Ecommerce Quarterly (EQ4 2013): Holiday Roundup

Ecommerce Quarterly

EQ4 2013:Holiday Roundup

4

a publication from

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

About the EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Ecommerce Holiday Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Mobile Takeover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Focus on the Metrics that Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Holiday is Getting Social . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Your Personal EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Benchmark Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

About Monetate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

EQ4 2013

Executive SummaryA Record-Breaking Season of Firsts

Holiday 2013 was unlike any other holiday season in recent memory. A

retail perfect storm combined a later-than-usual Thanksgiving (resulting

in a truncated shopping period of 26 days compared to 32 in 2012), frigid

weather that kept shoppers indoors and out of the malls, and the once-in-a-

lifetime event of the first night of Hanukkah coinciding with Thanksgiving.

To combat this unprecedented combination of events, retailers

compensated by starting Black Friday deals on Thanksgiving Day (or even

earlier in the week), offering usual Cyber Monday deals on the weekend,

and extending the online deals well beyond Monday, in essence creating a

Cyber Week. All in all, it made for a season full of big wins and key learnings

to help navigate holiday 2014.

The November to December retail period showed huge, record-breaking

numbers. Cyber Monday was the most lucrative online shopping day in

history, with an impressive $2 billion tally. And it was joined with nine

other billion-dollar-plus ecommerce days.

And by looking at the retail landscape, it’s clear that this massive online

take was crucial for overall holiday success.

The US Department of Commerce states that 2013 online sales grew

12% over 2012 1, while overall retail growth in the US was up a less-

than-anticipated 4.1%. According to the National Retail Federation, the

November to December shopping season generally accounts for 20 to

40% of retailers’ annual sales2 (with the weekend after Thanksgiving alone

making up 10 to 15% of those sales). In line with previous years, this past

two-month season accounts for 27% of total annual sales for the average

US retailer.

So considering the breadth of the brick-and-mortar vs. online sales

disparity, ecommerce truly proved to be the saving grace in what was an

otherwise not-quite-stellar holiday season.

So what was the main driver of this ecommerce explosion?

In one word: Mobile.

EQ4 2013

a monetate publication | 2

In 2012, only one in five online purchases were made on a mobile device

(phone and tablet). This year, that number jumped to one in three, growing

approximately 50% in one year. Mobile has effectively changed the

ecommerce landscape for good, and those who fail to embrace a mobile

mindset will undoubtedly find their future holiday coffers filled with coal

instead of cash. And with mobile comes social, which also had a role, albeit

not as large, in shaping the holiday 2013 retail climate.

EQ4 2013 delves into what all of these facts and figures really mean: what’s

trend-driven and statistically significant, what’s a result of this anomalous

season, and what online retailers need to do over the course of this next

year to prepare for holiday 2014.

EQ4 2013 also includes guest commentaries by renowned Wharton

professor Peter Fader, who discusses the importance of focusing on the

holiday metrics that are truly relevant, and by internationally recognized

email marketing expert Jeanne Jennings, who explains how to most

effectively use this EQ’s metrics and benchmarks and tailor them for your

own business.

Cyber Monday was the most lucrative online shopping day in history, with an impressive $2 billion tally.


EQ4 2013

About the EQAs ecommerce companies look for ways to increase customer engagement

and sales in a highly competitive online environment, they’re faced with

challenges centered on massive amounts of data. This big data conundrum

goes beyond the collection and storage of information about customers

and prospects.

Using a combination of historical and real-time data allows ecommerce

marketers to glean meaningful insights that result in more relevant shopping

experiences that drive loyal customers who share their experiences with

others. Ecommerce businesses that tackle big data head-on focus their

attention on different customer segments that continue to be explored in

every release of the Ecommerce Quarterly (EQ):

• Predefined: New versus returning; referring traffic sources; technographics; geography.

• Custom or Proprietary: Demographics; proximity to location.

• On-Site Behavior: Shopping cart activity; brand or category affinity.

• Behaviors Across the Web: Browsing and purchase patterns demonstrated on third-party websites.

The EQ also includes Takeaways, ideas and best practices used by leading

ecommerce websites, based on insights gained from the more than

seven billion online shopping sessions that contribute to the analysis and

benchmark reports found in every release.

EQ4 2013


Ecommerce Holiday HighlightsThe November to December time period is fiscal make-or-break time for

online retailers, and the 2013 holiday season certainly did not disappoint.

