Who are our users and what makes them tick?
A few years ago, online shoppers were more likely to be young (between 18 and 33 years of age), while the so-called “silver surfers” accounted for just a small percentage of all e-commerce customers. Meanwhile, these proportions have changed: Millennials, previously the most active e-commerce consumers, have grown older and older generations have been “forced” to start shopping online because of the pandemic. All this is reflected in the age distribution of our users.
Most of our users (over 41%) are between the ages of 35 and 54. Also significant (nearly 30%) is a younger group – between 18 and 34. The remaining almost 30% are then users over 55 years old.
Our traffic is mostly organic-driven, which means we’re attracting users who actively search for products to purchase. Organic searches dominate both desktop and mobile.
(Not only) women on mobile
In general, we attract more female than male shoppers, 60% and 40% respectively. Consequently, we see a high interest in women’s apparel and accessories.
Mobile devices drive the majority of our traffic, but desktop devices generate the most conversions. It’s typical since mobile phones are more often used for browsing and inspiration. Even so, this mobile traffic shouldn’t be underestimated, as it’s often the first step to a purchase completed later on the desktop.
What our users shop for and how they do it
Generally and in line with the focus of our websites, our users are mostly interested in apparel and accessories, and home and garden decor and furnishings. They are price-conscious, just like most shoppers today, but also highly interested in sustainability, which is why Ladenzeile and Shopalike are now among the first comparison sites to list also second-hand products. A high share of family-oriented shoppers makes us a perfect partner for shops offering products for children. At the same time, we have a small but active share of fashionistas, always eager to pep up their outfits with the latest trends.
What makes our users especially interesting and valuable to our partners is our significant new customer rate. We seem to be more present at the beginning of the shopping journey than price comparison websites usually are. This means we can bring new customers also to your door!
From the user behavior perspective, we can speak of 4 main types of our users:
- with brand interest
- with shop interest
Our browsing users: the just-looking-around shoppers
Our browsing users are discoverers: they like looking around, applying many filters, going to many pages, and only then clicking on products they like. The filters they apply most often are:
- and look.
How can you attract our browsing users?
To make sure they click on your products, you need to optimize your product catalog to include all the most important information they may be interested in. This will guarantee that when our browsing users search around, your products will be filtered in – not out of – their search results! For more information on how to optimize your feed, see our Feed Requirements.
Our brand seekers: the I-know-what-I-want-and-I-want-it-now shoppers
Users with brand interest either land on one of our brand pages directly from the browser or apply our brand filter. They use mostly mobile devices and come through organic and paid searches.
One interesting thing about them is that they have a tendency to look for pricier products. They click on a wider price range and generally more expensive products. Apparently, they care more about the brands they like than the price they pay.
How can you attract our brand seekers?
If you have brand products in your inventory, make sure you share the brand information with us in your feed. By doing so, you will ensure your products appear in our users’ search results and when they apply the brand filter to our pages. Check out our Feed Requirements for more information on optimizing your feed for brands.
Our bargain hunters: the give-me-best-value-for-money shoppers
Our bargain hunters come looking for the best deals, usually on their mobiles. They either land on a sales page or actively apply a discount filter. Contrary to what you may think, they are not necessarily after the cheapest products. After the brand seekers, bargain-hunters are the users who click on the second-highest price range. Rather than seeking cheap products, they seem to look for those offered at a better than the original price. In other words: they want the best value for their money and they eagerly use our website to compare products and find their favorites. They are also the most likely to buy.
How to attract our bargain-hunters?
Of course, the only way to draw the attention of deal-hunters is to offer them… deals, that is discounts. The higher the better. But it’s also worth remembering that sales shoppers get more active in hot sales periods, like Winter and Summer Sales, or Black Friday. Not to miss an opportunity to attract their attention, take part in our regular seasonal campaigns. More information on the upcoming campaigns can be found in our Golden Quarter booklet.
But even if it’s not a seasonal campaign time, you can always increase the chances of getting your deals noticed if you make use of the CPC Management tool in your Partner Dashboard to steer the visibility of your products.
Our shop seekers: Those who (potentially) only want you
These are those of our users who either land directly on your shop page on Ladenzeile or Shopalike or apply your shop filter when browsing through the inventory. They mostly use desktop and come from organic channels.
Why would shoppers come to us to look for their favorite shop’s products, instead of going to the shop’s website directly? There are two likely reasons for that:
- We might be easier to find.
Our outstanding organic visibility makes us appear among the top browser results across Europe.
- Users like our filtering options.
As comparison is our second name, we give our users many easily applicable filters that let them narrow their searches quickly and comfortably. This means that the whole research part of the shopping experience often takes place on our pages, and when the user finally clicks on the selected product and is directed to the shop, they’re ready to buy!
How to attract our shop seekers?
Make sure that our pages are always sufficiently populated with your products! How to do this? If you’re not a partner yet, partner up. If you are – go to your Partner Dashboard to check how many of your products are now live on our pages and how they’re doing.
Now that you know more about our users, you might wonder if we have more insights for you. We do! Explore our Knowledge Hub for more intriguing articles and guides.
Ladenzeile internal data. Referred November 2022.