Demac Media Q4 2015 ECommerce Benchmark Report

7/26/2019 Demac Media Q4 2015 ECommerce Benchmark Report

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ECOMMERCEBENCHMARK REPORT

Q4 2015

ECOM

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EDIA


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TABLE OFCONTENTS

A Q U I C K W O R D

D I S C O V E R Y

C O N V E R S I O N B Y D E V I C E

C O N V E R S I O N B Y C H A N N E L

M E T H O D O L O G Y

C O N T A C T D E M A C

4

5

7

12

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DEMAC MEDIA IS ACOMMERCE AGENCY

For the past 4 years, Demac Media has published a quarterly benchmark

report to help retailers put their numbers in the context of their peers, and

prepare for the quarter ahead.

In this edition of our Benchmark Report, we are highlighting the most

important datapoints and trends we use to prepare our customers for

growth.

More information on the methodology used in reporting the ndings herein

can be found at the end of this report.

Watch this space as we include more of our own data, and insights from our

partners, for future editions.

WE HELP MERCHANTS DESIGN,

CREATE & GROW STRONG

ECOMMERCE BUSINESSES.

OBJECTIVES

3

STRATEGY DESIGN DEVELOPMENT

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The holiday season in North America is marked in every retailers calendar as the most

important time of the year. In fact, the term Black Friday was originally used to mark

the date when a retailers nancial statements nally showed protability - 11 months

into the year!

At Demac, we spend a signicant part of our year preparing our retailers for this all-

important season; from ensuring servers are ready to meet trafc demands to the

timing of promotional material sent to new and existing customers. Growing from the

strength we built in Q4, we are entering 2016 galvanized with the optimism of our

retail customers and technology partners.

An opportunity trend to continue tracking is the rise of mobile commerce. In thisreport, we see evidence of its growth and how it is affecting the traditional path to

purchase. It also drives us to meet the growing expectations of shoppers for a more

consistent, personalized, and convenient shopping experience.

Economic conditions and evolving consumer preferences will continue to challenge us

in the year ahead, but we are focused on another banner year in digital commerce.

A QUICK

WORD

4

M A R L O N R O D R I G U E S

D I R E C T O R , M A R K E T I N G

D E M A C M E D I A

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DISCOVERY

ORGANIC SEARCH IS STILL KING IN

RETAIL DISCOVERY.

A strong showing in Organic Search is hard-earned over time through

good SEO hygiene, and bolstered with regular SEM practices.

It is also instructive to see the increasing value of social media in this

report. Social Commerce is happening now - how is your business

benetting from it?

% OF SESSIONS BY TRAFFIC SOURCE

31%

23%

17%

8%

6%

5%

10%

organic search

social

direct

paid search

email referral

other

S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R T


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6

DISCOVERY

ABOUT HALF OF SESSIONS ON EVERY

DEVICE IS FROM NEW VISITORS.

We know that Returning Customers are the most lucrative for retailers,

but New Visitors offer the opportunity to grow your business. Here, your

User Experience matters to quickly engage people who are unfamiliar

with your site, and encourages them to return to shop with you again.

48%

tablet desktop

58%

SESSIONS FROM NEW VISITORS, BY DEVICE TYPE

47%

mobile



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CONVERSION

CONVERSION RATES VARY

DRAMATICALLY BETWEEN DEVICE

TYPES AND RETAILERS.Conversion rates are ever-present on the minds of retailers, but they are

not a singular measure of the health of your business. The key to using

this metric is to benchmark your own and work to progressively improve

it while driving new trafc to your site and increasing order value.


DISTRIBUTION OF CONVERSION RATE BY DEVICE TYPE

0

5

10

15

20

25

30

35

40

0-1% 1-2% 3-4% 4-5% 5-6% 6-7% 7-8% 8-9% 9-10% 10-11% 11-12% 12-13% 13-14% 14-15%

COUNT


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CONVERSION

FOR NOW, MORE PAGEVIEWS PER

VISIT STILL CORRELATES WITH MORE

COMMERCE ENABLED.Time spent on desktop and tablet are identical, but more pageviews

consumed per visit on desktop. This points to more control on desktop,

larger surface area, potentially more distractions compared to either

mobile or tablet. Expect the transaction volume and type on these devices

to render pageviews and time spent metrics obsolete in the near future.

AVERAGE NUMBER OF PAGEVIEWS PER SESSION

AVERAGE SESSION LENGTH


6.64

6.25

5.66

0 5 5.2 5.4 5.6 5.8 6 6.2 6.4 6.6 6.8

desktop

tablet

mobile


3mins

mobile

4m12s

tablet

4m12s

desktop


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CONVERSION

APPLE STILL DOMINATES MOBILE

COMMERCE, AND IPHONE RETAINS

ITS FLAGSHIP POSITION.Every mobile device maker and platform is trying to get into mobile

commerce, but it will be a long time before anyone is able to contest

Apples lead.

% OF SHOPPERS BY MOBILE DEVICE

47%

19%

34%


iphone ipad other


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METHODOLOGY

THE RETAILERS IN THIS STUDY

REPRESENT A BROAD SET OF

RETAIL SUB-VERTICALS.The retailers in this study reached shoppers in over 200 countries

during the reporting period, including 1 from the West African

nation of Guinea-Bissau!

DEMAC CUSTOMERS INCLUDED

IN THIS REPORT, BY US CENSUSHOME COUNTRY OF RETAILER

INCLUDED IN THIS REPORT

clothing, accessories

furniture, furnishings

miscellaneous

sports, hobby, book, music

health, personal care

electronics, appliancesfood, beverage

building, gardening, supplies

general merchandise

47%

15%

11%

9%

6%

4%

4%

S O U R C E : Q 4 2 0 1 5 E C O M M E R C E B E N C H M A R K R E P O R TU S C E N S U S B U R E A U , N O R T H A M E R I C A N I N D U S T R Y C L A S S I F I C A T I O N

S Y S T E M [ H T T P : / / W W W. C E N S U S . G O V / E O S / W W W/ N A I C S / ]

S O U R C E : Q 4 2 0 1 5 E C O M M E R C EB E N C H M A R K R E P O R T

canada united states

84%

16%


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GET IN TOUCH

Next Demac Benchmark Report: April 2016

Demac Blog

Dx3 Canada 2016, March 2-3, Toronto

Bronto Summit, March 14-16, Miami

Shopify Unite, March 22-23, SF Oro Momentum, April 10, Las Vegas

Magento Imagine, April 11-13, Las Vegas

Monthly eComm, Meetup, Toronto

DEMAC MEDIA IS A COMMERCE

AGENCY THAT BRINGS TOGETHER

THE BEST OF STRATEGY, INDUSTRYINSIGHTS AND REAL-WORLD

IMPLEMENTATION EXPERIENCE TO

GROW YOUR RETAIL BUSINESS.

DEMAC RESOURCES

WHATS NEXT?

[email protected]

CONTACT US

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MONTREAL

4529 Rue Clark #300

Montreal, QC H2T 2T4

TORONTO

211 Yonge Street, 6th Floor

Toronto, ON M5B 1M4

MIAMI

Coming Soon

Toll Free: 888-860-0364 | [email protected]

ECOM

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BENCH

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EPORT

Q4

2015

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ACM

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