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Microsoft Advertising
Insights: Consumer
eCommerce shopping
behaviors
A behavioral analysis of the
online shopping journeys
for apparel, health and
beauty, and electronics
2
Microsoft Advertising and
Luth Research have
partnered together to
conduct research and gain
deeper insights into how
search engine marketing
(SEM) and digital commerce
behaviors impact the online
path to purchase.
This eBook takes a deep dive
into the behavioral analysis
of the role search plays in
ecommerce shopping
journeys for apparel, health
and beauty, and electronics.View all Microsoft Advertising Insights
We understand that the
marketplace has changed
dramatically since this study was
fielded. Now more than ever, it’s
important to understand digital
behaviors in the path to
purchase. While this eBook focuses
on insights before the pandemic,
we’re confident that they’re still
very useful as we turn the corner,
and our economy returns.
Methodology
Total:
• 12,336 apparel shoppers.
• 11,297 electronics shoppers.
• 6,596 health and beauty shoppers.
• Across 18 months, January 2018 to June 2019, in the United States.
• Passively metered behavioral data from computer and mobile devices.
Other terminology used:
• Brand sites = selected sites that only sell their brand products and have an e-commerce
function.
• Search = search engine search.
• Search visits = all category relevant search engine visits five minutes before visiting the relevant
brand sites or Amazon.
The selected insights in this report employed Luth Research’s ZQ Intelligence, a passive metering
technology and its database of digital behaviors to analyze search trends in the context of the
overall path to purchase.
1 Who is converting more?
2What are the digital behavioral
markers of those converting more?
3 How do you find them?
We examined
shopping
journeys for
apparel, health
and beauty, and
electronics to
explore three
key topics.
Insight summary
Shoppers who use
search spend more
APPAREL CASE STUDY
Amazon purchasers who search first spend more
Online Apparel Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Amazon apparel purchasers who perform an apparel search within five minutes
before purchasing on Amazon spend over 73% more than those who do not.
If you maintain a
strategy to focus on
Amazon, search is a
necessary and critical
touch point for
influencing and
acquiring your high-
value customers.$56.99
$98.50
$0
$20
$40
$60
$80
$100
$120
Amazon purchasers WITHOUT at least one
apparel purchase preceded immediately by an
apparel search within five minutes
Amazon purchasers WITH at least one apparel
purchase preceded immediately by an apparel
search within five minutes
+73% Increase
N=456N=2958
When the window of looking for
search behavior is widened from five
minutes to six weeks, searchers still
spend 70% more than non-searchers.
Average apparel spend by Amazon purchasers with or
without an apparel search within five minutes prior
$147.63$184.29
$0
$40
$80
$120
$160
$200
Brand site purchasers WIITHOUT at least one
apparel purchase preceded by an apparel search
within five minutes
Brand site purchasers WITH at least one apparel
purchase preceded by an apparel search within
five minutes
Brand site purchasers who search first spend more
Online Apparel Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Brand site apparel purchasers who perform an apparel search within five minutes before
purchasing on a brand site spend 25% more than those who do not.
+25%Increase
N=746 N=175
Average apparel spend by brand site purchasers with or
without an apparel search within five minutes prior
When the window of looking for
search behavior is widened from five
minutes to six weeks, searchers still
spend 47% more than non-searchers.
Comparing the direct
visitors and searching
visitors shows that
investing in search
advertising is
important in order to
influence the high-
spending shoppers.
Shoppers who use search1. Become purchasers more frequently, and
2. Become repeat purchasers more frequently
Looking back at our apparel case study, here is what the conversion funnels look like between
searchers and non-searchers to brand sites:
28% 17%
Searchers: Shoppers who had AT LEAST ONE visit
to a brand site for apparel shopping that was
preceded (within five minutes) by an apparel search.
Searching
shoppers
Purchasers
Repeat
purchasers
Non-searchers: Shoppers who NEVER HAD EVEN
ONE visit to a brand site for apparel shopping that was
preceded (within five minutes) by an apparel search.
