Semrush studied a yr of Amazon clickstream knowledge (from December 2021 by way of November 2022) to analyze the shopper funnel. The examine targeted on visits to Amazon.com utilizing a browser, which means it included two buy strategies: clicks to the Purchase Now button, and the procuring cart.
In keeping with the examine, 14.35% of all website visits lead to a purchase order.
Whereas it’s potential to transform with out ever visiting a product web page, it’s unlikely. 92.4% of conversions occurred after a product web page go to, even when they used the Purchase Now button.
After we look solely at transactions from the cart, right here’s the way it breaks down.
11.94% of all periods embrace at the least one add-to-cart click on—which means a powerful majority by no means get so far. However as soon as customers click on Add to Cart, they’ve two choices:
- 68.05% of carts lead to a accomplished buy (8.12% of periods)
- 31.95% of carts are deserted (3.81% of periods)
For sellers, because of this, if you happen to persuade the shopper to click on that button, you’ve obtained a powerful likelihood to transform.
The Path to Conversion: How Customers Behave on Amazon.com
The typical person makes three searches and visits six product pages earlier than finishing a purchase order. For comparability, it solely takes two searches and 4 product web page visits for the typical person to click on “add to cart.”
Right here’s a extra detailed breakdown of typical person conduct:
After we regarded on the variety of periods throughout your entire analysis interval, just a few notable developments emerged.
Amazon periods stay pretty regular all year long—with just a few exceptions.
Visits spiked on Prime Day in July, and through two vacation promotions: the Prime Early Entry Sale in October, and Black Friday weekend in late November. There was additionally a notable drop at Christmas, as soon as customers had doubtless accomplished their vacation procuring.
The best-converting day was Prime Day on July 13, when a staggering one in six periods resulted in a purchase order.
Engaging Product Pages are the Key to Amazon Gross sales
It’s no shock that almost all of customers convert solely after visiting at the least one product web page—if no more. So if you wish to increase your Amazon gross sales, you first want to make sure that your product pages are engaging and optimized for Amazon search.
For deeper insights to enhance your rankings, you should utilize Search Insights for Amazon, which gives the aggressive knowledge it is advisable to optimize your product pages successfully.
Discover this and extra within the Semrush App Middle’s Ecommerce app assortment.