Overall, there was a 33.3% increase in the number of purchases made on

leading retailers’ websites between Thanksgiving Day and Cyber Monday,

and a $166.24 average order value (AOV) in that same period, which

resulted in a 13.96% increase in AOV from last year.

Online spending on Black Friday soared to record highs as an ever-

increasing amount of customers chose to shop online rather than brave

long lines (and the elements). Year over year, total revenue on Black Friday

increased by 68% and conversion rates jumped from 3.53% to 4.51% for a

28% increase. Overall, website traffic jumped over 10%.

But as it has for four years running, Black Friday took a backseat to Cyber

Monday, its powerhouse online sibling. Cyber Monday has become a

barometer for the holiday season’s overall success. And with massive

amounts of dollars being spent, huge AOVs, and impressive conversion

rates, this year was no exception.

Cyber Monday 2013 was the highest grossing online shopping day in

history at over $2 billion, and Cyber Monday itself continues to be the top

online sales day of the year. It held the year’s highest average conversion

rate at 4.92%, which is a 20% conversion rate jump from 2012’s spike at

4.1%. And the year-over-year conversion rate jump is more pronounced on

Cyber Monday than during the two-month holiday period, which increased

just 6.83% (from 2.78% to 2.97%).

BLACK FRIDAY TOTAL

REVENUE 68%

$167.31

$144.60

2013

2012

15.71%Year Over Year Increase

Traditional

$162.80

$142.64

2013

2012


Tablet

$133.60

$136.61

2013

2012

2.20%Year Over Year Decrease

Smartphone

Overall Average Order Values(November & December)

$161.09

$133.08

2013

2012

21%Year Over Year Increase

Average Order Value by Device(Holiday Shopping Kicko� Period*)

$165.22

$144.21

2013

2012


Overall

*(11/23/2013 – 12/02/2013)

Overall Conversion Rates(November & December)

2.97%

2.78%

2013

2012



EQ4 2013

While the five-day period in between Thanksgiving and Cyber Monday

used to be the most crucial timeframe for the holiday shopping season,

that period has now extended and evolved into Cyber Week, with deals

extending well beyond Monday. For the five days beyond Cyber Monday,

2013 saw a year-over-year increase in purchases of 22.74%, ecommerce

conversion rates of 19.46%, AOV of 21.41%, total revenue of 46.84%,

and revenue per session of 44.43%. Revenue from shoppers on tablets

had the largest revenue increase at 152.68%, followed by smartphones at

108.58% and desktops and laptops at 33.54%.

Overall, however, shoppers converted better across all channels and

devices throughout the entire holiday season, not just Black Friday and

Cyber Monday. The increase in conversion rates show that people were

shopping with the intent to buy, not just browse.

$167.31

$144.60

2013

2012


Traditional

$162.80

$142.64

2013

2012


Tablet

$133.60

$136.61

2013

2012

2.20%Year Over Year Decrease

Smartphone

Overall Average Order Values(November & December)

$161.09

$133.08

2013

2012

21%Year Over Year Increase

Average Order Value by Device(Holiday Shopping Kicko� Period*)

$165.22

$144.21

2013

2012


Overall

*(11/23/2013 – 12/02/2013)

REVENUE PER SESSION

44%CONVERSION

RATE 19%

AVERAGE ORDER VALUE

21%

CYBER WEEK STAND-OUT STATS

EQ4 2013


Takeaways• Send smarter and relevant emails promoting your holiday sales. Use real-

time mechanisms like countdown clocks to create a sense of urgency, and open-time emails to geo-target shoppers with holiday offers specific to their location. Make sure you have continuity of experience between email and website, providing a consistent feel.

• Use the lessons learned from the anomalies of this past season to prepare for holiday 2014. The crucial time period between Thanksgiving and Christmas will still be truncated, resulting in only two more days than this year. Think about starting your holiday sales well before the traditional Black Friday start of the season. And with the compressed holiday season making it all but mandatory for consumers to shop online over the weekend, it’s critical to bridge the gap between the consumer’s in-store and online shopping experiences through personalization and real-time marketing efforts.

• Whether it be related to weather or unexpected demand, some leading retailers had trouble delivering purchases by a promised date. Retailers can begin differentiating themselves in this area by adding clarity to the shopping process. Let your customers know throughout the browsing and checkout process what items—and how many—are in stock, when those items will ship, and when they can expect to receive them.

