A bit of testing has been done for understand how many clicks it takes, on average, to buy something from a digital eCommerce. The study analyzed sites and apps in the fashion, consumer electronics and other sectors, in order to understand what is the weighted average of clicks that lead you to carry out the transaction.

When eCommerce really works, you'll find that just a few clicks go from viewing a product to purchasing it. There is a lot of research online explaining how the success of your digital store is inexorably tied to the complexity of the steps it takes to make a purchase. An average user, in fact, and therefore not particularly expert in digital security, will tend to choosing a platform where to shop is quick and easy. Of course, easy and fast does not also mean "insecure". It's all in the skill of those who built the eCommerce.

If you're building an online store or have decided that, with the new year, you want to give yours a nice twist, know that now is the right time. While Italy and the rest of the world eagerly await the vaccine which, with a little luck, will take us out of the pandemic, your online site has more visibility than ever - if you follow the right steps. And that's why it's essential to reduce the number of clicks it takes from the first time you see a product to its actual purchase.

According to research by Baymard, a too long and convoluted checkout it is the reason for 21% of purchase abandonments. The so-called cart abandonment.

The speed of the procedures to be performed online is more than ever an imperative, since the fastest and most performing sites are also the ones where you will tend to return to buy. The less efficient ones, on the other hand, will inevitably end up by the wayside – unless they sell one-of-a-kind products.

How many clicks are needed for a good eCommerce?

The correct definition is: the number of clicks necessary from the moment of choosing the product to that of the purchase receipt.

A good eCommerce doesn't require many clicks, but not even very few. It sounds like a superfuck, but it's the truth: there are times when it's important to drag the user to the checkout as quickly as possible, from any page. There are others, however, in which the user must feel that he has the necessary time and suitable space to enter your personal data correctly.

See your eCommerce as a roadmap to reach a destination by car or on foot. First of all, you will check the travel time – then you will move on to evaluating all the other options.

Some practical data

How are we doing in Italy? Not very well, actually. The results of the various searches, including that of AppQuality, were very "various". In the fashion sector, Alcott and OVS lead the ranking, with 15 and 17 clicks each, respectively. At the bottom of the list is Piazza Italia, with as many as 25 clicks.

As for electronics, of the 7 stores analyzed by AppQuality (Euronics, Expert, Mediaword, Unieuro, Yeppon, Trony), the minimum number of clicks is 19 for Yeppon, and 36 for the excellent MediaWorld.

The analysis shows a large digital market evolving and under developmentsometimes still in an embryonic state. Indeed, we feel a bit far from Jeffrey Zeldman's 3-click rule, but we are of the opinion that 15-18 clicks, as a starting point for your own online store, is a much more than decent and performing quantity. The important thing, as always, is not to neglect safety. Never and under no circumstances. A user whose personal data is stolen (such as his credit card) will never return to your site, and will speak ill of it everywhere and as best he can. Safety à Speed ​​à Customer satisfaction.