EPI-第一季度B2C零售報(bào)告

1、EpiserverB2C Retail Benchmark Report, Q1 2020Page 2Executive Summary2019 was a blockbuster year for online retail. Consumers spent HYPERLINK /2019/12/03/cyber-monday-on-track-to-deliver-9-4b-in-u-s-online-sales/ $9.4 billion on Cyber Monday alone, a whopping 19 percent increase over 2018. With 26 pe

2、rcent of consumers shopping online every week, according to Episervers 4th Annual HYPERLINK /reports/reimagining-commerce-report-2020/ Reimagining Commerce Report, it shouldnt be a surprise retailers put up big numbers in 2019. The broader retail landscape was mixed, however, with the HYPERLINK /201

3、9/11/15/retail-sales-october-2019.html Commerce Department reporting several months of negative sales growth in 2019. In 2020, retailers should take credit for delivering strong ecommerce sales while taking note of broader economic trends that may make earning consumer dollars more difficult in the

4、future.The B2C Retail Benchmark Report, Q1 2020, provides a deeper dive into the 2019 trends in consumer behavior on retail and brand websites. Weve compiled billions of shopping sessions across 160 websites that use Episerver and analyzed the key findings for device penetration, traffic sources and

5、 conversion rates.Key FindingsMobile share of traffic consistently exceeded 50 percent every month in 2019. Meaning, mobile is here to stay. Episerver predicts mobile traffic will exceed 60 percent or more in peak-selling seasons from this point on, particularly during the holidays when mobile share

6、 of traffic reached 59 percent in November 2019.Paid search and organic search deliver the highest conversion rates and lowest bounce rates, which proves search is the workhorse of high-intent purchases. Retailers and brands alike should invest in both non-branded and branded organic and paid search

7、 strategies. This matches consumer survey data from Episervers Reimagining Commerce Report 2020, where 42 percent of consumers reported they visit Google first when they have a specific product in mind for purchase (Amazon was second at 33 percent).Social peaked in late 2019 taking eight percent of

8、all traffic. This is a big milestone and should not be ignored by retailers. Consumers use different channels along their journey, often using social first for inspiration and research. The best retailers are balancing optimized search and email campaigns with discovery journeys on social.Traffic So

9、urces20192018E10%13%12% 12% 12%13% 13% 13% 13%13.71%14%14%15%16%16%17%17%17%16%17%18% 18%18% 18% 18%Paid SearchA YoY Comparison of Paid Search Traffic to Retail Sites20%Paid search is used year-round and not isolated to just peak shopping periods like the winter holidays. In fact, paid search usage

10、tends to decline during peak seasons likely due to higher competition (i.e., more expensive bids).JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberSocial traffic has doubled to eight percent in share of websit

11、e traffic from January 2018 to October 2019 but poor conversion rates and bounce rates reduce the revenue potential for social as a valuable traffic source today.In 2019, 29 percent of consumers reported clicking on a social media ad at least once and 28 percent reported they have clicked and comple

12、ted a purchase from a social ad, suggesting that organic social and social advertising is gaining importance but it still maturing as a website traffic source for serious buyers. HYPERLINK /reports/reimagining-commerce-report-2020/ Episervers 2020 survey of global consumers further addresses social

13、as a traffic source.JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberE201920182%1%0%4%4%4%3%5%5%4% 4% 4%4%5%6%6%5%5%5% 5% 5% 5%6%6% 6% 6% 6%7%7.35%7%9%Social8%A YoY Comparison of Social Media Traffic to Retail

14、 SitesStill, low click-through rates and conversions should not dissuade retailers and brands from investing in social. Most shopping journeys span multiple sessions, devices and channels. Social is a powerful discovery channel for consumers to engage with retailers and brands. Low revenue performan

15、ce does not mean social is not a critical channel for ecommerce success in 2020 particularly as it can be used to target key buyer personas.E201920180%5% 5% 5% 5.41%6% 6% 6% 6%5%5% 5% 5%4%4% 4%4%5% 5% 5%5%4%4%5%8% 7.35%6%7%6%7%7%7% 7%6%7% 7% 7%7%6%6% 6%6%7%6%7%6%7%10%Social13.71%13% 14%12% 12%12%13%

16、 13% 13% 13%14%15%Email18.64%18% 18% 17%17%17% 16%17% 17% 18% 18% 18% 16%20%Paid Search21%24% 23% 24% 22% 22% 22% 22%22% 22% 23% 23% 22% 22%25% 25% 26%24%25%26%27% 27%26%Organic SearchA YoY Comparison of Traffic Sources to Retail Sites30%JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNove

17、mberDecemberJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberWhile social as a buying channel is still maturing, social is eating into email and organic searchs traffic share as is paid search for B2C retailers and brands.January February March April May June July AugustSeptember Oc

18、tober November December January February March AprilMay June July AugustSeptember October November December January February March AprilMay June July AugustSeptember OctoberNovemberSessions by DeviceMobile share of traffic continues to increase year over year. By 2020, Episerver predicts the average

