ecommerce quarterly (eq4 2013): holiday roundup
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Ecommerce Quarterly
EQ4 2013:Holiday Roundup
4
a publication from
Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
About the EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Ecommerce Holiday Highlights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Mobile Takeover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Focus on the Metrics that Matter . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Holiday is Getting Social . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Your Personal EQ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Benchmark Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
About Monetate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
EQ4 2013
Executive SummaryA Record-Breaking Season of Firsts
Holiday 2013 was unlike any other holiday season in recent memory. A
retail perfect storm combined a later-than-usual Thanksgiving (resulting
in a truncated shopping period of 26 days compared to 32 in 2012), frigid
weather that kept shoppers indoors and out of the malls, and the once-in-a-
lifetime event of the first night of Hanukkah coinciding with Thanksgiving.
To combat this unprecedented combination of events, retailers
compensated by starting Black Friday deals on Thanksgiving Day (or even
earlier in the week), offering usual Cyber Monday deals on the weekend,
and extending the online deals well beyond Monday, in essence creating a
Cyber Week. All in all, it made for a season full of big wins and key learnings
to help navigate holiday 2014.
The November to December retail period showed huge, record-breaking
numbers. Cyber Monday was the most lucrative online shopping day in
history, with an impressive $2 billion tally. And it was joined with nine
other billion-dollar-plus ecommerce days.
And by looking at the retail landscape, it’s clear that this massive online
take was crucial for overall holiday success.
The US Department of Commerce states that 2013 online sales grew
12% over 2012 1, while overall retail growth in the US was up a less-
than-anticipated 4.1%. According to the National Retail Federation, the
November to December shopping season generally accounts for 20 to
40% of retailers’ annual sales2 (with the weekend after Thanksgiving alone
making up 10 to 15% of those sales). In line with previous years, this past
two-month season accounts for 27% of total annual sales for the average
US retailer.
So considering the breadth of the brick-and-mortar vs. online sales
disparity, ecommerce truly proved to be the saving grace in what was an
otherwise not-quite-stellar holiday season.
So what was the main driver of this ecommerce explosion?
In one word: Mobile.
EQ4 2013
a monetate publication | 2
In 2012, only one in five online purchases were made on a mobile device
(phone and tablet). This year, that number jumped to one in three, growing
approximately 50% in one year. Mobile has effectively changed the
ecommerce landscape for good, and those who fail to embrace a mobile
mindset will undoubtedly find their future holiday coffers filled with coal
instead of cash. And with mobile comes social, which also had a role, albeit
not as large, in shaping the holiday 2013 retail climate.
EQ4 2013 delves into what all of these facts and figures really mean: what’s
trend-driven and statistically significant, what’s a result of this anomalous
season, and what online retailers need to do over the course of this next
year to prepare for holiday 2014.
EQ4 2013 also includes guest commentaries by renowned Wharton
professor Peter Fader, who discusses the importance of focusing on the
holiday metrics that are truly relevant, and by internationally recognized
email marketing expert Jeanne Jennings, who explains how to most
effectively use this EQ’s metrics and benchmarks and tailor them for your
own business.
Cyber Monday was the most lucrative online shopping day in history, with an impressive $2 billion tally.
a monetate publication | 3
EQ4 2013
About the EQAs ecommerce companies look for ways to increase customer engagement
and sales in a highly competitive online environment, they’re faced with
challenges centered on massive amounts of data. This big data conundrum
goes beyond the collection and storage of information about customers
and prospects.
Using a combination of historical and real-time data allows ecommerce
marketers to glean meaningful insights that result in more relevant shopping
experiences that drive loyal customers who share their experiences with
others. Ecommerce businesses that tackle big data head-on focus their
attention on different customer segments that continue to be explored in
every release of the Ecommerce Quarterly (EQ):
• Predefined: New versus returning; referring traffic sources; technographics; geography.
• Custom or Proprietary: Demographics; proximity to location.
• On-Site Behavior: Shopping cart activity; brand or category affinity.
