Customer behavior Tracking the effect of COVID-19 on digital KPIs - Contentsquare
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The evolution of online
customer behavior
Tracking the effect
of COVID-19 on
digital KPIs
1
DATA HUB - 2020 IN RETROSPECT
2020 in Retrospect: The evolution of online customer behavior
― New customers moved online. According to eMarketer’s Global Ecommerce Update 2021 report, global
eCommerce sales grew by 27.6% in 2020, with new and existing customers spending a total of $4.28 trillion
throughout the year. The pandemic encouraged consumers to try new digital behaviors, with many using
telehealth, online entertainment, e-learning, and social media shopping for the first time.
― In-person retail was named non-essential. At the start of the pandemic, many retailers were labeled non-
essential and forced to shut their doors. Companies had to meet customers online and quickly adapt to
their new needs and behaviors, as many consumers opted for essential goods in favor of personal luxuries.
― Unprecedented digital acceleration. A recent McKinsey & Company report estimates U.S. eCommerce
experienced 10 years of digital growth in just 3 months at the beginning of the pandemic.
― New consumer habits are here to stay. Even as stores reopened and lockdowns lifted this summer,
customers continued to convert online, suggesting customers have fallen in love with the convenience of
online shipping. We suspect these new behaviors aren’t going anywhere any time soon.
― Customer experience has become a key brand differentiator. Brands need to balance creating new,
innovative digital experiences and fixing pesky site errors and on-page hiccups that could keep customers
from converting. That’s how they can engage their customers and stand out from increasing competition.
― The separation between the physical and digital worlds is fading fast. Omnichannel strategies are now at
the heart of companies’ objectives thanks to new immersive experiences and social commerce.
2
DATA HUB - 2020 IN RETROSPECT
Table of contents
Methodology 04
Global overview 05
Traffic 06
Time per session 07
Transactions 08
Conversion rate 09
Industry focus
13
- SUPERMARKET
15
- HIGH-TECH
17
- SPORT EQUIPMENT
19
- MEDIA
21
- COSMETICS
23
- BANK & INSURANCE
25
- HOME FURNITURE
27
- RETAIL FASHION
29
- TELECOM
31
- JEWELRY & WATCH
33
- LUXURY
35
- TRAVEL
3 Best practices 37
3
DATA HUB - 2020 IN RETROSPECT
Methodology
PERIOD: FROM JANUARY 6TH TO DECEMBER 31ST 2020
+900 WEBSITES IN THE WORLD
+10 BILLION SESSIONS
+50 BILLION PAGES
26 COUNTRIES
22 INDUSTRIES
KPIS ANALYZED: TRAFFIC, TRANSACTIONS, CONVERSION RATE AND ENGAGEMENT
(time spent, # of page views)
4
DATA HUB - 2020 IN RETROSPECT
GLOBAL OVERVIEW
3RD QUARTER VS 4TH QUARTER OF 2020
Traffic Time per session Transactions Conversion rate
+23.56% +12.98% +38.11% +11.59%
END OF DECEMBER 2020 VS EARLY JANUARY 2020
+18.6% +4.6% +78.1% +51.6%
-90% 90 % -90% 90 % -90% 90 % -90% 90 %
Traffic Time per session Transactions Conversion rate
- All KPIs have increased since January 2020, which comes as no surprise as many consumers adopted new online behaviors as a result of
the pandemic.
- KPIs rose significantly between Q3 and Q4 thanks to continued concerns over in-store shopping, additional pandemic-related store closures in
parts of the world, and the convenience of online shopping. This all contributed to a record-breaking holiday shopping season for eCommerce.
5
DATA HUB - 2020 IN RETROSPECT
TRAFFIC
130
125
January 2020
120 reference
period =
index 100
115
110
105
100
95
90
85
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Global online traffic mirrored the seasonality and severity of the pandemic. In March, as lock downs began, users surged online, while traffic
dipped over the summer as stores reopened and people felt more comfortable social distancing outside. As the weather got colder and cases
climbed, so did site traffic, as many shoppers chose to find and ship holiday gifts online this year.
6
DATA HUB - 2020 IN RETROSPECT
TIME PER SESSION
120
115 January 2020
reference
period =
index 100
110
105
100
95
90
85
80
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Similar to global traffic, time per session climbed during the first few months of the pandemic before taking a dip during the summer months
as customers took time to enjoy the warm weather and take a much needed break from technology. Once the weather cooled and the holiday
shopping season came around, users were back online looking for the perfect gifts for their loved ones and trying to find new ways to stay
connected with friends and family during the holidays.
