I am going to share with you a few statistics for the year 2005. Keep reading through as we go, the statistics aren’t all bad, they will just help you to redirect your strategy.
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First of all, only considering 2005, the amount of people who would click through and complete a transaction based upon the standard search engine keyword fell from 4.5% to approximately 3.5%. This is a huge 22% drop. This will continue as consumers are being barraged with an endless range of choices.
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These three things will continue to happen throughout 2006:
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A great deal of these Internet response rates will continue to plunge throughout 2006.
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Search engine conversion will persistently decline.
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E-mail open rates and click-through rates will keep on sliding downward.
DoubleClick reports that e-mail open rates have declined a shocking 23.6 percent to 27.5%. To go along with that, those that did open their e-mails, clicked through 6.5% fewer links than those of the previous quarter. When considering the huge volume of e-mails sent to the everyday user in one day, these stats shouldn’t be surprising. As this quantity of e-mail continues to rise in 2006, these numbers will fall quicker in relationship to open rates and click-throughs.
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I told you if you kept reading that there would be good news to hear. What is surprising in all of this that even with these declines, the actual revenue rates will be pretty much unchanged.
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How can that be? Even though those opening e-mail advertisements and clicking links are declining, there are higher percentages of those who are clicking through that are ordering a product or service.
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The most recent statistics tell us that the click-to-purchase rates have soared by 27.8% and the specific orders per e-mail sent has risen by 18.2%.
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So the surprising result is that the revenue per e-mail is remaining stable. So there is no need to be concerned or discouraged about some of these percentage changes. The Internet will continue to provide a great income to those who continually respond and adapt to the ever-changing online environment.
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Keep these statistics in mind though as you think of various ways to take advantage of these diverse trends.
» What Online Marketers Must Focus on This Year from TheAlphaMarketer
I have been talking about trends for this year that will demand a need to respond by online marketers. As we looked at recently, response rates in both direct mail and the Internet are dropping. At the same... [Read More]
Tracked on: February 3, 2006 1:16 PM | Permalink to Trackback