Search still driving ecommerce, social and affiliate on the decline
Maybe it’s my naturally pessimistic state of mind, but when I see a comparison report, I’m more interested in what stopped working than what’s still working.
Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.
Email saw a slight gain, along with the infamous “other”. I don’t know what “other” is but it’s fun to imagine. Blogging? Contests? Apps or video? Come on Custora – what types of marketing did you lump into “other”?
Direct marketing took a big hit, dropping 3%. Display is the same but at 1% hardly worth the effort.
Affiliate has a larger piece of the pie than I would have thought but it’s on the decline. I saw this in my own business so it’s nice to know I’m not alone. I used to get a decent chunk of change from Amazon and other affiliate programs now. . . not so much.
What’s really disturbing is Social. Last year’s 2% isn’t that great and now it’s down to 1%? First there was banner blindness and now it looks like social is suffering the same fate. So many branded messages coming at us in so many forms, we’ve learned to filter them out as we skim.
The good news is that ecommerce revenue was up 11% year-over-year and orders were up 13%. So, even though some marketing methods are converting very well, it’s all adding up to a boost in online income – so that’s a win.
And though social is slipping, mobile is still climbing: 35% increase in ecommerce revenue over Q1 2013. Tablet purchases rose from 8.2% to 10.3%. Mobile phone purchases went from 5.5% to 8.2%. That means desktops showed a loss of around 5%.
What do you think? Are these percentages about right for your business? Or way off the mark?