19、 monthly mobile share of traffic will reach 60 percent for retailers and brands as tablets continue to fall and desktop sessions become less frequent.For retailers and brands Episerver tracks, desktop traffic has not exceeded 43 percent since the summer of 2018, while mobile share has consistently r

20、emained above 50 percent. Mobile is the new norm.E2019201820170%4% 4.2%6% 5% 7% 6%11%10% 9% 8% 8% 9% 10% 9% 9% 9% 10% 10% 10%10% 9% 9% 10% 10%10%13% 13% 13% 12%16% 15% 15% 15% 14% 14% 14%20%30%37%35%38%38%37% 36%37%41% 41%43%43%41%40% 40%38% 38% 39% 38%40% 40%43%42% 42% 42% 41%40%Tablet39% 40%39%39%

21、45% 45%45% 45%43% 43% Mobile 50%49%52%51%47% 46% 46%47% 47%45% 45% 46%43% 43% 44%56%55%51%49%48% 49%52%52% 53%48% 49% 48% 49% 48% 50% 48%50%59%55%54%55%60%DesktopSessions by DeviceFifty-one percent of consumers who were surveyed for HYPERLINK /reports/reimagining-commerce-report-2020/ Episerver Reim

22、agining Commerce HYPERLINK /reports/reimagining-commerce-report-2020/ 2020 reported that the number of times they have reached for their smartphone instead of a laptop to shop online has increased. This lies in stark contrast to the just six percent of consumers who reported reaching for their smart

23、phones has decreased.Conversion Rate by DeviceConversion rates are holding steady around three percent for desktop and two percent for mobile. Since 2017, conversion rates have increased from 1.7 percent on mobile devices to2.1 percent as retailers and brands have invested in mobile optimization and

24、 consumers have gotten more comfortable completing purchases on mobile devices.ETabletMobileDesktop1.5%1.0%0.5%0.0%1.7%2.0%2.1%2.0%2.5%20192.9%3.0%2017 20183.1%3.3%3.2%3.4%Conversion Rate by Device3.5%3.5%Conversion Rate by Traffic SourceDirect traffic and referral traffic saw the highest increases

25、in conversion rate year-over- year, while paid search and organic search both saw small declines in conversion rate, suggesting search keywords are becoming more competitive and relevancy is becoming even more important as buyers are discerning with what they click in the search engine result pages

26、(SERPs).EDisplaySocialReferralPaid SearchOrganic SearchEmailDirect0.0%0.3%0.5%0.6%1.0%1.1%1.0%1.5%1.8%2.0%2.1%2.4%2.5%2.4%2.5%2.6%2.6%2.7%2.9%3.0%20193.0%3.5%2018Conversion Rate by Traffic SourceJanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJun

27、eJulyAugustSeptemberOctoberNovemberBounce RateBounce rates across all devices have hovered around 43 percent with tablet having the lowest bounce rate and desktop having the highest. This is true until late 2019 when desktop bounce rates sank lower than mobile. This could indicate that while people

28、are reaching for their mobile devices more and more, serious buyers ready to purchase may still rely on their desktop computers for a better digital experience compared to some mobile sites that are still lacking functionality designed for the smaller screen.Bounce Rate by Device by MonthDesktop70%6

29、5%Mobile62%59%59%60%58%Tablet52%30%20182019EWhen comparing summer 2018 to summer 2019, a bigger emphasis on July discounting (to compete with Prime Day) could be the reason for lower bounce rates particularly for desktop visits in July.50%47%49%49%50%52%45%44%44%46%47%45%48%46%46%46%47%45%50%44%45%4

30、5%46%42%42%42%42%41%41%42%42%43%43%40%40%40%43%43%44%40%34%35%35%36%35%35%34%34%36%36%36%36%36%36%36%38%39%37%39%42%42%41%39%Bounce Rate by Traffic SourceOrganic search and paid search enjoy the lowest bounce rates, which is likely due to high- intent purchase searches and branded keyword searches f

31、or brands and retailers. This finding underscores the importance of a strong search strategy addressing both branded keywords and non-branded intent searches.Display and direct traffic suffered with the highest bounce rates with only direct traffic improving year over year (with a six percent decrea

32、se in bounce rates).EDisplaySocialReferralPaid SearchOrganic SearchEmailDirect20%10%0%29%30%33%30%35%39%40%41%50%52%53%52%54%56%201960%60%65%70%201870%Bounce Rate by Traffic SourceThe Post-Click ExperienceRetailers cannot rely on one traffic source to drive new and return customers to their websites

33、 as shoppers rarely visit a retailer or brands website for the first time to make a purchase.Regardless of channel, however, the post-click experience is where action and affinity is won or lost based on the content being presented to the shopper and how relevant the digital experience is to them pe

34、rsonally.Sign up to receive HYPERLINK /reports/reimagining-commerce-report-2020/ Episerver Reimagining Commerce 2020 to learn more about what shoppers expect and how to exceed those expectations to ensure interest is not lost due to a poor digital experience.EpiserverB2C Retail Benchmark Report, Q1 2020Page 11Epi