tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-08-16T04:05:45+01:00 tag:econsultancy.com,2008:TrainingDate/3242 2017-08-16T04:05:45+01:00 2017-08-16T04:05:45+01:00 Proving Digital ROI <p>A one-day workshop which will demystify the concept of ROI (return on investment)  by instructing participants about the key metrics, calculation, and techniques for reporting marketing performance to management.</p> tag:econsultancy.com,2008:TrainingDate/3241 2017-08-16T04:01:33+01:00 2017-08-16T04:01:33+01:00 Digital Leadership Bootcamp: Build a world class digital organization as your grow your career <p>If you're struggling to keep up with the rapid pace of change in marketing, or are going through your own digital transformation, this is the programme for you. The <strong>Digital Leadership Bootcamp</strong> 3-day programme is the best way to get started in developing and executing a robust digital marketing strategy. </p> <p>The programme covers critical areas of digital, from understanding digital transformation (and your role in driving it), developing a digital marketing strategy, gaining executive buy-in and support, through to understanding marketing technology and driving ROI. The programme also outlines how best to design and grow your team, answers questions about whether to in-house or outsource, and gives you a roadmap of plotting your career path from digital marketing professional to business leader. </p> tag:econsultancy.com,2008:BlogPost/69331 2017-08-11T14:16:13+01:00 2017-08-11T14:16:13+01:00 10 stupendous digital marketing stats we’ve seen this week Nikki Gilliland <h3>Revenue from affiliate marketing increases 16% YoY</h3> <p style="font-weight: normal;"><a href="http://info.conversantmedia.eu/download-the-cj-affiliate-holiday-report" target="_blank">CJ Affiliate</a> has revealed that revenue from affiliate marketing within global publishers and advertisers increased by 16% year-on-year in November/December 2016, with an average 4% increase in the number of orders.</p> <p style="font-weight: normal;">The US market saw revenue growth of 16%, partly due to strong growth in overall basket value. The UK market experienced the strongest year-on-year growth in orders, with a 12% increase.</p> <p style="font-weight: normal;">In the UK, Black Friday and Cyber Monday saw levels of shopping demand to rival the US, with growth in orders increasing by 76% on Cyber Monday. The fact that UK retailers prepared for the holiday season earlier than in other markets also resulted in a stronger start to sales.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8212/CJ_Affiliate.JPG" alt="" width="697" height="536"></p> <h3>Thursday at 4pm found to be the ideal time to send an email</h3> <p style="font-weight: normal;">In order to find out the worst and best times to send emails, <a href="https://www.getresponse.com/resources/reports/email-marketing-benchmarks.html" target="_blank">GetResponse</a> has analysed almost 2bn emails in 126 countries and across 19 industries.</p> <p style="font-weight: normal;">It found Thursday to be the best day, with emails shared seeing a 23.13% open rate and a 3.52% click through rate – the highest of any day of the week. Interestingly, it noted that the most emails are currently sent on Wednesday.</p> <p style="font-weight: normal;">4pm is apparently the best time of day to send emails, as messages sent at this time drove an open rate of 25.13% and a click-through rate of 3.82% - higher than any other time.</p> <h3>20% of global commercial email fails to reach the inbox</h3> <p style="font-weight: normal;">In other email-related news, Return Path’s <a href="https://returnpath.com/downloads/2017-deliverability-benchmark-report/?sfdc=70137000000EUhC" target="_blank">2017 Deliverability Benchmark Report</a> has revealed that 20% of all commercial email is still being diverted to spam folders or being blocked.</p> <p style="font-weight: normal;">While deliverability has improved slightly on last year’s global rate of 79%, it means that a significant amount is still missing the mark. </p> <p style="font-weight: normal;">The US saw the lowest inbox placement of any country, with just 77% of messages reaching inboxes, while Canadian marketers achieved one of the highest inbox placement rates in this study, seeing an average of 90%.</p> <p style="font-weight: normal;">Marketers in Europe generally exceeded the global inbox placement rate, with averages of 82% in France and Spain and 84% in the UK. </p> <h3>Half of firms avoid investing in new sales tech because of cost</h3> <p style="font-weight: normal;">A new study by <a href="https://files.sugarcrm.com/resources/analyst-reports/2017-SalesTech-Survey-Report.pdf" target="_blank">CITE Research</a> has found that 48% of businesses are putting off investing in technology for their sales teams because of concerns over cost.</p> <p style="font-weight: normal;">While 63% of UK companies still spend at least £1,200 on tech annually per sales employee – equipping them with technology like smart phones, laptops, CRM systems - 34% of respondents admit to being worried about the complexity of introducing new tech systems, and 20% are concerned about a lack of skills in using the tools.</p> <p style="font-weight: normal;">Sixty three percent of firms are also worried about the cost and effort needed to keep systems up to date, while 69% are concerned about the need for training staff.</p> <p style="font-weight: normal;"><em>"Why are you not yet using new technologies for your sales team?"