Category pages are the most engaging pages of any website for engagement and sales conversions.
With an activity rate of 32.7%, category pages are the most engaging pages of any page on a site, a study by digital analytics firm Contentsquare said.
The study said with increased activity linked to better outcomes for engagement and conversion, ensuring these pages are optimized and friction-free should be a priority for retail brands preparing for the busiest season of the year.
Understanding how customers behave online and why is key to a customer experience strategy and remains a priority for brands as they firm up their year-end plans, the study said.
As the busy peak holiday shopping season nears, Contentsquare is also recommending four actions that brands can take now to help prepare their sites for increased traffic and drive additional revenue, which include:
Peak season = peak customer experience – The true “peak” of a peak season globally only comes once a year, so it’s critical to take every step possible to optimize the experience of your customers to maximize conversions. Monitoring and measuring content performance is key to optimizing user journeys and ensuring customers are engaged every step of the way.
Follow the lead from campaigns to conversions – Most retailers allocate significant spending on campaigns to drive traffic during peak shopping season, so it’s important to make the connection between campaigns and on-site activity.
Embrace real-time analysis – With increased traffic comes an increased possibility of errors and other obstacles that can impact peak season results. Contentsquare’s analysis of 2.6 billion user sessions during last year’s peak season showed a +21% increase in the number of sessions with errors compared to normal.
Check your speed — When customers are forced to wait for pages that take more than 2 seconds to load, bounce rates reach 49%, with nearly 1 in 2 visitors bouncing, according to Contentsquare’s study. Online shopping events including 10.10, Singles Day, Black Friday and Cyber Monday leading up to Christmas bring opportunities for brands to gain wallet share and stand out from the competition.
