More time on site directly translates to higher con- Turning carts into purchases doesn’t follow a similar version rates and order values for retailers. pattern over time: any visit over 10 minutes on site Good content, and consequentially more time spent leads only to marginal improvements. on site gives customers time to make up their mind Clearly, smartphones are lagging the most at the on a big and costly purchase. It also adds the op- cart-to-order conversion step, meaning that retail- portunity to cross-sell and increase cart sizes with ers still have a lot of room for improvement in the complementary products. checkout experience on smartphones. Retailers that manage to improve this process will see a significant improvement in their bottom line. Cart expansion increases in a linear fashion with visit duration: longer web visits lead to bigger carts. DIGITAL DOLLAR: RETAIL AND ECONOMICS UPDATE 2018Q1