Friday, May 23, 2014

The real reason your marketing costs are increasing

Differing user behaviours are leading to an increase in marketing costs, according to analysis of client data by Fusion Unlimited.

It looked at data from a range of clients and compared path length reports from Q1 2013 to Q1 2014.
The results showed that nearly 80% of the clients were seeing an increase in visits to purchase YoY, with an overall average increase of 8% and several over 20%.

One and two visit journeys still make up 50%-80% of conversion volume, but this was down on average by 4% and 1% respectively YoY.

The most significant trend though was in longer journeys to sale. Journeys of 10 steps were up 30%, 11 steps 50% and 12 or more steps were up a huge 85% on average YoY.

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