To create effective strategies, you need data and understanding of trends.
Below are important metrics as they relate to conversion rates, add-to-cart rates, and personalization. You’ll definitely find many interesting, surprising and valuable stats for your strategy.
Use this information to help create your 2020 marketing plan and personalization tactics.
- 95% of all purchases in the UK are projected to come via ecommerce by the year 2040.
- Mary Meeker’s most recent trend report cites phenomenal 22% YoY growth in digital advertising spend for 2019.
- Email is a valuable tool for ecommerce sites. About 70% of users who visit a site for the first time from an email will return within a 60 day timeframe. Forty-eight% will return within six days.
- 83% of all email visitors make a return visit, while those who enter via social media channels have a likelihood of returning that is below 75%.
- A lack of content relevancy generates 83% lower response rates in the average marketing campaign.
- 43% of ecommerce traffic comes from Google organic searches.
- Global add-to-cart rates are 15.98%.
- In Great Britain, add-to-cart rates are 15.98% and in the US add-to-cart rates are 10.21%.
- Tablets have the highest add-to-cart rates globally (11.87%) and in the US (12.20%). However, in Great Britain, add-to-cart rates are higher on desktop (16.55%).
- Mobile add-to-cart rates average 10.40%.
- Mobile shopping cart abandonment rates are actually higher than those for desktop.
- Add-to-cart rates are higher for those who use multiple devices – 73% compared to 12%.
- 61% of shoppers say they have left a transaction behind due to added costs such as shipping fees.
- Another 34% say they’ve abandoned their carts because it was too difficult to create an account .
Conversion Rates & Purchase Rates
- Conversion rates are 2.58% globally across devices.
- In the US, conversion rates are 2.57% and in Great Britain, conversion rates are 3.81%.
- Conversion rates are 1.82% on mobile.
- Conversion rates are performing best on desktops (3.90%) globally.
- 61% of consumers read online reviews before making a purchase.
- In the US, desktop conversion rates are 4.14% and in Great Britain, desktop conversion rates are 4.97%.
- Relevant product recommendations can play an important role in conversions. Clients who click on a recommended product are 70% more likely to make a purchase than those who see a product recommendations, but do not interact with it.
- Return sessions for those who left a recommended product in their cart are 45% more likely to convert.
- Almost half of survey respondents noted that they had made an impulse purchase as a result of a recommended product. 85% of these were happy to have made that purchase.
- When users shop shop across devices, purchase rates increased from 6% to 55%.
- Loyal customers are more valuable to retailers than first time customers . They convert at rates 4x higher.
Average Order Value
- Average order values are $107.36 globally, $118.17 in the US, and $71.86 in Great Britain.
- Average order value from organic searches is $79.01, while AOV from direct website visits averages at $112.01.
- Desktop users have a higher average order value with $128.08 globally, $135.07 in the US, and $86.47 in Great Britain.
- AOV increases by as much as 33% when customers buy or add recommended products to their carts (compared to those who see the product recommendations and do not interact with them).
- Average order value is $86.47 on mobile globally.
- AOV is 38% higher for those who return to a site after making a purchase from a recommended product than those who did not.
- Cross device customer journeys are more valuable to organizations. Average order value increases from $115 to $130 when customers shop across devices.
The Compounding Effects of Personalization
- Conversion rates doubled for consumers who are exposed to three personalized elements, compared to two personalized elements.
- Companies see a 55% increase in leads when increasing their landing pages from 10 to 15.
- Add-to cart rates improved by 74% when comparing the second and third personalized pageviews.
- By the 10th personalized webpage, conversion rates skyrocketed to 31.6% and add-to-cart rates increased to 65.2%.
- Cart abandonment rates improved when users were exposed to personalized webpages. After two personalized webpages, it dropped to 82.6% and by the tenth personalized webpage, it dropped to 58%. By the 20th, it dropped to below half (40%)
- 78% said that they will not even react to a retailer’s offer if their interaction is not personalized.
- 88% of shoppers say that they are more likely to make a purchase from an organization who delivers a personalized experience across devices.
40+ Ecommerce Marketing Stats for 2020 Planning
PS. In short: email is not dead, shopping across devices is lucrative for businesses, personalization is effective.