4.00%

3.21%

2013

2012


Traditional

3.16%

2.68%

2013

2012


Tablet

1.18%

0.93%

2013

2012


Smartphone

Conversion Rate by Device (Holiday Shopping Kicko Period*)

3.50%

2.96%

2013

2012


Overall

*(11/23/2013 – 12/02/2013)


EQ4 2013

Mobile TakeoverOne out of every three visits to leading ecommerce websites now comes

from either a tablet or smartphone—up from one out of five just last year—

and, overall, mobile ecommerce orders grew 102% year-over-year and

accounted for 4.22% of holiday ecommerce orders. In particular, mobile

traffic was responsible for almost 40% of Black Friday online traffic.

On Black Friday, traffic stemming from tablets jumped a whopping 89.46%

from last year (compared to a 66.09% increase for smartphones and a

5.80% decrease for traditional). The numbers are similarly impressive

on Cyber Monday, where tablet traffic saw an uptick of 73.09%, while

smartphones increased a solid 53.19% and traditional took a 9.77%

nosedive from 2012.

Christmas Day tablet and smartphone traffic were also up 46.9% and

38.6% respectively from 2012, which could be the result of a slew of shiny

new toys under the tree, or consumers receiving gift cards and using them

to start shopping the sales from the comfort of their couches.

Website Tra�c by Device

73.21%

14.58%

12.21%

81.62%

9.55%

8.83%

Q42013

Q42012

Traditional

Tablet

Smartphone

MOBILE COMMERCE

102%

CHRISTMAS DAY TABLET

TRAFFIC 47%

EQ4 2013


Although smartphones are due their fair share of credit when it comes to

traffic, it’s clear that, when it comes to AOV, the true mobile superstar of

the holidays is the tablet.

During the November/December shopping season, AOV for tablets was

$153.44, compared to smartphones’ $129.42. AOV for traditional hovered

at $164.13, which shows that tablets are comparable to desktops and

laptops in that shoppers will buy on them, whereas consumers are more

likely to use smartphones to browse or as entertainment. Year over year,

AOV for tablets continued its growth trajectory at a healthy 17.27%, while

smartphones were relatively stagnant at .5%.

Furthermore, tablet’s massive year over year spike of 53% of market

share also shows how rapidly the tablet is becoming the device of choice

for shoppers. Smartphones, too, have seen a big percentage jump year

over year in market share, but, relatively, their overall percentages are

still quite low.

If the upward trend continues and tablets continually become a more

integral part of the consumers’ shopping experience, tablets may very

well overtake laptops and desktops as the shopping vehicle of choice

come holiday 2014.


EQ4 2013

$164.13

$133.45

2013

2012


Traditional

$153.44

$130.84

2013

2012


Tablet

$129.42

$128.75

2013

2012

.50%Year Over Year Increase

Smartphone

Average Order Value by Device (November & December) Takeaways

• Tablets represented a huge revenue driver this holiday season, just as previous years’ performance data predicted. Marketers who were unprepared to provide customers with a winning tablet experience this past season should take this lesson to heart when looking to the year ahead.

• Mobile optimization has to be a crucial part of your holiday strategy. Make sure that all messages render properly across all screens and devices. Use responsive or fluid design to increase mobile openings and engagement. Ensure that shoppers are having good user experiences, which, in turn, build brand affinity and revenue-building loyalty.

• Growth rates from the weekends leading up to Christmas—which have traditionally been light—have jumped to almost four times what’s being seen in the work week. This could be attributed to the fact that people are shopping more from their tablets at home on the weekends rather than from their office desktops during the week.

EQ4 2013


Focus on the Metrics that MatterPeter Fader, Professor of Marketing at the

Wharton School of the University of Pennsylvania

and academic Co-Director of the Wharton

Customer Analytics Initiative, an academic

research center focused on the development and

application of customer analytic methods.

I find it frustrating that we’re always just saying; “How much more did

we sell of one phone than the other?” At the surface it’s like, ok, we’re

comparing two operating systems. But while those numbers might be

completely accurate—and I’m not arguing with their validity—they’re

getting only part of the picture.

What interests me is that instead of looking at which of these two devices

sold more, we’re starting to focus on what’s really relevant: which of the

two was a portal to lots of other commerce that maybe have very little to

do with the device itself.

