at the Cart page and follow up on the insights that we have. We discovered for example that we have a lot of exit points in the Cart that we want to keep to a strict minimum.
There are also features in the solution that we haven’t maximized yet, like the AI notifications. I also think there’s room for improvement in terms of having even more of our teams use the tool. For now, people have a lot on their plates, but it would be very helpful to really buckle down and have our Category and Content teams spend more time to gather insights from the tool as well and determine what to do with those insights. Those are the things we are working on.

 

If there’s one sentence that you would use to describe ContentSquare and the work it has done for Rum21, what would it be?

Well, it would be difficult to put it in just one line. But all we ever strive to do in this business is to understand the customer. We might know what we want to sell, but it’s so important to understand what the customer actually wants and how they want to interact. To sum it up, this is the only solution that primarily gives us that data. We simply couldn’t do that with the tools that we used before ContentSquare.

What 48 Million User Sessions Tell Us About Singles Day 2018 – The World’s Biggest Digital Spending Spree

Singles Day 2018 — also known as 11/11 — concluded on a high note for Chinese eCommerce giant Alibaba, after the group announced a record-breaking $30.8 billion worth of sales in just 24 hours. Alibaba is not the only brand to see sales rocket during this one-day self-gifting extravaganza — a ContentSquare analysis of 48 million user sessions showed a spike in conversion rates and an increase in customer engagement during this highly commercialized day.

Not surprisingly, the biggest leap in conversions is observed in China, where the average conversion rate across a sample of luxury and travel sites increased by 94% on desktop and by a spectacular 344% on mobile over the previous day. The ripples from the event can also be felt in the US, where desktop sales increased by 50% and mobile sales by 58% between 11/10 and 11/11. In both regions, brands appear to be maximising mobile to unleash their flash sales. The average mobile conversion rate increase in France (+13%) and in the UK (+11%) show that smartphone users from these regions are not falling for the converting frenzy of Singles Day as enthusiastically as consumers in China and the US.

Singles Day 2018 driving online engagement

One thing that is true across the board is that luxury and travel brands are definitely capturing their audience’s attention on 11/11. Mobile bounce rates in the US drop by almost 10% during the event, and smartphone users also consume more content than on average, viewing 14.50% more pages and increasing their average session time by 13%. In China, brands are driving a particularly high level of consumer engagement, with mobile users viewing 39% more pages than they did on 11/10, and extending their browsing sessions by 83%. The mobile bounce rate for shoppers in China drops by 23% — an interesting statistic when you consider that mobile traffic also drops by 6% during Singles Day. The opposite trend is observed in France, the US and in the UK, which boasts the highest mobile traffic increase of all four countries (+9.5%).

With content consumption peaking around annual shopping events like Singles Day, Black Friday or Cyber Monday, brands need to make sure they are delivering the experiences that will keep their audience rapt all the way to conversion. And with these publicized spending sprees driving a greater share of mobile traffic than usual, it is vital to make sure customer paths are optimized for the small screen. We compiled a report packed with advice on how brands can leverage a greater understanding of their customers’ behavior to achieve greater ROI during the holiday shopping season.

E-Grocery Is Seeing Considerable Growth, But All Devices Are Not Created Equal

With eCommerce giants such as Amazon and Walmart dominating the eGrocery game, the rules of errand engagement are changing. ContentSquare analyzed more than 92 million sessions spanning a little over three months across grocery stores and other retailers to examine these changes in action.

Shoppers are increasingly turning to the internet to fulfill their grocery needs.

More and more consumers are integrating digital platforms into their daily routine. The online grocery sector is no exception. In fact, just a one month jump from August to September saw an increase to the average conversion rate of 5.74%, and October is already recording an increase of 3.05% over September. Over the three months analyzed the average conversion rate increased by 9% across desktop, mobile, and tablet. Consumers are proving to be hungry to get grocery shopping done online. 

