Episerver Reimagining Commerce Page 1
The ultimate goal of any commerce site is to facilitate online purchases. However, while U.S. consumer online sales will pass $500 billion by 2020, what some brands fail to realize is that consumers don’t always visit their site to buy. In fact, the recent Episerver study, “Reimagining Commerce,” finds that most shoppers gravitate to websites to do something other than make a purchase. In today’s digital-first world that puts the web at shoppers’ fingertips, consumers are logging in to complete tasks like browsing, product comparison, query research and more.
Purchase may be the end goal for most online shoppers, but a shopper’s final purchase doesn’t represent the entire journey he or she took to get there. Like a 21st century version of the mall, where shoppers often went to hang out first and purchase second, consumers are visiting websites with buying as a secondary concern. Brands overly focused on transactional affairs too often miss out on other key engagement opportunities. The biggest opportunity is website content. Relevant, useful and complete content serves many important purposes beyond transactions. To tailor websites to the needs of users, brands must revisit their understanding of website content and what it can do for online shoppers.
Episerver Reimagining Commerce Page 2
Ke y Findings
Intents and preferences
• Ninety-two percent of consumers visit a brand’s
website for the first time to do something other than
make a purchase. Online shoppers list desktop computer(s) as their outright digital channel of choice, followed by smartphone(s) and tablet(s).
Two-thirds of shoppers expect to make more online
purchases in 2017 than they did in 2016. This will be more
pronounced among shoppers who purchase every time
they visit a brand’s website or mobile app with the intent of purchasing.
• • • Even when visiting a brand’s website or mobile app
with the intent of purchasing, a third (32 percent) of consumers rarely or never make a purchase. Consumer experience
• Ninety-eight percent of shoppers have been dissuaded
from completing a purchase because of incomplete or incorrect content, with a third (32 percent) of consumers being dissuaded every time. Twenty-eight percent of shoppers chose personalized content as one of their top three contributors to a
great digital user experience. One in 10 shoppers
ranked it No. 1. Shoppers are more interested in brands tailoring content for coupons based on location (44 percent) and images
(31 percent) than emerging technologies like virtual
reality (7 percent) and augmented reality (6 percent). Twenty-one percent of shoppers are more likely to
purchase again from brands that do more to personalize
their digital experience than those that do not, and
nearly the same number are more loyal (17 percent). • • • • Over a third of shoppers (35 percent) feel brands do a
poor or very poor job of customizing the online shopping experience, with just 7 percent believing that brands do this very well. • Nearly two-thirds (59 percent) of shoppers are interested
in personalization as a part of their online shopping experience, and 43 percent are open to personalized in-store experiences. Episerver Reimagining Commerce Page 3
The big questions guiding consumers’ online experiences
To create better digital experiences for shoppers, brands must first understand their audiences.
What
Today’s consumers are logging on to shop for seemingly everything. Top interests include personal entertainment, apparel and travel.
Where
Across all products and services, online shoppers list desktop or laptop as their preferred digital channel. However,
mobile devices overall (smartphones and tablets) are quickly
growing in popularity. A quarter of consumers use a mobile device very often when shopping online, compared to 23 percent who use desktops.
85%
Percentage of consumers who shop online for the following products/services
Personal entertainment Apparel
How often do you shop using the following devices?
Very often
Often
85%
Desktop and/or laptop
Travel
82%
Smartphone
Digital products
79%
17% 26%
Tablet
8% 13% 23% 40%
Entertainment
Paying a utility bill
74% 71% 74%
Electronics
Device preference holds true when broken down by product/
Home/furnishings
service. The majority of shoppers are turning to desktop for all shopping needs, but nearly half of consumers use smartphones to shop for personal entertainment and digital % products, and over half use tablets to do the same.
Episerver Reimagining Commerce Page 4
On which digital channels do you shop for the following product and/or services?
Desktop and/or laptop Smartphone
Personal & Entertainment
Tablet
Finally, age is a major factor in how consumers engage
brands online. Shoppers ages 18-44 shop on smartphones most often, followed by desktop or laptop. Conversely, those who are 45 and older are much more likely to
shop on desktops very often.