• Behaviors Across the Web: Browsing and purchase patterns demonstrated on third-party websites.
The EQ also includes Takeaways, ideas and best practices used by leading
ecommerce websites, based on insights gained from the more than
seven billion online shopping sessions that contribute to the analysis and
benchmark reports found in every release.
EQ4 2013
a monetate publication | 4
Ecommerce Holiday HighlightsThe November to December time period is fiscal make-or-break time for
online retailers, and the 2013 holiday season certainly did not disappoint.
Overall, there was a 33.3% increase in the number of purchases made on
leading retailers’ websites between Thanksgiving Day and Cyber Monday,
and a $166.24 average order value (AOV) in that same period, which
resulted in a 13.96% increase in AOV from last year.
Online spending on Black Friday soared to record highs as an ever-
increasing amount of customers chose to shop online rather than brave
long lines (and the elements). Year over year, total revenue on Black Friday
increased by 68% and conversion rates jumped from 3.53% to 4.51% for a
28% increase. Overall, website traffic jumped over 10%.
But as it has for four years running, Black Friday took a backseat to Cyber
Monday, its powerhouse online sibling. Cyber Monday has become a
barometer for the holiday season’s overall success. And with massive
amounts of dollars being spent, huge AOVs, and impressive conversion
rates, this year was no exception.
Cyber Monday 2013 was the highest grossing online shopping day in
history at over $2 billion, and Cyber Monday itself continues to be the top
online sales day of the year. It held the year’s highest average conversion
rate at 4.92%, which is a 20% conversion rate jump from 2012’s spike at
4.1%. And the year-over-year conversion rate jump is more pronounced on
Cyber Monday than during the two-month holiday period, which increased
just 6.83% (from 2.78% to 2.97%).
BLACK FRIDAY TOTAL
REVENUE 68%
$167.31
$144.60
2013
2012
15.71%Year Over Year Increase
Traditional
$162.80
$142.64
2013
2012
14.13%Year Over Year Increase
Tablet
$133.60
$136.61
2013
2012
2.20%Year Over Year Decrease
Smartphone
Overall Average Order Values(November & December)
$161.09
$133.08
2013
2012
21%Year Over Year Increase
Average Order Value by Device(Holiday Shopping Kicko� Period*)
$165.22
$144.21
2013
2012
14.57%Year Over Year Increase
Overall
*(11/23/2013 – 12/02/2013)
Overall Conversion Rates(November & December)
2.97%
2.78%
2013
2012
6.83%Year Over Year Increase
a monetate publication | 5
EQ4 2013
While the five-day period in between Thanksgiving and Cyber Monday
used to be the most crucial timeframe for the holiday shopping season,
that period has now extended and evolved into Cyber Week, with deals
extending well beyond Monday. For the five days beyond Cyber Monday,
2013 saw a year-over-year increase in purchases of 22.74%, ecommerce
conversion rates of 19.46%, AOV of 21.41%, total revenue of 46.84%,
and revenue per session of 44.43%. Revenue from shoppers on tablets
had the largest revenue increase at 152.68%, followed by smartphones at
108.58% and desktops and laptops at 33.54%.
Overall, however, shoppers converted better across all channels and
devices throughout the entire holiday season, not just Black Friday and
Cyber Monday. The increase in conversion rates show that people were
shopping with the intent to buy, not just browse.
$167.31
$144.60
2013
2012
15.71%Year Over Year Increase
Traditional
$162.80
$142.64
2013
2012
14.13%Year Over Year Increase
Tablet
$133.60
$136.61
2013
2012
2.20%Year Over Year Decrease
Smartphone
Overall Average Order Values(November & December)
$161.09
$133.08
2013
2012
21%Year Over Year Increase
Average Order Value by Device(Holiday Shopping Kicko� Period*)
$165.22
$144.21
2013
2012
14.57%Year Over Year Increase
Overall
*(11/23/2013 – 12/02/2013)
REVENUE PER SESSION
44%CONVERSION
RATE 19%
AVERAGE ORDER VALUE
21%
CYBER WEEK STAND-OUT STATS
EQ4 2013
a monetate publication | 6
Takeaways• Send smarter and relevant emails promoting your holiday sales. Use real-
time mechanisms like countdown clocks to create a sense of urgency, and open-time emails to geo-target shoppers with holiday offers specific to their location. Make sure you have continuity of experience between email and website, providing a consistent feel.
