MarketingSherpa’s 2007 Ecommerce Study was published today and distributed via email with a pdf download. There are, of course, some pretty interesting results included in the report. I’ve detailed a few of my favorites that will hopefully help you out.
If you’re in the business of affiliate marketing, as either an affiliate or merchant, this benchmark guide should be of particular interest to you.
Shopping Cart Abandonment Rates Dropped 7.7% From 2006 To 2007
That’s a drop from an abandonment rate of 59.8% to 52.1%. According to the report, the tremendous shift came about because of marketers taking over cart design from the tech team. Why you would let your tech team design your shopping cart, I have no idea.
Tip: Mix Your Promotional Offers In Your Transactional & Receipt Emails
The report tells that “consumers are far more likely to open transactional emails from you, like shipping and receipts”. So why not start adding your promotional items and cross-sells into those emails? Just be carefule and don’t push too hard.
Consumers Prefer Sites With Reviews
58% of consumers “strongly” prefer sites that have customer reviews. Think about it, don’t you like to read more about the product you want to buy? Don’t you want to hear what others have to say as long as you feel they are reputable? So what’s stopping your ecom site from adding reviews?
I demo’d a neat review product last fall at a trade show called ProductReviews. It might be worth a look.
What Do Consumers Do When They First Visit Your Ecommerce Site?
According to the report, 27% go straight for the search box and type a product name in, while 23% go directly to click on a product category link on the home page. What does that tell you? Get those search boxes up high and label your categories well.