monetate-2018年Q1电子商务报告（英文）-2018-29页-1mb

报告摘要

EQ1 | 2018 Summary

Core Content

The Monetate Ecommerce Quarterly (EQ) is a quarterly report that analyzes ecommerce data to provide insights on improving key metrics such as conversion rates, bounce rates, and add-to-cart rates. The 2018 edition focuses on the performance of product detail pages (PDPs) as landing pages and the potential for improvement through better engagement and personalization strategies.

Main Points

PDPs as Landing Pages

PDPs account for nearly a quarter of all ecommerce landing pages.
They underperform compared to other landing pages in terms of engagement and conversion.
Visitors landing on PDPs have a 50% lower conversion rate than those landing elsewhere.
PDPs have a 42% lower average page view than other pages.
PDPs are more likely to cause bounces, with 72% higher bounce rates than other landing pages.

Engagement Gaps

Search channels show the largest performance gap when visitors land on PDPs.
- Search PDP bounce rate is 45%, compared to 20% for other channels.
- Search PDP visitors view 58% fewer pages.
Social channels show a smaller performance gap compared to other channels.
- Social PDP bounce rate is 52%, a 29% increase over social non-PDP bounce rate (40%).
- Social PDP visitors view 20% fewer pages on average (4 pages vs. 5 pages).

Business Impact

PDP landing visitors convert at 1.5%, compared to 2.9% for others.
Revenue per session for PDP landing visitors is $1.72, compared to $3.43 for others.
When excluding bounced visitors, the performance gap narrows significantly.
- PDP landing engaged visitors convert at 3.1%, compared to 4.2% for others.
- Revenue per converting session is almost the same: $116.43 for PDP vs. $118.58 for others.
PDP landing visitors view an average of 3 products, compared to 1.8 for others.

Strategic Use of Personalization

Marketers should focus on creating immediate engagement for PDP landing visitors.
Personalization and product recommendations are key tools to improve PDP performance.
Office Depot used personalization to generate $6.9M in new revenue.
Frontgate saw a +5.2% revenue lift and a 10% increase in click-through rate through optimized PDP design and recommendations.

Key Insights

PDPs are not the best landing pages due to low engagement and conversion.
Search is the most affected channel for PDP performance.
Social is the least affected, showing a smaller gap in performance.
Email conversions from PDPs are higher than from other pages, suggesting that targeted PDPs can be effective.
Personalization and product recommendations can significantly enhance PDP performance.
Improving PDP engagement can lead to substantial business gains, especially given the high volume of PDP traffic.

Conclusion

PDPs need to be re-evaluated as landing pages and optimized for engagement.
Brands should invest in personalization and targeted strategies to improve PDP performance.
The potential for revenue growth is significant, and the tools to achieve this are available.