3% 4% 25%
When
Two-thirds of shoppers expect to make more online
Apparel
9% 635% 18%
Travel
purchases in 2017 than they did in 2016. This statistic increases among shoppers who purchase every time they visit a brand’s website or mobile app with the intent of purchasing, 91 percent of whom expect to purchase more in 2017.
8% 629% 17%
Digital Products
46% 48% 28%
Entertainment
52% 42% 17%
Why
Paying a Utility Bill
9% 528% 12% 9% 528% 15%
Ninety-two percent of consumers visit a brand’s website for the first time to do something other than make a purchase. Forty-five percent of shoppers are searching for a product/service, 26 percent are comparing
prices or other variables between brands and 11 percent are looking for store details like hours, location and contact information.
Electronics
Even when visiting a brand’s website or mobile app with
the intent of purchasing, a third (32 percent) of consumers rarely or never make a purchase.
Home/Furnishings
51% 22% 12%
Episerver Reimagining Commerce What is usually your primary purpose for visiting a brand’s website for the first time?
Searching for a product or service
45%
Comparing prices or other website variables between brands
26%
Looking for store information
11%
Making a purchase 8%
Finding inspiration
5%
Finding a dealer/reseller
Other
2%
How often do you actually make a purchase when you visit a brand’s website or mobile app with the intent of purchasing?
2% Never
Most of the time 65%
Rarely 30%
Every time 3%
How
Sixty percent of shoppers go directly to the product they are looking for when visiting a brand’s website or mobile app. Eighteen percent go to sale items first, and 7 percent seek out customer testimonials.
Page 5
The Bottom Line
Consumers are turning to multiple devices, shopping more
often and diversifying what they do once online.
What brands should do — Revisit user experience design to enhance the shopping experience.
Brands must focus on improving the overall 2% customer experience with a well-designed website,
including navigation, shopping and checkout. Brands must thoroughly understand the needs of site visitors and then design a site to suit those needs, providing rich and accurate content to guide the user throughout the entire process. To achieve this, brands should:
□ Conduct a site audit with user testing or conduct
a focus group to give site experience feedback.
□ Design a new user experience if necessary
based on mobile and desktop experiences.
□ Implement new designs that remove barriers to a successful visit.
□ Track pre- and post-launch average order values
and conversion rates.
Episerver Reimagining Commerce Page 6
Three ways to lose shoppers online Brands have many opportunities
to please shoppers online, but just as
many pitfalls exist that can turn consumers away. Three top mistakes brands make are:
01
Showing shoppers incomplete and/or incorrect content
Ninety-eight percent of shoppers have been dissuaded from completing a purchase because of incomplete or incorrect content. In fact, incomplete or incorrect content dissuades a third (32 percent) of consumers from completing a purchase every time they visit a brand’s website or mobile app.
Insufficient content can prevent purchases even when shoppers intend to transact. Of the 97 percent of consumers who have not completed a transaction when visiting a
brand’s website with the intent of purchasing, 21 percent
say incomplete content prevented them from doing so.
Many shoppers do not transact because they have found a better product or more competitive price, and there is little brands can do to stop these defectors. However, some shoppers are not transacting online because they would rather purchase in store, and brands do have influence over
this consumer pool.
When you don’t make a purchase when you visit a brand’s website or mobile app with the intent of purchasing, what about the website or mobile app prevented you from purchasing?
Price concerns
65%
Difficult-to-navigate website
42%
Found a product that better suited needs elsewhere
38%
Difficult check-out process
34%
Slow website
28%
Incomplete content
21%Incorrect content
14%Non-personalized shopping experience
4%
Episerver Reimagining Commerce Page 7
For example, brands can enhance the digital shopping experience with stronger visual content, including high- quality product pictures. Or, brands can show shoppers how products work with tutorials, videos and photo sets. An apparel company may demonstrate how one article of clothing pairs with others to form an outfit, while a furniture store could showcase how a couch works in multiple configurations, or what decorations look best with its fabric and color.
