What Do High-Performance E-Commerce Websites Do Differently? Results from the 2020 KPI Study

Hello Moz readers,

We’re proud to bring some insights from the Wolfgang E-Commerce KPI Study 2020.

The annual study provides KPI benchmark data which allow digital marketers analyze their 2019 performance and plan their 2020. The most popular section in the report amongst Moz readers has always been the conversion correlation, where we crunch the numbers to see what sets the high-performing websites apart.

We’re privileged to count a number of particularly high-performance websites among our dataset participants. There have been over twenty international digital marketing awards won by a spread of participant websites in the last three years. In these findings, you’re getting insights from the global top tier of campaigns.

If we take a five-year look-back, we can see the conversion correlation section acts as an accurate predictor of upcoming trends in digital marketing.

In our 2016 study, the two stand-out correlations with conversion rate were:

  1. High-performing websites got more significantly paid search traffic than the chasing pack.
  2. High-performing websites got significantly more mobile traffic than the chasing pack.

The two strongest overall trends in our 2020 report are:

  1. It’s the first year in which paid search has eclipsed organic for website revenue.
  2. It’s the first year the majority of revenue has come from mobile devices.

This tells us that the majority of websites have now caught up with what the top-performing websites were doing five years…

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