Monetate-2019年假日购物消费者研究（英文）-2019.11-7页.pdf

Homepage for the HolidaysNew Holiday Shopper Research from Monetate on Growing More Best C 2.IntroductionThe promise of personalization is to turn more of your customers into your best customers,especially during Q4.With personalization,you can identify new audiences,learn about them,and give them more of exactly what they want.But many brands are focused not on their best customers but their biggest groups of customers.The reality is that in many cases,your marketing time and dollars would be better spent focused on growing smaller,higher potential segments.As an example,many standard optimization and remarketing strategies focus efforts on shoppers who left a site without making a purchase.Shoppers who bounce from the site seem to be great opportunities for remarketing because theres often a large percentage,but the data tells a different story:Monetate data has shown that only 16 percent of these shoppers return to a site and only 1.9 percent of these visitors make a final purchase.In contrast,AI now allows marketers to personalize for small groups of high-value customers.And new Monetate research identified a specific group that marketers should consider in their 2019 holiday personalization strategies:“retained”visitors,or holiday shoppers who were new in the previous year.Heres one important example of why:In 2018,the average conversion rate for all returning customers was 2%compared to 4.2%average conversion rate for those who converted during the last holiday season in 2017(retained customers).What makes retained customers from the previous holiday season stand out?People who converted during the 2017 holiday season spend significantly more in 2018 than all other returning visitors combined.People coming from Bing and Yahoo have consistently high conversion rates and likely represent a slightly older demographic.People who converted after coming from Facebook and Instagram showed high conversion rate growth one year later,and this group is growing in size.In this report we look at how attracting very specific groups of new customers during the holiday season from different referral sources impacts retention and conversions the following year.What we found is that its worth it to be patient with all of your converters,as they have the potential to convert at a high value,even a year later.And the brands that focus on these customers will see repeatable success with a valuable segment.This holiday season,brands can start a long term relationship with customers of many types using personalization,setting up improved conversion for years to 3.Retained Holiday Customers Show Significantly Increased Value a Year LaterRetained customers from 2017 converted at a significantly higher rate than all returning visitors across all referrers.Retained customers exhibit greater individual value than the average returning customer,which would certainly play a role in their lifetime value.In 2018,the average conversion rate for all returning customers was 2%compared to 4.2%average conversion rate for those who converted during the last holiday season in 2017.In other words,people who bought something over the past holidays are more than twice as valuable as people who bought something at any other time of year.Conversion Rates for Retained Holiday ShoppersReferrerConversion Rate(%)BingDirectFacebookGoogleInstagramYahoo!103572468Conversion Rates for All Returning VisitorsReferrerConversion Rate(%)BingDirectFacebookGoogleInstagramYahoo!103572468MethodologyWe looked at 8.52 million new customers who were acquired during the 2017 holiday season(November and December).We then looked at how many of these customers came back the following holiday season in 2018,analyzing how these retained customers spent their 4.We also looked at how conversion rates changed between this segment of retained holiday shoppers from 2017 to 2018.This is where marketers with remarketing budgets and channel allocations will find this segment really interesting.We saw that Facebook and Instagram have a lower conversion rate than direct or Google search did for new customers in 2017,but their increase in conversion rate for those people in 2018 is much higher than other channels.Conversion Rate for New Customers(Holiday 2017)Conversion Increase(%change)for Retained Holiday ShoppersReferrerReferrerConversion Rate(%)Conversion Rate Increase(%)BingBingDirectDirectFacebookFacebookGoogleGoogleInstagramInstagramYahoo!Yahoo!10100303505707202404606808Search Engine InsightsBing and Yahoo make up 2%of total holiday visitor traffic,and isnt growing much,but the conversion rates for these customers are by far the highest of any channels measured.In fact,Bing delivers a 5%conversion rate for the brands we studied compared to an average closer to 2.5%.Even though these search engines generate a fraction of traffic that Google delivers,theyre a high converting group that marketers shouldnt leave out of campaign 5.Social Channel InsightsFacebook and Instagram make up only 4%of the referrals for the group we studied,but they represented the highest increase in conversion rate one year later.Not only that,these two channels are growing faster than other online channels.Traffic from Instagram in particular grew more than 50%year over year.Customers who came to a brands website first via Facebook and were engaged enough to come back the following holiday season are 70%more likely to purchase than the first year.These social media platforms use specific audience ad targeting which could explain why we see such drastic increases in retained customers.So although you might not see a high conversion rate for social in the first session,the ones that stick with you will come back in the following year increase their conversion rate almost 1.5x.Another way to improve the conversion rates from social channels comes from previous Monetate research about the value of a series of personalized experiences.We found that Facebook offers an untapped gold mine when paired with a personalized journey.Normally,Facebook has the highest bounce rate and lowest average session value of all referring channels.But when this specific segment is exposed to eight pages of personalized content,conversation rates reach 4.9%up from 1%at seven pagesdefinitively exceeding the performance of other referrers.%Change in SessionsReferrer+26%+53% 6.Marketer Takeaways Some of your best customers are part of smaller segments,and the right personalization strategies can help you increase their value and loyalty.The holidays bring spenders back to your site.Find your retained holiday shoppers and learn what makes them spend again.Dont allow the size of a segment deter you from building more best customers.AI-powered personalization allows marketers to build and measure better-performing strategies with high-value segments.Identify More of Your Best Customers with Audience ExplorerMonetates latest feature innovation,Audience Explorer,enables you to identify new opportunities through flexible,real-time insights on your customers.Uncover new insights and high-value audience segments that can immediately be targeted with personalized experiences.Audience Explorer allows you to spend less time digging through disparate data sets and more time focusing on creating compelling experiences that resonate with your customers.POWERFUL PERSONALIZATION FOR CUSTOMER-CENTRIC BRANDSMonetate,the global leader in personalization software for consumer-facing brands,enables marketers to grow more of their customers into their best customers.Monetates industry-first programmatic Personalization Exchange allows brands to create more relevant and personalized customer experiences.Monetates scalable,powerful,and agile Personalization Engine helps brands deliver individualized interactions that delight customers and increase customer lifetime value.Founded in 2008,with offices in the U.S.and Europe,Monetate is used by leading brands around the world and influences billions of dollars in revenue every year for QVC,Newegg,Timberland,Carnival,The North Face,and hundreds of other market leaders.US Sales&Service:Call 877-MONETATE(US)EMEA Sales&Service:+44(0)800 monetate t a r t Y o u r F i n a n c e扫码关注：金融干货精选获取更多干货资料