</em></p> <p style="font-weight: normal;"><em><img src="https://assets.econsultancy.com/images/0008/8211/Why_aren_t_you_investing_in_tech.JPG" alt="" width="730" height="373"></em></p> <h3>Mobile traffic to ecommerce sites grows 23% YoY</h3> <p style="font-weight: normal;"><a href="https://www.demandware.com/shopping-index/" target="_blank">Salesforce’s Q2 17 Shopping Index</a> has highlighted how mobile continues to be a disruptive force in ecommerce, with the news that the global mobile traffic share has jumped 23% year-on-year to reach 57%. </p> <p style="font-weight: normal;">In the UK, mobile phones saw the biggest increase in buying intent (buyers as opposed to 'active shoppers') with a growth of 48% year-on-year. </p> <p style="font-weight: normal;">Eight percent of UK mobile traffic was driven solely by social apps such as Snapchat and Instagram – which is more than any other country globally.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0008/8214/Global_buying_intent.JPG" alt="" width="760" height="321"></p> <h3>Marketers are failing to keep up with offline consumer needs</h3> <p style="font-weight: normal;">A survey of 153 senior marketers by CMO Council found that just 16% believe they are responsive to consumer needs outside of the digital space. </p> <p style="font-weight: normal;">Less than one in five participants say they can make rapid alterations to products, experiences, services, and packaging based on demands.</p> <p style="font-weight: normal;">However, insight suggests that this is due to the increasingly focus placed on the digital realm, where 43% of brands saying they can respond to customer feedback about marketing campaigns in less than 24 hours online. </p> <h3>Brits spend over a quarter of time online on Facebook and Google</h3> <p>Verto Analytics has revealed that Google and Facebook account for one of every three and a half minutes Brits spend online. </p> <p>Analysis shows that British adults spend a total of 42.7m days a month across Google channels – including search, YouTube and Gmail – which is the equivalent of 17% of total UK internet time. </p> <p>Meanwhile, around 11% of time (or 28.4 million days) is spent on Facebook-owned platforms including WhatsApp and Instagram.</p> <p><img src="https://assets.econsultancy.com/images/0008/8210/Table_-_dominant_parent_co_s_by_time.PNG" alt="" width="511" height="534"></p> <h3>Brands are failing to reach women online</h3> <p>From analysis of 60,000 campaigns across 20 countries, <a href="http://www.nielsen.com/uk/en/insights/reports/2017/digital-ad-ratings-benchmarks-and-findings.html" target="_blank">Nielsen</a> has found that only half of UK online ad impressions targeting women actually reach them. </p> <p>In contrast, Nielsen noted a 62% success rate for campaigns targeting men. Just 22% of ad impressions reached women aged 18 to 34 compared with 33% reaching men of the same age.</p> <p>The overall hit rate for women in Europe is even lower than the UK, coming in at 46%. Just 45% of ad impressions reached women in Germany, and 49% in France.</p> <h3>Nine in 10 of Mum’s favourite sites offer poor mobile UX</h3> <p>There are nearly three million millennial mums in the UK, however new research by Equimedia has shown that many baby and parenting retailers are failing to deliver a positive mobile experience. This comes despite the fact that 94% of millennial mums are said to browse online primarily using their mobile.</p> <p>Equimedia found that 91% of the brand websites handpicked by mothers have poor mobile site speeds. What’s more, only two of the top brands listed in Babycentre’s recommended products list achieved a ‘good’ rating on mobile.</p> <p>With 40% of mums saying they would abandon a site if it takes more than three seconds to load – retailers are risking losing out on this valuable demographic.</p> <h3>Summer holidays sparks download surge on Amazon</h3> <p>School’s out for summer in Britain, which means many people are turning to Amazon to cure their August boredom.</p> <p>Hitwise has found that a massive 14.7m transactions took place on Amazon’s site last week – mirroring the number of transactions made during Prime Day. Meanwhile, there was a 13% increase in visits to Netflix.com from the weekend to Wednesday, and an 8% increase in visits to BBC’s iPlayer.</p> <p>Thankfully, it appears Brits aren’t just spending their summer glued to the telly – three of the top search terms across the whole of Amazon includes ‘books’ and ‘kindle books’.</p> <p><img src="https://assets.econsultancy.com/images/0008/8213/Hitwise_Amazon.JPG" alt="" width="648" height="200"></p> tag:econsultancy.com,2008:BlogPost/69223 2017-08-02T16:50:59+01:00 2017-08-02T16:50:59+01:00 Five ways retailers are helping in-store shoppers using digital channels Patricio Robles <h3>Store-specific product locations</h3> <p>One of the reasons that shoppers leave a store empty-handed is that they can't find the products they're looking for. Given this, it's imperative for retailers, particularly those with large stores carrying lots of items, to help shoppers identify the locations of the products they want.</p> <p>Home Depot is one retailer that deals with this issue head-on. When browsing products on the Home Depot website, product detail pages list the precise location of the product within the user's local store.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7225/homedepot-blog-flyer.png" alt="" width="470" height="175"></p> <p>Home Depot isn't the only major retailer that offers this functionality. For example, in 2014 WalMart <a href="http://blog.walmart.com/innovation/20141031/find-items-even-easier-with-search-my-store">added</a> a new feature called <em>Search My Store</em> to its mobile app, which lets customers search for products in-store and tells them exactly where they're located. WalMart likened it to "a personal shopping associate for your local Walmart" and revealed that shortly after its launch, it had already been used in 99% of its more than 4,300 stores, demonstrating the real-world value of this functionality to shoppers.