Retail Search Traffic: Paid vs. Organic
Ecommerce platform MarketLive has released mid-year performance data on the 200+ websites using its software as a service, providing some interesting insights and recommendations for Internet retailers – particularly as it relates to paid versus organic traffic acquisition.
The study, which was conducted over the first six months of 2013, focuses on the differences between paid and organic traffic as it relates to revenue, average order value, bounce rate, new visit percentage and the average number of pages per visit. Perhaps most interesting is that paid search traffic went up 30 percent while organic traffic declined by 3 percent. While many retailers have been concerned about the impact that Google’s product listing ads might have, the data (at least that from MarketLive) seems to show there is no reason to worry (at least not yet).
MarketLive customers also saw a 15 percent average increase in revenues during the first half of 2013, out-performing the industry forecast of 9-to-12 percent (Shop.org/NRF 2013 annual forecast). Users of the e-commerce platform, as a whole, also saw increased visitor traffic (+10.9 percent), increased visitor-to-buyer conversion (+5.8 percent), decreases in abandoned carts (-1.2 percent), and decreases in abandoned checkouts (-3.0 percent).
"Our customers rely on MarketLive for insights to help them constantly meet market needs," said Ken Burke, founder and Chairman of MarketLive. "As this Performance Index shows, the world of eCommerce is growing ever more complex. MarketLive continues to improve the levels of insight we provide retailers, so we can help them be more effective in converting customers and growing revenue. This year, we think there are best practices in mobile and tablet, in particular, that will help our customers perform effectively during the holidays."