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Market live report
- 1. 1
24
Q1 2014 update: Strong Revenue
Growth and Continued Mobile
Increases
MARKETLIVE PERFORMANCE INDEX
TM
| MAY 2014
- 2. • Executive Summary
• Overall Performance Highlights
• Key Performance Indicators
• Sector Snapshots
• Spotlight on Devices
• Spotlight on Attribution
• Key Takeaways
• Data Tables
2
Table of Contents
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 3. 3
Executive Summary | Q1 2014
Fast on the heels of strong holiday performance and
the conclusion of a successful year, MarketLive
merchants started 2014 strong, posting an average
Q1 year-on-year revenue increase of 18.7 percent.
Traffic grew by almost 14 percent and AOV, at $114,
was up almost 4.5%.
All verticals turned in a solid performance, but with
its 28.7 percent growth, the Brick and Mortar sector
set a blazing pace. It should also be noted that this
exceptional gain was a result of noteworthy
improvements across multiple KPIs.
The Apparel, Accessories & Footwear sector also did
well, growing by over 18 percent, as did the Beauty
& Health vertical, which increased just short of 15
percent.
The quarter wasn’t without its challenges. Average
conversion rates dropped by almost three percent,
and averaged 2.38 percent across the index. Cart
and checkout abandonment continued to inch upward,
and the average bounce rate was up by almost 7
percent. These challenges seem linked to the
increase in cross channel shopping patterns and the
need to provide exceptional experiences across
multiple devices.
In keeping with this trend, the dramatic growth in
mobile shopping continued, mobile revenue was up
47 percent and now represents 6% of total online
sales.
Up 32 percent, tablet revenue increases remain
significant, although the rate of growth has slowed
somewhat.
Six Consecutive Quarters
DOUBLE DIGIT REVENUE GROWTH
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 4. 4
Overall Performance Highlights | Q1 2014
4:20
Time on Site
7.2
Pages/Visit
26%
Home Page
Bounce Rate
38%
Bounce
Rate
Organic
Direct
PPC
Social
Email
Other
% Traffic
%
Revenue
22%
15%
63%
81%
13%
6%
Smartphone
Tablet
Desktop
% Traffic
%
Revenue
29%
18%
19%
10%
24%
24%
22%
19%
21%
20%
12%
Traffic/Revenue Mix
Mobile Devices
Engagement
2%
1%
-1.3%
-5.1%
+12.7%
+6.8%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
+3.9%
Increase
over 2013
Increase
over 2013
+1.0%
+4.4%
Increase
over 2013
+3.2%
Increase
over 2013
-2.8%
Decrease
from 2013
%
Conversion
2.38%
% Abandoned
Checkout
43.2%
% Abandoned
Cart
72.5%
Add-to-Cart
Rate
8.4%
Average
Order Size
$114.55
TRAFFIC +13.9% increase
in traffic over 2013
REVENUE +18.7% increase
in revenue over 2013
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 5. 5
Key Performance Indicators | Revenue
Q1 2014
Index
+18.7%
+13.9%
Apparel
+18.2%
+20.9%
Brand
+10.0%
+13.4%
% Change in Visits
Home
+7.0%
+1.5%
Beauty
+14.9%
+12.2%
+28.7%
+18.0%
% Change In Revenue
+4.3%
+3.2%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Brick&Mortar
Catalog
Brick & Mortar Ups the Ante
With a 28.7% Lift in Revenue
Revenue growth in the Brick & Mortar sector
dramatically outpaced still solid performances
from the Apparel, Footwear & Accessories and
Beauty & Health categories.
All sectors were in firm growth territory, and
although Catalog revenue only grew a modest
4.3 percent, it was accomplished on a minimal
increase in traffic.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 6. % Conversion
Sector conversion
rates ranged from
1.1% to 3.5%,
reflecting YOY
variances of -5.4% to
+8.2%
Apparel
2.7%
-4.4%
Beauty
-0.8%
2.0%
Home
1.9%
+8.2%
Brand
2.1%
-5.4%
B&M
+7.4%
1.1%
Catalog
-0.4%
3.5%
index average
2.4% | -2.8
6
Key Performance Indicators | % Conversion
Q1 2014
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Conversion Rates Falter for Some
but Home and Brick & Mortar Excel
The Apparel, Accessories & Footwear and Brand
Manufacturer sectors each experienced
disappointing average decreases in Q1 2014
conversion rates. Beauty & Health and Catalog
faired marginally better, with rates roughly flat to
last year.