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7571/walmartais-blog-flyer.png" alt="" width="470" height="301"></p> <h3>Store inventory</h3> <p>A growing number of retailers make real-time store inventory available to customers through their websites and mobile apps and this is fast-becoming a must-have function that customers simply expect. The value of store inventory is apparent: if a customer is looking for a specific product, she's likely going to want to know that the product is available beforehand.</p> <p>To ensure that customers don't turn to a competitor if they don't have a product in stock (or enough of it in stock), some make it easy for customers to determine the stock levels in nearby stores. Beverage retailer BevMo, for example, includes a <em>Check Nearby Stores</em> button on its website product detail pages that allows shoppers to quickly view product inventory levels at nearby locations.</p> <p><img src="https://assets.econsultancy.com/images/0008/7224/bevmo.png" alt="" width="215" height="344"></p> <p>While the technology behind this kind of real-time store inventory can be complex and costly to set up, it's worth noting that it can be used to improve customer experience beyond the store. That's because a growing number of retailers <a href="https://www.forbes.com/sites/retailwire/2013/04/03/macys-others-turn-stores-into-online-fulfillment-centers/">are using their stores as fulfillment centers</a> in a trend dubbed <em>ship-from-store</em> to speed delivery and reduce costs.</p> <h3>App-based in-store maps</h3> <p>Trying to navigate a store can sometimes feel like navigating a maze so it's not surprising that some retailers have added in-store maps to their mobile apps. For example, Target's Cartwheel app includes store maps and not only that, it was <a href="http://www.retaildive.com/ex/mobilecommercedaily/targets-cartwheel-app-update-maps-shoppers-directly-to-product-deals">updated last year</a> to highlight the location of items within the store for which coupons or discounts are available.</p> <p><img src="https://assets.econsultancy.com/images/0008/7226/targetcartwheel.png" alt="" width="215" height="384"></p> <p>Other retailers, such as Toys R Us, WinCo Foods and Dick's Sporting Goods, have partnered with companies like Aisle411, which offers mobile apps that let consumers navigate directly to products in 13,000 stores that have searchable indoor maps. And <a href="http://adage.com/article/datadriven-marketing/walgreens-tests-google-s-augmented-reality-loyalty-app/293961/">Walgreens has even used Aisle411's technology to experiment with augmented reality</a> by adding 3D imagery to its in-store maps.<br></p> <p>Finally, retailers aren't the only ones aiming to help consumers navigate physical stores. Google, through its <a href="https://www.google.com/maps/about/partners/indoormaps/">Indoor Maps offering</a>, allows consumers to view the floor plans of malls and department stores through Google Maps. Mall operators and retailers can submit their floor plans to Google for inclusion in Indoor Maps.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7570/grapevinemills-indoor-map-blog-flyer.png" alt="" width="470" height="262"></p> <h3>QR codes</h3> <p>Customers often want or need more information before making a purchase decision, especially when they are considering a more expensive purchase, like a big-ticket electronics item.</p> <p>Because customers won't always ask for help in-store, some retailers make it easy for shoppers to obtain more detailed product information themselves on the spot. Best Buy, for example, is one of a number of retailers that includes a QR code on product labels. Scanning the QR code allows the customer to access product information and read reviews, either on the web or in the Best Buy mobile app (if installed), without having to talk to a sales associate or leave to do more research at home.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/7223/bestbuy-blog-flyer.png" alt="" width="470" height="377"></p> <p><a href="http://retailgeek.com/best-buy-deploys-qr-codes-to-enhance-shopping-experience/">According to</a> Retail Geek, every product QR code in each Best Buy stores is unique to that store, which allows the retailer to track which products are being scanned in which stores. This is a good example of how the digital efforts retailers make to improve the in-store shopping experience can also help retailers make data-driven decisions regarding product availability, store layout, etc.</p> <p>Retail Geek also points out that using QR codes (or a similar technology) to reduce the amount of information that needs to be printed on product cards could generate substantial cost savings, as product cards obviously cost money to print and labor is required to install them.</p> <p>With this in mind, it's worth pointing out that in <a href="https://econsultancy.com/blog/69173-customer-experience-in-amazon-s-new-york-book-store-why-not-just-buy-it-online">Amazon's new bookstores</a> no prices are listed on the shelves. Instead, customers must scan items with the Amazon app or an in-store machine to find out what they cost.</p> <h3>Proximity marketing</h3> <p>While a lot of in-store tech is geared toward helping customers locate products, some of the most interesting and exciting efforts are focused on influencing customer behavior. A number of technologies, such as beacons and WiFi hotspots, are being used to enable proximity marketing campaigns that alert shoppers to specific products and locations within the store.