Which is why it intrigued me that during the holidays, news outlets were

focusing on the fact that despite Android’s dominance over iOS in terms

of sheer number of devices, the Apple products delivered more Christmas

sales than its better-selling competitor (16.29% better, with iOS averaging

$150.87 compared to Android’s $129.73). So yes, maybe we’re selling

more Android phones, but if consumers are doing less on it, than its net

contribution to the economy or the app environment is less.

We know that we’re using the phone as a platform for other kinds of things,

so we should judge it on that broader basis. When we look at all the other

things that the people who are using iOS did, it’s clear that it’s much more

profitable and attractive than Android. And this knowledge gives us a new

window to actually understand holiday sales more generally, and how to

prepare for holiday seasons ahead.


EQ4 2013

Holiday Is Getting SocialWhile it may not have the critical significance of mobile, social media is

becoming increasingly crucial for ecommerce success.

Looking solely at the numbers, social impact appears somewhat

contradictory with regards to holiday ecommerce. Traffic originating from

social sites increased 13.9% from 2012 to 2013, but there’s been a 15%

drop in social conversion rate (from .87% in 2012 to .74% in 2013).

But at closer examination, it’s clear that the disconnect is a result of

Facebook’s declining traffic. Facebook’s conversion rate has plummeted by

26.27% in the past year. Around 75% of what’s considered social traffic is

derived from Zuckerberg’s behemoth, so while it may appear that social is

declining, the numbers are actually getting skewed by Facebook’s market

domination.

On the opposite end, Pinterest has emerged as this season’s social superstar,

with its conversion rate jumping 29.8% in just one year. Its more than 70

million users looked increasingly toward the pin-centric site for holiday

promotions and deals, and according to a recent survey by the Harvard

Business Review, a full 21% of Pinners have bought an item after pinning,

repinning it, or liking it 3.

Takeaway• Social users can be incredibly fickle. What’s the hottest social platform

one year can be passé the next. It’s not uncommon for social networks to skew the metrics and hide the more interesting and actionable figures. It’s important to look closely at the data to identify areas of opportunities to engage users where they’re most active (i.e., Pinterest vs. Facebook) and to understand the true trends taking place.

PINTEREST CONVERSION

RATE 30%

EQ4 2013


Your Personal Ecommerce QuarterlyJeanne Jennings is Vice President of Global

Strategic Services for Alchemy Worx, a leading

email marketing agency, and an internationally

recognized expert in the field of email marketing.

Here, Jeanne walks you through how to build your own personal EQ.

I’m a huge fan of metrics and benchmarks—in fact, I collect them. But

industry benchmarks are a somewhat controversial concept in the online

marketing world. Even in the Methodology section of this report it’s said,

“These averages are published only to support the analysis...and are not

intended to be benchmarks for any ecommerce business.”

So why publish average metrics if you don’t suggest they be used as

industry benchmarks? And what benefit can you get from this report full

of data if you don’t use the numbers as benchmarks for your own results?

Reports like this one give you a framework—you can see how smart

analytical minds are looking at, parsing and manipulating data to gain

insight into online marketing performance. A large part of the value lies

not so much in the end result, but in the formulas used to get there. These

formulas give you the groundwork you need to develop your own internal

benchmarks and allow you to gauge your current and future performance

against your own past performance, as well as against industry trends.

Pull your own data, develop and chart your internal benchmarks and then compare your performance trends to the industry trends provided here. Then you’ve got the analysis you need to identify key variances, investigate them and make qualitative changes to improve your ecommerce marketing programs.

- Jeanne Jennings, Vice President of Global Strategic Services, Alchemy Worx


EQ4 2013

Developing internal benchmarks isn’t difficult, but it does take time—time

that many marketers don’t feel they have. It also takes some thought

to get it right. Here’s a quick start guide to help build your own internal

benchmarks:

1. Determine which of the metrics or formulas presented here are

most relevant to your business and which aren’t so relevant.

2. Use your own data to calculate quarterly performance using the

formulas you’ve identified as speaking to your business goals.

3. Plot these internal benchmarks over time to

identify peaks, valleys and trends.

4. Compare the trends you see in your internal

benchmarks to trends in industry averages.

5. Analyze the elements impacting your program to

understand what qualitative factors are causing

your performance to improve—or decline.

Let’s walk through a simple exercise, using the information found in this

EQ4 2013, to get you started.

I’m a fan of any metric that includes revenue, so let’s start by looking at

Average Order Value by Traffic Source, found on page 22. Now let’s look

at Average Order Value by State, found on page 25. (If you’re divvying up

your marketing spend by state, this would be an important metric for you.

