From search to purchase

The third reason: any purchase has an additional cost — the cost of assembly, packaging, and delivery. When buying offline, we bear these costs ourselves: we go to the store, put the products in the cart, then in the bag, and take them home. When we buy online, we pay extra for delivery, i.e. for someone else to spend the effort on the purchase; and the more expensive it is, the more readily we will pay extra, because it is often convenient. Gradually, customers get used to paying extra in this way for convenience and go for it with less expensive purchases."

More and more product categories are being bought online, and there are several reasons for this," explains Data Insight co — founder Fyodor Virin. — The first one: the more actively a person uses the Internet, the more likely it is that they will buy there as well. It is logical that as the Internet, including mobile, becomes more widespread, online shopping becomes just one of the ways to make daily purchases.

A click on a product ad does not necessarily lead to a purchase, but it is a serious indicator of interest in the product and the desire to buy it. In other words, more and more users are willing to buy online or at least study information about products and services.

In online shopping, the mobile future has already arrived: in 2017, more search queries with the word "buy" were made from mobile than from desktop. Customers search for information about products on the go: not in advance, but when it is convenient for them or they have remembered about it.

It is noticeable that interest in goods and purchases is unevenly distributed throughout the year. It is logical to assume that gifts are most sought after by the end of the year, and this is true — but the end of the year in this sense begins around the end of October. At the same time, the number of clicks on product ads is growing even more than the number of corresponding search queries.

Our client — one of the American online stores with a wide range of products-had 512 different face creams. Despite the mass of filters, there was no simple one-by skin type. It wasn't until we asked the marketing director to order a cream that we found out that the most obvious things were not taken into account.