However, the Housewares & Furniture and Brick &
Mortar sectors each saw significant YOY gains of
8.2% and 7.4%, respectively.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 7. 7
Key Performance Indicators | Bounce Rate
Q1 2014
Bounce Rate
38% | +6.8%
Q1 bounce rates ranged
widely -- from 29% to
41%. The YOY change
was also mixed, ranging
from -6.7%
improvement or
decrease to +9.1%
increase.
Home
37%
-6.7%
B&M
29%
-6.9%
Catalog
35%
+4.1%
Apparel
31%
+7.1%
Beauty
38%
+9.1%
Brand
41%
+2.7%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Brick & Mortar Sets the Bar
Low Bounce Rate Gets Even Better
The Brick & Mortar and Housewares &
Furnishings sectors each produced solid YOY
bounce rate improvements. In addition to
reducing its average bounce rate by almost 7
percent, B&M also maintained the lowest
average bounce rate in the Index.
The highest increase in bounce rate (+9.1%) was
turned in by Beauty & Health, whose 38%
bounce rate was the second highest in the
period. Although the Brand Manufacturer rate
rose by less than 3% Year on Year, its Q1 rate of
41% was notably the highest in the Index.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 8. 8
Key Performance Indicators | Add-to-Cart Rate
Q1 2014
index
+1.0%
apparel
-2.5%
beauty
-2.6%
home
+15%
brand
-5.0%
+5.9%
catalog
+1.8%
Index
8.4%
Apparel
11.9%
Beauty
7.9%
Home
6.9%
Brand
B&M
7.3%
Catalog
11.8%
Add-to-Cart Rate
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
6.8%
A Home Run in the Home Sector
Add-to-Cart Rate Increases 15 Percent
Housewares and Furnishings retailers
experienced an exceptional 15 percent average
lift in the sector’s add-to-cart rate. Brick & Mortar
merchants also saw a reasonable gain, while
Brand Manufacturers and others struggled to
keep pace.
The Apparel, Accessories and Footwear vertical
was still strong in spite of a YOY decline, in part
due to better than average mobile and tablet
rates.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 9. Cart Abandonment
The average cart
abandonment rate
in Q1 2014 was
73% -- a 3.2%
YOY increase
76%
77%
75%
72%
83%
72%
Apparel
Beauty
Home
Brand
B&M
Catalog
9
Key Performance Indicators | Cart Abandonment
Q1 2014
+0.6%
-0.3%
+2.8%
+1.9%
-0.6%
+1.3%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Cart Abandons Creep Upward
Sectors Generally Flat or Slightly
Higher on Abandon Rate
Cart abandonment continues to challenge
ecommerce merchants across sectors and sites.
For the most part, abandoned cart rates are flat
or rising.
Growing mobile usage and cross-device
shopping are just two of the more significant
factors behind this frustrating metric. As
merchants catch up with changing consumer
behaviors, expect to see better mobile
experiences and stronger omni-channel
relationship management.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 10. 10
Key Performance Indicators | Checkout Abandonment
Q1 2014
Abandoned Checkout Rate
Abandoned checkout
rates averaged 43%
and increased 3.9%
over Q1 2013
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Beauty
44%
-0.1%
36%
Catalog
+0.7%
Brand
38%
-2.8%
% Change YOY
Apparel
42%
+16.4%
B&M
50%
+14.9%
Home
38%
-2.9%
Tough Times for a Few
Apparel and Brick & Mortar Face
Declines
YOY checkout abandonment increased
dramatically in the Apparel, Accessories, &
Footwear and Brick & Mortar sectors.
