Some international sales were down as the Top 500 retailer continues to increase spending on supporting Prime. North American sales of electronics and other ...
Greater traffic levels paired with higher conversion rates and orders sizes helped drive a 19% increase in web sales for MarketLive clients tracked in a quarterly study. Q2 stats also reflect the ongoing shift of online shopping to mobile devices.
Web sales grew 19.4% year over year in the second quarter for the more than 100 retailer clients that e-commerce software provider MarketLive Inc. tracks in its quarterly performance index. The sales growth outpaced traffic growth of 11.1%. Improvements in key on-site metrics show how e-retailers did a better job of converting traffic into sales.
E-retailers in Q2 did a better job of getting consumers to add products to their carts and to complete the checkout process. The average add-to-cart rate in Q2 for the studied e-retailers was 8.2%, which is an improvement of 3.6% year over year, according to MarketLive data. The average conversion rate in the quarter was 2.48%, an improvement of 4.7% year over year.
E-retailers in Q2 also saw some shifts in how consumers arrived at their sites. Consumers clicking on organic search results drove 31.37% of traffic, up from 27.97% in Q2 2013, a change of 12.18%. A greater percentage of traffic came as a result of clicking through from e-mail: 10.05% versus 7.19% a year ago, a nearly 40% increase. MarketLive did not explain the large increase in traffic from e-mail.
E-retailers saw less traffic coming from consumers typing in URLs directly or from accessing a bookmarked URL: direct traffic accounted for 20.16% of Q2 traffic, down from 23.50% in Q2 2013. Traffic coming from paid search declined only slightly on a percentage basis, from 16.64% a year ago to 16.15% in the most recent quarter.
Q2 data also reflects consumers ongoing shift to mobile. 24.13% of traffic to the e-retail sites included in MarketLive’s performance index came from consumers on smartphones, up from 15.90% a year ago. 15.25% of traffic came from tablets (up from 12.40%) and 60.62% from desktop users (down from 71.70%). As a percentage of revenue, consumers on smartphones were responsible for 6.68% of quarterly sales (up from 4.12% a year ago); tablets, 12.68%, up from 10.49% a year ago; and desktop, 80.64%, down from 85.9%.
Eight merchants in the Internet Retailer Top 500 Guide operate on MarketLive’s e-commerce platform, including Beachbody LLC, No. 137; Fossil Inc., No. 205; and Title Nine, No. 347. Ten merchants in Internet Retailer’s Second 500 Guide are MarketLive clients, including Ulla Popken, No. 561; and FrenchToast.com, No. 701.