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Infographic: The Online Path to Purchase

Competition in the eCommerce space is getting more fierce. It’s a saturated market, with thousands of stores offering the same products for about the same price. This makes differentiation tough, as features like free or flat rate shipping have become the standard.

Nearly all stores compete with Amazon, whether they want to or not. Amazon sells millions of products and seems to be entering a new space every month. Amazon Instant Video is a competitor to Netflix, Kindles are competing in the tablet market, and their wide array of online services is competing with hundreds of other businesses. It’s become difficult to find something that isn’t sold on “The Everything Store”.

The only area that stores can try to “Amazon proof” themselves are specialty stores that sell private label products. Stores like Everlane manufacture and sell their own products. These products can only be purchased through Everlane themselves. This allows them to control the entire process. From pre to post-purchase, Everlane controls it all.

But Everlane and other specialty stores can’t completely isolate themselves from Amazon. While their products aren’t sold on Amazon, they still compete with Amazon suppliers that offer similar products.

Specialty stores can further differentiate themselves if they emphasize product quality and exclusivity. “This product is only found on [name of store]” helps ensure exclusivity. Product quality can much more difficult to convey online. An entire store is a reflection of product quality. A poor quality site will lead many to believe the actual products are poor quality. If they don’t care about their website, do they care about their products?

An eCommerce store is analogous to a physical store. Be sure your store stands out and expresses uniqueness.

Today’s infographic shows how visitors find eCommerce stores, how they evaluate stores, what they do post purchase, and how businesses can optimize each stage of the funnel. Thanks to Baynote for providing us this infographic.

online path to purchase

About the Author: Zach Bulygo (Twitter) is a Content Writer for Kissmetrics.

  1. Wojciech Szywalski Jun 17, 2014 at 11:37 pm

    Whether Amazon can be seen as a competitor of many everyone can learn from Amazon how to sell things online. They are masters when it comes to sales process and logistics. Even digital magazine publishers or mobile app developers can learn from Amazon how to sell their digital goods. I have written article about how to sell on mobile the Amazon way There is so much we can learn from them, really. And as usual the details matter.

  2. This is great, a generic customer-journey map, very useful. I’ve built a few of these for big companies and they get so complex. For a big business there are just so many ‘touch-points’ a customer encounters when engaging with a company. It could be a billboard, a radio ad, searching the net, a link on a social channel like FaceBook. Mapping out the touch-points and isolating pain-points (ie bad customer service on telephone or email) will definitely help any business increase their opt-ins.
    The map you provided is a very useful starting point for any business planning to map out their own customer’s journey’s from discovering their business right through to opting in or out.

  3. Colin Bhimsen Aug 04, 2014 at 7:01 pm

    The path must now include the conversions behind mobile devices and payment processes to retrieve the sale.


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