As it’s Friday, I’ve once again rounded up some of the most interesting digital marketing stats I’ve seen this week.
Stats include Yahoo’s latest blunder, our online shopping expectations, internet ad budgets, Google’s dominance of paid search and the power of mobile search.
- Mobile devices accounted for 13% of UK search spend in June, but took a 20% share of clicks.
- According to Marin Software’s Online Advertising Q2 2012, mobile devices are also showing a higher CTR compared to desktops, as well as delivering lower CPC.
- Looking at the overall performance of search spend, UK advertisers saw paid search click volumes rise by 52% accompanied by an 85% increase in impression volumes.
Optimising product pages
- Bravissimo has revealed that analysis of its abandonment rate found that 29% of shoppers were exiting the site on product pages, and as many as 30% of users were not navigating below the fold.
- The lingerie retailer managed to improve conversion rates by relocating product images above the fold and reformatting product and purchase information into tabs.
- It also achieved a 13% uplift in conversions across all product traffic, worth an estimated £2.3m in revenue, after adding new call-to-actions that drew attention to its cross-selling feature.
Google dominates search spending
- UK companies increased their paid search spend on Google by 59% in the past year, but only 21% spent more on either Bing or Yahoo.
- Econsultancy’s UK Search Engine Marketing Benchmark Report, published in association with NetBooster, found that the proportion decreasing their budgets is double that on the Search Alliance platforms.
Internet ad budgets on the rise
- According to new figures from Nielsen, year-over-year, advertisers spent 12.1% more on internet ads in the first quarter of this year, handily beating out the year-over-year gains seen with television (2.8%), radio (7.9%) and outdoor (6.4%).
- Geographically, Europe delivered strong growth, matching the overall 12.1% figure. But it was more nascent markets that drove the biggest increases.
- In Latin America, internet ad spending rose an impressive 31.8%; in the Middle East and Africa it rose an even more impressive 35.2%.
Paid search in travel
- A new report into online advertising in the travel industry shows that paid search is the key driver for getting customers to spend more money.
- The IgnitionOne report found that, outside of organic search, paid search drives a 71% higher average order value (AOV) than any other single channel.
- Other findings show that on average travel purchasers saw 5.6 media exposures before converting with an average latency of 13.2 days
- The media exposures came from an average of 1.7 channels, and 51% of transactions included exposures from multiple channels, requiring de-duping of credit.
Shoppers expect lower prices online
- 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.
Where are web analysts focusing their efforts?
- In our newly released Online Measurement and Strategy Report, published in association with Lynchpin, one of the key trends to emerge was how the shortage of experienced analysts is impacting on the ability of businesses to gain the most value from their data.
- We asked respondents, “Which of the following tasks are web analysts in your organisation engaged with?” Respondents were asked to state to what degree their analysts had to focus on these, and what it showed was that analysts are being asked to perform a wide range of tasks.
Yahoo’s latest blunder
- Yahoo confirmed on Thursday that around 400,000 email addresses and passwords have been leaked online.
- However, as the data was taken from Yahoo Voices it wasn’t just Yahoo accounts that were affected. The leak included 106,185 from gmail.com; 54,393 from hotmail.com; 24,677 from aol.com; 8,422 from comcast.net and 6,282 msn.com.
- Unsurprisingly, ‘123456’ was used as the password for 1,666 of the accounts, while ‘password’ was used for 780 of them.
Everyone’s talking about Facebook
- According to a study of around 1.3bn URLs by Zyxt Labs, 22% of web pages reference Facebook.
- It also found that 8% of websites implement open graph tags; of around 500m hardcoded links to Facebook, only 3.5m are unique; and that the like button accounts for 15.69% of all Facebook URLs.
Agencies delivering brand satisfaction
- 25% of advertisers in the UK are not satisfied with the service provided by their agency partners, according to a survey by Grupo Consultores.
- However, the remaining 75% of respondents are satisfied with their agencies and awarded them a total of 6.8 points on a 10-point scale when assessing the quality of the service they provided.
- The survey also showed that marketing directors typically have active relationships with an average of 3.3 advertising agencies.