monetate-电子商务报告——正确的推荐（英文）.docx

之 monetat 苞E02 心018(1 in iiN iit RRSISI3Return Purchase Rate for Items Added to Cart,by Recommended Status20.0%15.0%UO-S-<D>UOU10.0%5.0%0.0%Non-Recommended ProductRecommended ProductFormarketers,then,thetakeawayshouldbeclear: Recommendingthe right products isn't just a single-session boon. It has a long-tail effect that even out performs non-recommended items that have been left behind, suggestingthat product recommendations, whendoneright,can improve cross-selling initiatives and increase AOV even after a customer's immediate urge to buy wanes.There's a catch, though.When customers see recommended products, they're only engaging with them 11% of the time. But when they do, they show strong intentby adding to cart or purchasing in-session5% of the time.That meansthat nearly 50% of click-throughs result in customers moving toward purchase. Given the high likelihood that a customer will convert after initial engagement, but still relatively low levels of engagement with recommended productsasa whole,ifsevenmoreevidenthowmuch retailers have togain by showing them the right recommendations to inspire interest.It seems that marketers are doing a great job with recommendations when they're getting them right, but they're not getting them right often enough. What's missing, then? For one, the overall sophistication of many brands9 approaches to product recommendations lags behind that ofthe rest of their personalization efforts. Andthatsuggeststheneedforanewapproach.The discoveries above-that simply getting customers to click on a recommendation can lead to value downstream, and that irrelevant recommendations have about the same impact as not recommending anything at all-are eye-opening. But ifs hardly surprising when you consider recent trends in customer expectations.The 2017 State of Personalization Report of US adults surveyed forthe report expressed a level offrustration with impersonal shopping experiences.It's the flipside of that equation, though, thafs most promising and most relevant to ouranalysis of product recommendations: 49% of those same survey respondents also reported that they had madean impulse buy based on a personalized recommendation from a brand. What's more is that 85% of those impulse buyers were happy with their purchase.It's become commonplace to say, personalization is table stakes.99 That may be true, but it makes it sound like there's little room to surprise customers in a positive way. What our data shows and what this survey confirms is both that customers are still delighted by serendipitous discovery, and that marketers have plentyofuntapped opportunities todeliveron that.And they should be eagerto do so, given how much potential revenue is at stake. But they need to be smarter about how they facilitate that discovery.For too long, marketers have used product recommendations either as a stand-in for personalization (treating the one as synonymous with the other), or as a completely separate appendage from their other personalization efforts. This is a wasted opportunity. Instead, marketers need to treat their recommendations solution as an integral component of their personalization programs. Because the key to delivering the right recommendations is about more than choosing between viewed, also viewed99 or purchased, also purchased“ algorithms. It's about understandingand acting on thedynamiccontextof thecustomer. Ideally, a recommendations solution can bejust as data-driven as a brand's testing, targeting, and individualization efforts-taking into account historical and behavioral data that is specific to each customer, ratherthan making a recommendation decision based solely on which product is currently on the shopper's screen.An added boon ofthis approach: Recommendations may also serve as another key data point in that dynamic context of the customer, to inform better decisions in other touchpoints as well.AmonctMeChccMl。