If not, it likely wouldn’t be. So, take or leave this as an internal benchmark

depending on your current situation. For this simple exercise, let’s leave it.)

Next, use your own data to calculate your internal AOV benchmarks. If

you can get historic data to calculate past performance, by all means do.

Here’s an example:

Your Email Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Revenue $129,875 $168,976 $197,653 $178,543 $197,654

Number of Orders 1,875 2,567 2,611 2,450 2,435

Average Order Value $69.27 $65.83 $75.70 $72.87 $81.17

Your Search Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Revenue $120,080 $158,765 $105,670 $115,600 $99,865

Number of Orders 2,146 2,875 1,876 1,992 1,986


Your Social Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Revenue $126,700 $135,678 $165,432 $176,431 $234,789

Number of Orders 2,250 2,556 2,875 3,267 3,554


Monetate Data Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Monetate Email AOV $115.19 $108.13 $117.36 $112.01 $123.92

Monetate Search AOV $127.83 $138.43 $144.82 $151.96 $150.83

Monetate Social AOV $90.27 $90.51 $94.18 $93.49 $110.82

EQ4 2013


Once you have the numbers, use a line chart, like the one above, to visually

show performance over time. You might also chart this year over year, with

a different line for each calendar or fiscal year.

So what does this chart tell you? You can see your own absolute performance

and you can see your own trends. But is email really the rockstar that it

appears to be? And were search and social truly on par with each other until

this last quarter when there was a huge divergence? Yes and no.

Here is where we come back around to the value of industry average

performance. One way to look at your internal performance compared to

industry performance is to chart it all together on the same graph, as above.

What I don’t like about this is that it’s too easy to just say “we’re below the

industry average,” throw up your hands and walk away. Here’s the thing:

it’s not about the absolute data value of the industry average—it’s about

the trend over time.

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

$45

$50

$55

$60

$65

$70

$75

$80

$85

Your Social AOVYour Search AOVYour Email AOV

Average Order Value

$60

$80

$100

$120

$140

$160Average Order Value

Monetate Social AOVMonetate Search AOVMonetate Email AOV

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013


EQ4 2013

Take the AOV metric we’ve been working with, for example. The absolute

value of an average order varies widely. Ecommerce companies selling

high-ticket items will almost always have a higher AOV than those selling

low-ticket items, even if they are in the same industry. Although the dollar

values may be widely different, the trends in AOV should be the same no

matter the absolute dollar value.

As a result, I prefer to chart AOVs and other internal benchmarks as a

percentage of the industry averages (see left). I think this makes for a

cleaner chart (three lines instead of six, in this case) and it removes the

“absolute dollar value” bias to allow for a clearer focus on trends.

So how are our AOVs doing compared to the industry averages? Looking

at the chart above we can clearly see that email is doing well—it’s trending

upwards, improving more than the industry average is.

Search and social, which seemed on par, are actually doing very differently

with respect to what the rest of the industry is seeing. Social has tracked

the industry average fairly closely at a consistent 60% of performance. But

search is another story—it has been losing ground compared to what the

industry as a whole is seeing.

Once you’ve analyzed your performance compared to industry trends, it’s

time to dive deeper and look for the reasons behind the numbers. Set aside

some time to develop your own personal Ecommerce Quarterly report for

your organization. Pull your own data, develop and chart your internal

benchmarks and then compare your performance trends to the industry

trends provided here. Then you’ve got the analysis you need to identify key

variances, investigate them and make qualitative changes to improve your

ecommerce marketing programs.

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

35%

40%

45%

50%

55%

60%

65%

70%

Your Social AOV %to Industry Benchmark

Your Search AOV %to Industry Benchmark

Your Email AOV %to Industry Benchmark

Average Order ValuePercent to Industry Benchmark

EQ4 2013


Benchmark Reports

Website Visits by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Traditional 81.62% 79.82% 78.79% 76.13% 73.21%

Tablet 9.55% 11.20% 11.96% 13.21% 14.58%

Smartphone 8.83% 8.98% 9.25% 10.67% 12.21%

iPad 91.11% 90.55% 90.50% 88.93% 87.52%

Kindle Fire 2.70% 1.93% 1.54% 1.43% 1.96%

Android 6.19% 7.52% 7.96% 9.65% 10.53%

iPhone 60.75% 62.65% 62.26% 60.75% 59.59%

Android 38.33% 36.28% 36.51% 37.92% 39.05%

Windows 0.92% 1.07% 1.24% 1.33% 1.36%

TABL

ETO

VER

ALL

SMA

RTPH

ON

E

Website Visits by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Email 4.38% 3.76% 3.21% 2.82% 2.72%

