I recently read an article on Dazeinfo with the same title as this blog post. The 5 points below are taken from the original publication by author Aarzu Khan.
It was interesting to take in this information on some eCommerce findings from sources such as Kissmetrics and Marketing Donut, but it was more interesting for me to go back to our own data for eCommerce clients we manage in Australia and see if the data lines up with the findings from primarily the US.
There are always a lot more data insights coming out of America, so it’s always good to compare to what is happening in Australia as we do have a slightly different market and therefore a different online consumer.
So here are the points from Dazeinfo, next to which I added the findings from MindArc eCommerce analytics.
1. Weekday traffic is bigger
Kissmetrics reveals that less traffic comes to eCommerce stores during weekends as against weekdays. This is an interesting fact and it should prompt you to change your marketing strategy. Below is a graph that clearly shows how weekends experience lesser traffic as compared to weekdays.
When we look at the data for our eCommerce clients in Australia, we see a similar trend.
Most Fashion ecommerce stores experience higher traffic on Monday – Friday, Wednesday being a high traffic day. A lot of our clients send eDMs on Wednesdays but it could be really hump day for most people that brings on an urge for online shopping.
2. Explore the Potential of SEO
An analysis of the traffic sources of the e-commerce stores at Kissmetric reveals that 30.5% of their overall traffic comes from organic searches on Google, Yahoo, Bing and other popular search engines. This means that there is still relevance of SEO for online stores and it makes sense to pay close attention to it.
But a problem for such online stores is that they are faced with a tough competition when it comes to using long-tail keywords. Owing to such tough competition, SEO activities may not yield desired results from such keywords.
Our clients experience a similar metric of approximate 33% of overall traffic coming from Organic Search.
In Fashion clients we see a fluctuation between 20-40%.
A lot of the SEO comes from the relevant content on the site, including metadata and the correct descriptions for products and even images. SEO still plays a big role in search and there needs to be a bigger emphasis on content that’s generated by the site. Blogs are a great way to get new traffic to the website, similarly Lookbooks and Plugins such as Instagram look shopping are becoming extensively popular.
3. Referral Traffic
If eCommerce stores want to know which are the social sites and means where they can spend more time and money to generate traffic, then the analysis has come with interesting stats. It says that CPC and YouTube are the two main marketing channels responsible for more traffic to the eCommerce stores. Use of mobile is now well established fact that increasing number of online shoppers are using mobile. This means that your eCommerce store should be optimized for mobile traffic.
Scoop.it reveals that around 70% online shoppers use Tablets and 47% of them use smartphones for their online shopping. And a post published on Radware.com explains that 43% of consumers tend to migrate to a competitor’s site if faced with negative mobile shopping experience.
We see a social referral status vary between 2% to 32% for Ecommerce clients. The average being 5% of traffic comes from Social.
Google is now implementing updates, (more on what type of updates exactly and how it might affect traffic, here) penalising websites which are not mobile optimised, indicating that there will be less traffic directed to the pages which do not tick the mobile optimised update requirements. So it is wise to know that all of your website pages are mobile optimised before using social platforms to direct traffic from platforms which are predominantly mobile based Example: Instagram.
When it comes to Device shopping, our data reveals that with ecommerce fashion clients, the mobile shopping is more prevalent – Over 50% of traffic comes from mobile and yet only 6-10% of traffic comes from tablets. Mobile use of website browsing is lower for stores other than fashion however, so if you have a fashion store, it is imperative to look at mobile optimising every single page of your ecommerce store.
4. Focus More on Returning Visitors
Marketing Donut reveals that returning visitors spend double the time on eCommerce stores as compared to new visitors. New visitors spend an average of 2 minutes 31 seconds as compared with 5 minutes 31 seconds by the returning visitors. In terms of the page visited, the analysis by Marketing Donut explains that while new visitors view an average of 3.88 pages per visit, while returning visitors visit 5.55 pages on an average. So, it is clear that returning visitors tend to spend more time and view more pages per visit than new visitors.
We do notice an increase in time spent on site in returning visitors, but in Fashion clients it’s mostly a 1-2 minute difference, rather than double the time. There is a prevalent difference in revenue from New vs Return visitiors however and those numbers are anything short of impressive. On average return visitors are spending more than 120% higher than new visitors to eCommerce stores on our accounts.
5. Effectiveness of Social Media
UPS Pulse of Online Shopper 2015 reveals that 84% online shoppers take help from at least one social media site and read peer reviews before purchasing online. Therefore, it makes sense to carefully optimize your Facebook, Twitter and YouTube page design with all necessary elements in order to boost traffic to your site.
Here is the graph that shows the time spent on different social sites.
Although video is definitely on the rise, especially with platforms such as Snapchat predicted as the most popular social platform for 2016, we haven’t seen many eCommerce clients use a full supported Youtube strategy yet. Considering how much time people spend on YouTube, it does pay to think that video content for ecommerce is the next big thing when it comes to re-inventing the marketing strategy.
Original article published by Dazeinfo.
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