While there are many potential factors behind
this turn, merchants in both categories,
especially Apparel, turned in better than average
mobile KPIs. However, even sites with good
mobile KPIs usually have a ways to go before
they stop pulling down overall performance. The
downside, at least at present, is the cumulative
impact on overall ecommerce results.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 11. 11
Sector Snapshot | Apparel, Footwear & Accessories
Q1 2014
Apparel: Abandonment
Checkout
Abandonment Rate
+3.9%
43%
Cart
Abandonment Rate
+3.2%
73%
Organic vs. Paid Search
Traffic /Revenue Mix
Organic
Direct
PPC
Social
Email
Other
35%
11%
27%
9%
17%
32%
15%
25%
10%
18%
Organic
Paid
Traffic
Revenue
25%
75%
33%
67%
20.1% increase in traffic over 2013
vs. overall index of 13.9%
Apparel: % Change in Revenue-
+18.2%
Increase in
% Revenue
Apparel
All Index
+18.2%
+18.7%
Apparel: % Conversion
-4.4%
Decrease in
% Conversion
Apparel
All Index
2.7%
2.4%
vs. 2013: 2.8%
vs. 2013: 2.5%
Apparel: Add-to-Cart Rate
-2.5%
Decrease in
Add-to-Cart Rate
Apparel: Mobile Devices
Smartphone
Tablet
Desktop
Traffic
Revenue
22%
15%
63%
81%
13%
6%
Apparel: Average Order Value
+2.9%
Increase in
AOV
All Index
Apparel
$109.59
$114.55
vs. 2013 $106.51
vs. 2013 $109.78
+2.9%
+4.4%
4:20
Time
per Visit
-1%
Apparel: Engagement
26%
Home Page
Bounce Rate
+13%
7.2
Pages
per Visit
-5%
38%
Site
Bounce Rate
+7%
All Index
2014 8.4%
2013 8.3%
% chg: +0.9%
Apparel
2014 11.9%
2013 12.2%
% chg: -2.5%
2%
<1%
Traffic
Revenue
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 12. 12
Sector Snapshot | Beauty & Health
Q1 2014
Beauty: Abandonment
-0.1%
44%
-0.3%
77%
Organic vs. Paid Search
Traffic /Revenue Mix
31%
22%
17%
8%
21%
21%
29%
17%
11%
21%
Traffic
Revenue
41%
59%
56%
44%
12.2% increase in traffic over 2013
vs. overall index of 13.9%
Beauty: % Change in Revenue
+15.0%
Increase in
% Revenue
Beauty
All Index
+15.0%
+18.7%
Beauty: % Conversion
-0.8%
Decrease in
% Conversion
Beauty
All Index
2.0%
2.4%
vs. 2013: 2.0%
vs. 2013: 2.5%
Beauty: Add-to-Cart Rate
-2.6%
Decrease in
Add-to-Cart Rate
Beauty: Mobile Devices
27%
16%
57%
78%
15%
8%
Beauty: Average Order Value
+4.0%
Increase in
AOV
All Index
Beauty
$81.50
$114.55
vs. 2013 $78.41
vs. 2013 $109.78
+4.0%
+4.4%
3:59
-7%
Beauty: Engagement
31%
+24%
6.2
-6%
38%
+9%
All Index
2014 8.4%
2013 8.3%
% chg: +0.9%
Beauty
2014 7.9%
2013 8.2%
% chg: -2.6%
1%
<1%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Organic
Paid
Organic
Direct
PPC
Social
Email
Other
Traffic
Revenue
Smartphone
Tablet
Desktop
Traffic
Revenue
Checkout
Abandonment Rate
Cart
Abandonment Rate
Time
per Visit
Home Page
Bounce Rate
Pages
per Visit
Site
Bounce Rate
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 13. 13
Sector Snapshot | Housewares & Furniture
Q1 2014
Home: Abandonment
-2.9%
38%
+2.8%
75%
Organic vs. Paid Search
Traffic /Revenue Mix
29%
25%
14%
14%
17%
31%
27%
20%
11%
11%
43%
57%
45%
55%
1.5% increase in traffic over 2013
vs. overall index of 13.9%
Home: % Change in Revenue
+7.0%
Increase in
% Revenue
Home
All Index
+7.0%
+18.7%
Home: % Conversion
+8.2%
Increase in
% Conversion
Home
All Index
1.9%
2.4%
vs. 2013: 1.7%
vs. 2013: 2.5%
Home: Add-to-Cart Rate
+15.0%
Increase in
Add-to-Cart Rate