Shoppers are actually spending more time perusing the online supermarket shelves than they are browsing for clothes and accessories, spending an average of 1.3x more time filling their grocery carts on desktop. People aren’t just window shopping either. Grocery conversions proved to be even higher than retail clothes and accessories, beating the popular eCommerce destination by 357% on desktop and 33.9% on mobile.

eGrocery Conversion rates on desktop have come out on top, but trail behind on mobile

Even though growth is observed across the board, all devices have not proved to be equal. Conversions on a desktop have outpaced all other retail industries by at least 2x with a rate of 8.86%, while the mobile conversion rate is steadfastly in the middle of the pack, coming in at 1.46%. Tablet CVR also came out on top with a conversion rate average of 6.83%, but with less of a noticeable lead over other online retailers.

This isn’t exactly surprising news, especially considering the amount of time spent browsing on each of these devices. Consumers are spending about twice as long browsing grocery sites on desktop and tablet versus mobile.

Even though the grocery retail sector has seen a precipitous growth on desktop, mobile conversions are still lagging. What works for desktop does not necessarily work for mobile. In order to understand what is hindering mobile conversions the pain points need to be identified. Where are customers dropping off and why?

What 62 Million User Sessions Reveal About Halloween Retail In 2018

Our data experts worked their sorcery on 62 million grocery shopping sessions over a three month period to better understand how consumers are browsing for Halloween retail products in 2018. Here are some of their fantastic findings:

#1 Shoppers fall under the Halloween retail spell in the first week of October

According to our data, shoppers go pumpkin-crazy the minute October rolls in. In fact, the likelihood of consumers reaching a page showcasing Halloween items goes up 552% from the previous week.

The magic keeps building in the lead-up to October 31st, with a 75% increase in the number of Halloween-themed pages reached from week one to two, and a further 23% increase between the second and third week of the month.

And the week one wizardry also extends to purchases, with the conversion rate on candy and ghoulish miscellany growing a supernatural 335% from the previous week. It seems the conversion spell wears off a little faster than the window shopping sorcery, however, as conversions don’t budge much over the next two weeks.

Meanwhile, grocery stores are more than catering to this Halloween frenzy, adding 833% more Halloween-themed pages to their platforms in the first week of October. New pages continue to trickle in as the holiday approaches, with 69% more Halloween-themed pages cropping up in the second week of the month.

And even though a month may seem like enough time to stock up on candy corn and fake blood, the data shows it’s never too early to start thinking about Halloween. In fact, the first Halloween-themed pages our analysts spotted were rather terrifyingly published the first week of August. And in the week of August 1-8, the number of new Halloween-themed pages went up a spooky 87%.

#2 Desktop shoppers browsing for Halloween stuff are 56% more likely to convert

So how actively are shoppers haunting these Halloween-themed pages? ContentSquare data shows that desktop visitors browsing for Halloween items will consume around 84% more pages than the average non-bounce shopper — that’s 22 pages versus 12. They also spend 64% more time trawling through products, and are 56% more likely to complete a purchase.

The statistics for smartphone shoppers are not quite as imposing. They view on average 44% more pages than mobile users who do not reach a Halloween-themed page — 10 pages versus 7. Their average session is 20% longer, and they are 17% more likely to convert.

Seems that despite the general enthusiasm for Halloween shopping, our fans of all things horror are left scared (and perhaps a little scarred) by mobile UX.

#3 Which country is winning at Halloween eCommerce?

One hair rising find from our research is that the US, where trick-or-treating is a national sport, has the lowest conversion rate on Halloween items (9.94%). In fact, only 0.97% of US-based grocery shoppers will reach a Halloween-themed page during their navigation.

Shoppers in Germany, however, can’t get enough of Halloween goodies, with 9.94% of users reaching Halloween-themed pages during their visit. In the UK, that figure drops to a grisly 3%.

UK-based consumers win the conversion rate competition, though, with a very healthy 25.52% conversion rate average on Halloween products.

#4 Halloween shoppers convert more on candy but spend more time checking out booze

So what is our global Halloween-crazy audience spending its money on? Unsurprisingly, the highest conversion rate goes to candy (32%), followed by alcohol and snacks for all those hellraising partygoers (22.3% conversion rate) and finally, the decor and costume category (21.06% conversion rate).

