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4 Studies That Show How E-Commerce Changed in 2017

E-commerce has always been a rapidly changing industry, and it’s never been more vital that we heed those changes. Four studies, in particular, stand out for their useful insight into where to take things from here. One benchmarking study tells us how our e-commerce sites stack up against the rest of the industry, and another reveals that obeying four simple rules can boost conversions by 25 percent.

With Amazon’s acquisition of Whole Foods and plans to invest in growing infrastructure, same-day shipping and free shipping are now expectations rather than privileges in the consumer mindset. AI marketing is starting to look feasible for enterprise businesses, and smaller businesses must consider how to prepare for and respond to these changes.

Let’s take a closer look at the research.

1. Wolfgang Digital 2017 E-Commerce Benchmark Study

Based on an analysis of 143 million sessions and $531 million in revenue, this Wolfgang Digital study reports some interesting correlations. It also provides some benchmarking you can use to compare yourself to others in selected industries and in the e-commerce industry as a whole.

Here are some of the standout results from that study:

2. Emarsys and Forrester Consulting on AI Marketing

In July, Emarsys published a study they commissioned from Forrester Consulting. The purpose of the study was to investigate the gap between marketers’ interests in AI marketing technology and marketing tech professionals’ ability to meet those demands.

The study looked at businesses from the US, UK, Germany, France, and Australia, and considered businesses that made between $50 million and $5 billion.

Over 80 percent of the marketing decision-makers polled felt AI will soon play a part in boosting efficiency and efficacy, and that it would fundamentally change the industry. But 70 percent felt that their tech marketing professionals were currently up to the task.

What might be most interesting is that 78 percent of those polled said they plan to spend at least five percent more on AI marketing technology in the next 12 months. Even so, only 11 percent were considered to be ready for the approaching changes.

It’s hard to predict exactly how all of this will play out, which technologies will end up being most crucial, and how much of an advantage early investment will be later on in the game. Nevertheless, it’s clear “big data” and “machine learning” will transition from buzzwords to business practices in the near future.

With that in mind, e-commerce sites should, at a bare minimum, focus on building audiences and datasets and take the necessary steps to prepare for an even more personalized sales funnel.

3. Altman Vilandrie Study Identifies 4 Marketing Strategies That Boost E-Commerce Conversion Rates 25 Percent

In a study commissioned by Altman Vilandrie that looked at 190 B2B e-commerce sites, all of which made at least $100 million in revenue, the researchers identified four marketing strategies that boosted conversion rates by an average of 25 percent.

Despite this, only 15 percent of those interviewed were putting all of these strategies to use.

The strategies identified were:

Only 35% of business have a process for transferring leads from marketing to sales. Click To Tweet

4. Temando Study Shows Us E-Commerce Shipping Doesn’t Meet Buyer Expectations

Amazon is leading a shift in the way consumers expect online purchases to work. However, there’s a big gap between those new expectations and what many e-commerce sites are capable of providing.

The Temando State Of Shipping In Commerce study polled 270 small and medium-sized e-commerce businesses and 1300 consumers to identify what consumers expected and what small businesses were currently capable of.

The one constant in e-commerce is the expectation of change. Be prepared for shifts in infrastructure, marketing automation, strategy, and ever-changing benchmarks.