Home: Mobile Devices
19%
19%
61%
81%
15%
4%
Home: Average Order Value
+3.0%
Increase in
AOV
All Index
Home
$264.80
$114.55
vs. 2013 $257.00
vs. 2013 $109.78
+3.0%
+4.4%
3:50
+12%
Home: Engagement
17%
-12%
6.1
+10%
37%
-7%
All Index
2014 8.4%
2013 8.3%
% chg: +0.9%
Home
2014 6.9%
2013 6.0%
% chg: +15.0%
1%
<1%
Traffic
Revenue
Organic
Paid
Organic
Direct
PPC
Social
Email
Other
Traffic
Revenue
Smartphone
Tablet
Desktop
Traffic
Revenue
Checkout
Abandonment Rate
Cart
Abandonment Rate
Time
per Visit
Home Page
Bounce Rate
Pages
per Visit
Site
Bounce Rate
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 14. 14
Sector Snapshot | Brand Manufacturers
Q1 2014
Brand: Abandonment
-2.8%
38%
+1.9%
72%
Organic vs. Paid Search
Traffic /Revenue Mix
39%
16%
17%
9%
18%
29%
22%
18%
13%
17%
27%
73%
38%
62%
13.4% increase in traffic over 2013
vs. overall index of 13.9%
Brand: % Change in Revenue
+10.0%
Increase in
% Revenue
Brand
All Index
+10.0%
+18.7%
Brand: % Conversion
-5.4%
Decrease in
% Conversion
Brand
All Index
2.1%
2.4%
vs. 2013: 2.2%
vs. 2013: 2.5%
Brand: Add-to-Cart Rate
-5.0%
Decrease in
Add-to-Cart Rate
Brand: Mobile Devices
23%
15%
61%
80%
14%
6%
Brand: Average Order Value
+3.6%
Increase in
AOV
All Index
Brand
$97.26
$114.55
vs. 2013 $93.89
vs. 2013 $109.78
+3.6%
+4.4%
3:40
-3%
Brand: Engagement
31%
+14%
5.4
-1%
41%
+3%
All Index
2014 8.4%
2013 8.3%
% chg: +0.9%
Brand
2014 7.3%
2013 7.7%
% chg: -5.0%
1%
<1%
Traffic
Revenue
Organic
Paid
Traffic
Revenue
Organic
Direct
PPC
Social
Email
Other
Smartphone
Tablet
Desktop
Traffic
Revenue
Checkout
Abandonment Rate
Cart
Abandonment Rate
Time
per Visit
Home Page
Bounce Rate
Pages
per Visit
Site
Bounce Rate
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 15. 15
Sector Snapshot | Brick & Mortar
Q1 2014
B&M: Abandonment
+14.1%
50%
-0.6%
83%
Organic vs. Paid Search
Traffic /Revenue Mix
39%
13%
22%
11%
14%
32%
14%
22%
9%
22%
24%
76%
31%
69%
18.0% increase in traffic over 2013
vs. overall index of 13.9%
B&M: % Change in Revenue
+28.7%
Increase in
% Revenue
B&M
All Index
+28.7%
B&M: % Conversion
+7.4%
Increase in
% Conversion
B&M
All Index
1.1%
2.4%
vs. 2013: 1.0%
vs. 2013: 2.5%
B&M: Add-to-Cart Rate
-6.0%
Decrease in
Add-to-Cart Rate
B&M: Mobile Devices
30%
16%
54%
78%
14%
9%
B&M: Average Order Value
+3.0%
Increase in
AOV
All Index
B&M
$194.16
$114.55
vs. 2013 $188.52
vs. 2013 $109.78
+3.0%
+4.4%
4:25
+6%
B&M: Engagement
13%
-32%
7.7
-0.4%
30%
-7%
All Index
2014 8.4%
2013 8.3%
% chg:+0.9%
B&M
2014 6.8%
2013 6.4%
% chg:-6.0%
1%
<1%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Smartphone
Tablet
Desktop
Traffic
Revenue
Checkout
Abandonment Rate
Cart
Abandonment Rate
Time
per Visit
Home Page
Bounce Rate
Pages
per Visit
Site
Bounce Rate
Traffic
Revenue
Organic
Paid
Traffic
Revenue
Organic
Direct
PPC
Social
Email
Other
+18.7%
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 16. 16
Sector Snapshot | Catalog
Q1 2014
Catalog: Abandonment
+0.7%
36%
+1.3%
72%
Organic vs. Paid Search
Traffic /Revenue Mix
28%
18%
22%
11%
20%
25%
22%
24%
11%
17%
39%
61%
46%
54%
3.2% increase in traffic over 2013
vs. overall index of 13.9%
Catalog: % Change in Revenue
+4.3%
Increase in
% Revenue
Catalog
All Index
+4.3%
+18.7%
Catalog: % Conversion
-0.4%
Decrease in
% Conversion
