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Rick Kenney: Removing Friction from Commerce

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How removing friction has accelerated the rise of digital commerce


*talk at NEXT15*

Published in: Internet
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Rick Kenney: Removing Friction from Commerce

  1. 1. How removing friction has accelerated the rise of digital commerce Removing Friction from Commerce
  2. 2. Over 200 Million Shoppers are telling us… 2 Three key Shopper-Focused Trends 1. Conversion Rate is an antiquated metric. 2. Mobile is the force of commerce growth. 3. The Shopping Cart: the next big thing.
  3. 3. Why is conversion rate antiquated? © 2015 Demandware3 Orders Visits Orders Shopper Orders Visits
  4. 4. Conversion Rate is Yesterday’s Metric 4 8%VISITS PER SHOPPER 11%BASKETS PER SHOPPER 2%CONVERSION RATE 6%ORDERS PER SHOPPER The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of registered users. WHAT REALLY MATTERS: Visits per shopper are up (thanks device-hoppers)… …so are orders per shopper. Beware of the antiquated metric ‘conversion rate!’
  5. 5. Mobile Phones quickly taking share 5
  6. 6. Phones Fuel Commerce Growth 6 Device Contribution on Growth Metrics
  7. 7. 9.4MINS AVG TIME PER VISIT, Q2 2015 AVG TIME PER PHONE VISIT, Q2 2015 8.5 MINS 28% 37% The analysis reflects a comparison of digital commerce sites transacting in Q4 2014 and Q4 2013, and reflects activity of all shoppers. WHAT REALLY MATTERS: Shopping is part of the digital routine: Spontaneous and interrupted. How can you inspire and guide shoppers before time runs out? 7 The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of all shoppers. Duration Declines Dramatically 7
  8. 8. The ‘Next’ Big Thing: The Shopping Cart 8 On Phones: Add to cart rate up 15% Increase in carts created on phones: 99% Increase in Carts created: 27% Add to Cart Rate up 5%, globally Rise in Carts per shopper: 11%
  9. 9. Removing friction leads to commerce success 9
  10. 10. Marketing: the next friction-free frontier 10
  11. 11. Visit our Resource Center for More Reports www.Demandware.com/Shopping-Index www.Demandware.com/Resource-Center 11

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