E-Commerce: Which Customer Acquisition Channels Perform Best?
Custora 發布了一個新的研究，關於電子商務客戶尋找商戶的途徑趨勢，根據美國 86 個零售商，近 7600 萬用家的數據，橫跨 14 個行業的數據。研究著眼於找出哪些渠道產生的大多數客戶，也有提供了最大的客戶終身價值（CLV）。結果發現，有機搜索不僅佔收購客戶比例最大，在過去的 4 年，但它也擁有最高的平均 CLV 相對。
流量最大：自然搜索（Organic Search）：自然搜索仍然是電子商務的可靠流量來源，佔總體流量的近 16%。隨著電商進一步加強產品相關的訊息發佈（包括 SEO），以及投入更多到 SEM 中，自然搜索的流量穩步增長。
最高：自然搜索，來自自然搜索的客戶終生價值比平均水平高 54% ；
Source : marketingcharts
Looking at the data for 2013, the results show that the top customer acquisition channels (by percentage of customers acquired) are:
No other channel (the remainders were: banner; Facebook; PPC; affiliate; Twitter; and CPM) was responsible for more than 1% of customers acquired. (It’s worth noting that these figures are presumably based on last-touch attribution, which tends to undervalue social’s contribution. An analysis of where different channels tend to crop up along the online customer journey can be found here.)
Comparing the Custora data from this year against 2009 figures brings into focus some of the key emerging channels. On that list is email, which has grown from 0.88% of customers acquired in 2009 to 6.84% this year. The organic search (15.81% vs. 10.35%) and referral (6.39% vs. 3.63%) channels are also on the rise, and while some of the others can point to relative increases, their totals remain fractional in comparison.
As quarterly studies from Monetate have pointed out for some time, not only does search bring in the most traffic, it also drives higher order values than email or social.
The Custora study offers another perspective on search’s dominance. Analyzing customer lifetime value by channel (described as 「 the future profit a company expects to earn from a customer throughout his or her relationship with the business 」 ), Custora reveals that organic search delivers the highest-value customers, at 54% above the average. Next on the list is CPC (36.9%), followed by Google (13.35%) and email (11.81%).
Which channel brings the lowest-value customers? Twitter, at 23.4% below the average, which the researchers say could be due to the 「 frequency of discounts offered within tweets. 」
A total of $158 billion in customer lifetime value was analyzed for the report.