Drop-out moments

[arzina221]

Online orientation on sneakers
WUA! investigated the online orientation for the purchase of a pair of sneakers by presenting 100 respondents with the following case: 'You want to buy new sneakers or trainers for yourself. You go online to orient yourself on sneakers/trainers. You want to spend about 100 euros.' The respondents are sitting at home behind a computer and freely orient themselves on suppliers of sneakers.

Sneakers_option_595


At the same time, they must record their own orientation process. In this way, both a qualitative and quantitative picture of the online search for a pair of sneakers at different suppliers and online stores is created. Good points of suppliers are discussed, but also points for improvement and the 'drop-out moments': the moments when people stop looking at the website of a supplier of sneakers and shift their attention to the website of the competitor, to buy shoes somewhere else.

Sneakers_choice_table_595

The results: the orientation process and the winners
Does the company that advertises the most on TV romania phone data win the competition? Yes and no. The advertising budget that Zalando spends on TV commercials must be enormous. Whether it works or not, the company with the characteristic commercials is number 1 by a huge margin with a findability percentage of 74 percent. In the research that WUA! previously conducted, into the purchase of neat shoes, Zalando was also the convincing winner in findability. Zalando is far ahead of number 2, namely Wehkamp. A remarkably high percentage of the participants in the research had Wehkamp as their second choice.

Things can move quickly, even for Scapino
If we look at another provider with a somewhat more offline presence than Scapino, we see that this company does a lot less well with a findability percentage of 9 percent. The website Scapino.nl was not even found by 91 percent of the respondents in this study. This, while Scapino has traditionally been a brand that was directly linked to shoes. Things can move quickly, especially in the world of internet sales.