Consumers may think they know what they want when shopping online, but many need additional convincing once there. Brands can incorporate digital enhancements and product information to better replicate the in-store experience and offer the tactile assurance many shoppers desire before purchase. This will turn intent into action.
What brands should do —
Blend content and commerce to enhance the shopping experience.
Brands must create a seamless digital experience across all devices with consistent and complete content to support these multichannel behaviors and varied intentions. Brands that recognize that purchase is rarely ever a shopper’s first goal when visiting a site will be better positioned to engage shoppers online — and in effect, convert shoppers into customers.
To achieve this, brands should engineer websites that put information like store hours, product details and customer reviews front and center. However, when consumers are ready to buy, purchasing information should be available clearly on a brand’s website. Purchasing may not be every shopper’s first goal, but consumers will quickly grow annoyed if this information is hard to locate or overly complex. Brands must facilitate easy purchasing and create intuitive avenues for transaction.Episerver Reimagining Commerce Page 8
02
Creating inconsistent expectations
Thirty-seven percent of shoppers have received a product that looked different than expected in the
past 12 months. Twenty-seven percent of consumers have received a product that did not match its online description
in the same timeframe.
Inconsistent expectations have major financial implications
The product I received looked different than how I expected
37%
A retailer recommended a product that I would never purchase
31%
The product I received didn’t match the online description
Which of the following experiences have happened to you
when shopping online in the past 12 months?
I saw an ad for a product I would never purchase purchased online
47%
for brands. Nearly half (48 percent) of shoppers have returned a product because it wasn’t what they expected. Shoppers
returned over $250 billion worth of items to U.S. retailers in 2015, and this number will only increase as order volume balloons online. Companies should be doing everything in their power to minimize returns and stop hemorrhaging profits.
27%
I received the wrong product
17%
What brands should do —
Develop compelling content to enhance the shopping experience.
While consumers cannot physically interact with products online, brands can color website content with customer testimonials, product specs, multiple product views, and more to simulate a similar experience. To achieve this, brands should:
□ Develop rich product content and high-quality photos to limit inconsistencies in purchase expectations. □ Leverage smart product recommendation tools that crunch user behavior, purchase data and the behavior of other
users to make intelligent product recommendations that consumers appreciate. Brands should also embed these recommendations in remarketing ad buys. □ Curate ratings and reviews on the product detail page to validate the accuracy of product information.Episerver Reimagining Commerce 03
Failing to personalize the shopping experience
Over a third of shoppers (35 percent) feel brands do a poor or very poor job of personalizing the online shopping experience, with just 7 percent believing that brands do this very well.
This could be for several reasons, including irrelevant ads, irrelevant product recommendations and non-personalized web content.
No matter the motivation, past online shopping ventures lead a third of shoppers (30 percent) to say that they feel brands and marketers do not care enough about personalizing the online shopping experience. In fact, 7 percent of shoppers have left a brand’s website or mobile app without making a purchase because the digital content (videos, images, text, etc.) wasn’t personalized to them.
What brands should do — C raft website content based on i ndividual shopper insights. We’ll delve into this in the next section.Page 9
Episerver Reimagining Commerce Page 10
Online shoppers expect a personalized experience
With so many brands, products and services to choose from, consumers are drawn to highly relevant digital experiences with information that is meaningful to their particular shopping needs.
Nearly two-thirds (59 percent) of shoppers are interested in personalization as a part of their online shopping experience. In fact, when asked what makes a great digital user experience, 28 percent chose tailored content as one of their top three factors. One in 10 shoppers ranked it No. 1. Ranking
01
02
03
04
05
Personalized content
10%
9%
10%
17%
54%
Fast websites
21%
26%
21%
20%
11%
Easy search functions
43%
24%
15%
11%
8%
Easy checkout
14%
27%
33%
17%
9%
Customer support
12%
15%
21%
35%
18%
Personalized content trails other website attributes such as speed and searchability, but not by much. This suggests that personalization online will be just as important as site infrastructure moving forward. To anticipate consumers’ rising acceptance and expectations for personalization online, brands must first understand where shoppers’ desire for relevance is strongest:
Episerver Reimagining Commerce Page 11
Products and services
Consumers expect tailored online content across all products and services, with apparel and personal entertainment ranking highest (50 percent).
