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What Makes Us Add to Cart?

Have you ever wondering what makes us buy something? We’ve analyzed user behavior within online retailers we work with

More and more e-commerce retail stores are increasing their product page’s complexity by adding elements such as user-generated content and greater varieties of images. This raises the question, how much do consumers who add items to their basket actually look at all these elements? 

Below are popular elements found on product pages which we analyzed. They show us how much each section is used by users that added the item to cart:

1. Viewed Complete The Look

A total of 55% of the consumers looked at the ‘Inspiration Section’ section of the product. Those consumers often remained at these sections for several seconds, and did so multiple times. When more than one possible inspiration outfit was offered, one consumer also clicked through the several options. 

2. Zoomed Image

Looking at the ‘Zoomed Image’, 70% of the consumer clicked on at least one image and zoomed in closer on that image to inspect the product, including its fabric and manufacturing.

3. Viewed More Than Two Images

Most consumers ‘Viewed More Than 2 Images’. Of the videos analyzed,  75% of the consumers viewed more than two of an product’s images. 

4. Viewed All Images

55% of the consumers ‘Viewed All Images’. Most products had either three or six images, yet some also had more or less than six.  

5. Read Product Information

In the ‘Product Information’ category, only a marginal amount of consumers scrolled down to read more on the product. Specifically, only 35% looked at the product information.

6. Viewed Size Chart

A rather minimal amount of 20% of the consumers looked at the ‘Size Chart’ of a product to find out more. 

7. Viewed Similar Items

20% of the consumers looked and scrolled down to the section that is identified as the ‘Similar Items’. This shows product recommendations similar to the one they were viewing. 

What can be drawn from this?

In conclusion, the most common actions consumers took prior to adding an item to their basket were viewing more than two of the images displayed and zooming in on one image or more. The following most common actions were looking at the user-generated content for inspiration as well as viewing all product images. 

It seems present that having multiple sections related to a product may have an effect on mechanisms that lead consumers to add products to their basket. Furthermore, the inspiration sections based on user-generated content were often the elements consumers stayed longest on, and looked at multiple times, prior to their final action. As such, one may assume that UGCs are an essential component now and in the future. 

Methodology

Videos of consumer behaviour from Bllush clients in Europe were analyzed according to their behaviour on a product’s site prior to them adding it to their basket. A total of 20 user testing videos on a fashion e-commerce site were analysed in order to find user interaction trends on these websites that lead to consumers adding an item to their basket.

All users considered were ones that added the item to the basket and the actions of those users transcribed and then categorized. This is not a comparative study, however a trend study on user interactions with website elements done before adding to their cart.  

Seven categories were considered and identified accordingly.

  1. The category ‘Viewed Complete The Look’ refers to action in which consumers looked at the inspirations section of the website. This was done in one of two ways, either by clicking the ‘Get Inspired’ button or by directly scrolling down to the ‘Add Your Outfit’ section. Both lead to the same section. This includes at least one image of a social media influencer with outfit products that go with thus outfit. This is based on user-generated content.
  2. The category ‘Zoomed Image’ refers to users clicking and zooming in further on the images of the current product. This included both close-up images as well as complete looks.
  3. The ‘Viewed More Than 2 Images’ category related to consumers looking at more than two of the images present of the product. This can vary between three images up to eight, on the site. 
  4. What is referred to ‘Viewed All Images’ is when consumers viewed and looked at all of the pictures displayed for the product. This being much interaction. Here the images displayed varied between three and eight as said. 
  5. The ‘Read Product Info’ category related to consumers scrolling down to look at the information present on a product and the product’s brand. This information refers to information on laundry, colour, material and more as well as general brand information on the brand’s origin.
  6. By ‘Viewed Size Chart’ category, looking at a table on how the sizes are distributed and cut according to a product, is considered. This includes precise measurements.
  7. The ‘Viewed Similar Items’ category refers to scrolling down to the section in which similar products to the chosen one, that consumers might like, are suggested to consumers. 

Limitations

One of the main limitations of the present analysis is that no cause and effect may be drawn from this. Nevertheless, the analysis shows that trends in consumer interactions are present and should be studied further. Additionally, clearer user videos will need to be used in the next and future analyses given the difficulties finding sufficient comparable videos.

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