Google still makes the internet tick over when it comes to ecommerce sales, generating 60% of website traffic and 56% of website revenue, according to the latest Wolfgang Digital ecommerce report which also reports that social media accounts for 5% of website traffic and 2% of revenue.
As part of this year’s report, Wolfgang analysed 250 million e-commerce website sessions and €500m in online revenues and found that in terms of revenue, the device of choice for ecommerce transactions continues to be the desktop with 56%, followed by mobile on 32% and tablet at 12%. When it came to traffic, however, mobile continues to account for the largest chunk with 53% while desktop accounted for 37% with tablet on 10%.
The report also noted that the consumer’s path to purchase are getting longer. “As digital marketers we are all in the travel business now. Our job is to create an itinerary of digital media touchpoints which transport the user from curious clicker to loyal customer. Number of sessions per user has become the critical engagement KPI. Currently companies are averaging 1.5 over 12 months. Anything you can do to get this to 2, to 3 to 4, is about the best marketing you can do,” says the report.
The report also sheds some light on the role of Facebook and Messenger in the ecommerce mix, the first time information of this kind has been unveiled according to Wolfgang. “It’s not just the user interactions on your website that count. New Facebook Analytics reveal a social media engager is twice as likely to convert as a website visit! The more intense the reaction the higher the conversion rate. Messenger was notable as having extraordinarily high conversion rates,” it says.
Wolfgang also notes that the imminent ramping up of investment by Amazon is likely to be watched by the digital marketing industry with great interest. “Right now digital marketers are spending the majority of their budget with Google and Facebook but struggling to understand conflicting metrics being provided by the two platforms. When Amazon grabs a large chunk of e-commerce ad spends in 2019 the complexities around attribution are certain to intensify,” it notes.
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