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An online jeweler finishes first in customer engagement

April 20, 2016 03:12 PM
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It seems appropriate that a jewelry retailer would be good at customer engagement. Online and television merchant Jewelry Television returned to the top spot for desktop traffic engagement in March, according to web analytics company SimilarWeb, which monthly ranks U.S. e-retailers with the longest visitor time on site through desktop visits, mobile visits and apps.

JTV.com reclaimed first position from Peapod.com for desktop traffic engagement, with the jeweler increasing its average visit duration to 14 minutes, 4 seconds in March from 12 minutes, 37 seconds in February, says Pavel Tuchinsky, SimilarWeb’s digital insights manager. “This engagement is no surprise given the site’s innovative methods of keeping users online to discover new content. For example, it has video content including an option to watch live broadcasting of showcased jewelry items, which is one of the most popular pages on the website based on SimilarWeb data, alongside weekly episodes of jewelry-making school,” he says.

JTV.com is not the only jewelry site to make the desktop list. Fire Mountain Gems and Beads, No. 547 in the Internet Retailer 2015 Second 500 Guide, secured the seventh spot in the desktop rankings for the second month in a row. In addition to desktop engagement, Jewelry Television, No. 207 in the Internet Retailer 2016 Top 500 Guide, led in mobile visit duration, increasing that time by 39 seconds.

SimilarWeb compiles the index of the Top 10 retailers from the Top 500 Guide exclusively for Internet Retailer. The index measures and ranks desktop engagement, mobile engagement and app engagement. Engagement in this context is defined by how long visitors remain on an e-retail site, mobile site or mobile app, and how many pages they view in one visit.

The Children’s Place Inc., No. 112 in the Top 500 joined the top 10 retailers in the desktop rankings, thanks in part to receiving visits via deals and coupons websites such as Slickdeals.net and Ebates.com, Tuchinsky says. “The site has seen steady increase of its engagement stats for desktop and mobile traffic since January. This can also be attributed to what seems to be a seasonal pattern, with April traditionally a peak for the site, based on previous year’s traffic trends,” he says.

In mobile visit duration, Yoox.com returned to the rankings in second place and its average pages per visit were 26.79, making Yoox.com an “undisputed leader” in that area, he says. “Despite higher than average prices, a rich assortment of designer clothes from Europe and South East Asia is keeping customers viewing page after page in the search for their unique look,” Tuchinsky says.

Also of note: China-based marketplace AliExpress broke into the top 10 most-popular retail apps in the United States, having the second-longest daily use at 12 minutes, 21 seconds, behind mobile marketplace OfferUp Inc. at 16 minutes, 8 seconds.

Here are the rankings from SimilarWeb:

 

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