</p> <p>Retailers like <a href="https://econsultancy.com/blog/64626-five-examples-of-how-marketers-are-using-ibeacons/">Macy's, American Eagle Outfitters</a> and <a href="http://www.startribune.com/target-testing-beacons-to-provide-in-store-shoppers-coupons-recommendations/320704471/">Target</a> have experimented with beacons, and location intelligence platforms like the <a href="https://enterprise.foursquare.com/pilgrim">new Pilgrim SDK</a> offered by Foursquare are making it possible for retailers to engage in proximity marketing without even installing hardware in their stores.</p> <p><iframe src="https://www.youtube.com/embed/CipsLFB8KFk?wmode=transparent" width="560" height="315"></iframe></p> <p>While privacy concerns are still a major impediment to proximity marketing, don't expect retailers to give up on it yet because the benefits of finding ways to influence customer behavior in-store are just too great to ignore.</p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/"><em>What's now &amp; next for digital technology in retail stores?</em></a></li> <li><a href="https://econsultancy.com/blog/67096-in-store-tech-the-screen-in-the-corner-that-nobody-wants-to-use/"><em>In-store tech: the screen in the corner that nobody wants to use</em></a></li> </ul> tag:econsultancy.com,2008:Report/4554 2017-07-27T14:15:00+01:00 2017-07-27T14:15:00+01:00 Driving Business Growth Series <p>The <strong>Driving Business Growth Series</strong> examines the fundamental shift in power from brand to customer. Based on research conducted in partnership with <a href="https://www.google.com/analytics/360-suite/#?modal_active=none">Google</a>, the briefs explore fundamental questions about what is necessary to thrive in today's marketplace, as well as how marketing organizations are preparing for the future.</p> <p>Primary research included a survey conducted in the first quarter of 2017, with 514 total responses. The online sample was comprised of marketing executives who qualified for the sample based on revenue, sector, geography and seniority. All respondents were at the manager level or higher at organizations with more than $250M in 2016 revenues.</p> <h3><strong>Leaders vs. the Mainstream</strong></h3> <p>To gain a perspective on where marketing is today and where it’s headed, respondents were divided into two groups based on performance. <em>Leading</em> companies significantly exceeded their top 2016 business goal and comprise roughly one-fourth of the sample. The remaining seventy-five percent are designated the <em>mainstream</em> for comparison.</p> <p>Throughout the research, the differences between these groups are significant and educational; leaders are consistently further along in building organizations that are data-driven, focused on larger business goals and committed to customer experience as a path to growth.</p> <p>These companies offer guidance and inspiration for marketers as they work to answer the big questions that will define their future.</p> <h2><em><strong>Measurement and Growth</strong></em></h2> <ul> <li>Leading companies are shifting their focus from short-term goals to long-term customer value.</li> <li>To understand and maximize that value, leaders recognize first-party data as a strategic asset and are investing in its quality and volume.</li> <li>Addressing the whole customer journey is reflected in how leaders structure the marketing organization and budgets. They are more likely to have end-to-end teams, merge their online and offline media planning and to feel that marketing should own all customer experiences.</li> <li>The need for faster decision making is driving the use of proxies for hard to establish metrics. This is part of a larger effort to connect marketing investments with business outcomes.</li> <li>Leading brands are experimental. They go beyond optimization to exploring strategic questions and the challenges and opportunities of emerging trends. Today, central areas of inquiry are omnichannel experience and mobile journey optimization.</li> </ul> <h2><em>An Audience of Individuals</em></h2> <ul> <li>The extraordinary shift of power from brand to consumer is driving new priorities in personalization and its ability to affect the customer journey.</li> <li>The industry has reached a consensus that there is a direct connection between brands’ financial growth and the ability to anticipate and assist customers along their journey.</li> <li>Leading marketing organizations differentiate themselves with an emphasis on investment in the capabilities and technologies necessary to understand and act on customer data. Specifically, leaders are focused on first-party data and automation.</li> <li>Leaders see machine learning as essential to increasing the efficacy of personalization.</li> <li>Technology opens the door to higher margins based on relationship marketing that emphasizes value, treats the best customers accordingly and encourages retention.</li> </ul> <h2><em><strong>Local and the Customer Journey</strong></em></h2> <ul> <li>Virtually all organizations have come to believe that their customer experience must reflect the entire customer journey. The capability to understanding the individual’s needs and provide assistance wherever, whenever and however they require it is seen as critical to growth.</li> <li>Team structures at leading companies are being designed to solve for the end-to-end journey across devices and channels.