Non-searching
shoppers
Purchasers
Repeat
purchasers
Online Apparel Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
% who purchase
% of purchasers
who repeat
Insight summary
Search is a huge
part of the journey
and correlates with
higher conversion
ELECTRONICS CASE STUDY
Brand site shoppers using search have an 82% greater
probability of purchasing on brand sites
Based on electronics related search terms conducted five minutes prior to electronics related visits to brand sites.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
When electronics
shoppers search
before visiting a
brand site, they’re
more likely to make a
purchase.
82%
Increase in likelihood to purchaseShoppers using a search engine versus shoppers
not using a search engine.
45%brand site shoppers
use search engines
before visiting.
15%brand site purchasers
use search engines
before visiting.
Of brand site shoppers:
Based on apparel related search terms conducted 5 minutes prior to apparel related visits to brand sites.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Nearly 1 in 2
shoppers use a
search engine
before visiting.
15% use a
search engine
before
purchasing.
Search provides many valuable opportunities to connect with
Amazon shoppers during their shopping journey
Overall Shopping Journey = all the search engine searches and visits to brand sites, Amazon and other key electronics related retailers during a journey to buy an electronics item.
A typical journey averages 4-6 weeks.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Electronics shoppers on Amazon are not “attention loyal” while shopping. They continue to rely on search
engines to discover and refine their purchase decisions.
77%Amazon shoppers used
search engines as part of
their overall
shopping journey.
11.8Amazon shoppers on
average used 11.8
searches during their
overall shopping journey.
3.9Amazon shoppers on
average made 3.9
“switches” to and from a
search engine during their
overall shopping journey.
AmazonDuring electronic shopping journeys that include Amazon:
Electronics shoppers are multi-tasking across their
purchase decision journey
Overall Purchase Journey = all the search engine searches and visits to brand sites, Amazon and other key electronics related retailers during a journey to buy an electronics item.
A typical journey averages 4-6 weeks.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Amazon shoppers use
search engines
concurrently during their
shopping at Amazon.
Amazon shoppers on
average perform 2.2
searches concurrently
while shopping on
Amazon.
Amazon shoppers on
average make 2.6 “switches”
to and from a search engine
while concurrently
shopping on Amazon.
AmazonConcurrently (during the same visit, perhaps in another tab or browser)
92% of these shoppers
abandon Amazon without
ever making a purchase.
17% 2.2 2.6
Many shoppers are using search engines while also on the Amazon site
When buying electronics, nearly 40% of digital shopping
moments take place in search
*Social only includes Pinterest and Instagram considering relevance for the category.** Retailers exclude Amazon.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Digital shopping moments = searches or site visits.
40%
<1%21%12%
Search engines
Amazon
Brand sites
27%
Retailers**Social
media*
Insight summary
Searches with product
detail and brand yield
higher conversions.
Non-brand search terms
are important.
HEALTH AND BEAUTY, AND
ELECTRONICS CASE STUDY
Of the 18% of brand site purchases preceded by searches . . .
18% of brand site purchases follow an electronics
search within five minutes.
Non-brand searches account for 40% of
those purchases.
Based on electronics related search terms conducted five minutes prior to electronics related visits.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
60% are brand searches 40% are non-brand searches
52% 52% 56%
22% 24% 16%
26% 24% 28%
Total purchasers Amazon purchasers Brand site purchasers
Brand only
Non-brand only
Brand and non-brand
Of electronics purchasers who use a search engine, 22% of
them are using non-brand terms only
Based on electronics related search terms conducted five minutes prior to electronics related visits to Amazon or brand sites.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
% of total purchasers broken by types of search terms they use
Non-brand terms remain very
important even for brand sites,
as 16% of electronics purchasers
who search before purchasing
are only using non-brand terms
for their searches.
Nearly half of the search terms used by electronics purchasers
are non-brand terms
Based on electronics related search terms conducted five minutes prior to electronics related visits to Amazon or brand sites.
