How do shoppers use your ecommerce website?

This (frankly rather long) infographic from shouts out one key insight. Only 2% of visitors make a purchase on their first visit to a retailer website.

Signal offer some other insights on their blog: “Shoppers have moved beyond the behavior predicted by the traditional marketing funnel, and the customer’s path to purchase has become more of a winding road, with many more points of entry and exit.

Despite (or perhaps because of) a proliferation of marketing channels, from broadcast ads to pay-per-click, direct mail to programmatic advertising, it’s harder than ever for companies to understand just what makes a customer click “buy.””

What do you take away from it?

Customer journey