- G wjyt eo know tlE to r«con«lcter your protftaa recommendations MiutlonAre your recommendations making the most ofyourcustomerdata?Downloadourchecklist,M6Waysto KnowIt's Time to Reconsider Your ProductRecommendations Solution”Product recommendations, like personalization, are now nearly ubiquitous in ecommerce. And while the impact both provide is clearcut, they have rarely been deployed together as part of a holistic strategy. The data inthis report demonstrates that the potential is there, but perhaps the most striking data point is one that shows how much potential lies ahead: Customers are declining to engage with 88% of all product recommendations they see.Whether a brand is focused on using recommendations to move product, or to improve the overall customer experience, those poor rates of engagement can only be seen as an area forimprovement. Afterall, you can't accomplish either goal if your tactics are largely being ignored.And therein lies the opportunity for for marketers.Toimprovetheperformanceoftheirrecommendations,marketersneedto approach product recommendations in the samewaythey9re approaching their personalization strategy: as an evolving solution that considers the customers historical and in-the-moment data with as much weight as it gives to the brand's product catalog.The art of making recommendations, then, should balance the traditional rules-based, product-centric approach of product recommendations with the more customer-centric approach thafs taken hold in other areas of a brand's personalization strategy. Doing so can help put the right product in front ofthe right customer, improving both the short-term impact that product recommendations have been known to deliverand the long-term benefits of improving customer experience.To us, that combination of recommendations and personalization feels just right.DOWNLOAD DATASHEETBenchmarksThequarterlylVIonetateBenchmarkReportcontainstheindispensableKPIsyou need to gauge how your performance stacks up, and transform the ideas in this report from concepttoaction.Consultthemetrics within tostartbuildingaplanto advance your business today.15 Website Visits17 Conversion Rate20 Add-to-Cart Rate23Average Page Views26Average OrderValueWebsite Visits by DeviceTraditionalSmartphoneOtherTabletQ2 2017Q3 201740.25%37.44%48.09%51.56%0.30%0.31%11.35%10.69%Website VisitsbyDevice(US)TraditionalSmartphoneOtherTabletQ2 2017Q3 201743.18%40.01%47.27%50.83%0.40%0.41%9.16%8.75%37.73%38.19%37.51%51.39%51.57%52.73%0.25%0.26%0.46%10.63%9.98%9.29%40.09%40.41%39.24%50.99%50.98%52.28%0.32%0.33%0.67%8.60%8.28%7.81%Websitevisits by Device (GB)TraditionalSmartphoneOtherTablet28.89%27.49%27.04%26.90%26.28%51.18%53.67%55.19%55.88%57.62%0.13%0.13%0.11%0.10%0.12%19.80%18.70%17.66%17.12%15.99%Q2 2017Q3 2017Q4 2017QI 2018Q2 2018Android19.09%19.28%19.36%19.36%19.35%Chrome OS0.52%0.47%0.53%0.58%0.55%Linux1.44%0.93%0.93%1.33%1.76%Macintosh9.48%8.97%9.50%9.36%8.99%Windows28.78%27.04%26.85%27.07%26.47%Windows Phone0.20%0.16%0.13%0.10%0.07%iOS40.50%43.15%42.70%42.19%42.80%Q2 2017Q3 2017Q4 2017QI 2018Q2 2018WebsiteVisits by PlatformTraditional4.05%4.11%4.45%3.85%3.83%Smartphone1.70%1.69%2.04%1.85%2.03%Other0.35%0.35%0.39%0.28%0.15%Tablet3.59%3.61%3.99%3.49%3.84%Conversion Rates by DeviceQ2 2017Q3 2017Q4 2017QI 2018Q2 2018Conversion RatesConversion RatesGlobalQ2 2017Q3 2017Q4 2017QI 2018Q2 20182.86%2.80%3.15%2.77%2.86%2.62%2.56%2.96%2.60%2.63%4.28%4.21%4.27%3.91%4.31%Conversion Rates by Device (US)TraditionalSmartphoneOtherTabletQ2 2017Q3 20173.98%4.06%1.31%1.29%0.20%0.21%3.06%3.13%Conversion Rates by Device (GB)TraditionalSmartphoneOtherTabletQ2 2017Q3 20175.82%5.80%3.20%3.22%1.57%1.42%4.83%4.70%4.52%3.88%3.91%1.63%1.52%1.61%0.23%0.16%0.07%3.69%3.07%3.28%5.83%5.29%5.57%3.35%3.09%3.53%1.53%1.46%1.26%4.78%4.47%5.08%Table of ContentsAbout the EQIntroductionDriving EngagementThe Long-Tail Benefits10Delivering an Individualized ExperienceConclusion14BenchmarksConversion Rates by PlatformAndroidChrome OSLinuxMacintoshWindowsWindows PhoneiOSQ2 2017Q3 20171.73%1.78%3.04%3.32%0.62%0.85%3.97%4.02%4.30%4.30%1.50%1.54%2.22%2.12%2.02%1.84%1.98%3.53%2.94%3.20%0.73%0.68%0.65%4.41%3.68%3.87%4.61%4.09%4.05%1.63%1.46%1.54%2.53%2.25%2.46%Add-to-Cart RateGlobalQ2 2017Q3 2017Q4 2017QI 2018Q2 201810.20%9.94%10.66%10.09%10.40%8.66%8.59%9.52%8.87%9.04%16.27%15.69%15.15%15.49%16.47%Traditional11.36%11.45%12.10%10.97%10.93%Smartphone9.04%8.58%9.36%9.22%9.78%Other2.97%2.93%3.20%3.83%2.35%Tablet11.19%11.40%11.98%11.38%12.20%Add-to-Cart-Rate by DeviceQ2 2017Q3 2017Q4 2017QI 2018Q2 2018Add-to-Cart