7
DATA HUB - 2020 IN RETROSPECT
TRANSACTIONS
200
190
January 2020
180 reference
period =
index 100
170
160
150
140
130
120
110
100
90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Online transactions increased since the start of the pandemic. The most significant increase unsurprisingly occurred during the holiday season
when eCommerce sales saw unprecedented online sales.
8
DATA HUB - 2020 IN RETROSPECT
CONVERSION RATE
155
150
145 January 2020
reference
140 period =
index 100
135
130
125
120
115
110
105
100
95
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Overall, 2020 saw high conversion rates across all industries, even with low traffic during the summer months. This suggests many customers
have embraced the ease and convenience of online shopping.
9
DATA HUB - 2020 IN RETROSPECT
Industry focus
TRAFFIC EVOLUTION, DECEMBER VS JANUARY 2020
- Surging Supermarkets and Sports
supermarket 9.9% Equipment: two industries that have seen
a huge influx in digital traffic since the start
retail tech 53.9%
of the pandemic are grocery and sporting
equipment. With restaurants closed and
heightened concerns about the safety of
sport equipment 45.9% in-store shopping, many customers tried
online grocery shopping for the first time
media 17.5% and fell in love with the convenience.
Similarly, the closure of gyms pushed
cosmetics 68.5% many people to invest in virtual workout
services and at-home workout gear. We’re
certainly not complaining about wearing
bank/insurance -10%
athleisure 24/7.
home furnishing diy 16.5% - Tumbling Tourism: on the other hand, the
tourism industry witnessed the biggest
fashion 26.8% decrease in traffic. With many countries
enacting strict travel bans and quarantine
telecom
rules, people canceled flights and hunkered
-9.7%
down at home for the pandemic. That said,
local travel, car rentals, and camping did
jewelry/watch 46.1% see small spikes in the warmer months as
consumers tried to find responsible, nearby
luxury 45.1% get-aways for a change of pace.
tourism -56.3%
-40 -20 0 20 40 60
10
DATA HUB - 2020 IN RETROSPECTIndustry focus
TRANSACTIONS EVOLUTION, DECEMBER VS JANUARY 2020
supermarket 128.5%
retail tech 118.3%
sport equipment 78.5%
media 20.2%
cosmetics 153.4%
bank/insurance 22.7%
home furnishing diy 108.8%
fashion 69.9%
telecom -77.1%
jewelry/watch 410.9%
luxury 140.3%
tourism -18.8%
-50 0 50 100 150 200 250 300 350 400 450
The holiday shopping season proved particularly successful for industries across the board as consumers favored online shopping over in-store.
11
DATA HUB - 2020 IN RETROSPECTIndustry focus
PAGES VIEWS EVOLUTION, DECEMBER VS JANUARY 2020
supermarket 93.6%
retail tech 60.8%
sport equipment 24%
media 13.4%
cosmetics 65.6%
Not surprisingly, the same industries
that experienced high traffic also saw
bank/insurance -13% an increase in page views. The jewelry/
watch and retail tech industries were the
home furnishing diy 15.6% standout stars, with page views increasing
166% and 165% respectively since the
fashion 23.7%
beginning of the year.
telecom -17.6%
jewelry/watch 71.8%
luxury 35.5%
tourism -65.8%
-50 0 50 100
12
DATA HUB - 2020 IN RETROSPECTDeep-dive: Supermarket
OVERVIEW DECEMBER VS JANUARY 2020
+96.9% +85.7% +128.5% +17.5%
-140 % 140 % -140 % 140 % -140 % 140 % -140 % 140 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 63.2% Mobile 65.6%
Desktop Tablet Desktop Tablet
33.6% 3.2% 30.8% 3.6%
The supermarket industry was the unexpected winner of 2020. While online grocery shopping and in-store pickup have
been around for some time, the pandemic pushed new users to try these services for the first time and fall in love with
its ease and convenience. While we think these high KPIs are here to stay in 2021 and beyond, the industry’s biggest
challenges will be figuring out how to keep their broad range of users engaged, maintaining this pace of growth, and
turning new behaviors into habits.
13
DATA HUB - 2020 IN RETROSPECTDeep-dive: Supermarket
TRAFFIC & CONVERSION RATE EVOLUTION
140
135
240 130
220 125
January 2020 January 2020
reference reference
200 120
period = period =
index 100 index 100
180 115
160 110
140 105
120 100
100 95
80 90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
The supermarket industries is one of the few industries that saw both traffic and conversion rates skyrocket during global
lockdowns. While traffic dipped in summer, conversion rates continue to soar, proving that consumers were more intentional
with their visits and had embraced online shopping for essential goods and new consumption habits have appeared.