Catalog
All Index
3.5%
2.4%
vs. 2013: 3.5%
vs. 2013: 2.5%
Catalog: Add-to-Cart Rate
+1.8%
Increase in
Add-to-Cart Rate
Catalog: Mobile Devices
19%
16%
65%
84%
12%
4%
Catalog: Average Order Value
+2.6%
Increase in
AOV
All Index
Catalog
$151.90
$114.55
vs. 2013 $148.09
vs. 2013 $109.78
+2.6%
+4.4%
5:08
-0.4%
Catalog: Engagement
22%
+11%
9.0
-0.5%
35%
+4%
All Index
2014 8.4%
2013 8.3%
% chg: +0.9%
Catalog
2014 11.8%
2013 11.6%
% chg: +1.8%
1%
<1%
Source: The MarketLive Performance Index: a subset of ML sites active from January 1, 2013 or prior
Smartphone
Tablet
Desktop
Traffic
Revenue
Checkout
Abandonment Rate
Cart
Abandonment Rate
Time
per Visit
Home Page
Bounce Rate
Pages
per Visit
Site
Bounce Rate
Traffic
Revenue
Organic
Paid
Traffic
Revenue
Organic
Direct
PPC
Social
Email
Other
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 17. 17
Spotlight on Devices | Performance Recap
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
First Quarter - 2014
Device
Smartphones
Tablets
Desktops
% Total Traffic
22.16%
15.25%
63%
Last Year % Traffic
15.64%
11.00%
73.36%
% Change: Traffic YOY
41.68%
38.63%
-14.68%
% Total Revenue
6.17%
12.47%
0.81
Last Year % Revenue
4.20%
9.48%
86.33%
% Change: Revenue YOY
46.91%
31.56%
-5.74%
Average Time on Site
0:02:51
0:04:34
0:05:07
Average Pages per Visit
4.7
6.5
7.2
Bounce Rate
49%
40%
29%
Add-To-Cart Rate
4.6%
11.9%
8.9%
Conversion Rate
0.63%
1.82%
2.70%
% Total Orders
7.1%
12.6%
80.2%
AOV
$ 93.76
$ 111.47
$ 293.15
Revenue / Visit
$ 0.50
$ 1.75
$ 2.98
Abandoned Cart Rate
83%
78%
68%
Abandoned Checkout Rate
65%
46%
37%
- 18. 18
Spotlight on Devices | Day of the Week
Q1 2014
12%
15%
14%
15% 16%
15%
12%
3.00% 2.85% 2.73% 2.75% 2.73% 2.75% 2.77%
Sun Mon Tue Wed Thu Fri Sat
Desktop Traffic & Conversion
by Day of Week
Desktop Traffic Desktop Conversion
13%
16%
14%
15% 16%
15%
11%
Sun Mon Tue Wed Thu Fri Sat
Desktop Revenue by Day of Week
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 19. 19
Spotlight on Devices | Day of the Week
Q1 2014
15%
13% 12%
15%
16% 15%
13%
Sun Mon Tue Wed Thu Fri Sat
Smartphone Revenue by Day of Week
15%
14%
13%
15% 15% 14% 14%
0.65% 0.59% 0.59% 0.58% 0.61% 0.64% 0.59%
Sun Mon Tue Wed Thu Fri Sat
Smartphone Traffic & Conversion
by Day of Week
Mobile Traffic Mobile Conversion
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 20. 20
Spotlight on Devices | Day of the Week
Q1 2014
17%
14%
12%
14% 14% 14%
15%
1.94% 1.84% 1.81% 1.82% 1.72% 1.71% 1.82%
Sun Mon Tue Wed Thu Fri Sat
Tablet Traffic & Conversion
by Day of Week
Tablet Traffic Tablet Conversion
17%
15%
12%
14% 14% 13%
15%
Sun Mon Tue Wed Thu Fri Sat
Tablet Revenue by Day of Week
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 21. 21
Spotlight on Devices | Time of Day(1)
Q1 2014
(1)Tracking is based on US Pacific Standard/Daylight time regardless of where the data or interaction takes place
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Traffic by Hour by Device
Smartphones Tablet Desktops
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Revenue by Hour by Device
Smartphones Tablets Desktops
`
The “always in use” and growing
consumer dependence on
SMARTPHONES is reflected in the
surprising consistency of traffic
delivered from these devices
