The latest Wolfgang E-Commerce Report is now live[1]. This study gives a comprehensive view of the state of digital marketing in retail and travel, allowing digital marketers to benchmark their 2018 performance and plan their 2019 strategy.
The study analyzes over 250 million website sessions and more than €500 million in online revenue. Google Analytics, new Facebook Analytics reports, and online surveys are used to glean insights.
Revenue volume correlations
One of the unique features of the study is its conversion correlation. All website metrics featured in the study are correlated with conversion success to reveal what the most successful websites do differently.
This year we've uncovered our strongest success correlation ever at 0.67! Just to give that figure context: normally, 0.2 is worth talking about and 0.3 is noteworthy. Not only is this correlation with success very strong, the insight itself is highly actionable and can become a pillar of your digital marketing strategy.
These are the top factors that correlated with revenue volume. You can see the other correlations in the full study.
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- Average pages per session (.37)
- Average session length (.49)
- Conversion rate by users (.41)
- Number of sessions per user (.67)
- Percentage of sessions from paid search (.25)
Average website engagement metrics
| Number of sessions per user | Average pages per session | Average session duration | Bounce rate | Average page load time | Average server response time | |
|---|---|---|---|---|---|---|
| Retail | 1.58 | 6 | 3min 18sec |