• Use the lessons learned from the anomalies of this past season to prepare for holiday 2014. The crucial time period between Thanksgiving and Christmas will still be truncated, resulting in only two more days than this year. Think about starting your holiday sales well before the traditional Black Friday start of the season. And with the compressed holiday season making it all but mandatory for consumers to shop online over the weekend, it’s critical to bridge the gap between the consumer’s in-store and online shopping experiences through personalization and real-time marketing efforts.
• Whether it be related to weather or unexpected demand, some leading retailers had trouble delivering purchases by a promised date. Retailers can begin differentiating themselves in this area by adding clarity to the shopping process. Let your customers know throughout the browsing and checkout process what items—and how many—are in stock, when those items will ship, and when they can expect to receive them.
4.00%
3.21%
2013
2012
24.29%Year Over Year Increase
Traditional
3.16%
2.68%
2013
2012
17.75%Year Over Year Increase
Tablet
1.18%
0.93%
2013
2012
26.70%Year Over Year Increase
Smartphone
Conversion Rate by Device (Holiday Shopping Kicko Period*)
3.50%
2.96%
2013
2012
18.12%Year Over Year Increase
Overall
*(11/23/2013 – 12/02/2013)
a monetate publication | 7
EQ4 2013
Mobile TakeoverOne out of every three visits to leading ecommerce websites now comes
from either a tablet or smartphone—up from one out of five just last year—
and, overall, mobile ecommerce orders grew 102% year-over-year and
accounted for 4.22% of holiday ecommerce orders. In particular, mobile
traffic was responsible for almost 40% of Black Friday online traffic.
On Black Friday, traffic stemming from tablets jumped a whopping 89.46%
from last year (compared to a 66.09% increase for smartphones and a
5.80% decrease for traditional). The numbers are similarly impressive
on Cyber Monday, where tablet traffic saw an uptick of 73.09%, while
smartphones increased a solid 53.19% and traditional took a 9.77%
nosedive from 2012.
Christmas Day tablet and smartphone traffic were also up 46.9% and
38.6% respectively from 2012, which could be the result of a slew of shiny
new toys under the tree, or consumers receiving gift cards and using them
to start shopping the sales from the comfort of their couches.
Website Tra�c by Device
73.21%
14.58%
12.21%
81.62%
9.55%
8.83%
Q42013
Q42012
Traditional
Tablet
Smartphone
MOBILE COMMERCE
102%
CHRISTMAS DAY TABLET
TRAFFIC 47%
EQ4 2013
a monetate publication | 8
Although smartphones are due their fair share of credit when it comes to
traffic, it’s clear that, when it comes to AOV, the true mobile superstar of
the holidays is the tablet.
During the November/December shopping season, AOV for tablets was
$153.44, compared to smartphones’ $129.42. AOV for traditional hovered
at $164.13, which shows that tablets are comparable to desktops and
laptops in that shoppers will buy on them, whereas consumers are more
likely to use smartphones to browse or as entertainment. Year over year,
AOV for tablets continued its growth trajectory at a healthy 17.27%, while
smartphones were relatively stagnant at .5%.
Furthermore, tablet’s massive year over year spike of 53% of market
share also shows how rapidly the tablet is becoming the device of choice
for shoppers. Smartphones, too, have seen a big percentage jump year
over year in market share, but, relatively, their overall percentages are
still quite low.