</li> <li>Leading companies have moved to merged media budgets, reflecting the blended experience of consumers and the remit of omnichannel marketing.</li> <li>Executive leadership is catching up with the modern customer. Leading organizations say that their C-suite is following the right KPIs to understand the impact of mobile and digital.</li> <li>Leading marketers are actively working to extend their capability to understand and affect the varied customer journey. Roughly half are currently investing in experiments that test omnichannel experiences and technologies that connect digital with offline.  </li> </ul> <h2><em><strong>Leading in Mobile Customer Experience</strong></em></h2> <ul> <li>Today’s most successful marketing organizations have done a better job of internalizing the reality and implications of a customer experience-led model.</li> <li>Leaders are moving away from channel-centric teams, instead designing them to address the whole of the customer journey.</li> <li>The mobile customer experience is at the center of strategy and investment for leading companies.</li> <li>Other areas of investment that differentiate leaders include first-party data, strategic experimentation and anything that helps make customer experience faster/easier.</li> <li>Proving return on investment remains the main barrier to investment in personalizing experience, but those companies who have already made the leap overwhelmingly agree that it has boosted profitability.</li> </ul> <p> <strong><em>The</em> <em>Driving Business Growth Series</em>, as well as all of Econsultancy's research and best practice content, is available via <a href="https://econsultancy.com/subscribe/#subscribe-now">subscription</a>.</strong></p> tag:econsultancy.com,2008:RoundtableEvent/888 2017-07-25T16:48:27+01:00 2017-07-25T16:48:27+01:00 Mobile Commerce <p>This roundtable discussion will give attendees the chance to share their key challenges, headaches, and success stories around mobile commerce. It provides an opportunity to learn from industry peers, with the aim of providing inspiration for your own mobile efforts.</p> <p>Mobile commerce is predicted to be worth $250bn in the US alone by 2020 - is your business best placed to take advantage of this trend? This roundtable will give delegates the chance to discuss and compare their mobile commerce strategies, including their main challenges, opportunities and successes.</p> <p>Talking points will largely be decided by attendees on the day, but could include:</p> <p>- mobile UX: how to create a user-friendly mobile experience.</p> <p>- customer journey analysis: where does mobile fit in the customer journey? How can marketers track user journeys across multiple devices?</p> <p>- data and analytics: systems, tools and processes.</p> <p>- mobile CRO: turning mobile traffic into sales.</p> tag:econsultancy.com,2008:Report/3008 2017-07-25T11:33:00+01:00 2017-07-25T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/4507 2017-07-20T08:45:00+01:00 2017-07-20T08:45:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in IT <p>The <strong>2017 Digital Trends in IT </strong>report, based on the seventh annual trends survey conducted by Econsultancy and <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores the digitally-driven opportunities and challenges facing organisations from the perspective of IT professionals.</p> <p>IT is now seen as an increasingly strategic function within the business, and pivotal to organisational attempts to embrace digital transformation and customer experience initiatives. It is no longer sufficient for the IT department to act merely in a support role when it comes to delivering against the company’s overarching business objectives. IT leaders need to take ownership and drive change within the modern, digitally-enabled organisation.</p> <p>The research is based on data from more than 500 IT leaders (manager level or above) who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul style="font-weight: normal;"> <li>What keeps IT leaders up at night?</li> <li>2017 priorities for success</li> <li>Challenges of digital transformation</li> <li>Actionable tips to help future-proof your IT function</li> </ul> <h3>Findings include:</h3> <ul> <li>There is heightened pressure on IT practitioners to stay abreast of customer trends, and to deliver infrastructures that enable the real-time and personalised services users increasingly expect in the digital age. <strong>Keeping up with changing customer expectations and behaviour</strong> was cited as a key challenge by 40% of respondents, a greater proportion than those worried about keeping IT systems up and running.</li> <li> <strong>The threat of security breaches and cyber-risk threats</strong> is cited as a key concern by a higher proportion of respondents (41%) than any other area, and security of business and customer data is the most commonly cited IT leader priority for 2017.</li> <li>Larger organisations are less confident than their smaller counterparts when it comes to the <strong>adequacy of digital skills and talent</strong> within their business. With the rise of digital transformation, data scientists are at a premium, and few organisations have all the resources they need to make use of new analytics tools and capabilities.</li> <li>The impact of digital technology on workflows within organisations has been vast, affecting every business function from HR to finance, and marketing to procurement. Nearly half (49%) of IT executives indicate they have prioritised <strong>enhancement of digital workflows</strong>, for example via cloud-based tools, for 2017.