Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » E-Commerce Conversion Rates Improve In Q2 After Several Declining Quarters [Report]

E-Commerce Conversion Rates Improve In Q2 After Several Declining Quarters [Report]

Performance improvements occurred across all devices.

Ginny Marvin on September 11, 2015 at 1:49 pm

ecommerce-retail-ss-1920

In a reversal of what was looking like a year-long trend, e-commerce conversion rates improved year-over-year in Q2, according to the quarterly report from Monetate.

The gains were fairly modest, but notable after several quarters of declines among Monetate’s e-commerce customers. Conversion rates rose from 2.93 percent in 2014 to 3.00 percent in Q2 of 2015. The lift occurred across all devices, with tablet conversion rate improvements continuing to outpace those of smartphones and desktop. Conversion rates on tablets increased 12 percent, while smartphone and desktop conversion rates rose 7 percent.

ecommerce conversion rates

Other metrics also improved. Average order value (AOV) ticked up from $116.57 in Q2 of 2014 to $118.26 in Q2 2015. Revenue per session also improved year-over-year, increasing from $3.69 to $3.93.

A weaker spot in performance was in bounce rates. Overall, bounce rates were 31.32 percent in Q2, on par with Q1’s 31.34 percent bounce rate, which was higher than any time in the 15-month period Monetate analyzed.

The report found that while bounce rates on smartphones continue to be much higher than on tablets and desktops, desktop users are actually bouncing with 10 percent greater frequency than a year ago. Smartphone bounce rates, on the other hand, dropped slightly.

Referral traffic from social networks rose nearly 50 percent year-over-year. With that, AOV from social referrers has continued to trend up, reaching $108.72 in Q2.

This data comes from Monetate customers selling in the US and UK; the report also features several case studies and is available for download here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases
    Getting started with the Agile Marketing Navigator: Building a marketing backlog
    3 ways to dominate with Google Auction Insights and search intelligence
    Webinar: Work smarter, not harder, to give customers what they want

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

DataPerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

5 Best Practices for Bringing Together All Your Marketing Data

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.