14
DATA HUB - 2020 IN RETROSPECTDeep-dive: High-Tech
OVERVIEW DECEMBER VS JANUARY 2020
+53.9% +62.8% +118.3% +45.4%
-130 % 130 % -130 % 130 % -130 % 130 % -130 % 130 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 59.6% Mobile 61.9%
Desktop Tablet Desktop Tablet
36.1% 4.3% 34.1% 4%
2020 was a good year for the high-tech industry. Thanks to the shift to remote work and schooling and people looking for
more at-home digital entertainment, many consumers upgraded their existing equipment or purchased new items. This
trend is still going strong as COVID-19 cases continue to increase and people hunker down at home for the colder months.
15
DATA HUB - 2020 IN RETROSPECTDeep-dive: High-Tech
TRAFFIC & CONVERSION RATE EVOLUTION
150
170
145
160
140
January 2020
150 reference 135
period = January 2020
index 100 reference
130 period =
140 index 100
125
130
120
120 115
110
110
105
100
100
90 95
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
High-tech ended the year on a high note thanks to the irresistible deals during the holiday shopping season.
16
DATA HUB - 2020 IN RETROSPECTDeep-dive: Sport equipment
OVERVIEW DECEMBER VS JANUARY 2020
+45.9% +24.2% +78.5% +22.2%
-90 % 90 % -90 % 90 % -90 % 90 % -90 % 90 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 59.4% Mobile 61.4%
Desktop Tablet Desktop Tablet
36.7% 3.9% 35.4% 3.2%
When the pandemic forced gyms to close, consumers had to find new ways to stay active. This caused many individuals
to invest in new at-home exercise equipment, virtual class subscriptions, and athleisure clothing, which accounts for the
increase in the industry’s digital KPIs.
17
DATA HUB - 2020 IN RETROSPECTDeep-dive: Sport equipment
TRAFFIC & CONVERSION RATE EVOLUTION
170
160
160
150
150
140 January 2020
reference
period =
140
January 2020
index 100 reference
130 period =
130 index 100
120
120
110
110
100
100
90 90
70 80
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- The start of the pandemic closed gyms and put a stop to races and tournaments. To stay in shape and sane, fitness
enthusiasts switched to at-home workouts, beefed up their home gyms, and signed up for online workouts.
- Over the summer, KPIs dipped as the warmer months allowed consumers to exercise outside or participate in outdoor
socially-distant classes. However, as the weather turns colder, there seems to be an uptick in both traffic and conversions.
18
DATA HUB - 2020 IN RETROSPECTDeep-dive: Media
OVERVIEW DECEMBER VS JANUARY 2020
+17.5% +4.8% +20.2% +2.3%
-30 % 30 % -30 % 30 % -30 % 30 % -30 % 30 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 70.4% Mobile 70.3%
Desktop Tablet Desktop Tablet
25.2% 4.4% 23.8% 5.9%
Despite the overall positive results outlined above, some media companies were luckier than others during the pandemic.
Of course, streaming brands saw a boom in digital subscriptions, while in many cases movie theaters, TV, and traditional
print media saw a steep decrease in membership and advertising spend.
19
DATA HUB - 2020 IN RETROSPECTDeep-dive: Media
TRAFFIC & CONVERSION RATE EVOLUTION
240
220
160
200
January 2020
140 reference
period = 180
January 2020
index 100 reference
period =
160 index 100
120
140
100
120
80 100
80
60
60
40 40
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- Again, while the pandemic has been great for some media companies, others like music and press platforms have seen
revenue drop as remote work put an end to many people’s daily commutes. On the contrary, news channels and streaming
platforms benefited from traffic increases as people were hungry for more information during a period plagued by uncertainty.
- High conversion rates during the first lockdown can be partially attributed to an increase in streaming subscriptions. For
example, when Disney+ was launched in late 2019, its parent company projected it would reach 60 millions users by 2024.
Thanks to the pandemic, it’s already reached this target – four years ahead of schedule.