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 22. 0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Conversion Rate by Hour by Device
Smartphones Tablets Desktops
`
22
Spotlight on Devices | Time of Day(1)
Q1 2014
(1)Tracking is based on US Pacific Standard/Daylight time regardless of where the data or interaction takes place
$-
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Revenue/Visit by Hour by Device
Smartphones Tablets Desktops
Although tablets experience a
late afternoon into evening spike
in traffic and revenue, the
conversion rate actually falls off
much faster than the visits
DID YOU KNOW?
The average person looks
at their phone 150 times
per day, or an average of
once every six and half
minutes every waking
hour
--YESMAIL
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 23. Spotlight on Devices | Cart & Checkout
Q1 2014
23
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
All Sites
Apparel
Beauty
Home
Brand
B&M
Catalog
Add to Cart Rate by Device and Sector
Smartphone
Tablet
Desktop
Apparel, Accessories & Footwear, and
Catalog had the noteworthy add-to-cart rates
across devices. For all sectors, tablet add-to-
cart rates were on par or notably exceeded
desktop add-to-cart rates
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 24. Spotlight on Devices | Cart & Checkout
Q1 2014
24
Getting into the cart is just
the first step. A look by
device within sector
confirms that the highest
abandonment occurs on
smartphones. As mobile
and tablet devices continue
to proliferate, developing a
strategy to support your
customer through a mobile
cart and checkout process
will be critical to success
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Sites Apparel Beauty Home Brand B&M Catalog
Abandoned Cart Rate By Device and Sector
Smartphone Tablet Desktop
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
All Sites Apparel Beauty Home Brand B&M Catalog
Abandoned Checkout Rate by Device and Sector
Smartphone Tablet Desktop
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 25. 25
Spotlight on Devices | Smartphone Insights
Q1 2014
Email
traffic is
2X
desktop
Q1 2014
% of smartphone traffic
from email is twice that of
desktop and 1.7x of tablet
Q1 2014
Email is the third highest
traffic source for
smartphones—but it’s
bouncing at 61%.
Desktop email bounces
are 41%, tablets are 53%
Q1 2014
Smartphone paid search
conversion has tripled in
the last year and the email
conversion rate has
doubled…
…while paid search and
email tablet conversion has
each fallen by almost a
third.
DID YOU KNOW?
Brands testing responsive
email design experienced:
• 63 percent increase in
click rates
• 18 percent increase in
transaction rates
-EXPERIAN
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 26. Spotlight on Attribution | Last, First and Assists
Q1 2014
26
Single Session Conversion
2 Session Conversion
3 Session Conversion
4 Session Conversion
5 Session Conversion
6+ Session Conversion
45%
20%
11%
6%
4%
13%
% of Visitors by Number of Interactions with Any Tracked Digital
Channel Prior to the “Last Click” and Order
Direct
Organic
PPC
Email
Referral
48%
23%
11%
5%
7%
Orders by channel using standard “Last Click” attribution by Google Analytics: Q1 2014 MLPI sites
DID YOU KNOW?
