The MarketLive Performance Index                TM




Key Holiday Success Factors




                                   ...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                     Key Holiday Success Factors

...
The MarketLive Performance Index Vol. 9
                                                      Key Holiday Success Factors
...
The MarketLive Performance Index Vol. 9
                                                     Key Holiday Success Factors

...
The MarketLive Performance Index Vol. 9
                                                     Key Holiday Success Factors

...
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Market Live Performance Index V9 110409

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Marketlive Performance Index 9. Key holiday Sucess Factors.

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Market Live Performance Index V9 110409

  1. 1. The MarketLive Performance Index TM Key Holiday Success Factors U VOL ME The MarketLive Performance Index - Volume 9 >> www.marketlive.com 9
  2. 2. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors The MarketLive Performance Index - Vol. 9 Key Holiday Success Factors The MarketLive Performance Index represents the pulse of e-retailing. In it, aggregate data from a robust range of merchants is tied to actionable tactics to drive eCommerce success. Using previously undervalued performance metrics, the MarketLive Performance Index provides a holistic view of consumer behavior. Ken Burke Chairman, Founder, & Chief Evangelist, MarketLive, Inc. Jaye Sullivan Senior eCommerce Strategist, MarketLive, Inc. Catherine Thorpe Research Specialist, MarketLive, Inc. For more information about this report, contact MarketLive, Inc. www.marketlive.com 877.341.5729 The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 2
  3. 3. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors As November arrives, many merchants are poised to launch the MarketLive/eTailing group survey. Even better, they’re not solely marketing and merchandising strategies for stoking sales during looking for bargains; fully 88% of survey participants reported they’re the holiday gifting season – the crucial period that often makes or willing to pay full price for unique products, excellent service and breaks overall performance for the year. convenience. In 2009, the stakes are even higher than usual. With the eCommerce industry reporting mixed results for the year to date, merchants are What will it take for you to pay full price for gigfts this keeping their fingers crossed that the pivotal fourth quarter will tip holiday season? Check all that apply. the scales in favor of sales growth. But the outlook is uncertain: According to a recent consumer survey from MarketLive and the eTailing group, 46% of shoppers plan to keep spending flat for the coming season while Forrester Research forecasts fourth quarter holiday sales will be up 8% over 2008. 88% Quarter Over Quarter Q2 Q3 % Metric 2009 2009 Difference Overall Conversion Rate 3.64% 3.40% -6.59% Overall Cart Abandonment Rate 60.91% 63.01% 3.45% "1-and-out" - % of all visits 32.24% 30.88% -4.22% In short, the 2009 holiday season has the potential to reap significant Engagement Rate (Visits to Carts) 9.51% 9.66% 1.58% rewards for merchants, despite the challenging economic environment. But the key is converting attention into action. Year Over Year Shoppers may not be looking for rock-bottom prices, but it’s still Q3 Q3 % Metric 2008 2009 Difference essential to deliver value – in the form of judicious promotions and Visits 1.16% stepped-up service. With the holidays fast approaching, fine-tuning Revenue 1.95% sites with the following strategies in mind will be crucial to maximize Overall Conversion Rate 3.72% 3.40% -8.60% holiday sales and improve the bottom line. Overall Cart Abandonment Rate 60.38% 63.01% 4.36% "1-and-out" - % of all visits 38.31% 30.88% -19.39% Engagement Rate (Visits to Carts) 8.12% 9.66% 18.97% Strategy #1: Data from the MarketLive Performance Index indicates that Targeted free shipping that won’t break eCommerce conversion rates dropped by 6.59% from Q2 of this year the bank to Q3, while cart abandonment rose 3.45%. Year over year, conversion slid even further, dropping by 8.6%, while abandonment jumped Without a doubt, free shipping offers are crucial to holiday success. 