</li> <li> <strong>Keeping ahead of major technology connected to innovation</strong> is another key challenge for IT leaders. Executives at large companies are notably more inclined to feel pressure regarding tracking technology and innovation trends than smaller company peers (46% versus 36%).</li> </ul> <p style="font-weight: normal;"><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/69247 2017-07-18T12:00:52+01:00 2017-07-18T12:00:52+01:00 Bounce is back! And product pages are to blame.. Steve Borges <h3>Where has the problem come from?</h3> <p>Well the truth is that one of the underlying causes has been there for a while, as we have become used to seeing bounce rates on mobile at 150-200% of those on desktop. It’s the shift in traffic to mobile, with some retailers now seeing mobile mix as high as 70-80%, that has turned these higher mobile bounce rates into a commercial headache</p> <p><img src="https://assets.econsultancy.com/images/0008/7495/bounce_analysis.png" alt="Bounce Rate Analysis" width="615"></p> <p>Recent evidence has proved that sluggish mobile page download times are a prime culprit and, ironically, also lead to bounce rate being under-reported, as users abandon mobile pages even before the Google Analytics tag is fired. So it turns out that the problem is even worse than we thought..</p> <p>It’s no surprise then, that there is currently significant focus on delivering improvements in mobile page download speeds to solve this issue, which has led to a number of interesting initiatives, including the <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a> (AMP) Project and the move towards <a href="https://econsultancy.com/blog/68601-what-are-progressive-web-apps-pwas/">Progressive Web Apps</a>. All good stuff.</p> <p>However, there’s more to the bounce problem than this and, over the last six months we've noticed that some retailers' mobile bounce rates have been creeping up at a pace that simply can’t be accounted for by the site speed issue.</p> <p>Dig a little deeper and it becomes clear that the problem is predominantly with product details pages and specifically where users land directly on those pages, rather than navigate to them from elsewhere on the site (where bounce rates look more like the site average).</p> <p><img src="https://assets.econsultancy.com/images/0008/7496/PDP_bounce.png" alt="PDP Bounce Analysis" width="615"></p> <p>Where it occurs, this phenomenon exists to some extent across <strong>all</strong> marketing channels where users are landed directly on a product details page, including email and affiliates, but has a particularly detrimental effect on the performance of retailers’ most expensively acquired traffic - paid search and, in particular, Google Shopping.</p> <h3>So what’s going on?</h3> <p>Well, it’s not as complicated as you might think.</p> <p>In the traditional journey, users navigate from the homepage or other landing pages to product listings pages (PLPs) before viewing individual product details pages (PDPs). This means that users have the opportunity to understand and evaluate the brand and its retail proposition, the overall range assortment and pricing, before even starting to consider individual products.</p> <p>From a behavioural point of view on mobile, there’s now a well established pattern - users quickly navigate to the category they are interested in, once on the PLP they invest time filtering to refine their selection, before starting to view PDPs. If they get onto a PDP and don’t like the look of the product, they simply swipe right to return to the PLP to try again, until they have found what they are looking for. It’s at this point they are most likely to engage with deeper PDP content.</p> <p>In general, the “traditional” PDP performs well in this context and optimisation can make it even better, where improving image gallery interactions, making product information easier to consume, integrating brand content and reinforcing social proof can all improve engagement and conversion.</p> <p>Consider though, how different the user journey is when it starts on the PDP itself. For example, with Google search and Google Shopping, users (typically) enter a generic search term and are then presented with a list of specific products, offered by a range of retailers. Tap on any of these and the user is straight onto a retailer’s PDP.</p> <p>We’ve seen what happens next repeatedly in the lab. Users land directly on the PDP and, if it’s not exactly the product they’re looking for and it’s not <strong>immediately</strong> obvious how to do anything else, as in the example below (with my apologies to the Homebase team), they instinctively swipe right, straight back to where they came from (in this example Google Shopping) and select another product. Boing.</p> <p><img src="https://assets.econsultancy.com/images/0008/7492/gs_shed.png" alt="Google Shopping Bounce" width="1104" height="831"></p> <p>Clearly then, the “traditional” PDP, conceived and refined for an entirely different browsing journey, simply isn’t fit for purpose as a direct point of entry to the site, where it doesn’t meet either the user needs or the retailer’s objectives.</p> <p>Beautiful imagery, compelling features and benefits and great reviews? If it’s not actually the product I’m looking for, none of that stuff matters.</p> <h3>How to get PDP bounce under control</h3> <p>The goal is simple. Any solution has to make it easier for users who have landed directly on a PDP, but don’t like the product featured, to see more products. Even easier than swiping right.</p> <p>A relatively simple aim then, but not necessarily a simple solution.