Search 29.81% 28.99% 29.86% 30.16% 32.61%

Social 1.01% 1.04% 1.09% 1.12% 1.14%


EQ4 2013

Conversion Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

U.S. 2.85% 2.54% 2.67% 2.42% 3.06%

International 1.65% 1.40% 1.21% 1.14% 1.17%

Conversion Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

New 2.18% 1.78% 1.78% 1.64% 2.11%

Returning 3.30% 3.02% 3.16% 2.92% 3.54%

Add-to-Cart Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

New 7.62% 6.74% 6.25% 5.16% 6.35%

Returning 12.26% 10.98% 10.85% 9.02% 10.77%

Add-to-Cart Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

U.S. 10.10% 9.20% 8.94% 7.25% 8.84%

International 7.36% 6.22% 5.70% 5.09% 5.90%

EQ4 2013


Conversion Rates by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Traditional 2.91% 2.58% 2.64% 2.47% 3.11%

Tablet 2.43% 2.14% 2.28% 2.01% 2.59%

Smartphone 0.86% 0.85% 0.88% 0.76% 1.01%

iPad 2.49% 2.19% 2.35% 2.09% 2.72%

Kindle Fire 1.51% 1.34% 1.40% 1.15% 0.82%

Android 1.89% 1.69% 1.71% 1.44% 1.82%

iPhone 0.90% 0.85% 0.91% 0.81% 1.09%

Android 0.81% 0.85% 0.82% 0.69% 0.90%

Windows 0.72% 0.76% 0.72% 0.59% 0.70%

TABL

ETO

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ALL

SMA

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Conversion Rates by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Email 2.14% 1.79% 1.79% 1.69% 2.28%

Search 0.87% 0.68% 0.60% 0.54% 0.74%

Social 3.31% 3.03% 3.07% 2.90% 3.84%


EQ4 2013

Add-to-Cart Rate by Referrer Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Email 11.37% 10.33% 10.09% 9.19% 11.25%

Search 7.47% 6.38% 6.20% 5.18% 6.53%

Social 3.64% 3.08% 2.61% 1.98% 2.85%

Average Page Views by Referrer Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Email 9.34 9.22 8.61 8.52 8.87

Search 9.05 8.62 8.25 7.91 8.04

Social 5.34 5.22 4.63 4.38 4.53

EQ4 2013


Average Order Value by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Traditional $144.36 $147.29 $151.46 $163.28 $165.85

Tablet $132.57 $133.12 $135.02 $149.57 $152.70

Smartphone $125.34 $110.47 $113.66 $109.29 $129.20

iPad $134.29 $135.54 $137.59 $153.15 $155.36

Android $98.78 $91.94 $94.47 $93.83 $109.80

Kindle Fire $111.46 $104.17 $101.89 $109.14 $123.44

iPhone $132.31 $113.79 $111.58 $111.00 $125.98

Android $113.61 $105.16 $118.20 $106.71 $135.75

Windows $106.76 $96.83 $91.66 $89.83 $106.15

Average Order Value by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Email $127.83 $138.43 $144.82 $151.96 $150.83

