The answers to these key questions for online retailers are revealed in the Custora Ecommerce Pulse which summarises online retail sales sources by channel.
Although retailers will know their current mix of traffic which is driving sales, it's always useful to benchmark this mix against others. This chart gives the latest data from 2016 to inform your strategy into 2017. If you are under-performing in some channels, this benchmark enables you to compare to see what is possible.
If you apply the 70-20-10 rule, this chart shows that 70% of your effort should go into the 3 main channels or organic search, paid search or CPC and Email marketing. Affiliate marketing is also important.
When interpreting this source, it's worth remembering that these stats don't show traffic sources for acquisition only, it's for all sales, so also includes existing customers. This explains why Email marketing is so high - it's an important sales drivers from existing customers (and also new prospects)
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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