2015 On-Site Marketing Breakdown Recap

Last week, we hosted our 2015 On-Site Marketing Breakdown webinar and revealed the most important stats tracked by our network of over 10,000 online stores during the past year. Then, we looked at where on-site marketing is headed in 2016 and where the biggest opportunities for growth are.

If you missed it, here is a recap of some of the learnings we covered, plus the results of the poll that we conducted LIVE during the webinar. (This isn’t everything, so if you want all the data we presented, watch the replay!)

Here are the key takeaways from the webinar that you should be aware of going into 2016:

The “average” influencer in 2015

If you were to take a customer avatar that best represents the average influencer during 2015, this person would look something like this:

  • Female
  • Age 25-34
  • Shares via Pinterest, Facebook, Twitter, and Email.
  • Shares 5x per month
  • Utilizes Facebook Login when purchasing

Social login usage is growing, especially on mobile.

1 in every 5 customers uses social login during checkout (if offered)

In 2015, we saw a fairly predictable breakdown of the most frequently used networks for social login:

However, what was more interesting is the rapid adoption of social login on mobile devices. Each quarter, mobile devices took 7% of the share of all social logins away from desktop.

Poll results: How do you compare to your peers? 

During the webinar, we asked the attendees “Do you offer social login on your site?”. Here are the responses:

  • Yes: 38%
  • No: 38%
  • No, but planning on adding it: 24%

Referral marketing is a hot topic

During the webinar, we polled the audience and asked the question “Do you utilize any word of mouth or referral based campaigns?” and we found the following somewhat surprising results:

  • Yes: 53%
  • No: 27%
  • No, but planning on adding it: 20%

This shows that the majority of marketers are already focusing on referral marketing. So, how did different referral campaigns perform in 2015? Let’s take a look…

Social Contests

Running social giveaways where customers are given the option to share products or the contest page in order to gain additional entries are one of the breakout referral marketing campaigns that we saw in 2015.

And it was for good reason. Here are the average results that we saw across our network for social contests during 2015:

41% increase in email captures
388% increase in sharing

Social Rewards

Social Rewards is one of the more established referral marketing apps out there, but that doesn’t mean it’s one to overlook! During 2015, we saw Social Rewards campaigns increase sharing by 191% on average.

Refer-a-Friend

The “classic” Refer-a-Friend marketing campaign was one of the most popular apps during 2015...for both brands AND customers. We saw an average of 35 sales per 100 successful referrals!

Personalization will be huge in 2016

One of the other big trends that we’re on the lookout for is increased personalization in marketing. If you want to be ahead of the curve, you should also be aware of this growing trend...and you can start by looking at the results we saw with personalization during 2015:

Cohort Behavioral Targeting

By serving more personalized, targeted messages based on the referring traffic source, we saw the targeted messages convert 29% higher on average than generic messages.

1:1 Personalized Behavioral Targeting average results

By showing true, 1:1 personalized data (like your own first name, for example) in on-site marketing offers, we saw some very interesting results during 2015:

Average increase in conversions on email capture forms: 617.2% 

Average increase in sales on cart abandonment offers: 9.7% 

Retargeting is still growing

The last area that we’ll take look at is retargeting. Even though retargeting is one of the more established advertising channels, it’s still growing quickly and becoming more competitive.

During the webinar, we polled the audience and asked the question “Do you use retargeting ads?”. Here are the results we saw:

  • Yes: 50%
  • No: 19%
  • No, but planning on adding it: 31%

While only around 50% of companies are using retargeting currently, almost one-third are planning on starting retargeting campaigns in 2016. 

So let’s look at the current state of retargeting based on what we saw happen during the last year:

The State of Retargeting Going Into 2016

During the past year, we saw retargeting continue to get more competitive, based on the increase in average costs across all retargeting campaigns:

CPM up 24.3%
CPC up 14.3%
CPA up 3.4%

Does this mean you can’t still be successful with retargeting?

Of course not! With a strong strategy and a well-optimized campaign, you can still be very successful with retargeting. Our best performing retargeting campaigns had an average of a 12X return on ad spend during 2015.

And that’s all for our look back at 2015! Now, let’s focus on making 2016 as great as it can possibly be. 

If you want the full story behind these statistics plus a lot more insight, watch the full webinar or check out the full 2015 On-Site Marketing Breakdown

Otherwise, if you’d like to take a look at AddShoppers and see how we can help you drive more revenue in 2016, join an upcoming live demo for a quick look at our platform.