For which categories do you expect to see adapted online content based on your personal interests, purchase history and demographics?
Personal entertainment Apparel
Travel
40%
Digital products Entertainment
36%
33% 42% 52% 42% 34% 26% 27%
Interestingly, consumers also expect relevant content for less expensive purchases when shopping online. Over half
(51 percent) of consumers desire relevant content when
shopping for products or services within the $51-$100 price range, followed by $11-$50 and $101-$200 (42 percent). Just over a quarter of shoppers expect to see relevant content when shopping for expensive products ($500 or more), with
twice as many consumers expecting relevant content for
items $51-$100 compared to $501-$1,000.
50%
50%
Among which price ranges for products and/or services do you expect to see personalized content when shopping on a brand’s website or mobile app?
40%
Paying a utility bill
32%
Electronics
30%
Home/furnishings
23%
Episerver Reimagining Commerce Page 12
Website content
When asked what content they most prefer to be adapted to their interests, consumers reported shipping info (43 percent), product recommendations (37 percent) and product/service information (33 percent).
Shoppers have equally high expectations for personalized website copy. Top areas of interest are coupons based on location, images, advertising and video. Fewer consumers
desire personalized content for emerging technologies like
virtual reality and augmented reality.
Which of the following content would you like brands to personalize as a part of your online shopping experience?
Coupons based on location
43%
Product recommendations
Images
38%
31%
Advertising
Products/service information
33%
Video
Billing information
11%
30%
Homepage
24%
Shopping cart
23%
Advertising
12%
Augmented reality
6%
Virtual reality
7% 14% 44%
Of the following, what website content do you
prefer to see adapted to your interests without you inputting information?
Shipping information
Episerver Reimagining Commerce When consumers are ready to buy, brands should tailor the information that shoppers find most important for making a purchase. Top forms of content include product specifications, reviews, images and sales information.
Which of the following forms of content are most important to you when making a purchase on a brand’s website or mobile app?
Product specifications 76%
Reviews 71% Images
66%
Sales information
38%
FAQs 28%
Videos
Brands that can align the content areas most important to consumers with the types of content for which shoppers expect personalization will create the strongest digital user experience. For example, brands could try populating product specifications with highly relevant images, or customize the advertisements featured in product reviews and sales information.
Page 13
Shopping online for yourself
vs. for others
Consumers have higher expectations for website
content when shopping online for themselves vs. others. Interestingly, however, shoppers said that returns information is more useful when shopping online for others than when shopping online for
themselves. Brands should feature returns information on their websites during time periods where shoppers
are most likely to buy gifts for others, such as the holiday season.
What information is useful to you when shopping online?
For others For yourself Sizing information
55%
% Returns information
55% 51%
Product specs 13%
53% 71%
Shipping information
48%
60%
Customer testimonials
4 2% 52% 35% 40%
Product recommendations Sales information
26% 37%
FAQ
20% 29%Episerver Reimagining Commerce Page 14
Two ways to nail online personalization
Once brands know where online shoppers expect personalization, they must learn what types of personalization shoppers desire:
01
Go beyond demographics
Fifty-six percent of shoppers are open to brands
knowing things about them to better tailor the online shopping experience, but consumers have
also grown tired of traditional tactics like personalizing for their name and contact information. Even nuanced
demographic information like gender, age and income are now viewed as routine, even expected.
The personalization benchmark now includes personal
information like purchase and personal interests, as these details are more useful in guiding shoppers
toward their next purchase.
Which of the following should brands know about you to
best personalize your online shopping experience?
Purchase history
38%
Personal interests
25%
Demographics (gender, age, income)
20%
Browsing history
17%
Billing information
15%
Name
13%
Contact information
13%
Social media activity
4%
Episerver Reimagining Commerce Page 15
02
Merge online and in-store experiences
Forty-three percent of shoppers are open to personalized in-store experiences. As with online, however, brands must go beyond the basics. Just one in 10 shoppers are interested in being greeted by name when shopping in store, compared to the 23 percent of consumers who want in-store associates to use a mobile app to locate and order the product they’re looking for in another store or online.
