Semrush studied a 12 months of Amazon clickstream knowledge (from December 2021 by way of November 2022) to research the shopper funnel. The research centered 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.
Based on the research, 14.35% of all website visits end in a purchase order.
Whereas it’s doable 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.
Once we look solely at transactions from the cart, right here’s the way it breaks down.
11.94% of all periods embody no less than one add-to-cart click on—which means a robust 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 end in a accomplished buy (8.12% of periods)
- 31.95% of carts are deserted (3.81% of periods)
For sellers, which means that, if you happen to persuade the shopper to click on that button, you’ve bought a robust probability to transform.
The Path to Conversion: How Customers Behave on Amazon.com
The common 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 common person to click on “add to cart.”
Right here’s a extra detailed breakdown of typical person conduct:
Once we appeared on the variety of periods throughout the complete analysis interval, a couple of notable developments emerged.
Amazon periods stay pretty regular all year long—with a couple of 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 seemingly 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 no less than 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 attractive and optimized for Amazon search.
For deeper insights to enhance your rankings, you should use Search Insights for Amazon, which offers the aggressive knowledge you’ll want to optimize your product pages successfully.
Discover this and extra within the Semrush App Middle’s Ecommerce app assortment.