If the upward trend continues and tablets continually become a more
integral part of the consumers’ shopping experience, tablets may very
well overtake laptops and desktops as the shopping vehicle of choice
come holiday 2014.
a monetate publication | 9
EQ4 2013
$164.13
$133.45
2013
2012
22.98%Year Over Year Increase
Traditional
$153.44
$130.84
2013
2012
17.27%Year Over Year Increase
Tablet
$129.42
$128.75
2013
2012
.50%Year Over Year Increase
Smartphone
Average Order Value by Device (November & December) Takeaways
• Tablets represented a huge revenue driver this holiday season, just as previous years’ performance data predicted. Marketers who were unprepared to provide customers with a winning tablet experience this past season should take this lesson to heart when looking to the year ahead.
• Mobile optimization has to be a crucial part of your holiday strategy. Make sure that all messages render properly across all screens and devices. Use responsive or fluid design to increase mobile openings and engagement. Ensure that shoppers are having good user experiences, which, in turn, build brand affinity and revenue-building loyalty.
• Growth rates from the weekends leading up to Christmas—which have traditionally been light—have jumped to almost four times what’s being seen in the work week. This could be attributed to the fact that people are shopping more from their tablets at home on the weekends rather than from their office desktops during the week.
EQ4 2013
a monetate publication | 10
Focus on the Metrics that MatterPeter Fader, Professor of Marketing at the
Wharton School of the University of Pennsylvania
and academic Co-Director of the Wharton
Customer Analytics Initiative, an academic
research center focused on the development and
application of customer analytic methods.
I find it frustrating that we’re always just saying; “How much more did
we sell of one phone than the other?” At the surface it’s like, ok, we’re
comparing two operating systems. But while those numbers might be
completely accurate—and I’m not arguing with their validity—they’re
getting only part of the picture.
What interests me is that instead of looking at which of these two devices
sold more, we’re starting to focus on what’s really relevant: which of the
two was a portal to lots of other commerce that maybe have very little to
do with the device itself.
Which is why it intrigued me that during the holidays, news outlets were
focusing on the fact that despite Android’s dominance over iOS in terms
of sheer number of devices, the Apple products delivered more Christmas
sales than its better-selling competitor (16.29% better, with iOS averaging
$150.87 compared to Android’s $129.73). So yes, maybe we’re selling
more Android phones, but if consumers are doing less on it, than its net
contribution to the economy or the app environment is less.
We know that we’re using the phone as a platform for other kinds of things,
so we should judge it on that broader basis. When we look at all the other
things that the people who are using iOS did, it’s clear that it’s much more
profitable and attractive than Android. And this knowledge gives us a new
window to actually understand holiday sales more generally, and how to
prepare for holiday seasons ahead.
a monetate publication | 11
EQ4 2013
Holiday Is Getting SocialWhile it may not have the critical significance of mobile, social media is
becoming increasingly crucial for ecommerce success.
Looking solely at the numbers, social impact appears somewhat
contradictory with regards to holiday ecommerce. Traffic originating from
social sites increased 13.9% from 2012 to 2013, but there’s been a 15%
drop in social conversion rate (from .87% in 2012 to .74% in 2013).
But at closer examination, it’s clear that the disconnect is a result of
Facebook’s declining traffic. Facebook’s conversion rate has plummeted by
26.27% in the past year. Around 75% of what’s considered social traffic is
derived from Zuckerberg’s behemoth, so while it may appear that social is
declining, the numbers are actually getting skewed by Facebook’s market
domination.
On the opposite end, Pinterest has emerged as this season’s social superstar,
with its conversion rate jumping 29.8% in just one year. Its more than 70
million users looked increasingly toward the pin-centric site for holiday
promotions and deals, and according to a recent survey by the Harvard
Business Review, a full 21% of Pinners have bought an item after pinning,
repinning it, or liking it 3.
Takeaway• Social users can be incredibly fickle. What’s the hottest social platform
one year can be passé the next. It’s not uncommon for social networks to skew the metrics and hide the more interesting and actionable figures. It’s important to look closely at the data to identify areas of opportunities to engage users where they’re most active (i.e., Pinterest vs. Facebook) and to understand the true trends taking place.