When a ratio of assists (within a
channel) to last click attributed
order, is larger than “1”, the channel
is contributing to to acquisition. The
higher the number, the more
meaningful the channel is to orders
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 27. Spotlight on Attribution | Last, First and Assists
Q1 2014
27
Direct
Organic
PPC
Email
Referral
Re-allocation of same orders by channel using “First Click” attribution by Google Analytics
39%
29%
13%
8%
7%
Direct
Organic
PPC
Email
Referral
-8.6%
+1.6%
+1.3%
+2.2%
+2.8%
Change in revenue allocation
DID YOU KNOW?
Google Analytics includes
several attribution
methodology options as well
as providing the ability to
create custom models
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 28. 28
Key Takeaways
1.
2.
Mobilize.
What it takes to attract consumers to your site,
overcome browse and buy inertia, deliver share
worthy experiences, and stimulate robust
purchasing isn’t for the faint of heart. Now, more
than ever, shoppers are voting with their feet, or,
actually, their fingers, and pushing all of us to think
beyond the desktop.
According to Experian Marketing Services, 50% of
email opens occur on on smartphones and tablets.
ComScore reports that as of September 2013, 44%
of US retail time was spent on smartphones, 41%
on desktops, and 15% on tablets.
However, merchant attention to mobile and tablet
experiences, opportunities and threats lags far
behind consumer expectations. The Q1 2014
MarketLive Performance Index reported that
smartphone visits converted at one-third of desktop
rates, yet represented almost a quarter of total
visits. Tablet conversion fared much better, but still
has a long way to go to catch up in volume and
reach.
Waiting is no longer an option. Use a practical,
roll-up your sleeves approach to tackle urgent
priorities, and crawl-walk-run your way to positive
change. Or, embrace an all-out, no-holds barred
strategic initiative. Either way, the time to start
catching up with your customers is now.
It’s Prime Time for Real-Time.
Real-time marketing and communications that is.
The Q1 2014 MarketLive Performance Index
reinforces what merchants already know. Our
customers are actually finding more ways to
connect with us – and disconnect from us -- than
ever before. Visits are fragmented across different
devices, occur from constantly challenging
environments full of distractions, and riddled by a
by a parade of interruptions beyond any
marketer’s
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 29. 29
Key Takeaways
3.
control. Of course this makes it harder than ever to
capture true attention, finalize even a single order,
or earn genuine loyalty.
Enter real-time marketing. Is there a better way to
demonstrate your understanding of who she is and
what she wants, than with timely, relevant offers
aligned with her wants, needs and schedule? From
on-the-fly email content modifications to on-demand
video advice, marketers have countless
opportunities to make connections that matter and
generate sales that satisfy. Don’t get left behind --
it’s time to develop your own strategy. It’s prime
time for real-time.
Take the attribution challenge.
Online marketers are forever on the hunt for the
new product, service, technology or program that
will fuel rapid, cost-effective customer acquisition,
and attract profitable, high LTV customers. It’s
surprising then, to discover how many still haven’t
pulled out all the stops to better understand their
customers and marketing initiatives using proven
attribution analysis and modeling techniques.
Shoppers routinely engage with multiple channels,
ads, and touch points on their purchase journey.
Some can have a profound impact on the decision
to buy what, where and when they do. Traditional
last click attribution fails to consider the impact of
earlier stage interactions on intent, visits and
conversions. This means missed opportunities,
ineffective budgeting, poor planning, and under or
over supported programs.
Unfortunately, it’s not a one size fits all solution,
and the topic can inspire impassionate debates
about best and worst methods. However, take the
time to learn a bit more, and execute some low/no
risk analysis and testing, and you just might find
that secret sauce after all.
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
- 38. 38
MarketLive Performance Index Volume 24 | © 2014 MarketLive, Inc.
MarketLive regularly produces the MarketLive Performance Index
to provide quantitative results analysis across our customer base.
Reprinting this information requires permission from MarketLive.
For more information, please contact us at : info@marketlive.com