Differing user behaviours are leading to an increase in marketing costs, according to analysis of client data by Fusion Unlimited.
It looked at data from a range of clients and compared path length reports from Q1 2013 to Q1 2014.
The results showed that nearly 80% of the clients were seeing an increase in visits to purchase YoY, with an overall average increase of 8% and several over 20%.
One and two visit journeys still make up 50%-80% of conversion volume, but this was down on average by 4% and 1% respectively YoY.
The most significant trend though was in longer journeys to sale. Journeys of 10 steps were up 30%, 11 steps 50% and 12 or more steps were up a huge 85% on average YoY.