PINTEREST CONVERSION
RATE 30%
EQ4 2013
a monetate publication | 12
Your Personal Ecommerce QuarterlyJeanne Jennings is Vice President of Global
Strategic Services for Alchemy Worx, a leading
email marketing agency, and an internationally
recognized expert in the field of email marketing.
Here, Jeanne walks you through how to build your own personal EQ.
I’m a huge fan of metrics and benchmarks—in fact, I collect them. But
industry benchmarks are a somewhat controversial concept in the online
marketing world. Even in the Methodology section of this report it’s said,
“These averages are published only to support the analysis...and are not
intended to be benchmarks for any ecommerce business.”
So why publish average metrics if you don’t suggest they be used as
industry benchmarks? And what benefit can you get from this report full
of data if you don’t use the numbers as benchmarks for your own results?
Reports like this one give you a framework—you can see how smart
analytical minds are looking at, parsing and manipulating data to gain
insight into online marketing performance. A large part of the value lies
not so much in the end result, but in the formulas used to get there. These
formulas give you the groundwork you need to develop your own internal
benchmarks and allow you to gauge your current and future performance
against your own past performance, as well as against industry trends.
Pull your own data, develop and chart your internal benchmarks and then compare your performance trends to the industry trends provided here. Then you’ve got the analysis you need to identify key variances, investigate them and make qualitative changes to improve your ecommerce marketing programs.
- Jeanne Jennings, Vice President of Global Strategic Services, Alchemy Worx
a monetate publication | 13
EQ4 2013
Developing internal benchmarks isn’t difficult, but it does take time—time
that many marketers don’t feel they have. It also takes some thought
to get it right. Here’s a quick start guide to help build your own internal
benchmarks:
1. Determine which of the metrics or formulas presented here are
most relevant to your business and which aren’t so relevant.
2. Use your own data to calculate quarterly performance using the
formulas you’ve identified as speaking to your business goals.
3. Plot these internal benchmarks over time to
identify peaks, valleys and trends.
4. Compare the trends you see in your internal
benchmarks to trends in industry averages.
5. Analyze the elements impacting your program to
understand what qualitative factors are causing
your performance to improve—or decline.
Let’s walk through a simple exercise, using the information found in this
EQ4 2013, to get you started.
I’m a fan of any metric that includes revenue, so let’s start by looking at
Average Order Value by Traffic Source, found on page 22. Now let’s look
at Average Order Value by State, found on page 25. (If you’re divvying up
your marketing spend by state, this would be an important metric for you.
If not, it likely wouldn’t be. So, take or leave this as an internal benchmark
depending on your current situation. For this simple exercise, let’s leave it.)
Next, use your own data to calculate your internal AOV benchmarks. If
you can get historic data to calculate past performance, by all means do.
Here’s an example:
Your Email Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Revenue $129,875 $168,976 $197,653 $178,543 $197,654
Number of Orders 1,875 2,567 2,611 2,450 2,435
Average Order Value $69.27 $65.83 $75.70 $72.87 $81.17
Your Search Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Revenue $120,080 $158,765 $105,670 $115,600 $99,865
Number of Orders 2,146 2,875 1,876 1,992 1,986
Average Order Value $55.31 $55.22 $56.33 $58.03 $50.28
Your Social Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Revenue $126,700 $135,678 $165,432 $176,431 $234,789
Number of Orders 2,250 2,556 2,875 3,267 3,554
Average Order Value $56.31 $53.08 $57.54 $54.00 $66.06
Monetate Data Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Monetate Email AOV $115.19 $108.13 $117.36 $112.01 $123.92
Monetate Search AOV $127.83 $138.43 $144.82 $151.96 $150.83
Monetate Social AOV $90.27 $90.51 $94.18 $93.49 $110.82
EQ4 2013
a monetate publication | 14
Once you have the numbers, use a line chart, like the one above, to visually
show performance over time. You might also chart this year over year, with
a different line for each calendar or fiscal year.
