Online traffic in Canada is declining, and sellers are urgently looking to address these issues

Leger research data shows that visits to multiple Canadian websites and mobile applications have been on a downward trend in 2020. Despite the decline in visits , the proportion of visitors who purchase products or services has increased , with an average increase of 50%, and even more than 100% in some cases .

Relevant data shows that in 2019, 13% of Canadian consumers visited a website or app to purchase products or services, and in 2020, this proportion rose to 22%.

This survey, from transactions to returns, identifies the strengths and weaknesses of websites and applications in every step of the online shopping experience. The data shows that 97 of the 105 websites evaluated in 2019 saw a decline in digital indexes in 2020. This phenomenon is mainly caused by the following reasons:

First, in 2020, consumers used online transactions more, but this led to delays in package delivery in some cases , prompting a change in consumer expectations. During the COVID-19 pandemic, many people wanted to buy goods or ask questions about purchases online, but this was not possible on many sites because online offers were not as diverse as in-store offers and could be out of stock.

Secondly, many sellers’ detail pages lack good picture displays, detailed descriptions, product comparison tools , and information that can provide consumers with purchasing suggestions, and cannot help sellers make reasonable shopping recommendations.

Finally, the biggest negative impact of online transactions is the transaction , more specifically, product returns, order tracking, delivery time, delivery costs, and the delivery methods available to consumers. Due to these negative factors, consumers' online shopping experience is very poor.

WOW 's digital index shows that there are two aspects that have declined particularly significantly in 2020 , mainly including personalization, that is, the ability of the website to provide visitors with a personalized experience; and loyalty offers, that is, offers and privileges given to special consumers.

Sellers need to pay attention to the above issues and make targeted improvements based on the facts to provide consumers with a good online shopping experience and achieve twice the result with half the effort.

Canada

Online access

decline