Zara and Adidas: Which Brand is Better at Converting Users into Active Customers?

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By Published On: February 26, 20190 Comments

Hitwise Australia’s global report, ‘Buyers vs. Browsers reveals how some of the world’s biggest brands compare when it comes to attracting and converting online shoppers.

According to Hitwise, Zara attracted two million potential customers to its UK site between October and December. Of these browsers, only 11 percent actually made a purchase online. The customers that made a purchase, on average, were more engaged than those that didn’t and spent approximately three minutes longer on the site and viewed ten more pages per visit.

To determine how strong Zara’s acquisition rate was during this period, Hitwise looked at a number of factors, including what type of products consumers were looking for, what other websites they browsed and where else they made an actual purchase. The average Zara customer that was just looking, for instance, searched for Zara Bags, Zara Dresses, Zara Baby and Zara Winter Coats. A portion of these browsers then went on to buy products from Boohoo and Argos, after also looking at the range stocked by Primark and Superdry.

The digital behaviours of Zara’s buyers, however, were significantly different from its browser’s activity. Customers who made a purchase were more specific in their search, looking at Velvet Purses, Leather Boots, Black Fur Coats and Zara Denim Jackets. Customers who made a purchase also visited & Other Stories and Net-A-Porter without converting, and bought additional goods from H&M and ASOS.

Adidas, who sells both directly and indirectly, received significantly more traffic than Zara, but maintained a conversion rate similar to Zara’s 11 percent.

Between October and December last year, 592,000 people reportedly made a purchase through Adidas’ US site. This represents 12 percent of the company’s total browser count (5.1 million). A further 45,000 people bought a branded Adidas item from Foot Locker and 43,000 from Nordstrom. Despite making purchases from Adidas indirectly, 59 percent of Adidas-Foot Locker shoppers visited Adidas’ website, while 36 percent of Adidas-Nordstrom customers visited the Adidas site.

To increase conversion rates, Hitwise says brands need to understand the behaviour of both their browsers and their buyers. This includes knowing where they’ve come from, other brands they shop with and why they’ve made a purchase with a competing brand. By understanding this behaviour, retailers will be better positioned to attract customers with the intent to buy.

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