Online Electronics Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
53% 52%55%
47% 48%45%
Search terms of total purchasers Search terms of Amazon purchasers Search terms of brand site purchasers
Brand Non-brand
% of total search engine searches by purchasers
While electronics
purchasers who
purchase on brand
sites tend to more
frequently use brand
terms, still, nearly half
of the terms they use
are non-brand.
Non-brand terms
remain very important,
even for brand sites.
29%
52% 50%
41% 40% 40% 39% 37% 37% 36% 36% 36%31% 29% 26% 26%
To
tal
Revie
ws/
com
pari
sons
Siz
e (
e.g
., 30 m
l, 16 o
z,
etc
.)
Reta
iler
Ing
red
ients
(e.g
.,
sulfate
-fre
e, co
co
nut
oil,
natu
ral,
org
an
ic, etc
.)
Sto
re L
ocati
on
/wh
ere
to
buy
Su
perl
ati
ves
(e.g
., b
est
,
mo
st, sa
fest
, to
p, etc
.)
Desc
rip
tors
no
t a p
art
of
pro
du
ct n
am
e (
e.g
., fo
r
red
hair
, fo
r d
ry s
kin
,
that
wo
rks,
lo
ng
…
H&
B
Info
/Ad
vic
e/H
elp
/Tip
s/H
ow
To
H&
B –
gen
era
l, n
o
speci
fic
pro
du
ct typ
e
men
tio
ned
(e.g
., b
eau
ty
gift
set,
tre
atm
en
t, …
Pro
duct
Nam
e (
e.g
, o
gx
fad
e d
efy
ing
orc
hid
oil)
Sale
s/O
ffers
/Pro
mo
tio
ns
/Dis
coun
ts/C
ou
po
ns
Bra
nd
Pro
duct
Typ
e (
e.g
., fa
ce
cream
, h
air
care
, lip
balm
, lip
stic
k, sh
am
po
o,
sun
scre
en
, m
asc
ara
,…
Wh
o F
or
(e.g
., m
en
s,
wo
men
s)
Pri
ce/C
ost
(e.g
., ch
eap
,
22.9
9, etc
.)
$45.51 $47.87
$79.84
$48.88$45.20
$81.67
$43.53$48.16
$51.67 $50.71$55.85 $54.73
$49.36$45.17
$26.86
$41.91
Not all search terms are created equal
Online Health and Beauty Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
High-conversion search terms include reviews/comparisons, size, retailer, ingredients and store
location. Terms for store location, size, product name, sales/offers, and info/advice tend to garner
higher shopper value.
HEALTH AND BEAUTY CATEGORY
Purchase conversion rate and average spend per purchaser
by search term type1 2 3 4
12
3 4
= Conversion rate %
= Avg $ spend per purchaser
5
5
Some types of search terms are much more valuable during the
holiday season
HEALTH AND BEAUTY CATEGORY
Changes in the average spend per purchase trip during the holiday
season compared to the full year*
$23.06
$19.17
$12.06
$9.46
$7.60
$6.25
$6.16
$5.31
$3.64
$3.56
$3.49
$3.24
$2.43
$0.00 $5.00 $10.00 $15.00 $20.00 $25.00
Size (e.g., 30 ml, 16 oz, etc.)
Price/cost (e.g., cheap, 22.99, etc.)
Sales/offers/promotions/discounts/coupons
Descriptors not a part of product name (e.g., for red hair, for dry skin,…
H&B – general, no specific product type mentioned
Superlatives (e.g., best, most, safest, top, etc.)
Brand
Ingredients (e.g., sulfate-free, coconut oil, natural, organic, etc.)
Product Type (e.g., face cream, lip balm, lipstick, shampoo, sunscreen,…
Retailer
Product name (e.g, ogx fade defying orchid oil)
Who for (e.g., mens, womens)
Reviews/comparisons Avg. total increase in holiday spend $6.20
NOTE: *Full year includes the holiday shopping period.
