commerce report

E-Commerce in Q2: Tablet Traffic as Valuable as Traffic From Computers

source: http://www.marketingcharts.com/wp/topics/e-commerce/e-commerce-in-q2-tablet-traffic-as-valuable-as-traffic-from-computers-36679/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Computers led with an AOV of $115.74, compared to $113.15 for tablet tablets and $112.73 for smartphones.

[Editor’s note: Monetate’s previous report covering Q1 had found tablets converting at a higher rate than computers, while data from this latest report indicates that the opposite was true for Q1. The discrepancy owes to a different random sample of clients being used for each quarterly report.]

Among tablets, the iPad continued to boast the highest conversion rate (2.6%) during the second quarter, with Android (2%) also out ahead of the Kindle Fire (1.6%). The iPad also sported the highest average order value ($114.18), outpacing Android ($101.22) and Kindle Fire ($91.84).

The iPhone re-assumed the lead in conversion rates among smartphones, just exceeding 1%, and putting some distance between itself and Android (0.88%) and Windows (0.77%) phones. i! Phone tra! ffic also ended up with the highest average order value, of $114.45, followed closely by Windows ($112.36) and Android ($109.52).

All told, smartphones (9.7%) and tablets (12.4%) together accounted for more than 1 in 5 e-commerce visits during Q2, up from about 15% a year earlier. In the past year, tablets have overtaken smartphones in terms of e-commerce traffic share, with the gap between the devices steadily increasing.

The iPad continues to dominate tablet e-commerce traffic to the tune of 90.6% share, while the iPhone also retains its lead (62.7% share) of smartphone visits.

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Tuesday, September 17th, 2013 news No Comments

Search Still King of E-Commerce Referrals in Q2, But Email Traffic Converts Best

source: http://www.marketingcharts.com/wp/topics/e-commerce/search-still-king-of-e-commerce-referrals-in-q2-but-email-traffic-converts-best-36704/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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These trends have held for some time, with search easily besting the other sources for traffic in Q1 and Q4 2012, and email sporting the best conversion rates. The latest data suggests that conversion rates are declining for search traffic, while remaining generally steady for email and social. In terms of e-commerce visits, Q2 marked the lowest share in at least 5 quarters for both social and email.

Meanwhile, search continues to have a leg-up on email and social in one other metric: average order value. During Q2, average order value for search traffic was $111.18, its highest point in several quarters, ahead of email ($99.93) and social ($86.80). While social trailed in this regard, it should be noted that its result this past quarter represented a significant 13% hike from an average value of $76.59 in Q1.

Other Findings:

  • The add-to-cart rate was significantly higher for traffic referred by email (1! 0.73%) th! an search (6.81%) and social (3.37%).
  • Average page views was slightly higher for email than search traffic (8.84 and 8.71, respectively), both close to double social’s average (4.82).

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Tuesday, September 17th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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