THE VALUE OF THE HIJACKED CUSTOMER SEGMENT
Our consumer session data shows that hijacked visitors are more active online and therefore more frequently download free software, extensions, and apps that are bundled with ad injection software. When blocking ad injections for hijacked visitors in the health and beauty industry, we can see that the recovered segment (those who were hijacked) are 35% less likely to abandon carts at checkout when compared to the unaffected segment (those who were not not hijacked).
Before diving into your industry, here’s a high-level view of hijacking rates across industries in 2020:
THE IMPACT ON HEALTH & BEAUTY IN 2020
The growth of online shopping has steadily increased annually, replacing physical shops and opening up many new opportunities to consumers. But the impact of COVID-19 has driven eCommerce traffic and sales to record highs in 2020. The competition for online customers has increased as well, as retail brands adapt to this new reality. This makes optimizing the customer experience online and preventing disruptions that harm conversions and revenue even more crucial.
To give you a full view of the scale and impact of Customer Journey Hijacking, this report will break down hijacking rates and the impact on conversion for health and beauty retailers in 2020 to date.
TOTAL 2020 HIJACKING RATE FOR THE INDUSTRY
Let’s zoom in on the scale of Customer Journey Hijacking in the health and beauty industry. In 2020, our consumer session data for clients worldwide shows that 21.33% of all visitor sessions to health and beauty retail sites are exposed to unauthorized ad injections.
OVERALL HIJACKING RATES VS. HEALTH & BEAUTY IN NOTABLE MARKETS IN NORTH AMERICA & EUROPE
Looking at hijacking rates specifically in notable European and North American markets, we can see that more than 1 in 5 visitors are subjected to unauthorized ad injections when visiting a consumer electronics retail site:
2020 Hijacking Rates by Country
(notable European and North American markets)
HOW DO THESE HIJACKING RATES COMPARE TO OTHER INDUSTRIES?
Here’s how the percentage of hijacked visitors to health and beauty websites compares to other industries in 2020:
Hijacking Rates by Site Section
HIJACKING RATES COMPARED ACROSS DEVICES
Our data shows that hijacked visitors have higher shopping intent and therefore have lower checkout abandonment rates.
When it comes to pageviews per session, the unaffected, non-hijacked segment generally views less pages per session, showing lower engagement. Blocking unauthorized ads has the highest impact on pageviews for the health and beauty industry, with a 40% difference between the recovered and unaffected visitors.