So what does this chart tell you? You can see your own absolute performance
and you can see your own trends. But is email really the rockstar that it
appears to be? And were search and social truly on par with each other until
this last quarter when there was a huge divergence? Yes and no.
Here is where we come back around to the value of industry average
performance. One way to look at your internal performance compared to
industry performance is to chart it all together on the same graph, as above.
What I don’t like about this is that it’s too easy to just say “we’re below the
industry average,” throw up your hands and walk away. Here’s the thing:
it’s not about the absolute data value of the industry average—it’s about
the trend over time.
Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
$45
$50
$55
$60
$65
$70
$75
$80
$85
Your Social AOVYour Search AOVYour Email AOV
Average Order Value
$60
$80
$100
$120
$140
$160Average Order Value
Monetate Social AOVMonetate Search AOVMonetate Email AOV
Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
a monetate publication | 15
EQ4 2013
Take the AOV metric we’ve been working with, for example. The absolute
value of an average order varies widely. Ecommerce companies selling
high-ticket items will almost always have a higher AOV than those selling
low-ticket items, even if they are in the same industry. Although the dollar
values may be widely different, the trends in AOV should be the same no
matter the absolute dollar value.
As a result, I prefer to chart AOVs and other internal benchmarks as a
percentage of the industry averages (see left). I think this makes for a
cleaner chart (three lines instead of six, in this case) and it removes the
“absolute dollar value” bias to allow for a clearer focus on trends.
So how are our AOVs doing compared to the industry averages? Looking
at the chart above we can clearly see that email is doing well—it’s trending
upwards, improving more than the industry average is.
Search and social, which seemed on par, are actually doing very differently
with respect to what the rest of the industry is seeing. Social has tracked
the industry average fairly closely at a consistent 60% of performance. But
search is another story—it has been losing ground compared to what the
industry as a whole is seeing.
Once you’ve analyzed your performance compared to industry trends, it’s
time to dive deeper and look for the reasons behind the numbers. Set aside
some time to develop your own personal Ecommerce Quarterly report for
your organization. Pull your own data, develop and chart your internal
benchmarks and then compare your performance trends to the industry
trends provided here. Then you’ve got the analysis you need to identify key
variances, investigate them and make qualitative changes to improve your
ecommerce marketing programs.
Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
35%
40%
45%
50%
55%
60%
65%
70%
Your Social AOV %to Industry Benchmark
Your Search AOV %to Industry Benchmark
Your Email AOV %to Industry Benchmark
Average Order ValuePercent to Industry Benchmark
EQ4 2013
a monetate publication | 16
Benchmark Reports
Website Visits by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Traditional 81.62% 79.82% 78.79% 76.13% 73.21%
Tablet 9.55% 11.20% 11.96% 13.21% 14.58%
Smartphone 8.83% 8.98% 9.25% 10.67% 12.21%
iPad 91.11% 90.55% 90.50% 88.93% 87.52%
Kindle Fire 2.70% 1.93% 1.54% 1.43% 1.96%
Android 6.19% 7.52% 7.96% 9.65% 10.53%
iPhone 60.75% 62.65% 62.26% 60.75% 59.59%
Android 38.33% 36.28% 36.51% 37.92% 39.05%
Windows 0.92% 1.07% 1.24% 1.33% 1.36%
TABL
ETO
VER
ALL
SMA
RTPH
