With more people shopping online than ever, retailers and brands know all too well the importance of onsite advertising. The ability to help brands stand out on the digital shelf and deliver personalized experiences to shoppers has cemented onsite as an essential advertising channel.
That’s why Criteo created two new reports, made up of fresh consumer stats to help advertisers in the US and EMEA better understand what onsite shopping looks like today. Check out our findings:
While most shoppers begin at the Homepage, many others begin with the results from major search engines (including sponsored ads). The results lead shoppers to multiple onsite starting points including the Homepage, Category pages, and Product Detail pages (PDPs).
Where do they go next? For those that land on the Homepage, about 45% of both US and EMEA consumers go on to visit a Search page—indicating that searching for a desired product is an ingrained shopper behavior. On the other hand, 28% of US shoppers and 33% of EMEA shoppers who land on the Homepage go on to visit a PDP, often influenced by the effectiveness of ads at driving traffic to desired pages.
Criteo data shows that brands benefit from running onsite ads more frequently with longer campaign live times. Campaigns that went live by at least 50% longer during a given period resulted in increased performance across categories—including conversation rates that rose by 30-130% for both US and EMEA retailers.
While many shoppers like to return to the brands that they already know and love, Criteo’s retailer data shows that a full 60% of both US and EMEA onsite shoppers are first-time customers.
Shoppers are also highly likely to switch brands: The Apparel & Accessories (82%), Arts & Entertainment (77%), and Health & Beauty (76%) categories have the highest share of shoppers globally making onsite purchases with new brands.
Ads in the first slot are commonly known to be the most valuable as they generate about two times as much revenue as those in slot two.
However, Criteo’s US and EMEA data shows that ads with lower slot placements still drive impactful results: Conversion rates remain remarkably steady no matter an ad’s slot placement.
There’s a lot more data where that came from. To access more findings on the buying journey and how to apply them to your retail media campaigns, download the full US and EMEA reports.
The Onsite Shopper Behavior Reports include region-specific data on the retail.com shopper journey:
In addition to behavioral data about the shopper journey, we’ve uncovered performance insights that can help maximize campaign success. From ad slot ranking to multiple format exposures to broadened spend across retailers, our reports are packed with tactical intel to help maximize your retail strategy results.
Retail media empowers retailers and brands to better support shoppers throughout their journey on retailer websites. Our reports reveal how factors such as search, keywords, onsite display, ad placements, cross-selling, and campaign uptime all impact how shoppers interact with retailer websites and ultimately drive sales.