Leveraging the social and mobile channels to present a unified cross-channel experience is one of the keys to maximizing online holiday sales this year, according to the IBM Coremetrics Fourth Annual Online Retail Holiday Readiness Report.
“Segments of social media users who browsed your site or (put products in shopping carts) but abandoned them are ideal for retargeting via personalized e-mail or display ads,” the report states. It notes that Coremetrics research shows that visitors from social media sites have a 10.7% conversion rate, more than the 5.2% conversion rate for all visitors, and 3.9% for mobile.
The study advises retailers to ensure their sites are easy to use via mobile devices, noting that 7.6% of e-commerce visits already come from consumers using mobile devices. The number is expected to increase to double digits by this year’s holiday shopping season.
Providing an in-depth analysis of key trends in online shopping and usage based on data from more than 500 leading U.S. retailers, the report offers best-practice guidance on how to adapt to fast-moving trends during the critical holiday season.
Key trends identified in this year’s report include:
- Mobile phones are the consumer’s best friend, both when it comes to browsing (or researching a purchase) and when it comes to buying online or even in stores;
- The use of social media as a shopping tool is skyrocketing;
- Consumers are willing to spend more money on more items -- carting and ordering are hitting record highs;
- But consumer attention continues to decline and bounce rates remain high.
The complete report can be downloaded for free here.