Statista now been published for the second time an online store trial. This points to the top drivers that lead to increase the probability of purchase in online stores.
The e-commerce market is one of the fastest growing segments purchase. Forecasts suggest that in the current year, a growth of about 12 percent with a total turnover of 43.6 billion euros in the market can be expected. Around 550,000 online stores, there are estimated to total in the market. It is absolutely imperative According Statista therefore, to know the screws of the market in order to prevail in tough competition can - and shop visitors to successfully convert into buyers.
The online shop trial of Statista has revealed that there is not always a correlation between traffic and purchase probability. For example, Amazon has experienced an above-average traffic, however, is the actual purchase probability two percentage points below the source, who boast a lot less traffic to their website.
Payment methods
Among the most popular payment methods include the invoice, Paypal and direct debit, so Statista for online shoppers. However, this user needs spiegle not necessarily in the payment methods actually offered again. Although For example, in the universal providers Paypal, the cash, usually offered, but offer considerably less online stores the favored payment on account and still less than the direct debit procedure.
The first impression
As significantly relevant lever for increasing the probability of purchase under universal suppliers were distinguished according to the study, especially the first impression, which is mediated by the layout, the structure of the home and the usability in the catalog system. As less relevant the hotline and SSL encryption could be identified.
Friendliness
It turned out during the study, that of the universal providers adequate customer communication in the form of a friendly response and a professional look of the e-mail is already mastered, however, but still not satisfied, the information content the interests of customers to the full satisfaction.
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