Report: Retailers Set to Lose $2.4 Billion to Online Journey Hijacking this Holiday Season
October 16, 2018
by David Abbou
With the 2018 holiday shopping period fast approaching, many retailers are in mid-season form with their strategies to create hyper-relevant customer experiences to convert website traffic to revenue on every device, channel, and touchpoint that their customers connect with their brand.
But there’s a major element many brands are missing that’s impacting their customer journeys — Online Journey Hijacking. Data shows it’s set to cost retailers $2.4 billion in sales this holiday season — up 17% from 2017. This growing problem is expected to disrupt up to 30 percent of all website visitors this holiday season with unauthorized product ads, banners and pop-ups that are injected into consumer browsers, disrupting the experience online brands work so hard to deliver, and damaging conversions and revenue by diverting them to other promotions.
To shed light on the scale and scope of this debilitating consumer-side phenomenon, Namogoo recently launched our State of Online Journey Hijacking benchmark report. Based on data collected in the course of analyzing hundreds of millions of web sessions every week, this report uncovers Online Journey Hijacking rates for both mobile and desktop users in the United States and Europe, the types of injected ads infected users are exposed to, and the scale of infection within online verticals at key stages of the buyer journey.
To be published quarterly, this first report covers our findings for the first half of 2018 and compares them to Q4 2017. Some of the key findings in this report are:
- The highest rate of infected mobile users was in the U.S. during peak holiday season (Q4 2017) at 18.21 percent.
- European mobile infection rates have risen from nearly 13.37 percent in Q1 2018 to 17.30 percent in Q2 2018.
- Product pages were the most impacted part of the online journey for infected users, with 31.56 percent impacted by injected ads, while 28.74 percent were shown these ads during the most critical step of the shopper lifecycle – checkout.
- Desktop users in Q2 2018 were most infected with injected ads when browsing subscription-based (22.01%) and apparel (21.60%) websites, while mobile users were most impacted when browsing footwear websites (20.94%).
- While all major web browsers exhibited high infection rates, users of Apple Safari were the most impacted across both desktop and mobile with rates of 24.91 percent and 19.52 percent respectively.
- Infected users on both desktop and mobile across all browsers convert over two times more frequently than clean users after Online Journey Hijacking has been blocked.
Download the full benchmark report to get in-depth trends on infection rates, and business impacts across devices, regions, and to find out how your vertical is affected.