New research has shown that Australian and New Zealand consumers are twice as likely to buy goods online when compared to their UK counterparts, presenting businesses in the region with an opportunity to capitalise on this enthusiasm.

Coremetrics general manager Kevin Mackin said businesses operating online need to focus on not only search engine optimisation but engaging and retaining website visitors.

“It’s okay to attract them to your site but it’s what you do with a visitor once they arrive that’s going to make or break the sale,” he said.

“Interestingly, the participating businesses that enjoy the lengthiest visits from consumers are the ones engaging consumers with relevant content, including third party references and recommendations.

“These sites were also experiencing a higher number of page views, demonstrating a strong ability to hold people’s attention by capitalising on the more engaging Web 2.0 technologies.”

According to the Coremetrics study, Australians averaged a rate of 4.4 purchases per 100 online sessions, while New Zealand had 4.0. The global rate was 2.96 orders per 100 sessions, making the region’s average considerably higher.

Mackin said the significantly higher conversion rate of consumers in Australia and New Zealand suggested that they were much more confident and comfortable buying online than once thought.

“The US and UK are thought to be the most tech savvy, but the conversion rates suggest otherwise when it comes to e-commerce. US consumers tend to place 3.3 orders every 100 sessions, while the UK only place an average of 1.7.”