What Marketing Strategies Can Be Learned from the 2015 eCommerce Benchmark Report by Yotpo?

Even the most forward-thinking businesses struggle with marketing in today’s fast paced digital world. In order to grab hold of your marketing, have you ever asked yourself the following questions:

1. Do I have a healthy distribution of traffic?

2. Are my traffic channels bringing quality, engaged traffic?

3. Mobile vs. non-mobile traffic, which should be more focused on?

Here at ChinaDivision, we share and analyze a report by Yotpo in 2015 to help find out the answers. It was based on 65 million orders and two billion dollars in transactions across over 120,000 eCommerce stores. The report was designed to help online merchants adjust their marketing strategies according to the latest survey and stay unbeatable in the competition.

 

  • What Are My Traffic Channels? How Well They Work?

Traffic broken down by source

Direct, search and referral traffic were overwhelmingly the dominant traffic sources, which respectively accounted for 40%, 34% and 10%, followed by social traffic of 6%, according to the pie chart above by Yotpo in 2015.

Average seconds on site per visit

Although social traffic only made up a small portion of overall traffic, they brought high quality and engaged traffic. Instagram was the winners in terms of longest time on site, followed by email, referral and direct traffic.

From the above data we can gather that direct marketing such as email or one-on-one techniques, combined with social marketing will be important focuses in the current year.

 

  • Mobile vs. Non-Mobile traffic, Which Is More Workable?

Mobile VS None mobile

According to the data in 2015, only 38% of traffic came from mobile devices, while non-mobile devices placed the overwhelmingly dominant role of 62%.

Distribution of mobile vs non-mobile page Views

The bar graph showed very clearly that when looking at percentage of page views from a mobile device vs. a non-mobile device, some social networks such as Instagram and Facebook leaned heavily in mobile devices, while LinkedIn and YouTube were in the opposition direction, having an enormously high percentage of desktop visits. On the other hand, page views for email from mobile and non-mobile devices were almost the same, but clearly adjustment should be made to optimize the email content for a better reading experience through mobile devices.

2016 will bring adjustments of specific campaigns. For example, LinkedIn will be more focused on desktop visitors, while Facebook will be built more user-friendly for mobile users and more ad campaigns will be invested.

 

What Does This Mean for You?

Mobile and social are changing eCommerce, but mobile vs. non-mobile traffic varies majorly depending on source – so make sure you’ re measuring appropriately.

In 2016, marketing is going to be more specific and more direct than ever. Online merchants need to define goals based on traffic source and mobile or non-mobile devices.