DoubleClick releases Q1 e-commerce trend report

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New York--Time spent on Web sites and Web sales conversions were up in the first quarter, according to DoubleClick’s "2004 E-Commerce Site Trend Report."

The report was based on aggregated data collected from DoubleClick’s SiteAdvance Web analytics software.

According to the report, the average number of page views per visitor session was more than 11, an increase of 22% from the fourth quarter of 2003.

The report also found that the overall sales conversion rate was 4% in the first quarter, up from 3.5% in the fourth quarter.

Visitors were also 25% more likely in the first quarter than in the fourth quarter to put something in an online shopping cart, but they came back 14% less frequently to continue shopping with those carts. The report also found that for every $1 spent online, $5 was left “abandoned” in shopping carts.

--Kate Maddox

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