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How to increase retail traffic? [#ChartoftheDay]

Author's avatar By Dave Chaffey 02 Nov, 2016
Essential Essential topic

Which are the best options to increase reach for online retail sites?

The answers to these key questions for online retailers are revealed in the Custora Ecommerce Pulse which summarises online retail sales sources by channel.

Retail Ecommerce orders - traffic sources

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)

  • Source: Custora Ecomerce Pulse
  • Research sample: Primary data from actual sales amongst larger US retailers using Custora Pulse - Last click
  • Relevant toolkit: Learn more about increasing reach for Ecommerce through the lifecycle using our Online retail marketing toolkit
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a 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. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. 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. Please connect on LinkedIn to receive updates or ask me a question.

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