</p> <p>Firstly, we know that improving the discoverability of other similar items in the category is useful. That includes, for instance, making “see next” and “more like this” options more obvious, adding simple navigation options, upweighting and adapting breadcrumbs and so on.</p> <p>But we also know that relatively small changes such as these can make a big difference on mobile and it’s essential that they don’t undermine the performance of the PDP in its traditional role, which is still important. So it’s absolutely critical that any changes are A/B tested thoroughly before implementation.</p> <p>In reality though, a single solution that meets two entirely different sets of user needs will always be a compromise and possibly one too far.</p> <p>So a more sustainable solution and the way to deliver the optimum commercial outcome, is to present an adapted version of the PDP to users who land directly on that page, thus meeting their specific needs.</p> <p>How this differs from the traditional PDP can range from presenting much bolder navigation options, encouraging the user to continue their journey on the site, presenting alternative product options in a much more obvious way and ultimately creating entirely different page layouts that provide more radical solutions.</p> <p>Prototyping, user testing and A/B testing are essential steps towards getting this right, as is delivering these adapted pages to users only in the right context, using your testing/personalisation tools.</p> <p>Ultimately though, dealing with this issue will require creativity and a lot of experimentation - because the right approach differs from retailer to retailer and product category to category.</p> <p>However you approach this issue - two things are certain: Finding the right solution is going to take quite a bit of effort, but the rewards for doing so make it well worth it, as it will make a difference to ROI across all of your marketing channels.</p> <p><em><strong>More from this author</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69193-using-data-to-improve-your-mobile-conversion-a-simple-but-effective-approach/">Using data to improve your mobile conversion: A simple but effective approach</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69241 2017-07-14T12:09:00+01:00 2017-07-14T12:09:00+01:00 Three reasons to admire Glossier: The best online beauty brand you've never heard of Charles Wade <p>The brainchild of reality TV semi-celebrity Emily Weiss, it is a spin-off from her popular blog ‘<a href="https://intothegloss.com/categories/the-top-shelf/">IntoTheGloss.com</a>’ (an editorial beauty site). Whilst Glossier’s trajectory from nowhere to darling of the cosmetics world has much to do with its sister site, the savvy CEO, and a tidal influencer strategy, it is in fact the fantastic customer journey – from online to on-skin – that keeps people coming back for more.  </p> <h3>Subjective Lines </h3> <p>This is a brand that knows its audience, nowhere is this more evident than email newsletters, which are often playful and quizzical, yet equally compelling.</p> <p>For example, on March 2016 a message was sent with the odd title “Re: Phase 2 Launch tomorrow”. Inside there was plain text, no images, and content – it appeared to be a professional exchange between the Head of Design and the Founder that had been mistakenly forwarded to customers.</p> <p>“Hey guys!” the former proclaims, “The new product pages and fonts go live in the AM. Watch out world, there’s a new serif in town.” Weiss fires back: “This is huge, guys. TOMORROW!!!” The ‘Unsubscribe’ option at the bottom revealed that it was indeed a mail-out. Essentially an exercise in ‘guerilla emarketing’, it gave the recipient the feeling that they were peeking behind the curtain, with tantalising language that generated anticipation. </p> <p>The brand has frequently returned to the theme of provocative subject lines, such as “ADULTS ONLY”, “whoops”, and “How to get Rich”. Sometimes the content is related – in the case of the latter it is about ‘rich moisturizer’ – whereas others are often more ambiguous. Another example from May 26 was titled “Are you leaving?”. Given the channel it had shades of an unsubscribe message, yet it was in fact about Glossier's travel pouch (for carrying items on the plane). It is borderline clickbait – but it works.</p> <p>Glossier has used GIFs; added instructional graphics to images; and even brought back an early 2000s favourite, downloadable ‘wallpapers’. What is remarkable is how the brand consistently finds new ways to excite its audience, belying the fact that the ecommerce store carries less than 30 products.</p> <h3>‘Sitegiest’</h3> <p>The inbox experience is extended unequivocally through to <a href="https://www.glossier.com/">the website</a>, which could act as a reference point in ecommerce. Although the templates that underpin the site are not revolutionary, the brand majors on strong imagery and equally compelling language, with quips such as “the best highlighter in the universe” expertly placed.</p> <p><img src="https://assets.econsultancy.com/images/0008/7482/glossier_homepage.png" alt="" width="750" height="404"></p> <p>A common theme with this brand is the sense that it knows its customer; this translates throughout the user experience (UX). For example, the arrow cursor has been replaced by a series of emoji-style icons that are different from one piece of content to the next, utterly pointless but equally glorious.