In order to give retail & e-commerce companies a sense of how their products are performing, we aggregated 20 billion events from 115 projects in three sub-verticals: lifestyle brands, grocery and food & beverage, and two-sided marketplaces.
We captured commonly used product metrics in usage, retention, engagement and conversion to see what how typical and elite products perform in the retail & e-commerce industry. Find out how your numbers compare to the competition’s in the most crucial metrics for determining success as an online retailer.
ADAU over MAU is a measure of vibrancy, telling you on what percentage of days in a given month active users show up. Of the three platforms measured here, mobile app visitors return the most frequently, showing up more than visitors to even elite web products.
Read the full report to learn in greater detail when and how users show up in retail & e-commerce products, including an answer to the question of what a typical monthly growth rate looks like.
For lifestyle brands, even the best of the best are only able to keep one-fifth of users after a month. This makes sense—purchases like sneakers and clothing are going to necessarily have longer timeframes. For some types of purchases in this sector, a longer retention window probably makes more sense.
Pairing retention metrics and usage metrics is usually a good idea. It’s one thing to grow a product, and one thing to keep retention high. The great challenge for product teams is finding a way to do both.
Product owners in the retail & e-commerce industries should expect traffic on desktop web to vary wildly: when people are at work, they do more on their computers, even online shopping, apparently.
Users are willing to break out their phones with a bit more frequency on the weekend. Build targeted campaigns that find them where they’re active, when they’re active.
In the middle of the pack, lifestyle brands are the strongest at getting their visitors to actually make a purchase, but among the most elite products, grocery and food & beverage ones are stronger.
Typically, there is an inverse relationship between the price of a product and its conversion rate. After all, buying a car ought to require more research than ordering dinner.
Christina Leigh Morgan - Marketing Director, Grabr
Christopher Vezzuto - Senior Software Engineer, Ticketmaster
Wanda Saint Paul - Former Web Analytics Manager, Vente-Privee
Kesha Patel - Brand Engagement Manager, Clorox
Download the full report to see KPIs at the 90th percentile and expert analysis.
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