4.36%. Shipping charges remain the number one barrier to buying online for the holidays, with 62% of consumers saying costs are too high, But there are glimmers of hope. Visits edged upward year over according to the Marketlive/eTailing Group survey. Similarly, 91% year – and overall sales increased at a higher rate, by 1.95%. Both of consumers say free shipping tops the list of promotions that quarter over quarter and year over year, the “1-and-out” rate dropped influence them to make purchases online. while the engagement rate (or add-to-cart rate) increased – with improvements on both counts of almost 20% year over year. The But offering free shipping too liberally can destroy margins and set numbers signal that shoppers haven’t abandoned the online channel. false expectations with consumers that it will always be available, If anything, they’re more attentive than ever; they’re digging deep whatever the circumstance. Instead, merchants should tailor free into sites, studiously using the shopping cart for research – and shipping offers to the purchase period and target them further by rewarding sites that deliver relevant products, compelling incentives customer type – thereby delivering relevant offers and customer and strong customer service. . value. And looking ahead to the holidays, shoppers are even more bullish about the Web, with 55% of consumers saying they plan to shop online during the season – a 12% increase from 2008, according to The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 3
  4. 4. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors aTargeting by purchase period. Research from the MarketLive Performance Index shows that consumers shop their way Strategy #2 through the holidays in distinct buying patterns. Tailoring free Using customer service to drive sales shipping accordingly makes the offers more relevant and timely, making it easy for shoppers to complete sales in synch with their Consumers attach real value to customer service. More than one holiday purchasing schedules. in four shoppers – 28% – are willing to pay full price for the right products coupled with excellent customer service. And responsive merchants whose sites smooth the purchase process are more likely Dec. 25th Dec. 25 to win powerful word-of-mouth recommendations. Nov 1 - 22 Nov. 22 – Dec. 12 Dec. 12-24 But what aspects of customer service are most important? The o In the peak order period, shoppers aren’t looking for deep MarketLive/eTailing Group survey found that three elements are discounts; they’re buying full price for unique finds or crucial for converting holiday browsers into buyers. exclusive items as well as hard to find products on their gift list that might be out of stock later. Limit free shipping aFree returns. After free shipping, free returns are the most offers to new and exclusive products at full price, gift sets potent offer a site can make for holiday shoppers, with fully 81% and other featured products. of the MarketLive/eTailing Group survey participants saying it strongly influenced their purchase decisions. In addition to o After Thanksgiving and in early December, by contrast, offering returns at no cost: consumer expectations are high for free shipping offers; o Clearly state any deadlines or timeframes for returning they know there’s still time for gifts to be delivered and goods. expect to be rewarded for shopping early. Now is the time o Specify whether items purchased on-line can be returned to offer site-wide free shipping tied to a dollar threshold; in-store. lower or eliminate the threshold on key shopping dates, o For online returns, outline the procedure for shipping such as Black Friday or Cyber Monday. returns back for exchange or refund. o During the “last minute frenzy,” shoppers are rushing to find items for the last names on their gift lists. Consider aUbiquitous information. Consumers rate the ease of finding shipping promotions tied to items that are in-stock with contact information on eCommerce sites a top concern, with guaranteed delivery by Dec. 25, and offer free upgraded 70% saying its prominence is the top customer service feature shipping with a higher threshold. they expect. Another 65% of consumers give importance to the availability of a toll-free number; it should reside in the global aTargeting by customer segment. In addition to using the header of your site’s navigation. calendar to determine what type of free shipping offer to deliver, study customers’ past purchases to deliver even more targeted In general, don’t force shoppers to dig deep into the site to shipping offers. find key information. For the holidays, make sure the following o For buyers who frequently purchase full-price products, information is never more than a click away throughout the path keep free shipping thresholds high, or offer it tied only to to purchase: exclusive or new items or gift packs. o Contact information o Delivery deadlines for each shipping method on offer o To reward loyal customers with high lifetime value, offer o Shipping costs, including current free shipping promotions free shipping without restrictions – but limit the offer o In-store pickup options – a service 60% of shoppers will use to those who’ve bought repeatedly within a reasonable or are considering, according to the MarketLive/eTailing timeframe. Group survey. o Product guarantees o Fulfill the expectations of bargain-hunters with shipping o Return policies discounts above a moderate threshold. Consider offering o In-stock status free shipping without restrictions – but restrict the promotion to specific dates, such as a peak buying day like Black Friday (the Friday after Thanksgiving). Alternatively, try offering unrestricted free shipping on a specific day or time of day that has traditionally been a low performer, in an effort to encourage purchasing off-peak. The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 4
  5. 5. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors In particular, don’t overlook the product page for conveying this crucial information. Shoppers viewing a single item are on the Conclusion verge of deciding whether to commit to a potential purchase; Delivering value, winning sales give them all the information they need right on that page to convince them to proceed to checkout. The 2009 holiday season presents both an opportunity and a challenge. With relevant promotions and stellar service, eCommerce merchants can deliver meaningful value to customers – and end the year with strong sales. This MarketLive Index merchant uses tabs to link to extensive product details, including a size, fit and care guide, above the fold on the product page. The “Ask an Expert” tab lists customer service contact information, including online chat – an options shoppers increasingly use. According to the MarketLive/ eTailing Group study, 45% of shoppers rate click-to-chat an important customer service feature, while 41% deem click-to-call technology important. Finally, when it comes to ubiquitous customer service information, think beyond the site to mobile devices, which one in three shoppers say they’ll use as a holiday shopping resource. Provide a store locator for mobile users that includes links to in- store and online promotions and ship-to-store options. aPerpetual shopping cart. The ability to view and add to the cart without leaving the current page is key to a smooth browsing and buying experience, with 66% of shoppers saying it’s a top customer service feature. While it’s probably too late to re-engineer your shopping cart process for the holidays, you can still tweak your site design to give more prominence to the cart link. If a link to the shopping cart isn’t already in your global header, add one there, and consider jazzing up your cart icon with a holiday graphic to catch shoppers’ attention Sites with a perpetual cart already in place can go one step further, using drop-down displays of cart contents to showcase promotions and alert shoppers who are approaching the free shipping threshold. The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 5
  6. 6. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Overall (Average All Sites) - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 3.64% 3.40% -6.59% Overall Cart Abandonment Rate 60.91% 63.01% 3.45% "1-and-out" - % of all visits 32.24% 30.88% -4.22% Engagement Rate (Visits to Carts) 9.51% 9.66% 1.58% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 3.72% 3.40% -8.60% Overall Cart Abandonment Rate 60.38% 63.01% 4.36% "1-and-out" - % of all visits 38.31% 30.88% -19.39% Engagement Rate (Visits to Carts) 8.12% 9.66% 18.97% b. Detailed Data Conversion Average Overall Conversion Rate 3.40% Abandonment Average Overall Cart Abandonment Rate 63.01% Checkout Abandonment Rate 50.46% Revenue Average Average Order Size $140.73 Revenue Per Visit $4.55 Engagement Average Engagement Rate (Visits to Carts) 9.66% "1-and-out" - % of all visits * 30.88% Home page "1-and-out" - % of all visits 7.26% Pages Per Visit 11.77 Time Per Visit (Minutes) 7.6 % of Sites with Reviews 58% Average Customer Acquisition Traffic All Search Engines 40.83% Bookmarked/Typed 29.50% Other 29.67% Availability Average Average Uptime 99.91% Average Response Time (Sec.) 2.53 The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 6
  7. 7. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Catalogers - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 5.16% 4.57% -11.43% Overall Cart Abandonment Rate 55.18% 56.62% 2.61% "1-and-out" - % of all visits 30.47% 31.00% 1.74% Engagement Rate (Visits to Carts) 12.89% 11.97% -7.14% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 5.68% 4.57% -19.54% Overall Cart Abandonment Rate 54.29% 56.62% 4.29% "1-and-out" - % of all visits 33.25% 31.00% -6.77% Engagement Rate (Visits to Carts) 11.44% 11.97% 4.63% b. Detailed Data Conversion Average Overall Conversion Rate 4.57% Abandonment Average Overall Cart Abandonment Rate 56.62% Checkout Abandonment Rate 47.25% Revenue Average Average Order Size $157.42 Revenue Per Visit $6.57 Engagement Average Engagement Rate (Visits to Carts) 11.97% "1-and-out" - % of all visits * 31.00% Home page "1-and-out" - % of all visits 6.16% Pages Per Visit 13.03 Time Per Visit (Minutes) 8.29 % of Sites with Reviews 62% Average Customer Acquisition Traffic All Search Engines 32.77% Bookmarked/Typed 35.17% Other 31.00% Availability Average Average Uptime 99.92% Average Response Time (Sec.) 2.36 The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 7
  8. 8. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Apparel, Footwear, Accesssories - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 4.88% 4.43% -9.22% Overall Cart Abandonment Rate 58.26% 62.20% 6.76% "1-and-out" - % of all visits 26.85% 23.71% -11.69% Engagement Rate (Visits to Carts) 11.03% 11.21% 1.63% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 4.19% 4.43% 5.73% Overall Cart Abandonment Rate 58.37% 62.20% 6.56% "1-and-out" - % of all visits 34.15% 23.71% -30.57% Engagement Rate (Visits to Carts) 10.01% 11.21% 11.99% b. Detailed Data Conversion Average Overall Conversion Rate 4.43% Abandonment Average Overall Cart Abandonment Rate 62.20% Checkout Abandonment Rate 50.22% Revenue Average Average Order Size $169.19 Revenue Per Visit $6.07 Engagement Average Engagement Rate (Visits to Carts) 11.21% "1-and-out" - % of all visits * 23.71% Home page "1-and-out" - % of all visits 6.50% Pages Per Visit 13.33 Time Per Visit (Minutes) 7.1 % of Sites with Reviews 60% Average Customer Acquisition Traffic All Search Engines 34.62% Bookmarked/Typed 64.14% Other 31.24% Availability Average Average Uptime 99.92% Average Response Time (Sec.) 2.32 The “1-and-out” measures the number of single-page visits©to the site * MarketLive Performance Index Vol. 9: Key Holiday Success Factors MarketLive, Inc. 2009 8
  9. 9. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Brand Manufacturers - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 3.70% 3.24% -12.43% Overall Cart Abandonment Rate 59.48% 63.71% 7.11% "1-and-out" - % of all visits 34.61% 30.04% -13.20% Engagement Rate (Visits to Carts) 8.91% 9.67% 8.53% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 2.70% 3.24% 20.00% Overall Cart Abandonment Rate 57.06% 63.71% 11.65% "1-and-out" - % of all visits 45.66% 30.04% -34.21% Engagement Rate (Visits to Carts) 6.23% 9.67% 55.22% b. Detailed Data Conversion Average Overall Conversion Rate 3.24% Abandonment Average Overall Cart Abandonment Rate 63.71% Checkout Abandonment Rate 49.89% Revenue Average Average Order Size $93.96 Revenue Per Visit $3.18 Engagement Average Engagement Rate (Visits to Carts) 9.67% "1-and-out" - % of all visits * 30.04% Home page "1-and-out" - % of all visits 7.63% Pages Per Visit 10.56 Time Per Visit (Minutes) 6.67 % of Sites with Reviews 73% Average Customer Acquisition Traffic All Search Engines 45.51% Bookmarked/Typed 25.90% Other 28.59% Availability Average Average Uptime 99.94% Average Response Time (Sec.) 2.63 * “1-and-out” measures the number of single-page visits to the site The MarketLive Performance Index Vol. 9: Key Holiday Success Factors © MarketLive, Inc. 2009 9
  10. 10. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Brick-and-Mortar Retailers - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 1.39% 1.51% 8.63% Overall Cart Abandonment Rate 72.90% 73.75% 1.17% "1-and-out" - % of all visits 30.50% 29.74% -2.49% Engagement Rate (Visits to Carts) 4.91% 5.34% 8.76% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 1.50% 1.51% 0.67% Overall Cart Abandonment Rate 72.90% 73.75% 1.17% "1-and-out" - % of all visits 35.48% 29.74% -16.18% Engagement Rate (Visits to Carts) 5.47% 5.34% -2.38% b. Detailed Data Conversion Average Overall Conversion Rate 1.51% Abandonment Average Overall Cart Abandonment Rate 73.75% Checkout Abandonment Rate 56.80% Revenue Average Average Order Size $161.32 Revenue Per Visit $1.88 Engagement Average Engagement Rate (Visits to Carts) 5.34% "1-and-out" - % of all visits * 29.74% Home page "1-and-out" - % of all visits 8.41% Pages Per Visit 10.86 Time Per Visit (Minutes) 7.08 % of Sites with Reviews 38% Average Customer Acquisition Traffic All Search Engines 51.67% Bookmarked/Typed 26.87% Other 21.46% Availability Average Average Uptime 99.88% Average Response Time (Sec.) 2.54 The “1-and-out” measures the number of single-page visits©to the site * MarketLive Performance Index Vol. 9: Key Holiday Success Factors MarketLive, Inc. 2009 10
  11. 11. The MarketLive Performance Index Vol. 9 Key Holiday Success Factors MarketLive Performance Index Housewares & Furniture - Q3 2009 a. Comparison Data Quarter Over Quarter Metric Q2 2009 Q3 2009 % Difference Overall Conversion Rate 3.06% 3.10% 1.31% Overall Cart Abandonment Rate 57.72% 58.98% 2.18% "1-and-out" - % of all visits 34.83% 32.88% -5.60% Engagement Rate (Visits to Carts) 10.75% 10.85% 0.93% Year Over Year Metric Q3 2008 Q3 2009 % Difference Overall Conversion Rate 2.60% 3.10% 19.23% Overall Cart Abandonment Rate 62.24% 58.98% -5.24% "1-and-out" - % of all visits 38.61% 32.88% -14.84% Engagement Rate (Visits to Carts) 6.37% 10.85% 70.33% b. Detailed Data Conversion Average Overall Conversion Rate 3.10% Abandonment Average Overall Cart Abandonment Rate 58.98% Checkout Abandonment Rate 45.99% Revenue Average Average Order Size $190.11 Revenue Per Visit $6.08 Engagement Average Engagement Rate (Visits to Carts) 10.85% "1-and-out" - % of all visits * 32.88% Home page "1-and-out" - % of all visits 4.91% Pages Per Visit 12.73 Time Per Visit (Minutes) 8.6 % of Sites with Reviews 54% Average Customer Acquisition Traffic All Search Engines 40.89% Bookmarked/Typed 29.07% Other 30.04% Availability Average Average Uptime 99.92% Average Response Time (Sec.) 2.57 The “1-and-out” measures the number of single-page visits©to the site * MarketLive Performance Index Vol. 9: Key Holiday Success Factors MarketLive, Inc. 2009 11

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