© Content Square 2015
« Word Tour of local features and Internet users’
browsing habits, by country »
www.contentsquare.com
C O N T E N T
S Q UA R E
Test UX to increase conversion rate
PRESENT :
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.
+20%
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.
Chinese hesitate* 20% more before clicking than Europeans.
In China, the leading e-commerce websites (Tmall, JD) have product pages almost 10 times longer than European e-commerce websites.
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*Interaction time/displaying time of the page
*Average hesitation rate between hover and click
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.
10x
X8
+8%+27%
+67%
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%).
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SUGGESTION : In Germany, highlight the reinsurance elements and the General Terms and Conditions in the checkout.
SUGGESTION : In China, provide longer pages with more pictures.
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45
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 pagespages before buying on a textile e-commerce website, a German displays 45 pages. GTC OKLM Product description PURCHASE Delivery 70€ GTC GERMANY OKLM Product description PURCHASE Delivery 70€ GTC FRANCE
A German is 5 times more likely to interact with an element of reinsurance from a product page than a French. 2 3 4 5 1 1 2 3 Size Size
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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.
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.
X2
50%
65%
HP
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Russian Web users would rather pay after the product’s receipt. They favour cash payments and don’t often pay by credit card.
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.
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.
When an American, an Italian or a Spanish needs to display the homepage about 2 timesduring his
session, a Russian only displays it once.
It is in Russia that bounce rates are the highest: 2 times higher than in France, Germany or United States. Percentage of the Internet users who went on a Website page and left it right after.
Item 1 Item 2 Item 3 Item 4 Item 5
X1
X1
25%
20%
-20%
SUGGESTION : In USA, reinforce browsing aid tools on the homepage.
*Interaction time/display time
*Average hesitation rate between hover and click *Proportion of purchases on a given website against the number of unique visitors.
Atteinte page produit 50% 30%
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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. 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).
Britons are known as being one of the best online customers in Europe, with a
great Web appetenceand ease. They’re particularly keen on branding or funny contents.
Italians have a tendency to purchase more services (entertainment, travels, etc.) than material goods.
-12%
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%).
We see reaching rates of the product pagearound 30% against an average of 50% for French, British or German websites.
On the Italian websites of textile sector, conversion rates can sometimes be up to 2 times inferiorto theFrench conversion rate
(0.8% against 1.6%).
Italians use the ‘add to cart’ button more like a whishlist. They do not hesitate toadd more than 2 products by exploration session.
X4
X5
1,6% 0,8%
SUGGESTION :In Italia, propose wishlist items, « add to favourites » options.
SUGGESTION : In United Kingdom, put the key purchasing elements above the fold.
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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.
The studied Spanish websites have the lowest rate of shopping cart
reach* (just after Italia).
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.
9%
1.5%
*Percentage of Internet users reaching the shopping cart page.
Bounce rate
* Percentage of the Internet users who went on a Website page and left it right after.
FRANCE
It is in France that we find the lowest bounce rate*, closely followed by Germany.
Price is an important issue for the French Web user. He’s known to be appealed by low prices and free delivery.
French widely favour card payment. The majority of French Web users prefer home delivery, though click and collect also meets a great success.
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€SUGGESTION :Provide customers testimonials and social media widgets.
Spanish do fewer online purchases. The e-commerce market is a bit less mature there. CONTENT SQUARE Inès Visinet, Communications Manager +33(0)6 37 34 89 56 [email protected] Agence OXYGEN Alexia Mercier – 06 11 18 28 18 Audrey Da Silva Car doso – 06 58 22 17 40 Angélique De Barros – 06 50 78 79 43
onetoone@oxygen-rp .com
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SUGGESTION : Highlight the price in the customer journey.
French especially use price filters: they are the ones who click the most on those elements (+60%).
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METHODOLOGY
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.
CONTENT SQUARE
Inès Visinet, Communications Manager +33(0)6 37 34 89 56
Agence OXYGEN
Alexia Mercier – 06 11 18 28 18
Audrey Da Silva Cardoso – 06 58 22 17 40 Angélique De Barros – 06 50 78 79 43 [email protected]
C O N T E N TS Q UA R E
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 specifici-ties 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.
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.