ON
E
Website Visits by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Email 4.38% 3.76% 3.21% 2.82% 2.72%
Search 29.81% 28.99% 29.86% 30.16% 32.61%
Social 1.01% 1.04% 1.09% 1.12% 1.14%
a monetate publication | 17
EQ4 2013
Conversion Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
U.S. 2.85% 2.54% 2.67% 2.42% 3.06%
International 1.65% 1.40% 1.21% 1.14% 1.17%
Conversion Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
New 2.18% 1.78% 1.78% 1.64% 2.11%
Returning 3.30% 3.02% 3.16% 2.92% 3.54%
Add-to-Cart Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
New 7.62% 6.74% 6.25% 5.16% 6.35%
Returning 12.26% 10.98% 10.85% 9.02% 10.77%
Add-to-Cart Rates Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
U.S. 10.10% 9.20% 8.94% 7.25% 8.84%
International 7.36% 6.22% 5.70% 5.09% 5.90%
EQ4 2013
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Conversion Rates by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Traditional 2.91% 2.58% 2.64% 2.47% 3.11%
Tablet 2.43% 2.14% 2.28% 2.01% 2.59%
Smartphone 0.86% 0.85% 0.88% 0.76% 1.01%
iPad 2.49% 2.19% 2.35% 2.09% 2.72%
Kindle Fire 1.51% 1.34% 1.40% 1.15% 0.82%
Android 1.89% 1.69% 1.71% 1.44% 1.82%
iPhone 0.90% 0.85% 0.91% 0.81% 1.09%
Android 0.81% 0.85% 0.82% 0.69% 0.90%
Windows 0.72% 0.76% 0.72% 0.59% 0.70%
TABL
ETO
VER
ALL
SMA
RTPH
ON
E
Conversion Rates by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Email 2.14% 1.79% 1.79% 1.69% 2.28%
Search 0.87% 0.68% 0.60% 0.54% 0.74%
Social 3.31% 3.03% 3.07% 2.90% 3.84%
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EQ4 2013
Add-to-Cart Rate by Referrer Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Email 11.37% 10.33% 10.09% 9.19% 11.25%
Search 7.47% 6.38% 6.20% 5.18% 6.53%
Social 3.64% 3.08% 2.61% 1.98% 2.85%
Average Page Views by Referrer Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Email 9.34 9.22 8.61 8.52 8.87
Search 9.05 8.62 8.25 7.91 8.04
Social 5.34 5.22 4.63 4.38 4.53
EQ4 2013
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Average Order Value by Device Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Traditional $144.36 $147.29 $151.46 $163.28 $165.85
Tablet $132.57 $133.12 $135.02 $149.57 $152.70
Smartphone $125.34 $110.47 $113.66 $109.29 $129.20
iPad $134.29 $135.54 $137.59 $153.15 $155.36
Android $98.78 $91.94 $94.47 $93.83 $109.80
Kindle Fire $111.46 $104.17 $101.89 $109.14 $123.44
iPhone $132.31 $113.79 $111.58 $111.00 $125.98
Android $113.61 $105.16 $118.20 $106.71 $135.75
Windows $106.76 $96.83 $91.66 $89.83 $106.15
Average Order Value by Traffic Source Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Email $127.83 $138.43 $144.82 $151.96 $150.83
Search $90.27 $90.51 $94.18 $93.49 $110.82
Social $115.19 $108.13 $117.36 $112.01 $123.93
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EQ4 2013
Browser Market Share Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Internet Explorer 36.68% 33.41% 31.64% 30.49% 25.08%
Chrome 18.93% 21.13% 22.71% 23.03% 23.62%
Mobile Chrome 0.36% 0.60% 0.91% 1.49% 2.16%
Firefox 15.00% 14.69% 14.35% 13.45% 12.85%
Mobile Safari 13.85% 15.46% 16.19% 17.72% 19.50%
Safari 14.63% 14.29% 13.82% 13.49% 13.33%
Kindle Fire 0.26% 0.22% 0.18% 0.19% 0.29%
Opera 0.12% 0.01% 0.01% 0.01% 0.01%
Other 0.16% 0.20% 0.19% 0.11% 3.16%
EQ4 2013
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Conversion Rates by State Q4 2013Armed Forces - Europe 4.58%
Pennsylvania 4.14%
Wyoming 4.06%
Armed Forces - Pacific 4.00%
West Virginia 3.90%
Armed Forces - America 3.88%
Delaware 3.74%
Connecticut 3.60%
Vermont 3.56%
New Jersey 3.51%
Kentucky 3.50%
Montana 3.46%
New Hampshire 3.46%
North Dakota 3.45%