Likewise, 16 percent of shoppers want brands to use a mobile app to determine the product they’re most likely to want from the inventory that is currently in stock. Thanks to the proliferation of digital channels and technologies, shoppers now expect the level of in-store personalization to match their online shopping experience.
Twenty-one percent of shoppers are more likely to purchase again from brands that do more to personalize their digital experience than those that do not, and nearly the same number are more loyal (17 percent) to brands that personalize. Likewise, 18 percent of shoppers say brands that personalize digital experiences care more about
them than brands that do not. Clearly, investing in tailored
content is an easy win for brands looking to earn a larger
market share online.
However, brands cannot rest on their laurels and must move beyond traditional personalization points like a customer’s name to engage shoppers. Similarly, brands
must recognize that online user experiences do not stop
at devices in today’s omnichannel world. While consumers may start their shopping journey online, many are finishing in store and expect the customized experience to follow.
When shopping in store, what do you want store assistants to know/do?
Use a mobile app to locate and order the product I’m looking for in another store or online
23%
Use a mobile app to determine the product I am most likely to want from the inventory that is currently in stock
16%
My past in-store and online purchases, returns, sizes, etc. and tailor my visit with personalized recommendations
14%
Follow up with me after my purchase
10%
Greet me by name
10%
Episerver Reimagining Commerce Page 16
Conclusion
In the race to convert and please shoppers online, brands must erase any preconceived notions that consumers are logging on only to purchase. This may be the final goal for most shoppers, but the journey to transaction is far from uniform. This is hardly surprising considering the diversity of consumers today.
With an understanding of why shoppers are visiting websites, brands should focus on crafting a stronger digital user experience. This means brands must develop consistent omnichannel content that’s personalized where and how shoppers want it.
Brands may need to implement new digital experience technology such as a Content Management System or an eCommerce Platform that combines commerce and content management tools. This blend of capabilities ensures that
brands can deliver and manage the experience, content and shopping tools that consumers are looking for, across all aspects and every device. Leading platforms also allow brands to implement the exact user experience they need to delight consumers in real time.
Relevant, useful and complete content should be at the heart
of everything. Website content is the substance that keep shoppers engaged until purchase, as well as coming back for more. And in today’s competitive online world, there’s nothing better than a repeat customer.
Episerver Reimagining Commerce
Methodology
This study is based on a survey of 1,112 U.S. consumers that have shopped online within the last year conducted online October 4–10, 2016. The age, gender, location and household income breakdown of the respondents is as follows:
What is your age? 18–29 22% 30–44 27% 45–59 27% 60+ 25%
What is your gender?
Female 52% Male 48%
U.S. Region
New England
6%
How much total combined money did all members
of your household earn last year?
$0 – $9,999
Middle Atlantic 13%
$10,000 – $24,999
East North Central 14% West North Central 6% South Atlantic 16%
$75,000 – $99,999
East South Central 5%
$100,000 – $124,999
West South Central 10%
$125,000 – $149,999
Mountain 9%
$150,000 – $174,999
Pacific 19%
$175,000 – $199,999
Declined to Respond 2%
$200,000+ $50,000 – $74,999 $25,000 – $49,999
7%
10% 17% 16%
13%
8%
5%
4%
3%
4%
Prefer not to answer
13%About Episerver
Episerver connects digital commerce and digital marketing to help organizations create unique digital experiences for their customers, with measurable business results. The
Episerver Digital Experience Cloud™ combines content, commerce, multi-channel marketing, and predictive analytics in a single platform to work full-circle for businesses online — from intelligent real-time personalization and lead-generation through to conversion and repeat business — with unprecedented ease-of-use. Sitting at the center of the digital experience ecosystem, Episerver empowers digital leaders to embrace disruptive, transformational strategies to deliver standout experiences for their customers — everywhere they engage. Founded in 1994, Episerver has offices in Australia, Denmark, Finland, Germany, The
Netherlands, Norway, Poland, Singapore, South Africa, Spain, Sweden, UAE, UK and the USA. For more information, visit Episerver.com.
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