Chart of the day: Internet users now average around 14 activities on their mobiles
Internet users now average around 14 activities on their mobiles, vs 12 on PCs or laptops. Therefore internet users are doing more on their phones than they are on their computers. This will be due to the rise in mobile usage and time spent on tablet devices.
According to Global Web Index mobile will 'pave the way for location-based retail, AR shopping experiences, social commerce, and mobile payments to take on a more prominent role in the consumer’s path to purchase'. We now live in a mobile-first society and as marketers need to embrace the change.
Source: Global Web Index
Sample Size: 72, 529 internet users aged 16-64
Recommended Resources: Mobile Marketing Strategy Guide
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Chart of the Day: Marketers who offer electronics have the highest mean conversion rate at nearly 25%
Measuring and reporting conversion rates is vital for all ecommerce marketers. Benchmarking your conversion rate against others in the same industry can give you an indication of how you compare to your competitors. However, having a lower conversion rate does not mean your marketing has been unsuccessful, it shows that there's room for improvement.
Average ecommerce conversion rates are 1% – 2%. Even if you are doing everything right, you can still expect to win the sale around 2% of the time.
However, research by Marketing Sherpa shows that marketers who market electronics can see almost up to a 25% conversion rate, followed closely behind publishing and entertainment, and business services.
Improving customer journey effectiveness is important for any conversion rate optimization (CRO) strategy. To…
Chart of the Day: How Length and Personalization Impact Email
Performance
The Email Urban Legend
I'm not talking about those awful email chain letters from the 1990s.
I'm talking about "keep your subject line length short". We all have heard this, right? I call this an email urban legend because it had never been correctly tested but it has always been accepted. But is this correct? Should we just accept these email legends?
Always question
It's hard to know what is an email urban legend and what is researched advise. The answer is to always look for research statistics. 10 years ago, short subject lines probably were true, but with a number of different devices available is that still true?
Chart
If we look at some authentic research like the chart below, we can see that only 5% of the emails in the research had a…
Chart of the day: Google trends reveals 55% more searches for Halloween than Christmas
Analysis of Google trends by Marley Hayley, has revealed that Halloween is more popular than Christmas in the UK.
Related search terms to Halloween had 11.4 million searches, compared to 7.3 million related searches for Christmas related results.
The data was for Halloween and Christmas 2016 - so let's keep an eye out and see how 2017 pans out once Christmas has passed.
The analysis also found that Halloween was also more mobile than Christmas, with more people searching for Halloween related search terms on a mobile compared to Christmas.
There is an expectation among marketers that Christmas is incredibly "mobile" and it probably isn't considered that more people would search for Halloween related search terms, compared to Christmas. However, data should be interpreted carefully, as…
Chart of the day: How can latency be applied to other sectors to understand engagement and to design lifecycle communications?
I don't see latency talked or written about much, so I was interested to see this new research from Monetate that shows average latency between purchases. So, what is latency in marketing? I think latency is best defined in the context of the customer lifecycle, that is:
"Latency is the average time it takes between different lifecycle events for different groups or cohorts of customers".
In this research, to measure engagement, Monetate looked at how frequently customers began a new session within a set time period, specifically the number of sessions and the number of days it took for a customer to complete a purchase.
For first-time customers, the baseline latency from the first visit is an average of 25 days and 3.5 sessions to complete a purchase. Here is the latency for repeat…
Chart of the Day: How do micro-influencers and mega-influencers compare in Instagram engagement rates
When you think of Influencer Marketing, names like Kim Kardashian and Kylie Jenner are the first to pop up. Renowned celebrities or mega-influencers, with millions of followers, are often set as the benchmark of Influencer Marketing. However, you can be spending big budgets on a large reach and still get very little ROI.
A recent report on Instagram Influencer Rates, carried out by Influence.co, shows us that influencers with smaller followings tend to have higher engagement rates than those of mega-influencers. Brands are now increasingly looking for micro-influencers, with a steady following and niche focus, to share their brand messages.
Micro-influencers have a close-knit fan base, making their content more personalized, authentic and engaging for their followers. Looking at the top and bottom bars, the…
Chart of the Day: Multiple purchase history customers have higher add-to-cart and conversion rate than single purchase history customers.
This is really not that shocking - returning loyal customers (8.55%) have a higher a conversion rate because of their previous experience with the brand.
A new shopper to an ecommerce site will have questions they want answering first:
Is this product reliable?
Is this the cheapest price?
Can I find a similar product elsewhere with better reviews?
How much is P&P?
Among others, it is also possible that first-time customers to your site are more wary about buying your product without social proof, or persuasive copy.
Returning customers are returning because they like your product, would recommend it and are happy with the quality and customer service - more new shoppers need to be converted into returning customers.
Source: Monetate
Sample size: 2.5 million eccomerce…
Chart of the Day: Adobe Consumer Email Survey Report 2017
We are all guilty of it
As email marketers, we don't like to admit it, but we all do it at one point or another. We will annoy our customers. This is, unfortunately, part and parcel of email marketing, my little email geeks. You can't please all the people all of the time.
What do we do that annoys them?
So what annoys our clients? What are their pet peeves?
In our chart, we can see the main irk is getting emailed too often at 47%. This is no surprise. But what are the others? Let's look at the other top 3.
32% are annoyed by too wordy/poorly written emails.
This is a really good point. Long worded emails are boring and no one reads them. We need to write for emails, not an…
Chart of the Day: How does your site compare to these benchmarks?
Website performance, as perceived by the download speed for pages by users, has become more important with the increased adoption of smartphones which typically have lower bandwidth connections than desktops. This research from Google on the impact of page load time shows why speed matters!
Recent research by Google has shown that the recommended average user perception of acceptable download time to page load is two seconds, while for the average European website it is around eight seconds.
Google and others have much guidance on how to improve site download speed, yet achieving fast download speeds has become more challenging with the widespread adoption of responsive website design (RWD), which adds to the page weight of HTML and Javascript…
Chart of the Day: Google's share of US paid search clicks by device
As of April 2017, the global marketing share percentage, in terms of the use of search engines (on desktop), heavily favours Google with over 78%.
Now, in Merkle's Q3 2017 Digital Marketing Report, they also have a share of 97% for US paid search clicks on mobile.
Google search ad spending growth remained strong in Q3 2017, rising to 24% year over year (Y/Y) in the US, while dipping slightly to 13% growth in the UK. Mobile and Google Shopping continued to drive growth, but desktop spending remained resurgent following a late 2016 change by Google to allow advertisers to segment…