Despite having the lower conversion rate, Halloween costumes and home decor are the items that most pique consumers’ interest, judging by the higher reach rate on these items — 0.7% versus 0.55% for candy. People spend more time (42.2 seconds on average) looking at alcohol and snacks than any other Halloween party items. These items also have the highest scroll rate of the lot — 63% versus 60% for candy and 61% for decor/costumes. Decorations and costumes, however, have almost double the reach rate of party drinks and snacks — 0.7% versus 0.41%. Users are most active when browsing for trick or treating supplies, with an average 17.5% activity rate on pages featuring candy.

#5 Halloween shoppers do not necessarily spend more

The average cart for desktop buyers who reached Halloween items during their journey is $138 — 4.84% lower than the average cart of buyers who did not peruse special Halloween pages. And on mobile, the average cart for shoppers who viewed Halloween-themed pages at some point during navigation is $77 — 25.32% lower than the average cart of non-Halloween buyers.

Consumers are hungry for Halloween-themed shopping experiences, and brands are responding to this enthusiasm with a huge content push in the first week of October. While they may be in the market for ghost costumes and zombie masks, users are not interested in a spooky UX. Brands that can leverage behavioral data to understand their visitors’ buying goals and navigation patterns will be able to increase conversions across all devices, and get maximum ROI for their seasonal content.

France’s Answer To Black Friday Drives Increase In Mobile Traffic

In spring 2018, six French eCommerce brands launched their own riposte to Black Friday — the one-day retail extravaganza that kicks off the US holiday shopping season. More than 200 brands took part in the first ever Les French Days, a five-day event designed to boost sales during the post-winter/pre-summer sales lull. Building on the success of the first event, retailers decided to repeat the operation this fall, slashing prices on thousands of items between September 28 and October 1.

ContentSquare analyzed 68 million user sessions before and during this latest round of Les French Days, to understand the impact of the event on digital consumer behavior. We also compared these findings to our analysis of 29 million user sessions captured just before and during Black Friday 2017 — a record-breaking day for US eCommerce.

Impact of eCommerce sales events on mobile traffic

The majority of retail traffic during this latest iteration of Les French Days came from mobile, with the device accounting for 48% of all digital traffic from 09/28 to 10/01 — a 6% increase from the period immediately preceding the sales. This pushed desktop into second place, with traffic from the device dropping from 48% to 45%. Tablet traffic remained constant at 6% throughout the event.

While the increase to mobile traffic during Black Friday 2017 was noticeably smaller (only 2.44%), the trend does support the argument that sales campaigns encourage more on-the-go shopping. By streamlining their mobile UX, brands can capitalize on the sense of urgency generated by major seasonal sales campaigns.

Conversion rates spike during Black Friday sales events

Perhaps unsurprisingly, Black Friday and its new French sister event are a tonic for conversion rates. In 2017, Black Friday triggered an impressive 28.57% increase in mobile conversion rates and a 44.44% CVR increase on desktop. Not to be completely outdone, Les French Days led to a 19.15% conversion rate increase on desktop and more timid 6.5% boost to mobile CVR.

Seasonal sales events attract a more committed consumer, with reduced bounce rates observed across all devices. The biggest drop is attributed to Les French Days, which result in 9.56% fewer bounces on desktop.

Les French Days also get the medal for the highest increase in page views, with desktop users viewing on average 16.54% more pages than before the event. Mobile visitors view 12.56% more pages during the same period, proving that consumers on all devices are keen to engage with the new sales content. Black Friday saw its biggest page view increase on mobile, with users viewing 9.37% more pages during the weekend event. In fact, the only decrease observed when it comes to content consumption is a 4.09% drop in the average session time of mobile shoppers browsing les French deals.

Data shows that seasonal sales increase thrifty consumers’ willingness to engage with promotional content while on the go. During the sales periods, retailers have their customers’ attention — analyzing navigation patterns to pinpoint where users hesitate, or abandon their navigation is key to developing successful buyer journeys. Intuitive paths that get customers from point A to B in fewer screens, shorter forms and streamlined checkouts — there is much retailers can do to keep mobile users engaged all the way to conversion.

Look out for our Black Friday coverage!