No holiday shopping season is the same, but this year’s trends can help you prepare next year’s tactics
Despite being a US tradition, “Black Friday” kicks off the official holiday shopping season for buyers around the globe. But marketers know the promotional season starts much sooner, and what happened this year can be helpful in planning next year’s strategies.
Thanks to Thanksgiving’s late date this year, 2019 has six fewer shopping days than 2018 and three fewer than 2020. November 29th is the last possible date for Black Friday to fall, giving marketers six extra days to promote Cyber Week and pre-BFCM (Black Friday/Cyber Monday) deals.
The Cyber Week peak
‘Tis the season for retail email - 68% of consumers say they pay more attention to email during the holidays.
While early November promotions have trended in the past several years as marketers compete more and more aggressively for inbox attention,…
Our compilation comparing average conversion rates for retail sites and other industry sectors
As you will know, conversion rates are often used as a KPI to review the effectiveness of e-commerce sites. Naturally, all site managers and owners want to know, "how do our conversion rates compare?"
In this post, I have compiled different free industry sources focusing on retail e-commerce conversion, but towards the end of the post, a chart shows average conversion rates for a range of sectors including B2B conversion. At the end of this article, we also feature an analysis of Unbounce landing page lead generation conversion by sector.
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Before we get to the stats, a couple of caveats on benchmarking conversion rates:
When benchmarking conversion…
The potential for online retail growth on desktop and mobile devices
It's interesting to look back at the growth of online sales and think forward to how much further they can grow at the expense of traditional channels. The overall percentage of Ecommerce retail sales are perhaps, surprisingly small at around 10% of sales in the US and 18% in the UK, but with sustained growth.
This summary of Ecommerce growth statistics uses several sources for comparison. We will update it through 2020.
November 2019 update - new worldwide sales forecasts from eMarketer
The latest ecommerce growth forecast from eMarketer suggests that globally ecommerce sales will increase to 16% of all sales in 2020. This is an increase of 19%.
This projection shows the growth in digital buyers. The declining percentage change shows that growth rates for ecommerce are declining, although they are still positive.
To sell products online, your e-commerce website content needs to be persuasive. Here are three metrics to measure whether it is.
We all want to be persuasive, don’t we? To influence others, to get stuff done. Most of us readily use all the tactics in our toolkit: smiling, quickly building rapport, and, over time, earning all-important trust. Then we leverage this ‘relationship equity’ to get what we want (or not).
In the e-commerce selling realm, persuasiveness — not just content — is king. To crown our site a UX king we need to a) first track how persuasive our site is, and then b) employ new tactics that we hope will increase, or lift, this persuasiveness.
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If you’re not measuring what happens after your visitors buy, you’re missing the additional revenues that these metrics drive
Many e-commerce stores seem to have a ‘one and done’ approach. They focus all their time and marketing dollars on getting prospects to their door, convincing them to shop, then getting them to buy. But then, after that first purchase, they just hear the sound of their marketing engine winding down.
If this is the case for you, your acquisition costs — whether SEO, PPC, or other channels — all go towards this one transaction, rather than being spread out over multiple ones. This obviously this gives you a lower ROI on your acquisition marketing investment.
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Predictive Analytics are your ticket to higher revenues
In case you haven’t spent much time with web analytics, I’ll start by giving you this definition of predictive analytics (PA), courtesy of Wikipedia:
‘Predictive analytics is an area of statistics that deals with extracting information from data and using it to predict trends and behavior patterns.’
Whereas with descriptive statistics you learn what data can and can’t describe your customers’ behavior, with predictive analytics you learn what to do next — that is, use data about past actions to make predictions about future actions.
Obviously, if you can discover and anticipate what your customers — and earlier-sales-stage prospects — really want from your brand, you’ll hold the ‘golden ticket’ to higher revenues and customer loyalty. As a result, you’ll become a rockstar analyst on your team.
This graphic below shows how three well-known brands use PA to serve up more customer-centered experiences.
Real-world client date shows the most crucial sources of traffic for e-commerce websites
Ecommerce and online retail is a booming sector, but because the latest marketing techniques change so rapidly it can be tricky to keep up with the latest trends whilst also keeping your feet on the ground.
Wolfgang Digital have a useful E-commerce 2019 KPI report based on data from their European and US-based international clients. It's based on an analysis of over 250 million website sessions and over €500 million in online revenue over the 12 months from July 2017 to June 2018.
The data clearly shown the importance of paid and organic search marketing which account for over 50% of retail visits. Email marketing and social media are surprisingly low in comparison - they may be under-represented depending on how well tracking of these channels has been set up in their retail clients. Social media traffic is significantly higher in…
When it comes to e-commerce businesses, there are certain types of analytics that you need to keep a close eye on
Whatever type of business you have, as long as you have an online presence, you need to carefully track your analytics. When it comes to e-commerce businesses, there are certain types of analytics that you need to keep a close eye on. This will help you understand what marketing strategies are actually working, what makes people want to buy from you, as well as how to improve your sales, acquire more customers and cut down on customer acquisition costs.
But while there are numerous similarities between e-commerce analytics and the analytics used by other types of businesses, e-commerce companies have their own particularities and needs – in other words, you need to monitor more metrics in order to grow your online business.
In this blog post, I’m going to share some of…
When you’re running your online store with WooCommerce, getting GA to track the right data can be a bit of a hassle
As a cybernaut (great word, huh?), you probably feel like you don’t need yet another motivational quote in your life - if you’ve spent any time on Instagram recently, you understand where I’m coming from - but as a marketer or entrepreneur, you know these particular words ring true.
To do this "measuring" thing properly, we tend to follow the same recursive loop:
Set a goal
Collect data via analytics tools
Use that data to set a benchmark
Implement a strategy to achieve the goal
Track those metrics to measure progress towards the goal
Find areas for improvement
Make changes to your strategy
Rinse and repeat
The most common analytics platform used by marketers for step two of that process is Google Analytics (GA). GA is wonderful because it’s comprehensive,…
Discover what marketing channels were effective for online stores in Europe and how consumer behavior has changed in 2018
"There is nothing so stable as change," Bob Dylan once said and perfectly described all areas of life, including business. To stay relevant and successful, you should observe and analyze the current situation on the market. That is why I'm going to share with you some figures that demonstrate what marketing channels were most efficient for e-commerce in east and central Europe over the last year.
Average order value dropped, number of sessions jumped
For the CEE e-commerce Report, the Promodo digital marketing agency studied 150 e-commerce websites within 11 niches and found out that the number of user sessions has rocketed by 97% compared to 2017. This progress is almost three times less than in the previous year.
In turn, the number of transactions significantly falls behind the visits volume. Its growth…