Coremetrics Benchmark January 09 Report

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Coremetrics Benchmark January 09 ReportBusiness Brief Table of Contents Summary.......................................................................................................................................................3 January 2009 Data........................................................................................................................................4 Retail..........................................................................................................................................................4 Apparel..............................4 Department Store ......................................................................................................................................5 General Merchandisers .............................................................................................................................5 Gifts ...........................................................................................................................................................6 Health and Beauty.......................7 Home .........................................................................................................................................................7 Intimate Apparel.........................8 Jewelry.......................................................................................................................................................8 Niche ...

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• Publié par: Moveg
• Nombre de lectures: 88
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Extrait

Coremetrics Benchmark

 January 09 Report

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    Table of Contents     Summary ....................................................................................................................................................... 3   January 2009 Data........................................................................................................................................4   Retail..........................................................................................................................................................4   Apparel ...................................................................................................................................................... 4   Department Store......................................................................................................................................5   General Merchandisers ............................................................................................................................. 5   Gifts...........................................................................................................................................................6   Health and Beauty ..................................................................................................................................... 7   Home ......................................................................................................................................................... 7   Intimate Apparel........................................................................................................................................8   Jewelry.......................................................................................................................................................8   Niche Retail...............................................................................................................................................9   Office Supply/Electronics...........................................................................................................................9   Outdoor Apparel and Gear ...................................................................................................................... 10   Pets..........................................................................................................................................................11   Specialty Retail ........................................................................................................................................ 11   Sports Apparel and Gear.........................................................................................................................12   About Coremetrics Benchmark ................................................................................................................... 14   Session Traffic Summary Metrics............................................................................................................14   Visitor Experience Summary Metrics ...................................................................................................... 14   Transactions Summary Metrics ............................................................................................................... 14   On-Site Search Summary Metrics ........................................................................................................... 14         For more information about Coremetrics Benchmark, please visit Coremetrics.com .  

 © 2009 Coremetrics. All rights reserved.  

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Business Brief

Summary   Declining eCommerce Performance in January as Order Sessions Drop and Browsing Stays Flat     January was a month of casual browsing but limited buying across the online retail sector.   The number of online sessions in which consumers browsed through a website – viewing at least one product page – stayed largely flat compared to December 2008. But the number of sessions in which consumers actually completed an order was down sharply by 21 percent, as fewer people made the leap from browsing to actual buying. In fact, order sessions were down in all categories except Intimate Apparel and Office Supplies Retailers, which reported increases of nearly 5.5 percent and nearly 8 percent respectively. Specialty retailers reported a 56 percent drop in order sessions, the largest decrease of any retail category tracked by Coremetrics.   Compared to December 2008, the average number of items that consumers purchased per order rose by 23 percent in the online retail category as a whole. The average dollar value of those orders also rose by 8 percent. However, comparing those same metrics to January 2008 shows that the average number of items per order and their average dollar value were actually down 4.5 percent and nearly 5 percent respectively.    Notable Retail Categories Compared to December 2008 •   Home goods retailers were extremely successful at enticing fewer shoppers to buy more items for a higher total dollar value, as evidenced by: a 26 percent rise in the average number of items per order; nearly a 41 percent increase in the average dollar value of those orders; and a whopping drop of almost 49 percent in order sessions. •   Health and Beauty retailers continued to show signs of the “little luxuries” effect where consumers in a down economy indulge in inexpensive purchases. Online retailers in this sector reported a 5 percent jump in browser sessions and a near-22 percent increase in the average number of items per order. However, the average order value decreased by nearly 5 percent, underscoring that consumers in this category were aggressively looking for bargains, stocking up on more items, but spending less money overall.

 © 2009 Coremetrics. All rights reserved.  

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January 2009 Data Retail Session Traffic Summary One Pa e Session 1      Multi Pa e Session 2   Browser Session 3   Sho in Cart Sessions 4   Order Sessions 5        Visitor Experience Summary Pa e Views Per Session 6   Product Pa e Views Per Session 7   Average Time on Site (in seconds) 8        Transaction Summary Avera e Items/Order 9   Avera e Order Value 10   Shopping Cart Conversion Rate 11   Sho in Cart Abandonment 12     13 New Visitor Conversion Rate      On site Search Summary 4 On-Site Search Session 1       Apparel Session Traffic Summary One Pa e Session 1      Multi Pa e Session 2   Browser Session 3   Sho in Cart Sessions 4   Order Sessions 5        Visitor Experience Summary Pa e Views Per Session 6   Product Pa e Views Per Session 7   Average Time on Site (in seconds) 8        Transaction Summary Average Items/Order 9  

     

   

Jan-09 24.97% 75.03% 50.97% 9.08% 2.92%   Jan-09 11.83 3.24 504.59   Jan-09 5.95 $132.57 33.80% 66.20% 2.02%   Jan-09 17.94%

Jan-09 18.70% 81.30% 57.52% 10.91% 2.94%   Jan-09 16.25 6.60 548.45   Jan-09 4.13

 © 2009 Coremetrics. All rights reserved.  

