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ID:53071094
大小:2.34 MB
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时间:2020-04-16
《Monetate-2019年假日购物消费者研究(英文)-2019.1.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、HomepagefortheHolidaysNewHolidayShopperResearchfromMonetateonGrowingMoreBestCustomersHere’soneimportantexampleofwhy:In2018,theaverageconversionrateforallreturningcustomerswas2%comparedto4.2%averageconversionrateforthosewhoconvertedIntroductionduringthelastholiday
2、seasonin2017(retainedcustomers).Whatmakesretainedcustomersfromthepreviousholidayseasonstandout?Thepromiseofpersonalizationistoturnmoreofyourcustomersintoyourbestcustomers,especiallyduringQ4.Withpersonalization,youcanidentifynewaudiences,learnaboutthem,Peoplewhoco
3、nvertedduringthe2017holidayseasonspendsignificantlymorein2018andgivethemmoreofexactlywhattheywant.Butmanybrandsarefocusednotontheirthanallotherreturningvisitorscombined.bestcustomersbuttheirbiggestgroupsofcustomers.PeoplecomingfromBingandYahoohaveconsistentlyhigh
4、conversionratesandlikelyTherealityisthatinmanycases,yourmarketingtimeanddollarswouldbebetterspentrepresentaslightlyolderdemographic.focusedongrowingsmaller,higherpotentialsegments.Asanexample,manystandardPeoplewhoconvertedaftercomingfromFacebookandInstagramshowed
5、highoptimizationandremarketingstrategiesfocuseffortsonshopperswholeftasitewithoutconversionrategrowthoneyearlater,andthisgroupisgrowinginsize.makingapurchase.Shopperswhobouncefromthesiteseemtobegreatopportunitiesforremarketingbecausethere’softenalargepercentage,b
6、utthedatatellsadifferentstory:InthisreportwelookathowattractingveryspecificgroupsofnewcustomersduringtheMonetatedatahasshownthatonly16percentholidayseasonfromdifferentreferralsourcesimpactsretentionandconversionsthefollowingoftheseshoppersreturntoasiteandonly1.9p
7、ercentofthesevisitorsmakeafinalpurchase.year.Whatwefoundisthatit’sworthittobepatientwithallofyourconverters,astheyhavethepotentialtoconvertatahighvalue,evenayearlater.AndthebrandsthatfocusontheseIncontrast,AInowallowsmarketerstopersonalizeforsmallgroupsofhigh-val
8、uecustomers.customerswillseerepeatablesuccesswithavaluablesegment.AndnewMonetateresearchidentifiedaspecificgroupthatmarketersshouldconsiderintheir2019holidaype
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