20
DATA HUB - 2020 IN RETROSPECTDeep-dive: Cosmetics
OVERVIEW DECEMBER VS JANUARY 2020
+68.5% +46.8% +153.4% +49.9%
-160 % 160 % -160 % 160 % -160 % 160 % -160 % 160 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 70.7% Mobile 72.6%
Desktop
Desktop Tablet Tablet
25.1%
26.5% 2.8% 2.3%
While the cosmetics industry saw initial spikes in traffic and conversions at the beginning of 2020, these figures dropped
off over the summer months. Luckily, the industry ended the year with an outstanding holiday season. Even though people
are staying home, they’re still investing in skincare, eye makeup to sport with a mask, and lipstick to add a pop of color
to their Zoom calls.
21
DATA HUB - 2020 IN RETROSPECTDeep-dive: Cosmetics
TRAFFIC & CONVERSION RATE EVOLUTION
210
180
200
170
190
January 2020 160
180 reference
period = January 2020
index 100
170 reference
150 period =
index 100
160
140
150
130
140
130 120
120
110
110
100
100
90 90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
The year’s early spike in online performance can be directly connected to stores closing in March due to COVID-19 safety
measures. Still, as stores reopened in the summer months, online traffic and conversions dipped, suggesting consumers
may prefer to go in-store to touch and try products in-person. Still, high online performance during the holiday shopping
season reminds us that physical and digital channels are complementary and should work in tandem.
22
DATA HUB - 2020 IN RETROSPECTDeep-dive: Bank & Insurance
OVERVIEW DECEMBER VS JANUARY 2020
-10% -12.4% +22.7% +43.7%
-50 % 50 % -50 % 50 % -50 % 50 % -50 % 50 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 35.84% Mobile 44.2%
Desktop Tablet Desktop Tablet
61.86% 2.3% 53.3% 2.5%
Mobile traffic shares increased by 9 points between January and December as customers become more accustomed to
mobile banking.
23
DATA HUB - 2020 IN RETROSPECTDeep-dive: Bank & Insurance
TRAFFIC & CONVERSION RATE EVOLUTION
130
150
125 140
120 January 2020
130
reference
period =
index 100 120
115
110
110
100
105
90
100
80
January 2020
95 reference
70 period =
index 100
90
60
85 50
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
During the first half of the year, online traffic increased significantly, while conversion rates decreased. This could be
because consumers were mainly looking to access their online services, rather than subscribe to new services.
24
DATA HUB - 2020 IN RETROSPECTDeep-dive: Home furniture
OVERVIEW DECEMBER VS JANUARY 2020
+16.5% +0.2% +108.8% +77.9%
-120 % 120 % -120 % 120 % -120 % 120 % -120 % 120 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 63.36% Mobile 65.8%
Desktop Tablet Desktop Tablet
32.23% 4.4% 30.7% 3.5%
Throughout 2020, the home furniture and DIY industry performed strongly. Because they were spending more time
working, socializing, and living at home than usual, many individuals decided to invest more in their home décor and take
on a few home improvement projects to pass the time. As a result, traffic, transactions, and conversion rates increased
over the course of the pandemic.
25
DATA HUB - 2020 IN RETROSPECTDeep-dive: Home furniture
TRAFFIC & CONVERSION RATE EVOLUTION
200
190
140
135 180
130 170
January 2020 January 2020
125 160
reference reference
period = period =
index 100
120 index 100
150
115
140
110
130
105
120
100
110
95
90 100
85 90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- Like high-tech, home furniture saw its traffic and conversion rates go up during lockdown and the second wave due to
consumers wanting to improve their home.
26
DATA HUB - 2020 IN RETROSPECTDeep-dive: Retail fashion
OVERVIEW DECEMBER VS JANUARY 2020
+26.8% +20% +69.6% +33.2%
-140 % 140 % -140 % 140 % -140 % 140 % -140 % 140 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 68% Mobile 74%
Desktop Tablet Desktop Tablet
28.3% 3.7% 23.1% 2.9%
Even though people weren’t socializing as much or showing up to the office, retail fashion’s KPIs faired positively this year.
Consumers swapped jeans for joggers and button up shirts for sweatshirts, but still shopped for new clothes.
27
DATA HUB - 2020 IN RETROSPECTDeep-dive: Retail fashion
TRAFFIC & CONVERSION RATE EVOLUTION
140
145
135
140
130
135
125
January 2020 January 2020
130 reference
120 reference
period = period =
index 100 index 100
115 125
110 120
105
115
100
110
95
105
90
85 100
80 95
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- Retail fashion’s 2020 performance matched the first and second waves of the pandemic. When stores closed and lockdown
measures increased, online traffic and conversions followed suit.
