In this two-part series, we’ll discuss why you should segment your customer base into three types of users (bounces, low pageviews, and high pageviews) and how you can enhance your online experience for each group.
Basing your entire site performance on conversion is problematic because it doesn’t distinguish the 3 types of visitors on your site:
- Bouncers: users who view 1 site page
- Early Abandoners: users who view 2-5 site pages
- Core Converters: users who view 6 or more site pages
Let’s start with Bouncers. Who are they? Bouncers are users who view one page and exit the site without viewing any other pages. Approximately half of all online visitors bounce regardless of the device they’re using.
Part 1 of this series discussed how to optimize your site for users who bounce, who only view a single site page and then leave. In an earlier study, we found that visitors who view more site pages are more likely to convert, so let’s target these low and high pageview users.
Early Abandoners (i.e., low pageview users) are visitors who view 2-5 pages before leaving the site. Unless the visitor has previously added items to the cart, 2-5 pages doesn’t typically allow a shopper to browse and check out in a single visit.
Overall, about 27% of all online shoppers are categorized as low pageview users:
- 29% of total smartphone visitors
- 21% of total tablet visitors
- 31% of total desktop visitors
Unlike Bouncers, Early Abandoners want to be on your site but are either not finding what they want or are having a poor user experience. Target your site speed, on-site search, and site navigation to optimize the online experience.
Approximately 16% of all online visitors who fall into the Early Abandoners category use on-site search and nearly half of those searches result in the visitor leaving the site. It’s important to optimize your on-site search results page, particularly if the search produces no search results.
If users are having a difficult time finding what they want, chances are they won’t shop on your site. Focus on your homepage, product index pages, and category pages to improve site navigation since half of visitors arrive on the homepage and half of visitors leave from a product index page or category page.
Now that we’ve covered the Early Abandoners, let’s talk about your Core Converters (i.e, high pageview users). They’re the reason your site is successful.
Core Converters view 6 or more pages during their visit on the site, and nearly 1 in every 4 online visitors is considered a high pageview user:
- 21% of total smartphone visitors
- 24% of total tablet visitors
- 23% of total desktop visitors
Focus on optimizing your points of conversion, like the cart and checkout.
Cart & Checkout Pages
Users who make it to checkout are the most likely to convert, so remove any distractions and create clear calls-to-action on your cart and checkout pages, and ensure one particular step in checkout doesn't have an abnormally high drop-off rate.
As you optimize your site for each group, the Bouncers are likely to become Early Abandoners, and Early Abandoners are likely to become Core Converters.