Email takes 250% longer to convert users as part of a single-channel conversion path, IgnitionOne reports
Email drives a 56 per cent lower average order value (AOV) across a single-channel conversion path and takes over 250 per cent longer to convert a user, research by IgnitionOne has found, while display drives a 29 per cent higher AOV than other single channel paths.
The agency, who compiled the report based on information gathered from agencies across US and European companies between January and March, including 82 billion impressions and 1.9 billion clicks on Google and Yahoo!/Bing search networks.
It was found that travel purchasers saw on average 5.6 media exposures from of 1.7 channels before converting with an average latency of 13.2 days.
It was found that starting with paid search and ending with organic search led to a high AOV, with conversion in about 11 days, while the slowest path begins with email and ends with display, taking an average of 49 days.
Roger Barnette, president of IgnitionOne, said: “By better understanding how different media interact and assist along the path to making a purchase, marketers can more efficiently leverage advertising dollars.
“These types of insights are possible when marketers take advantage of advanced attribution models and move away from last-click models.”
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