Rate by Device(US)TraditionalSmartphoneOtherTabletQ2 2017Q3 201710.50%10.67%6.84%6.79%1.57%1.79%9.74%9.86%Add-to-Cart Rate by Device (GB)TraditionalSmartphoneOtherTablet18.03%17.94%16.01%14.90%12.46%10.50%14.42%14.69%Q2 2017Q3 201711.57%10.30%10.41%7.72%7.61%7.92%2.13%2.27%0.88%10.93%9.97%10.38%17.66%17.44%17.85%14.15%14.83%15.98%9.83%12.64%13.93%14.43%14.56%15.99%Add-to-Cart Rate by PlatformAndroidChrome OSLinuxMacintoshWindowsWindows PhoneiOSQ2 2017Q3 20178.12%8.14%12.42%13.10%3.94%5.31%12.90%12.80%11.29%11.26%6.50%6.44%10.08%9.48%8.51%8.18%8.53%13.15%12.36%13.22%5.10%3.92%3.66%13.66%12.38%12.70%11.78%10.81%10.75%6.54%6.22%6.35%10.40%10.25%10.94%Average PageviewsGlobalQ2 2017Q3 2017Q4 2017QI 2018Q2 20187.647.597.847.637.676.596.736.996.786.6310.8310.4410.3410.2810.95Average PageViews by DeviceTraditionalSmartphoneOtherTabletQ2 2017Q3 2017Q4 2017QI 2018Q2 20188.438.588.678.258.236.596.556.926.846.915.895.995.676.295.369.389.229.369.389.83Average Page Views by Device (US)Q2 2018TraditionalSmartphoneOtherTablet7.678.018.267.765.375.505.815.795.525.655.286.227.818.078.158.13Q2 2017Q3 2017Q4 2017QI 20187.625.695.058.0411.8411.3811.2310.9512.049.909.809.669.6510.029.058.759.039.218.0711.7710.9011.1111.2812.50Average Page Views by Device (GB)Q2 2017Q3 2017Q4 2017QI 2018Q2 2018Average Page Views by PlatformQ2 2017Q3 2017Q4 2017QI 2018Q2 2018Android7.297.477.677.537.56Chrome OS9.289.899.979.629.85Linux3.344.544.714.183.72Macintosh8.258.388.538.148.45Windows8.798.828.848.468.43Windows Phone7.107.117.277.187.03iOS7.046.807.197.157.28Average Order ValueQ2 2017Q3 2017Global$128.07$125.95Average OrderValue by DeviceTraditionalSmartphoneOtherQ2 2017Q3 2017Tablet$146.03$99.52$90.70$112.19$144.58$99.54$91.51$109.422018$131.84$140.69$132.62Q2 2018Q4 2017QI 2018Q2 2018$150.42$161.83$153.31$107.14$114.29$108.99$90.52$101.87$100.22$117.21$120.85$118.02Average OrderValue by PlatformAndroidChrome OSLinuxMacintoshWindowsWindows PhoneiOSQ2 2017Q3 2017$88.81$89.93$106.12$104.51$122.09$121.84$158.06$152.89$143.32$142.96$74.54$73.67$109.45$107.54$94.67$100.60$95.65$110.14$118.78$109.74$150.65$138.98$137.41$162.48$172.55$163.41$147.03$159.39$150.95$79.65$80.63$75.64$115.80$121.97$117.01AverageOrderValuebyStateQ2 2018Armed Forces - America$315.72Armed Forces - Europe$198.51Alaska$161.64Alabama$129.57Armed Forces - Pacific$202.58Arkansas$135.35Arizona$141.64California$161.06Colorado$136.34Connecticut$136.06District of Columbia$165.65Delaware$136.43Florida$148.06Georgia$132.58Hawaii$186.75Iowa$119.59Idaho$140.26Illinois$143.03Indiana$119.99Kansas$120.47Kentucky$129.02Louisiana$137.021Massachusetts$147.68Maryland$133.41Maine$123.78Michigan$124.17Minnesota$148.38Missouri$110.76Q2 2018$128.05$127.99$126.54$128.60$135.28$132.78$144.23$129.22$158.23$159.00$123.80$134.70$144.39$116.98$120.86$126.74$130.03$129.38$144.48$151.34$136.73$126.52$147.60$129.77$116.59$135.19AverageOrderValuebyStateMississippiMontanaNorth CarolinaNorth DakotaNebraskaNew HampshireNew JerseyNew MexicoNevadaNew YorkOhioOklahomaOregonPennsylvaniaRhode IslandSouth CarolinaSouth DakotaTennesseeTexasUtahVirginiaVermontWashingtonWisconsinWest VirginiaWyomingAverage OrderValue by CategoryDirectEmailSearchSocialUnknown$127.35$125.16$132.16$141.74$134.87$106,60$108.09$106.40$100.95$100.80$116.66$115.95$121.11$128.28$121.69$105,06$100.01$101.26$108.32$98.66$142,51$139.11$144.57$153.23$141.58Q2 2017Q3 2017Q4 2017QI 2018Q2 2018USAOVTraditionalSmartphoneOtherTablet$150,72$147.52$154.51$165,66$157.51$109,15$105.68$115.41$125.26$119.33$92.80$90.32$88.06$105,30$112.27$106,94$101.78$111,64$114.39$111.89Q2 2017Q3 2017Q4 2017QI 2018Q2 2018GBAOVTraditionalSmartphoneOtherTablet$121,98$121.79$126.59$135.80$129.56$84.33$85.71$90.60$91.36$90.44$83.92$84.05$88.54$95.82$85.05$113,83$112.08$118.57$121.83$120.12QI 2018Q2 2018Q2 2017Q3 2017Q4 2017Product recommendations long ago changed the ecommerce game, giving marketers the abilityto replicatethe best partofthe in-store shopping experiencehaving a sales rep bythe customer's sidefor online shoppers. TheyVe been such a benefit that offering recommendations is now a standard fixture in the ecommerce experience.Recently, though, a healthy tension has developed between the pure merchandisingaspectsof ecommerce,and brands9growing