- Drops in traffic and conversion rates during the early summer period could be because of stores reopening and safety
measures lifting. This suggests that online shopping might be a back-up for the industry, as consumers may prefer being
able to touch and feel products in-person over online shopping.
28
DATA HUB - 2020 IN RETROSPECTDeep-dive: Telecom
OVERVIEW DECEMBER VS JANUARY 2020
-9.7% -11.5% -77.1% -75%
-90 % 90 % -90 % 90 % -90 % 90 % -90 % 90 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 54.6% Mobile 54.1%
Desktop Tablet Desktop Tablet
43.6% 1.8% 43.6% 2.3%
- The arrival of 5G in 2020 had many telecom companies feeling optimistic about the start of the new decade; however,
many countries postponed its launch due to the Covid-19 outbreak. That, combined with a decrease in consumer purchasing
power contributed to lower than expected annual revenue for many telco companies.
- Due to the public health crisis, many businesses reduced their budgets for IT investments, leaving telco providers in
a tough spot. They were expected to provide continuous, if not improved, services to their existing customers without
increasing costs.
29
DATA HUB - 2020 IN RETROSPECTDeep-dive: Telecom
TRAFFIC & CONVERSION RATE EVOLUTION
125 120
110
120
100
115
January 2020
reference
90
period =
110 index 100
80
105 70
60
100
January 2020
reference
50 period =
index 100
95
40
90
30
85 20
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- The spring lockdown had a strong impact on traffic for the telecom industry. As the home office became the new norm
and people spent more time online, data consumption increased. Telco companies were tasked with the challenge of
providing good service and assistance to customers without increasing costs for consumers. Suddenly, the telco industry
became an essential service.
30
DATA HUB - 2020 IN RETROSPECTDeep-dive: Jewelry & watch
OVERVIEW DECEMBER VS JANUARY 2020
+46.1% +19.3% +410.9% +252.6%
-420 % 420 % -420 % 420 % -420 % 420 % -420 % 420 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 71% Mobile 76.6%
Desktop Tablet Desktop Tablet
26.3% 2.7% 21.3% 2.1%
- Jewelry and watches were a hot ticket item this holiday season. Thanks to the Black Friday, Cyber Monday, and other
holiday deals, conversion rates skyrocketed.
- Mobile traffic increased by 5%, indicating brands might want to invest more heavily in mobile optimized experiences.
31
DATA HUB - 2020 IN RETROSPECTDeep-dive: Jewelry & watch
TRAFFIC & CONVERSION RATE EVOLUTION
170
350
160
150
January 2020
reference 300
140 period = January 2020
index 100 reference
period =
130 index 100
250
120
110
200
100
90
150
80
70 100
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- Looking at the evolution of the conversion rate during the year confirms the impact of the peak season on online sales.
32
DATA HUB - 2020 IN RETROSPECTDeep-dive: Luxury
OVERVIEW DECEMBER VS JANUARY 2020
+45.1% +24.4% +140.3% +65.5%
-150 % 150 % -150 % 150 % -150 % 150 % -150 % 150 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 77.4% Mobile 79.7%
Desktop Tablet Desktop Tablet
20.4% 2.2% 18.9% 1.4%
- Even as unemployment rates soared and consumers remained uncertain of the future, the luxury industry performed strongly
in 2020. Overall, conversion rates increased +65.5%, while transactions spiked by an impressive +140.3%. Additionally,
the holiday shopping season was particularly strong for luxury goods.
- Mobile traffic shares also increased by +2 points since the start of 2020. Brands should make note of this trend and
opportunity and ensure mobile holds a prominent place in their 2021 digital strategies.
33
DATA HUB - 2020 IN RETROSPECTDeep-dive: Luxury
TRAFFIC & CONVERSION RATE EVOLUTION
170
150
160
140
150
January 2020 January 2020
reference reference
130 period = period =
index 100 140 index 100
120
130
110
120
100
110
90
80 100
70 90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- While Q4 was a particularly strong time for luxury performance, the year started on a different note. From January to
March, traffic decreased as shops closed and lockdown measures were implemented.
- On the other hand, conversion rates increased from the start first global lockdown.
- The year ended on a high note for luxury e-tailers. Brands had improved their online experiences and benefited from the
increased traffic and conversion rates of the holiday season.
