Online Purchase Intent Is on the Rise – How Can Consumer Electronics Maximize It?
July 6, 2020
by The Namogoo Team
With online sales booming since the start of the coronavirus outbreak, in recent months we at Namogoo have highlighted the eCommerce successes of online supermarkets and health and beauty stores. Given this year’s increase in working from home, it is no surprise that online sales of consumer electronics are also on the rise. Still, the scale of the jump in sales that we’ve seen is remarkable.
How significant has this sales boom been? To answer this question, we compared KPIs among the consumer electronics companies we work with for the months of April and May with those from February and March (the early days of the COVID-19 crisis in the U.S.).
First, the good news.
Although we saw notable increases in browsing within online electronics stores, the biggest improvements were in actual purchases. Visits to these websites increased by 24%, showing a significant jump in the number of interested shoppers. Meanwhile, pageviews per session went up by 7%, appearing to show a slight increase in interest and engagement by online shoppers.
Even better, conversion rates rose 31%, showing a major boost in the likelihood that any given visitor to a consumer electronics website will make a purchase. And most importantly, the number of online conversions on consumer electronics websites jumped by a whopping 62%.
These stats show that during the coronavirus outbreak, shoppers looking for consumer electronics are far more likely to know the products they need and to already be intent on purchasing those items before they arrive on the retailer’s site.
But the trends among visitors to consumer electronics websites aren’t all encouraging.
We have seen a significant increase in attempts to divert shoppers away through Customer Journey Hijacking. That makes it especially important for these online stores to understand what Customer Journey Hijacking is, how it affects both their customers and their bottom line, and what they can do about it.
What do the Customer Journey Hijacking numbers show?
Customer Journey Hijacking impacts online stores across verticals, displaying injected ads to their prospective customers in order to divert these shoppers to different websites. Those ads risk damaging customer relationships by adding clutter and friction to the customer journey. But, no less importantly, most injected ads promote products sold by competing online stores.
Although our Customer Hijacking Prevention solution prevents visitors to our clients’ websites from viewing these ads, we have recorded notable increases in attempts at Customer Journey Hijacking in recent months.
Comparing the numbers from April and May with those from February and March, we can see a 23% increase in attempts to divert visitor sessions away from consumer electronics sites through unauthorized ad injections. All told, in April and May we detected attempts to inject ads during 16% of visits to the consumer electronics websites we work with.
One reason Customer Journey Hijacking is such a problem for electronics stores (as well as other retailers) is that it disproportionately targets the most active online shoppers. But at a time when so many consumers are still getting used to the world of eCommerce, injected ads also make it harder for these companies to build relationships with new online shoppers.
In a survey of more than 1,000 U.S. consumers that we conducted in late April of this year, 14% of respondents said they had first begun shopping online as a result of the COVID-19 outbreak – while 56% said they had increased their online shopping because of it. While this situation has presented retailers with a new opportunity to turn shoppers like these into loyal customers, Customer Journey Hijacking threatens to prevent those customer relationships from taking root.
How can online consumer electronics stores stop losing sales to injected ads?
Although injected ads show up as consumers visit certain websites, these websites are not the source of the ads. Rather, injected ads usually appear as a result of freeware previously installed by an unsuspecting user, such as a browser extension. That’s the reason retailers have no way to view the injected ads that their customers do, and it’s why these companies can’t block those ads directly.
That’s where we at Namogoo come in. Our self-learning Customer Hijacking Prevention solution automatically identifies and blocks injected ads in real time. As a result, our cloud-based technology is proven to boost online stores’ conversion rates by between 1.5% and 5%.
To help electronics stores and other retailers adapt to today’s challenges and opportunities, we’re temporarily offering access to our Customer Hijacking Prevention solution at no cost. And, because it can be installed rapidly with no need for on-site access, new clients can start enjoying all of its benefits immediately.
As sales are booming for online consumer electronics stores, so are the missed opportunities caused by injected ads. Customer Hijacking Prevention blocks this threat and gives these stores control of the shopping experience they offer, empowering them to patch a critical hole in their sales funnel.
Ready to put an end to the missed sales opportunities caused by injected ads, at no risk? Request cost-free access to Namogoo’s Customer Hijacking Prevention solution today.