Online Health and Beauty Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
36%
% of purchasers
among group
Product detail
search terms (no brands)
Product detail + brand
search terms
34%
% of purchasers
among group
Brand only
search terms (no product detail)
$48.6
Average spend per
purchaser
$56.5
Average spend per
purchaser
$52.8
Average spend per
purchaser
Targeting product detail AND brand search terms can yield a
higher conversion rate
Online Health and Beauty Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Product detail search terms without brands have a lower purchase value.
N=186 N=521 N=350 N=1019N=99 N=225
• Aveda
• bare minerals eyeshadow
• bobby brown lip stick
• Nyx makeup
• 4d silk fiber eyelash mascara
• color correcting makeup for
hyperpigmentation
• hypoallergenic make up for sensitive eyes
• Clinique clarifying lotion 1 dry skin pump
• Covergirl exact eye lights mascara
black ruby
• L'Oréal infallible amber rush looks
44%
% of purchasers
among group
Examples of search terms Examples of search termsExamples of search terms
Among purchasers, brand search terms yield a slightly higher
spend on average. Both brand and non-brand search terms have
comparable repeat purchaser rates.
Based on related search terms conducted 5 minutes prior to related visits to Amazon or brand sites.
Online Health and Beauty Shopping Behavioral Analysis; Microsoft Advertising Market Intelligence, September 2019, J. Randolph.
Source: Luth Research ZQ Intelligence Passive Metering Panel Data.
Brand terms Non-brand terms Difference
Average spend
Health and beauty $86 $82 5%
Electronics $601 $554 8%
Apparel $114 $105 9%
Purchase rate
Health and beauty 61% 39% 22%
Electronics 53% 47% 6%
Apparel 46% 54% -8%
% of repeat purchasers
Health and beauty (H&B) 39% 37% 2%
Electronics 22% 22% 0%
Apparel 51% 51% 0%
Brand terms yield a slightly higher spend.
Both brand and non-brand search terms
have comparable repeat purchaser rates.
Brand terms yield a higher purchase rate
in H&B, and electronics but not in apparel.
For more than 40 years, Luth Research has been a leader in the market research industry by responding to our clients’
most critical business needs. Powered by our proprietary online research panel and cross-platform digital tracking
capabilities, our innovative research methods help today’s businesses thrive.
ZQ Intelligence is Luth Research’s patent-pending, cross-platform digital behavior measurement system. It combines
Luth Research’s research panel with proprietary web and mobile tracking technologies to correlate consumer actions and
attitudes. This innovative technology is the only and most comprehensive platform that has deep visibility into computer,
both iOS and Android mobile operating systems, both web and app data, and empowers our clients to passively track
digital behaviors and activities on a single-source basis. ZQ Intelligence owns and provides access to the industry’s
largest panel database of shopping behaviors and media behaviors going back over five years.
Contact us at 800.465.5884 or
info@luthresearch.com to
learn how to measure your
customers’ path to purchase.
Contact Microsoft Advertising.
ABOUT LUTH RESEARCH
ABOUT MICROSOFT ADVERTISING
Represent your brand at its best with advertising solutions guided by an uncompromising respect for privacy, brand safety,
and data security. Microsoft Advertising provides intelligent solutions that empower you to deliver engaging, personalized
experiences to over a half a billion people worldwide. Bing powers billions of searches monthly on the Microsoft Search
Network, including Verizon Media properties (AOL, Yahoo), platforms like Amazon and Apple, and on Microsoft services
like Windows, Office and Microsoft Edge. Extend your reach and campaign performance with Microsoft Audience Network,
high-quality native placements across devices on premium sites like MSN, Outlook.com, Microsoft Edge and select
publisher partner properties. Only Microsoft Advertising offers LinkedIn Profile targeting on search and native to help you
find highly relevant audiences based on their company, job function and industry. With Microsoft Advertising, gain access
to in-depth insights, intelligent advertising tools that use AI to improve campaign performance and audience targeting
solutions to create more personalized advertising experiences.
Microsoft Advertising. Intelligent connections.
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