16th September 2017
Jon Billingsley
2 Minute ReadIf you’re in the ecommerce game, you’ll know home important a useful insight can be to your business. Whether it’s a statistic or piece of research, anything you can use to make informed decisions is going to be helpful. And even if it only increases your sales by just 1%, every positive gain – no matter how small – adds up to make a big difference.
So, when you’re searching for some useable ecommerce intel, where’s the best place to start? Right here of course. Read on to find out X stats and facts about your visitors, where they’re from and which ones are most likely to make a purchase…
Where are visitors coming from?
Not sure what the traffic sources are for ecommerce? According to a study by Yotpo (which collected data from 65 million ecommerce orders), the top 3 sources are direct traffic (40%), search (34%) and referral (10%). Social only accounts for 6%, while e-mail only manages a paltry 3%, which might prompt a few online site owners to quickly re-adjust their digital marketing budget allocations.
So, where is all this direct traffic coming from? In theory, this accounts for people who have typed the URL directly into the web browser. In reality, this could be down to links shared socially (such as via e-mail or social messenger apps). These visits are hard to traffic, earning them the moniker ‘dark social’. Spooky.
According to this research paper by Wolfgang Digital, which discusses e-commerce kpi benchmarks, display is also a poor performer. Accounting for 38% of digital marketing budgets, it fails to even rank in their top ten list of traffic sources.
Read More: 3 Important Metrics to Monitor on Your Ecommerce Websites
Which traffic source converts best?
What good is lots of traffic, if they’re just browsing and bouncing? You need shoppers, right?
A study by tech specialists Monetate puts the average ecommerce conversion rate at between 3 and 4% all together, will smartphone visits converting 1.5% of the time and desktop up at 4.4%.
According to marketing consultant Jay Baer (speaker and author of Youtility), you can expect a conversion rate of 1.71% for Google, which is surprisingly lower than what you expect from Bing – 3.03%! Facebook has a conversion rate of 1.08%, Pinterest has 0.36%, Twitter is 0.22% and LinkedIn is a paltry 0.04%.
Meanwhile, email marketing has an lofty ROI of 3800% , and for every $1 spent, email marketing generates $38 in ROI (which is around £1 to £47.50) according to Campaign Monitor. We’d like to see more about these numbers.
Google delivery a whopping 67% of website revenue. So, if anybody has told you search engine optimisation (SEO) is dead, they’re 100% wrong. Search is alive and well.
Are you ready to act?
If these statistics have inspired you, and you’re looking for a team of experts to help, you’re in the right place. At Bing Digital, an ecommerce agency, we can help you with ecommerce conversion rate optimization, content marketing, email marketing, PPC management and much, much more! And even if your ecommerce store is still just a pipe dream, we can help with that to.