Just over 1% of a retail website's users generate as much as 40% of its revenues according to research by customer experience software firm Qubit, which analysed 123 million website visits and identified four key types of online customer.
The research found that while 1.06% of total visitors generated an impressive 40% of an average web site's income, there are a combined 20% of web site visitors who will never make any purchases at all.
As a result, the study identified four key types of web site visitor:
By breaking down online shoppers into these different personas its easy to see where retailers should be focusing their efforts. For example, sofa surfers and basket cases both show all the expected traits of profitable shoppers but, without a proper analysis of web site visitors, retailers would never know that they are simply giving nothing back.
"By understanding what people are doing on your site, and whether or not they're going to turn into paying customers, you can make better informed decisions about where to invest your marketing budget. Conversely, it's vital that you encourage and embrace your big spenders and speedy shoppers, because these tiny segments are most likely driving a massive percentage of your revenue," concluded Qubit's CEO, Graham Cooke.
Categorised as: