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Market live report

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Market live report

  1. 1. 1 24 Q1 2014 update: Strong Revenue Growth and Continued Mobile Increases MARKETLIVE PERFORMANCE INDEX TM | MAY 2014
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.
  30. 30. Appendix | Data Tables 30
  31. 31. Appendix | All Index Data Tables 31
  32. 32. 32 Appendix | Apparel, Footwear & Accessories Data Tables
  33. 33. 33 Appendix | Beauty & Health Data Tables
  34. 34. 34 Appendix | Houseware & Furniture Data Tables
  35. 35. 35 Appendix | Brand Manufacturer Data Tables
  36. 36. 36 Appendix | Brick & Mortar Data Tables
  37. 37. 37 Appendix | Catalog Data Tables
  38. 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

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