34
DATA HUB - 2020 IN RETROSPECTDeep-dive: Travel
OVERVIEW DECEMBER VS JANUARY 2020
-56.3% -66% -18.8% +86.5%
-100 % 100 % -100 % 100 % -100 % 100 % -100 % 100 %
Traffic Time per session Transactions Conversion rate
TRAFIC SHARE PER DEVICE January 2020 December 2020
Mobile 51.9% Mobile 57.24%
Desktop Tablet Desktop Tablet
43.8% 4.3% 40.16% 2.6%
- The travel industry was hit hard by the pandemic. Health safety concerns grounded flights and kept many consumers
at home. That said, the end of the year does have travel companies feeling somewhat optimistic. Holiday traveling did
increase KPIs at the end of the year and brands are hopeful lenient refund policies, flexible booking, and the rollout of a
vaccine will encourage consumers to take to the skies and seas again.
- Another key indicator to follow closely in 2021 is mobile traffic. Similarly to other industries, travel experienced an increase
in mobile traffic by 6 points since last January.
35
DATA HUB - 2020 IN RETROSPECTDeep-dive: Travel
TRAFIC & CONVERSION RATE EVOLUTION
170
110
160
100
150
January 2020
90 reference
period =
140 index 100
80
70 January 2020 130
reference
period =
60 index 100
120
50
110
40
100
30
20 90
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
- We can see that the biggest traffic drops occurred during lockdowns or when the outbreak resumed. Naturally, traveling
seemed out of the questions so consumers didn’t browse online as much.
- The second wave of the pandemic at the tail end of the summer had less influence on conversion rates. Travel bans were
less strict than during the first wave and many people decided to visit family for the holiday season.
36
DATA HUB - 2020 IN RETROSPECT3 best practices
USING BEHAVIORAL DATA TO BOOST CONVERSION
1.
REASSURE AND INFORM
Put key information front and Detail terms and conditions,
center, so customers can easily expected delivery dates, and
find what they need. any extended return policies.
EXAMPLE: INFO BANNERS
KAYAK
Kayak developed a COVID-19 Travel Guide to help customers
easily and quickly answer their most pressing questions.
The FAQ guide was featured above the fold on the site’s
homepage and offered visitors 3 options:
- I wish to cancel my flight
- I want to book a flight
- I’d like to plan a trip
Once a customer clicked on an option, they could view more
detailed information to help them achieve their goal.
37
DATA HUB - 2020 IN RETROSPECT3 best practices
USING BEHAVIORAL DATA TO BOOST CONVERSION
2.
ENGAGE ON THE WEBSITE
Introduce new cross-sell opportunities, offers,
Encourage an intuitive
free trials, or payment methods to appeal to new
purchasing experience.
and existing customers.
THE AUTOMOBILE EXPERIENCE
LAND ROVER
The brand offers a “Build, Find, & Order” tab that allows
customers to explore their car options and build a custom
car of their dreams. This immersive online experience lets
customers explore and familiarize themselves with the brand’s
range of products while customizing the experience to visitors’
preferences and geographic area.
38
DATA HUB - 2020 IN RETROSPECT3 best practices
USING BEHAVIORAL DATA TO BOOST CONVERSION
3.
SUGGEST NEW SERVICES
To stay top of mind with Leverage aspirational
Let them know when
your customers, send and helpful content, like
a product they love is
them emails advertising guides and tutorials, to
about to sell out or back
new offers, items, and give your customers
in stock.
content. added value.
EXAMPLE: ADVICE PUSH ON THE HOMEPAGE
CASTORAMA
During the start of COVID-19, French home improvement retailer
Castorama updated its homepage to include helpful guides on
“Our advice for being a good remote worker,” “How to keep your
kids entertained at home,” and “Our ideas and advice for at-
home well-being.” This helped the company share helpful advice
with their customers without just pushing their products. This
added value helped them stay top-of-mind for their customers
during the pandemic.
39
DATA HUB - 2020 IN RETROSPECTFor more insights
For the latest monthly digital performance KPI
data, access our Digital Experience Data Hub.
Our latest report: 2021 Digital Happiness Pulse
Putting customer happiness at the heart of
digital experience
We surveyed 500 marketers and 4,000
shoppers to understand the state of digital
happiness around the world. Learn why 75% of
consumers say online shopping makes them feel
unhappy and how you can build a digital CX that
makes your customers smile.
40
DATA HUB - 2020 IN RETROSPECTThank you!
Contentsquare empowers brands to build better
digital experiences.
Our experience analytics platform tracks and
visualizes billions of digital behaviors, delivering
intelligent recommendations that everyone can
use to grow revenue, increase loyalty and fuel
innovation.
We want to hear from you
hello@contentsquare.com
Ask for a demo
41
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