Business Brief

% Chan e % Chan e Dec-08 (FS/CM) Jan-08 (FS/BF) 24.50% 1.92% 22.41% 11.42% 75.50% -0.62% 77.59% -3.30% 51.03% -0.12% 50.32% 1.29% 10.01% -9.29% 9.50% -4.42%   3.71% -21.29% 3.20% -8.75%     % Chan e % Chan e Dec-08 (FS/CM) Jan-08 (FS/BF) 11.70 1.08% 12.96 -8.76% 3.00 7.81% 3.54 -8.52% 506.01 -0.28% 614.10 -17.83%     % Chan e % Chan e Dec-08 (FS/CM) Jan-08 (FS/BF) 4.85 22.56% 6.22 -4.48% $122.70 8.04% $139.11 -4.70% 38.75% -12.77% 35.53% -4.87%   61.25% 8.08% 64.47% 2.68% 2.73% -26.01% 2.24% -9.82%     % Chan e % Chan e Dec-08 (FS/CM) Jan-08 (FS/BF) 18.91% -5.13% 17.67% 1.53%

% Change % Change Dec-08 (FS/CM) Jan-08 (FS/BF) 18.70% 0.00% 17.44% 7.22% 81.30% 0.00% 82.56% -1.53% 57.79% -0.47% 57.29% 0.40% 11.78% -7.39% 12.74% -14.36% 3.89% -24.42% 3.24% -9.26%     % Change % Change Dec-08 (FS/CM) Jan-08 (FS/BF) 15.38 5.66% 17.80 -8.72% 6.06 8.94% 7.34 -10.15% 543.67 0.88% 732.22 -25.10%     % Change % Change Dec-08 (FS/CM) Jan-08 (FS/BF) 3.50 18.03% 3.93 5.24% 4

Avera e Order Value 10   Shopping Cart Conversion Rate 11   Sho in Cart Abandonment 12      New Visitor Conversion Rate 13         On site Search Summary On-Site Search Session 14     Department Store Session Traffic Summary One Pa e Session 1      Multi Page Session 2   Browser Session 3   Shopping Cart Sessions 4   Order Sessions 5         Visitor Experience Summary 6 Pa e Views Per Session Product Page Views Per Session 7   Average Time on Site (in seconds) 8         Transaction Summary Avera e Items/Order 9   Average Order Value 10   Sho in Cart Conversion Rate 11   i Cart Abandonment 1 S 2 hopp ng      New Visitor Conversion Rate 13         On site Search Summary On-Site Search Session 14   

  General Merchandisers Session Traffic Summary One Pa e Session 1      Multi Page Session 2   Browser Session 3   Shopping Cart Sessions 4   Order Sessions 5        

$97.85 27.68% 72.32% 1.99%   Jan-09 7.86%

Jan-09 16.34% 83.66% 50.63% 8.64% 1.31%   Jan-09 14.41 2.19 479.56   Jan-09 2.85 $119.16 15.47% 84.53% 0.78%   Jan-09 15.72%

Jan-09 23.24% 76.76% 61.71% 7.82% 2.84%  

 © 2009 Coremetrics. All rights reserved.  

Business Brief

$102.69 -4.72% 34.00% -18.59% 66.00% 9.58% 2.90% -31.38%    % Chan e Dec-08 (FS/CM) 9.27% -15.21%

% Chan e Dec-08 (FS/CM) 15.77% 3.61% 84.23% -0.68% 50.73% -0.20% 10.11% -14.54% 2.17% -39.63%    % Chan e Dec-08 (FS/CM) 14.34 0.47% 2.04 7.71% 498.36 -3.77%      % Chan e Dec-08 (FS/CM) 2.77 2.98% $138.07 -13.70% 22.10% -30.00% 77.90% 8.51% 1.43% -45.45%    % Change Dec-08 (FS/CM) 20.51% -23.35%

% Chan e Dec-08 (FS/CM) 22.12% 5.06% 77.88% -1.44% 59.55% 3.63% 6.72% 16.37% 3.06% -7.19%   

$102.18 -4.23% 26.47% 4.57% 73.53% -1.65% 2.28% -12.72%   % Chan e Jan-08 (FS/BF) 12.45% -36.87%

% Chan e Jan-08 (FS/BF) 15.29% 6.87% 84.71% -1.24% 50.98% -0.69% 7.56% 14.29% 1.39% -5.76%   % Chan e Jan-08 (FS/BF) 15.79 8.76% - 2.37 -7.49% 806.95 -40.57%   % Chan e Jan-08 (FS/BF) 2.78 2.72% $128.59 -7.33% 19.33% -19.97% 80.67% 4.78% 0.88% -11.36%   % Change Jan-08 (FS/BF) 15.36% 2.34%

% Chan e Jan-08 (FS/BF) 21.93% 5.97% 78.07% -1.68% 62.79% -1.72% 8.11% -3.58% 2.83% 0.35%   5

