Consumer-facing brands that built strong online presences through social and search engine marketing are reaping the rewards, according to data from a recent MarketLive Performance Index. The study found companies across industries are seeing positive metrics, from stronger web traffic and conversions to lower shopping cart abandonment rates.
Traffic to companies’ web pages increased 11.5 percent during the first half of 2013, compared with totals from 2012. The majority of site visits are still owed to organic search traffic (31 percent), while 18 percent came from sponsored web content and 61 percent resulted from other sources such as direct visits.
Consumers are finding B2C brands through organic custom content and they are converting on site. The number of conversions from natural search results increased 1.9 percent during the reporting period. Meanwhile, shopping cart abandonment rates dropped 1.2 percent and revenue rose 14.8 percent.
Brafton recently reported that ecommerce sales are expected to increase this year, toppling $259 billion by the end of 2013. To support the progress B2C brands have already experienced, marketers must create content marketing strategies that nurture prospects as they are pushed through the sales funnel.