Market Overview

Rokt: New Insights Reveal the Confirmation Page as the Most Undervalued Page in e-Commerce


50% of e-commerce executives agree their organization is ineffective
at utilizing the confirmation page

Global e-commerce martech company, Rokt,
has today released a new report, They click buy. Now what?
revealing the confirmation page is the number one overlooked opportunity
for e-commerce executives to drive further revenue and improve the
buying experience.

They click buy. Now what? uncovered that only 2% of e-commerce
executives ranked the confirmation page as the most important stage of
the customer purchase journey when research
would suggest consumers feel otherwise. A recent study revealed that 74%
of consumers agree they are happiest when shopping online – more
specifically immediately after completing a purchase.

"The discrepancy between the potential of the confirmation page, and the
reality of how e-commerce executives are utilizing it is substantial,"
comments Ant Hearne, Chief Commercial Officer at Rokt. "Over 1.6
people bought goods or services online last year making the
confirmation page the single most neglected piece of online real estate."

Other significant insights include:

  • Most e-commerce executives prioritize highest immediate revenue
    opportunity with 66% labeling this as the number one priority when
    allocating resources.
  • Additionally, customer experience remains an important focus with 45%
    of e-commerce executives acknowledging it as high priority.
  • 50% of e-commerce executives agreed their organization finds it
    difficult to balance this tension between driving incremental revenue
    and preserving the customer experience.
  • Lack of business resources (45%) was the highest noted barrier to
    prioritizing the confirmation page. If barriers were removed,
    personalization (67%), feedback opportunities (57%) and internal
    offers/marketing initiatives (50%) were considered the most
    interesting additions.

Hearne continues, "Overlooking the confirmation page is an e-commerce
crime. E-commerce executives spend billions of dollars every year
driving people to click and buy. It makes clear business sense to
maximize this investment by ensuring that they are continuously
optimizing the confirmation page opportunity."

The full whitepaper, They click buy. Now what? Why the
confirmation page is the most undervalued opportunity in e-commerce
can be found here.


Rokt partnered with Internet Retailer to speak with a group of
e-commerce executives, responsible for annual revenues up to and greater
than $1 billion, as well as current clients, to understand how resources
are allocated across a customer's purchase journey. The report, They
click buy. Now what?
Why the confirmation page is the most
undervalued opportunity in e-commerce,
uncovers the true value of
the confirmation page and reveals how e-commerce executives can maximize
the potential for consumer engagement.

About Rokt:

Rokt sits at the intersection of digital marketing and e-commerce, and
connects brands with the right consumers when they are in a buying state
of mind. Utilizing data-driven insights to reach potential customers at
the crucial Transaction Moment™, Rokt's pioneering technology and
ground-breaking algorithms empowers action-led marketing. This allows
brands to start lifelong relationships with engaged, receptive consumers
and delivers smarter monetization opportunities for e-commerce sites.

Rokt provides the tools and know-how to help e-commerce executives
create new revenue streams and optimize the consumer purchase journey.
Rokt is able to unlock opportunities to drive internal marketing
initiatives and increase revenue from 3rd- party offers ultimately
delivering value for both the consumer and the e-commerce business.

Rokt works with a premium marketplace of e-commerce partners – including
major global sites such as Ticketmaster and Fanatics – to help them
optimize and monetize the confirmation page, while offering brands
access to 140 million transactions per month.

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