Singapore – Category pages gain the most engagement out of any page on a site with an activity rate of 32.7%, according to digital analytics firm Contentsquare. With increased activity linked to better outcomes for engagement and conversion, ensuring that these pages are optimised and friction-free should be a priority for retail brands preparing for the busiest season of the year.
That being said, data from Contentsquare suggests actions for brands to take in order to prepare their sites for increased traffic and drive additional revenue.
Firstly, brands should be able to prioritise customer experience to engage consumers in order to maximise conversions, followed by integrating tools such as digital experience and web analytics, as well as campaign tracking, to make the connection between campaigns and on-site activity.
Brands are also advised to embrace real-time analysis to fix issues quickly before conversions are impacted. Lastly, brands should always check the loading speed of their pages as slow loading times can present a negative effect on content consumption.
Despite a challenging macroeconomic climate this year, investing in a holistic digital strategy has never been more important. And with high web and app traffic and on the horizon, making a great first impression is the first step to winning over customers and boosting retention.
Albert Nel, SVP for Asia-Pacific & Japan at Contentsquare, said, “Designing a customer-first experience that drives conversion is a critical step for APAC brands ahead of the peak shopping season. The failure to find and fix customer frustrations on their journey will lead to massive volumes in lost revenue, not to mention customers who opt for a better experience at a competitor’s site.”
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