Search $90.27 $90.51 $94.18 $93.49 $110.82

Social $115.19 $108.13 $117.36 $112.01 $123.93

TABL

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EQ4 2013

Browser Market Share Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013

Internet Explorer 36.68% 33.41% 31.64% 30.49% 25.08%

Chrome 18.93% 21.13% 22.71% 23.03% 23.62%

Mobile Chrome 0.36% 0.60% 0.91% 1.49% 2.16%

Firefox 15.00% 14.69% 14.35% 13.45% 12.85%

Mobile Safari 13.85% 15.46% 16.19% 17.72% 19.50%

Safari 14.63% 14.29% 13.82% 13.49% 13.33%

Kindle Fire 0.26% 0.22% 0.18% 0.19% 0.29%

Opera 0.12% 0.01% 0.01% 0.01% 0.01%

Other 0.16% 0.20% 0.19% 0.11% 3.16%

EQ4 2013


Conversion Rates by State Q4 2013Armed Forces - Europe 4.58%

Pennsylvania 4.14%

Wyoming 4.06%

Armed Forces - Pacific 4.00%

West Virginia 3.90%

Armed Forces - America 3.88%

Delaware 3.74%

Connecticut 3.60%

Vermont 3.56%

New Jersey 3.51%

Kentucky 3.50%

Montana 3.46%

New Hampshire 3.46%

North Dakota 3.45%

Maryland 3.44%

Indiana 3.40%

Colorado 3.39%

Alaska 3.37%

Wisconsin 3.36%

New York 3.34%

Ohio 3.34%

Rhode Island 3.32%

Maine 3.30%

Mississippi 3.26%

Michigan 3.24%

District of Columbia 3.24%

Louisiana 3.22%

Conversion Rates by State Q4 2013South Dakota 3.17%

Nebraska 3.14%

New Mexico 3.14%

Oklahoma 3.13%

Arizona 3.12%

Idaho 3.12%

Illinois 3.11%

Iowa 3.10%

Tennessee 3.10%

Kansas 3.06%

South Carolina 3.05%

North Carolina 3.05%

Utah 3.05%

Massachusetts 3.04%

Alabama 3.04%

Arkansas 3.03%

Nevada 3.01%

Georgia 2.97%

Oregon 2.96%

California 2.86%

Florida 2.78%

Virginia 2.76%

Texas 2.67%

Hawaii 2.64%

Missouri 2.57%

Minnesota 2.38%

Washington 2.23%


EQ4 2013

Average Order Value by State Q4 2013Armed Forces - America $248.83

Armed Forces - Europe $189.96

Armed Forces - Pacific $176.62

Colorado $175.31

Texas $172.39

District of Columbia $166.90

Hawaii $166.55

New York $162.21

Alaska $159.44

Illinois $158.28

North Dakota $158.12

California $157.94

Florida $156.40

New Jersey $153.55

Oklahoma $153.06

Nevada $152.28

Utah $151.04

New Mexico $150.66

Massachusetts $150.62

Connecticut $150.50

Delaware $149.02

Minnesota $147.82

South Dakota $147.21

Wyoming $146.34

Washington $146.21

Oregon $146.00

Maryland $144.16

Average Order Value by State Q4 2013Louisiana $144.01

Virginia $143.50

Arkansas $143.01

New Hampshire $142.12

Arizona $141.09

Iowa $140.96

Kansas $140.65

Wisconsin $140.63

Georgia $140.40

Missouri $140.38

Nebraska $139.85

Rhode Island $138.77

Montana $137.80

Michigan $137.64

Idaho $136.48

Alabama $135.23

Mississippi $133.88

Indiana $133.83

Tennessee $133.73

North Carolina $133.66

Ohio $133.47

Vermont $132.35

Kentucky $131.29

South Carolina $130.71

Maine $124.93

West Virginia $123.78

Pennsylvania $120.97

EQ4 2013


MethodologyThe EQ analyzes a random sample of over seven billion online shopping

experiences using “same store” data across each calendar quarter.

Averages throughout the EQ are calculated across the entire sample. Key

performance indicators, such as average order value and conversion rate,

will vary by industry/market type. These averages are published only to

support the analysis in each release of the EQ, and are not intended to be

benchmarks for any ecommerce business.

For all media inquiries, questions, and feedback regarding the information in this report, or to obtain copies of previous releases of the EQ, contact:

Matt Helmke Director of Marketing Strategy (215) 987-4441 [email protected]

References1. Census Facts for Features: The 2013 Holiday Season, US Department of Commerce (January 2013)

2. Cautious Consumers Trim Holiday Gift Giving Budgets, National Retail Federation (October 2013)

3. How Pinterest Puts People in Stores, Harvard Business Review (August 2013)


EQ4 2013

About MonetateThe Monetate Acceleration Cloud lets marketers understand their

customers’ situations, behaviors, and preferences, and act on those insights

with in-the-moment, relevant experiences, targeted to the right customer

at the right time. The Monetate Acceleration Cloud runs above traditional

infrastructure and is accessed through one seamless user interface.

Monetate generates billions of dollars of new revenue for businesses,

helping them grow 39% faster than the industry average. Brands such as

Best Buy, National Geographic, and Celebrity Cruises rely on Monetate to

put the customer first, creating stronger relationships that drive sustained

competitive advantage.

EQ4 2013


Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographics

monetate.com/resources

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Ecommerce Quarterly (EQ4 2013): Holiday Roundup

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