</p> <p>The product pages are impressive. Not only is the inventory shot luxuriously – often on models who are in fact employees – there is a full description, replete with awards won and application guidelines. Towards the bottom of the page images are used to further describe an item. For example, the highlight properties of ‘Haloscope’ make-up are cleverly presented by a simple motion: the wearer moves her hand from side to side, whereupon it shimmers in the light.</p> <p><a href="https://www.glossier.com/products/haloscope"><img src="https://assets.econsultancy.com/images/0008/7483/haloscope_makeup.png" alt="" width="750" height="429"></a></p> <p>Glossier can also claim to have been consistently aware about how its products might look on different skin tones. Those items with more than one shade usually have multiple application guides featuring models with varying skin or lip colours. Another clever initiative is the ability to either add a single piece into the shopping bag or essentially subscribe by selecting ‘Deliver every’ one, two, or three months. Glossier has been brave with reviews too: a sample of the best and worst are positioned next to each other at the top of the section – all remaining responses are listed thereafter. (A customer can even sort results by date or highest / lowest rating.)</p> <p>The checkout is invitingly easy. Here too a neat touch, with a progress bar filling in front of the eyes to indicate how many more dollars are required to qualify for free shipping. Gamification of the purchase process is rarely a bad thing.</p> <p>However, the best is saved for mobile. Glossier has not bothered with an app, but, recognising the proliferation of smartphone usage amongst its audience, has designed an excellent m-commerce site. In fact, it basically is an app.</p> <p><img src="https://assets.econsultancy.com/images/0008/7484/glossier_mobile.png" alt="" width="280" height="498">  <img src="https://assets.econsultancy.com/images/0008/7485/glossier_mobile_2.png" alt="" width="280" height="498"></p> <p>For example, simple navigation is anchored to the bottom of the page, rather than <a href="https://econsultancy.com/blog/65511-hamburger-menus-for-mobile-navigation-do-they-work">via hamburger menu</a>. Product shots fit snuggly within an iPhone screen and automatically scroll, making life a little more convenient for the viewer. One slight error though might have been adding so many reviews to each page, forcing the user to scroll for quite some time before being shown related items.</p> <p>The checkout is – like its desktop counterpart – brilliant. As a further help, a promo box is presented as a prominent overlay, making it easy to enter the code.</p> <h3>Applying The Gloss</h3> <p>Whilst Glossier's comms and user experience are no doubt fantastic, it would be all in vain if the product was a letdown. Yet in many ways this is the strongest suit and ensures an exquisite end-to-end journey.</p> <p>First-off, the price-point is squarely in-line with the dominant player in the market, Sephora. For example, a $25 'Priming Moisturizer' is comparable to anything on its competitor’s site. Glossier definitely sits in the enticing ‘affordable, not cheap’ zone, thereby giving it enough of an aspirational quality, without costing “<a href="https://www.glossier.com/category/makeup">half a paycheck</a>”. Indeed, the Glossier <a href="https://www.glossier.com/products/glossier-sweatshirt">sweater</a> notwithstanding, no single item strays above the $40 mark.</p> <p>The product packaging is almost flawless. The typography is bold and robust, and the standalone ‘G’ logo has an almost gothic quality. Juxtaposed are the simple yet bright colour blocks, which look like a pantone – this is demonstrated ably in the <a href="https://www.glossier.com/products/cloud-paint">Cloud Paint</a>. The company has managed to produce an inventory that is feminine without being ‘girly’. Crucially, it is easy to imagine the items standing out inside a bathroom cabinet. </p> <p><img src="https://assets.econsultancy.com/images/0008/7486/Cloud_paint.png" alt="" width="700" height="470"></p> <p>This is essentially an online business (the exception being a Manhattan showroom), so parcel presentation is important, especially given that shipping, whilst free over $30, is otherwise not cheap and certainly slower than buying at a local shop.</p> <p>An order comes in a white box embossed with Glossier's single-letter logo. Under the lid there is are quotes like "Skin First. Make up second. Smile always.”, all conveying a personal touch. The merchandise is encased within a pink semi-transparent sleeve with bubble wrap. (Perfect for carrying on a flight with most products below the TSA liquid limit.)</p> <p>Inside might be stickers or notes, all to enhance the unboxing experience – again, a knowing nod to a distinctly millennial endeavor. Whilst sales and consumer feedback attest to the quality, should someone not like their purchase they can return it for free. However the brand urges you to give it someone else who might like it and still receive money back. Clearly, this is not altruistic, however it reaffirms a central pillar of thoughtfulness that runs across all customer touchpoints.</p> <h3>Finally...</h3> <p>There is much more to admire about the brand, such as its social media presence and ethics, yet it is these three aspects that stand-out. The path from email to enamel is considered, engaging, simple, and rewarding.</p> <p>And on July 12 Glossier <a href="https://intothegloss.com/2017/07/where-can-i-buy-glossier-canada-uk-france/?_ke=Y2hhcmxpZXdAYXNvcy5jb20%3D&amp;utm_campaign=canada&amp;utm_medium=email&amp;utm_source=glossier&amp;utm_content=canada_prelaunch_quebecnocountry_071217">announced</a> that it will start to ship internationally. The formula is a winning one, so expect to see Glossier soon.</p>