Online shopping has gone from non-existent to ubiquitous in a matter of a few decades. Eight out of ten US consumers with internet access have bought something online, and over 62 percent shop online at least once a month (Episerver, 2019). How are aesthetics practices participating in this trend?
By employing ecommerce, top aesthetics practices are able to extend their hours of operation to service their patients 24×7, and alleviate the reliance on costly and inconvenient engagement methods like phone calls.
Peak Online Shopping Hours
At DermPRO, we are always interested in how the activity on aesthetics practices’ online stores compares to overall ecommerce activity. Having seen multiple statistics indicating that the peak online shopping hour is 8:00 pm to 9:00 pm, DermPRO decided to take a look at our top stores to see how aesthetics practices’ stores compared.
We know that many of our clients have strong online purchase activity throughout the day while their offices are open. We also have lots of Google Analytics and ecommerce data telling us when there is traffic on the stores, and when that traffic converts, i.e. when purchases are made.
Not surprisingly, in 2019, the peak shopping hour on DermPRO’s top 10 stores was 8:00 pm to 9:00 pm as well, with heavy purchase activity throughout the evening hours. In fact, those stores generated over $50K per month on average with 59% of orders placed at times when the office was closed – after hours, weekends and holidays.
Putting It All Together
Triangulating our data, we also know that the highest converting source of traffic to the stores is email. We checked the email stats, which tell us that a high percentage of email opens and clicks are happening in the evening and night hours. Patients are reading the emails and clicking through to the online stores in the evening.
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