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Best of Benchmarks, 2022

With only peak shopping remaining between now and the end of this volatile year, digital looks to find some stable ground and bask in the holiday glow.

Here's a look at what has shaped shopping this year.

an alluvial diagram that shows attrition along steps of the journey

Anatomy of the Journey

From tip to tail, here’s how the shopper journey unfolds.

marketing sources perform differently on key site measures like bounce rate, add-to-cart, and abandoned cart rate.

Consider the Source

Not all traffic is considered equal. Knowing your shopper requires knowing their source.

Digital Drought

Traffic’s collapse has finally led to the inevitable - a digital (growth) drought.

Sites earn more conversions at fast load times, while bounces happen when page loads drag on.

Entering… the Bounce Zone

Slow page loads have a rather predictable outcome.

Eyes on Efficiency

Returns and exchanges are not simply an after(purchase) thought

Product and assortment are the hallmarks of marketplaces, and driving growth of the channel.

Give ‘em what they want

Connecting shopper with product is at the heart of retail - and marketplaces are proving to be expert matchmakers.

Keeping it Short

SMS has emerged as a first-class channel. Here’s how productive it is.

A look into email marketing KPIs, comparing automated flows with promotional messags.

Know When to Send

In Comedy, Stocks, and Email, Timing Wins.

The bottom 20% of products  are growing their contributions faster than the rest of the product catalog.

Long Tail is the Strong Tail

Top products may get the glory, while the long tail swells.

Social traffic - overall and especially on mobile - has flat-lined at 8% and 10% respectively.

SLOW-cial traffic?

The data tells us that social traffic growth has flat-lined. Is a deeper dive needed?

Inventory turnover has dropped - especially amongst the top performers.

Supply (off-the) Chain

The kinks in the supply chain have been worked out. Now the bad news: Inventory.

The Product Detail Page and Category page combine to deliver 86% of all crawls, and 45% of all visits.

The Pages of our (Search) Lives

The PDP and Category Page have an outsized impact in organic search.

One of Google's Core Web Vitals, Cumulative Load Shift, measures the amount that a screen shifts during a page load.

The Shift is Real

Cumulative Load Shift wreaks havoc on the shopper experience

When a shopper has 2 poor experiences, they are 76% likely to switch brands

They Can’t Get No…

Attrition soars with dissatisfied experiences – here’s how much.

Share of traffic from paid traffic rose from 20% to 25% in 2022.

To Pay or Not to Pay

The digital upside-down: with CAC rising, brands are turning to paid channels more.

Traffic is flat to down in the last 3 quarters

Traffic Trough

Retail finds itself in unfamiliar territory - the flat (traffic) lands.

Shopper scroll rate reaches 52% across all retail verticals.

Unfurling the Scroll

Shopper scroll rate proves that shoppers are meeting brands halfway.

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