How removing friction has accelerated the rise of digital commerce *talk at NEXT15*

1. How removing friction has accelerated the rise of digital commerce
Removing Friction from Commerce

2. Over 200 Million Shoppers are telling us…
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Three key Shopper-Focused Trends
1. Conversion Rate is an antiquated metric.
2. Mobile is the force of commerce growth.
3. The Shopping Cart: the next big thing.

3. Why is conversion rate antiquated?
© 2015 Demandware3
Orders
Visits
Orders
Shopper
Orders
Visits

4. Conversion Rate is Yesterday’s Metric
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8%VISITS PER SHOPPER
11%BASKETS PER SHOPPER
2%CONVERSION RATE
6%ORDERS PER SHOPPER
The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of registered users.
WHAT REALLY MATTERS:
Visits per shopper are up (thanks device-hoppers)…
…so are orders per shopper.
Beware of the antiquated metric ‘conversion rate!’

5. Mobile Phones quickly taking share
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6. Phones Fuel Commerce Growth
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Device Contribution on Growth Metrics

7. 9.4MINS
AVG TIME PER VISIT, Q2 2015 AVG TIME PER PHONE VISIT, Q2 2015
8.5
MINS
28%
37%
The analysis reflects a comparison of digital commerce sites transacting in Q4 2014 and Q4 2013, and reflects activity of all shoppers.
WHAT REALLY MATTERS:
Shopping is part of the digital routine: Spontaneous and interrupted.
How can you inspire and guide shoppers before time runs out?
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The analysis reflects a comparison of digital commerce sites transacting in Q2 2015 and Q2 2014, and reflects activity of all shoppers.
Duration Declines Dramatically
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8. The ‘Next’ Big Thing: The Shopping Cart
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On Phones: Add to cart
rate up 15%
Increase in carts created
on phones: 99%
Increase in Carts created: 27%
Add to Cart Rate
up 5%, globally
Rise in Carts per shopper: 11%

9. Removing friction leads to commerce success
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10. Marketing: the next friction-free frontier
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11. Visit our Resource Center for More Reports
www.Demandware.com/Shopping-Index
www.Demandware.com/Resource-Center
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