In the report for the second quarter of 2015 Monetate found that the conversion rates have gone from 2.93% to 3%. This may seem like a fairly small increase (and it is) but it is notable because for the past several quarters the conversion rates have been dropping. It is important to note that the conversion rates were dropping, though the total amount spent was going up because of increased traffic to eCommerce sites.
The report found that the biggest growth in conversion rate came from tablets, which had a conversion rate go up by 12%. Smart phone’s and desktop’s had the conversion rates go up 7% each from the previous quarter.
The report also had some other information that marketers may be interested in. First, the average order value went up from $116.57 to $118.26 year over year. This modest growth translates into millions of dollars given the size of the eCommerce industry.
Referral traffic went up from social markets by nearly 50% YOY as well, which is pretty huge. Much of this is likely due to the increased focus that many social networks put on advertising, which drives a lot of traffic to eCommerce site. Whatever the reason, however, this is a big bump in traffic.
The news wasn’t all good, however. Bounce rates are going up. This could mean that customers are becoming more discerning. Bounce rate went from 31.32% in Q2. This rate is roughly even with the Q1 report, but both of these quarters were the highest in 15 months so the news is not exactly good.
If you’re interested in reading the entire report you can find it HERE.
