A good example is this chart from the Q1 2014 US ecommerce report from The Custora Pulse.
Comparing 2013 to 2014, we see that search marketing is still going strong. Organic and paid combined are responsible for 44% of ecommerce orders. It worked last year and it still works today. Google is responsible for almost three-quarters of that traffic which is both good news and bad news. On the good side, you know where to go if you want results. On the downside, there’s only one place to go if you want results and that’s scary.
Direct marketing took a big hit, dropping 3%. Display is the same but at 1% hardly worth the effort.
What’s really disturbing is Social. Last year’s 2% isn’t that great and now it’s down to 1%? First there was banner blindness and now it looks like social is suffering the same fate. So many branded messages coming at us in so many forms, we’ve learned to filter them out as we skim.
The good news is that ecommerce revenue was up 11% year-over-year and orders were up 13%. So, even though some marketing methods are converting very well, it’s all adding up to a boost in online income – so that’s a win.
And though social is slipping, mobile is still climbing: 35% increase in ecommerce revenue over Q1 2013. Tablet purchases rose from 8.2% to 10.3%. Mobile phone purchases went from 5.5% to 8.2%. That means desktops showed a loss of around 5%.