Business Brief

% Chan e % Chan e Visitor Experience Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Pa e Views Per Session 6   9.65 9.33 3.48% 11.04 -12.61% Product Page Views Per Session 7   2.64 2.44 7.82% 2.89 -8.74% Average Time on Site (in seconds) 8   470.23 455.65 3.20% 498.73 -5.72%           % Chan e % Chan e Transaction Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Avera e Items/Order 9   3.27 2.81 16.31% 3.34 -2.23% Average Order Value 10   $188.00 $189.83 -0.97% $195.39 -3.78% Sho in Cart Conversion Rate 11   39.47% 49.23% -19.83% 38.05% 3.73% Sho rt Abandonment    12  pping Ca 60.53% 50.77% 19.22% 61.95% -2.29% New Visitor Conversion Rate 13   1.82% 2.04% -10.78% 1.75% 4.00%           % Change % Change On site Search Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) On-Site Search Session 14   23.29% 28.44% -18.11% 25.02% -6.91%   Gifts % Change % Change Session Traffic Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) One Page Session 1   39.48% 38.26% 3.19% 33.46% 17.99%    Multi Pa e Session 2   60.52% 61.74% -1.98% 66.54% -9.05% Browser Session 3   53.88% 55.47% -2.87% 57.00% -5.47% Sho in Cart Sessions 4   12.01% 13.54% -11.30% 13.46% 10.77% - 5 Order Sessions 6.20% 7.48% -17.11% 7.47% -17.00%           % Change % Change Visitor Experience Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Page Views Per Session 6   7.94 8.39 -5.37% 9.36 -15.22% Product Pa e Views Per Session 7   1.94 1.99 -2.43% 2.13 -8.83% Average Time on Site (in seconds) 8   481.62 492.76 -2.26% 530.68 -9.24%           % Change % Change Transaction Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Average Items/Order 9   1.77 2.01 -11.65% 1.71 3.87% Avera e Order Value 10   $63.64 $75.40 -15.60% $65.29 -2.53% Shopping Cart Conversion Rate 11   54.41% 58.44% -6.90% 58.51% -7.01%  Shopping Cart Abandonment 12   45.59% 41.56% 9.70% 41.49% 9.88% New Visitor Conversion Rate 13   5.24% 6.26% -16.29% 6.31% -16.96%           % Chan e % Chan e On site Search Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) On-Site Search Session 14   13.19% 16.10% -18.07% 14.24% -7.37%  

 © 2009 Coremetrics. All rights reserved.  

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Business Brief

Health and Beauty % Change % Change Session Traffic Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) One Page Session 1   27.85% 28.05% -0.71% 28.75% -3.13%    Multi Pa e Session 2   72.15% 71.95% 0.28% 71.25% 1.26% Browser Session 3   46.86% 44.45% 5.42% 46.40% 0.99% Sho in Cart Sessions 4   13.02% 13.00% 0.15% 11.84% 9.97% Order Sessions 5   4.09% 4.38% -6.62% 3.91% 4.60%           % Change % Change Visitor Experience Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Page Views Per Session 6   10.04 9.97 0.63% 10.39 -3.38% Product Pa e Views Per Session 7   1.85 1.73 6.65% 2.98 -37.89% Average Time on Site (in seconds) 8   471.75 475.11 -0.71% 483.96 -2.52%           % Change % Change Transaction Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Average Items/Order 9   4.98 4.10 21.52% 4.97 0.13% Avera e Order Value 10   $60.40 $63.45 -4.81% $65.74 -8.13% Shopping Cart Conversion Rate 11   31.97% 34.38% -7.01% 33.59% -4.82%  Shopping Cart Abandonment 12   68.03% 65.62% 3.67% 66.41% 2.44% New Visitor Conversion Rate 13   3.26% 3.46% -5.78% 3.09% 5.50%           % Chan e % Chan e On site Search Summary Jan-09 Dec-08  (FS/CM)  Jan-08 (FS/BF) On-Site Search Session 14   13.46% 12.95% 3.94% 10.64% 26.50%   Home % Chan e % Chan e Session Traffic Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) One Pa e Session 1   21.24% 21.49% -1.16% 19.44% 9.26%    Multi Page Session 2   78.76% 78.51% 0.32% 80.56% -2.23% Browser Session 3   56.44% 55.82% 1.11% 58.74% -3.92% Shopping Cart Sessions 4   6.41% 8.84% -27.49% 7.31% -12.31% Order Sessions 5   1.93% 3.75% -48.53% 2.49% -22.49%           % Chan e % Chan e Visitor Experience Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Pa e Views Per Session 6   11.20 10.23 9.44% 14.05 -20.32% Product Page Views Per Session 7   3.71 3.11 19.38% 4.66 -20.36% Average Time on Site (in seconds) 8   406.45 389.78 4.28% 478.77 -15.11%           % Chan e % Chan e Transaction Summary Jan-09 Dec-08 (FS/CM) Jan-08 (FS/BF) Avera e Items/Order 9   3.63 2.87 26.38% 3.72 -2.31% 10 Average Order Value $171.91 $122.14 40.75% $187.24 -8.19% Shopping Cart Conversion Rate 11   31.08% 43.65% -28.80% 35.10% -11.45%

 © 2009 Coremetrics. All rights reserved.  

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