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Ecommerce Report Finds Returning Visitors Add Items To Cart Nearly 15% Of the Time

By Chris Crum

April 5, 2016

Monetate released its quarterly ecommerce report based on an analysis of 7 billion online shopping sessions from Q4 and the holiday season.

“As major retailers report their Q4 earnings, it’s clear many are struggling with omnichannel profitability,” a spokesperson for the firm said in an email. “The ray of light in an otherwise bleak situation for retail: online sales, driven by big gains for mobile. Winning brands are separating from the pack by treating new/returning customers uniquely, and understanding how to personalize marketing to each.”

The report found that online shoppers converted on purchases at a year-long high. Conversion rate peaked at 3.48% (up from 3.4% year-over-year). Returning visitors converted more often (4.55%) than new visitors (2.49%).Conversion was up across devices s (+0.28% for desktop, +0.33% for mobile, +0.34% for tablet year-over-year).

Returning visitors were more likely to add items to their cart and convert, it found. Returning visitors add items to their cart 14.80% [...]

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