With access to billions of customer sessions across more than 250 brands, Kibo has a valuable picture of ecommerce activity during the early stages of the Covid-19 pandemic. In our recurring quarterly benchmark report, we looked at ecommerce activity like page views and site visits as well as KPIs, like conversion rate and average order value (AOV), across channels and regions. What we found is that different regions relied on different online channels such as mobile and desktop to browse, shop, and convert. With distinct patterns on different channels, and across different regions like the United States and the United Kingdom, it’s especially important for retailers to have a nimble approach to ecommerce.
Different Regions, Different Channels
In the U.S., many people moved to work from home, which is likely why about half of sessions occurred on desktop. Comparatively, in the United Kingdom, where mobile accounted for 75% of sessions, which was up from both the same quarter last year as well as Q1.
In terms of site engagement, average pages views increased in Q2 over Q1, with the U.K. leading the trend. Globally, average page views falls just above seven, although GB is closer to 11, with the U.S. coming in just over 5.
The quarterly benchmark report shows that in the U.K., average page views per session moved up by nearly 20% quarter over quarter, while the US stayed flat and even went down somewhat. Interestingly, mobile captured the most average page views in the U.S., while desktop drove more average page views across the pond.
Ready to Convert
In the U.S., there was a big swing in conversion rates. While desktop conversion rates went down a bit quarter over quarter (from 2.55% to 2.38%), mobile conversion rates went up (from 1.84% to 2.12%.)
Conversion rates are shifting for a few reasons: page views are changing as is the total volume of conversions online. There has been increased comparison shopping, issues with out-of-stock items and long shipping times, all of which pushes up added page views even as shoppers are converting more online overall.
Retailers should note from this quarterly benchmark report that the surge in mobile conversion rates is likely here to stay, as mobile is taking share from desktop across many activities, from shopping to media consumption. Brands should ensure that they are closely watching mobile behavior and optimizing for the mobile conversion.
While average order value has ticked down globally from $101.61 to $101.04 from Q1 to Q2, both the U.S. and the U.K. saw small increases in AOV. It’s possible that in these two big markets, sophisticated shoppers bought slightly more to stock up, while smaller markets saw more first-time and one-time purchases which could have affected the shift in overall AOV.
The Quarter that Changes Ecommerce
As the summer set in, many places started to open up a bit, but consumer online behavior is forever changed. Millions more people shop online, from groceries to cars, and those habits will stick with us even as people venture back into stores. As previewed in this quarterly benchmark report, customers use each channel for different things, from comparison shopping to repeat ordering, and it’s important for retailers to start to pick up on those signals in order to design the best possible customer experiences that are personalized to each channel and region. With so many changes in their lives, and so much uncertainty, offering an easy, seamless and reliable shopping experience is going to be the key to capturing loyalty from a very unusual ecommerce quarter.