Working out where your sales are coming from is a vital part of e-commerce, as understanding attribution allows you to effectively manage your marketing budgets.
The value of each touch point varies hugely between different industries, and even between competing brands.
A new report from IgnitionOne, due to be released next week, looks at the conversion paths and latency (the amount of time between the first exposure and when the conversion occurred) for the travel industry.
Digital is extremely important for the travel industry, as data included in the Econsultancy/Foviance Multichannel Customer Experience Report shows that three quarters of travel research takes place online.
IgnitionOne’s report found that paid search is the key driver for getting customers to spend more money. Outside of organic search, it drives a 71% higher average order value (AOV) than any other single channel.
New research shows that retailers can no longer afford to silo their online and offline stores as digital consumers expect a seamless integration across all retail channels, including social and mobile.
Almost two-thirds of digital shoppers (60%) surveyed by Capgemini said they expect the convergence of retail channels to be the norm by 2014.
This is clearly not the case at present, as half of shoppers said that most retailers currently are not consistent in the way they present themselves across channels.
The Digital Shopper Relevancy report, which surveyed 16,000 digital shoppers across 16 markets, found that 73% of respondents expect online prices to be lower than those in physical stores.
Pinterest is essentially a site where users endorse and recommend images or products they have found, and also where they go to look for inspiration.
For this reason, it’s well suited to fashion, beauty, interior design and weddings, and some 90% of its 12m strong user base is female.
It also means that there is plenty of referral traffic to be had, and brands and businesses are now waking up to the potential of Pinterest for extending their online communities and driving conversions.
We’ve previously highlighted 11 ways that brands can make use of Pinterest and looked at how the top US and UK retailers use Pinterest.
As online shoppers we like to think our purchases are based on rational decisions rather than manipulative sales techniques.
But in reality, we are quite likely to be swayed by simple graphics that highlight a product as ‘new’ or as a ‘bestseller.’
This infographic created by Monetate suggests that product badges can actually improve conversion rates by as much as 55%, so it’s clearly a sales method that can’t be ignored.
Online video has grown massively in the past two years to the point where it is no longer a ‘nice to have’ and is instead a vital part of many brands’ marketing strategies.
Statistics included in our new Online Video Best Practice Guide show that more than 200m people in the EU7 (UK, France, Germany, Spain, Italy, Russia and Turkey) watch an average of 20 hours each of online video every month.
And as people are becoming more comfortable watching video online, the power of video advertising is also growing.
To help brands take advantage of this opportunity, social web video platform Ebuzzing has put together seven tips for maximising engagement with premium video advertising...
The hullaballoo over Facebook timeline quickly died down when the IPO was announced, although grumbles about the usability of the new design continue to rumble on.
Facebook’s redesigned brand pages allow companies more control over which content gets priority, while timeline gives brands the opportunity to show off their illustrious history by uploading old photos and images.
While most brands are now using timeline to post regular content, it is more difficult to find examples of companies that have taken the time to fill in details of former glories.
With this in mind, I tried to find 10 examples of retailers that have taken the time to create great Facebook timelines.
Once again, I've rounded up some of the most interesting digital marketing stats I've seen this week.
Stats include the Netflix's latest user data, the value of Nordic online spending habits, how tablets are changing e-commerce and how UK smartphone owners use their devices...
Here's a round up of some of the best infographics we've seen this week.
Topics include social customer service, Euro 2012 on Twitter, a look the size of the SEO industry and seven steps to calculating social media ROI.
As we all know, mobile users have short attention spans, so to improve conversions and reduce basket abandonment mobile checkouts need to be quick to load and simple to use.
In a recent analysis of the top 20 UK retailers’ mobile checkouts we found that in general businesses are performing well, though forced registration still remains a common problem.
Online video is an important tool for marketers as it offers a great opportunity for building consumer engagement and developing a brand image.
You only need to look at the runaway success (and subsequent demise) of Kony 2012 to see the power of social video in spreading a brand message.
But producing video content that users will watch and share through social media isn’t easy.
Brands need to work out how to translate their creative ideas to the social web and ensure their content drives traffic and conversions on their other digital platforms.
Econsultancy’s new Online Video Best Practice Guide covers all you need to know about what's happening in online video, including best practice tips, platforms and techniques.