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What’s an average conversion rate? What are the top eCommerce websites converting at? What tactics are other marketing VPs using? My newsletter open rate is 20%. Is that good? My Facebook ads have a low CTR. What’s the average? Our clients always want to know what other clients are investing in and how they are performing. We thought you would too. So press CTRL+T and open those tabs for AdWords, Analytics, your email service provider, ad networks, etc and let’s see how you stack up. We’ve sourced data across our clients and beyond to provide you benchmark statistics on: • Online Marketing Tactics • Online Marketing Budgets • Paid Search • SEO • Email Marketing • Website Performance • Media Buys Speaker: Nick Urbani is Managing Director at eBoost Consulting. He works with clients for strategy consulting and persona development. Nick has spoken across the country about digital marketing at associations and events, including the Women’s Presidents Organization, iMarketer’s Beyond Search Summit, Cal Polytechnic University, and SDSIC.
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how do you stack up?benchmark your online marketing performance in 30 minutes
budget allocation
email marketing
paid search
media buys
conversion rates
agenda
increasing marketing budget in 2010?
Source: Econsultancy & ExactTarget
increasing digital marketing budget in 2010?
Source: Econsultancy & ExactTarget
okay, by how much?
Source: Econsultancy & ExactTarget
average increase in digital marketing budget is 17%
what % of budget is digital?
Source: Econsultancy & ExactTarget
average = 24%
most effective tactics?
Source: eMarketer
where will you spend more?
Source: eMarketer
2009 SEO budget
Source: SEMPO & EngineReady
12.3% of site visits
email marketing math
Source: Bronto
deliverability
Source: Bronto
open rates
Source: Bronto
click through rates (unique clicks/delivered)
Source: Bronto
B2B email newsletter CTRs
Source: Lyris HQ
{ }5% 15%
B2C promotion email CTRs
Source: Lyris HQ
{ }2% 12%
segmented (B2B & B2C) CTRs
Source: Lyris HQ
{ }10% 20%
more on this in a sec…
trigger based email (B2B & B2C) CTRs
Source: Lyris HQ
{ }15% 50%
unsubscribe rates
Source: MailChimp
{ }.11% .74%media and
publishing
social networks and
online communities
when you segment
Source: MailChimp
14.44%above average
open rate
14.99%above average
click through rate
paid search – search vs. content
Source: Google
paid search – average CTR
Source: AccuraCast
1
2
3
4
5
6
7
8
average
9
10
7.94%
5.00%
2.47%
1.96%
0.90%
0.81%
0.91%
0.74%
0.75%
0.20%
3.16%
paid search – average CTR
Source: AccuraCast & Fireclick
1
2
3
4
5
6
7
8
average
9
10
7.94%
5.00%
2.47%
1.96%
0.90%
0.81%
0.91%
0.74%
0.75%
0.20%
3.16%
average conversion rate
3.15%
paid search - retail
Source: Engine Ready
average order value
$117.06percentage
of site visits
19.8%average
conversion rate
2.03%
media buys (display) lift search
Source: Specific Media
Source: Specific Media
media buys (display) lift search
media buy performance
Source: DoubleClick
CTR correlated with creative size
Source: DoubleClick
video completion rates
Source: DoubleClick
facebook advertising
Source: eBoost Consulting
{ }.01% .05%CTRs
{ }$0.01 $0.19eCPM
{ }$0.05 $0.25CPC
wouldn’t it be nice…
Source: Marketing Charts
Now back down to earth
Source: Fireclick
Now back down to earth
Source: Fireclick
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