Online retail is always changing and evolving, and the future of buying things online may end up looking pretty different from what we're used to today.
With ubiquitous mobile browsing, new innovations like Alexa and Google Home, new developments in the way we use the internet are making their mark on ecommerce.
If your online business is an ecommerce store, it's important to stay up to date with the latest best practices.
In a recent blog post from Moz, CEO and founder Alan Coleman presents a 2017 KPI benchmark study conducted by his agency, Wolfgang Digital.
The agency looked at data from over 143 million website sessions, gaining new insights into which key performance indicators (KPIs) are the most correlated with success in ecommerce.
As ecommerce evolves, so do the metrics that marketers should track.
Here are a few of this year's key trends.
1. Google remains people’s window to the web, but its dominance is in decline.
[image source: Moz]
The search giant generates 62% of all traffic and 63% of all revenue.
This is down from 69% of traffic and 67% of revenue in last year’s study.
In numerical terms, Google is growing — it’s simply that the big G’s share of the pie is in decline.
2. Google’s influence is declining as consumers’ paths to purchase become more diverse, with “dark traffic” on the rise.
This occurs when Google Analytics doesn’t recognize a source by default, like people sharing links on WhatsApp.
Dark traffic shows up as direct traffic in Google Analytics. Direct traffic grew from 17% to 18% of traffic.
3. Mobile earns more share, yet desktop still delivers the dollars.
[image source: Moz]
2017 is the first year mobile claimed more sessions (52%) than desktop (36%) and tablet (12%) combined.
Desktop generates 61% of all online revenue, with users 164% more likely to convert than those browsing on mobile.
Plus, when desktop users convert, they spend an average of 20% more per order than mobile shoppers.
4. Tablet shoppers love a bit of luxury (0.4).
[image source: Moz]
Higher-than-average tablet sessions correlated very strongly with high average order values (0.4).
However, pricey purchases require more clicks, no matter the device.
5. Pinterest can be powerful (0.22).
Websites with more Pinterest traffic enjoyed higher AOVs (0.22).
This demonstrates Pinterest’s power as a visual research engine, a place where people research ideas before taking an action — for example, planning a wedding, designing a living room, or purchasing a pair of pumps.
The good news for digital marketers is that Pinterest recently launched its self-service ad platform.
You can read more about the latest ecommerce trends in the full article from Moz.
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