Maryland 3.44%
Indiana 3.40%
Colorado 3.39%
Alaska 3.37%
Wisconsin 3.36%
New York 3.34%
Ohio 3.34%
Rhode Island 3.32%
Maine 3.30%
Mississippi 3.26%
Michigan 3.24%
District of Columbia 3.24%
Louisiana 3.22%
Conversion Rates by State Q4 2013South Dakota 3.17%
Nebraska 3.14%
New Mexico 3.14%
Oklahoma 3.13%
Arizona 3.12%
Idaho 3.12%
Illinois 3.11%
Iowa 3.10%
Tennessee 3.10%
Kansas 3.06%
South Carolina 3.05%
North Carolina 3.05%
Utah 3.05%
Massachusetts 3.04%
Alabama 3.04%
Arkansas 3.03%
Nevada 3.01%
Georgia 2.97%
Oregon 2.96%
California 2.86%
Florida 2.78%
Virginia 2.76%
Texas 2.67%
Hawaii 2.64%
Missouri 2.57%
Minnesota 2.38%
Washington 2.23%
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EQ4 2013
Average Order Value by State Q4 2013Armed Forces - America $248.83
Armed Forces - Europe $189.96
Armed Forces - Pacific $176.62
Colorado $175.31
Texas $172.39
District of Columbia $166.90
Hawaii $166.55
New York $162.21
Alaska $159.44
Illinois $158.28
North Dakota $158.12
California $157.94
Florida $156.40
New Jersey $153.55
Oklahoma $153.06
Nevada $152.28
Utah $151.04
New Mexico $150.66
Massachusetts $150.62
Connecticut $150.50
Delaware $149.02
Minnesota $147.82
South Dakota $147.21
Wyoming $146.34
Washington $146.21
Oregon $146.00
Maryland $144.16
Average Order Value by State Q4 2013Louisiana $144.01
Virginia $143.50
Arkansas $143.01
New Hampshire $142.12
Arizona $141.09
Iowa $140.96
Kansas $140.65
Wisconsin $140.63
Georgia $140.40
Missouri $140.38
Nebraska $139.85
Rhode Island $138.77
Montana $137.80
Michigan $137.64
Idaho $136.48
Alabama $135.23
Mississippi $133.88
Indiana $133.83
Tennessee $133.73
North Carolina $133.66
Ohio $133.47
Vermont $132.35
Kentucky $131.29
South Carolina $130.71
Maine $124.93
West Virginia $123.78
Pennsylvania $120.97
EQ4 2013
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MethodologyThe EQ analyzes a random sample of over seven billion online shopping
experiences using “same store” data across each calendar quarter.
Averages throughout the EQ are calculated across the entire sample. Key
performance indicators, such as average order value and conversion rate,
will vary by industry/market type. These averages are published only to
support the analysis in each release of the EQ, and are not intended to be
benchmarks for any ecommerce business.
For all media inquiries, questions, and feedback regarding the information in this report, or to obtain copies of previous releases of the EQ, contact:
Matt Helmke Director of Marketing Strategy (215) 987-4441 mhelmke@monetate.com
References1. Census Facts for Features: The 2013 Holiday Season, US Department of Commerce (January 2013)
2. Cautious Consumers Trim Holiday Gift Giving Budgets, National Retail Federation (October 2013)
3. How Pinterest Puts People in Stores, Harvard Business Review (August 2013)
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EQ4 2013
About MonetateThe Monetate Acceleration Cloud lets marketers understand their
customers’ situations, behaviors, and preferences, and act on those insights
with in-the-moment, relevant experiences, targeted to the right customer
at the right time. The Monetate Acceleration Cloud runs above traditional
infrastructure and is accessed through one seamless user interface.
Monetate generates billions of dollars of new revenue for businesses,
helping them grow 39% faster than the industry average. Brands such as
Best Buy, National Geographic, and Celebrity Cruises rely on Monetate to
put the customer first, creating stronger relationships that drive sustained
competitive advantage.
EQ4 2013
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