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Suck it up! Not only marketing, but consumer experience, drives conversion.

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vacuum

Image from: Vacuum / Shutterstock

At Millward Brown Digital, we know that driving traffic to your site is no easy task. Between affiliate, search, email and social marketing, consumers are often overloaded with ads, promotions and loyalty programs everywhere they turn.

When shopping for a vacuum cleaner, it doesn’t get any easier, as consumers must decide between a variety of products and brands. But once vacuum shoppers land on a branded site, are those marketing efforts influencing a decision to purchase, and perhaps more importantly, is the experience helping to drive conversion?

When we use our clickstream data from the Compete panel to look at major vacuum brands, Oreck, Hoover and Dirt Devil see a high percentage of their visitors navigating down to product detail pages on their respective branded sites, with roughly 50% of visitors going beyond the homepage. However, Dyson (certainly considered by many as a premium brand), doesn’t see as many shoppers going beyond the homepage to view product pages. Have the other brands created an engaging website or are volumes lower because the traffic is more qualified?

Percent of domain UVs

To answer that, we look at Add to Cart rate across competitors, and find that Dyson has seen spikes in Add to Cart rate, but in the most recent month (June 2014), they are not leading the competitive set.

Add to cart percentage

Many factors are at play when we begin to analyze a consumer’s path to purchase, such as qualified traffic, website setup, and paid vs. organic search. But as we typically find, higher engagement does lead to higher revenue, and it seems like in order to become king of the floor care industry, one of these vacuum giants needs to suck it up and make their marketing and their experience matter.

Key questions to ask:

  • How do vacuum brands fair on major retailers like Amazon, Target and Best Buy?
  • When in-market, do vacuum shoppers consider other brands?
  • Is market share affected by new product launches in the industry?
  • What about other major appliances? Are consumers brand loyal across product category?

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