From Sale to Soil
Spring is here and its time to get back in the garden, but whose digital experience is cultivating the best customer experience for growth?
From Sale to Soil
Spring is here and its time to get back in the garden, but whose digital experience is cultivating the best customer experience for growth?
From Sale to Soil
Spring is here and its time to get back in the garden, but whose digital experience is cultivating the best customer experience for growth?
Introduction
Introduction
From Sale to Soil is an interactive report that allows digital leads and decision makers to compare and contrast the digital effectiveness of several well known digital horticulturalists.
From Sale to Soil is an interactive report that allows digital leads and decision makers to compare and contrast the digital effectiveness of several well known digital horticulturalists.
From Sale to Soil is an interactive report that allows digital leads and decision makers to compare and contrast the digital effectiveness of several well known digital horticulturalists.
Benchmark traffic volumes across retailers and marketing channels including paid and organic sources
Benchmark customer engagement across bounce rate, time on site and page engagement
Know your competitive position in key product categories and price points
Monitor competitor discounting strategy in key product categories across both depth and breadth of savings
Who's included
From Sale to Soil compares tern well known UK based digital horticulturalists, including
Executive Summary
As would expected for online horticulturalists in early Spring, there is a substantial increase in traffic volume with average monthly visits growing from c. 370K in January to c. 850K in March. This uplift in traffic is apparent across marketing channels with growth in both organic and direct across retailers but less consistency in growth in paid search. This would suggest that some retailers are either not increasing paid marketing budgets or that any increase in budget is being held back, potential to April.
However, this uplift in traffic volume has not necessarily transcribed into an increase in user engagement, whilst some retailers do show greater user engagement this is not universal with some retailers actually showing increased bounce rate and fewer page views per visit. This may point to opportunities for improvements to customer experience within the digital channel to ensure that increases in marketing budgets as we enter Spring/Summer actually deliver value.
Furthermore, price benchmarking shows how these retailers have little space to move with average price in both vegetable and flower seeds being c. £2.80-£3.20, similarly there is little variation in price position within the PLP.
This data suggests that digital horticulturalists are operating in highly competitive conditions with little space to move in price or marketing. The opportunity for these retailers to beat the market is unlikely to be found in increased marketing investment or even pricing strategy, but rather in maximising customer engagement and conversion - to ensure that marketing spend delivers the maximum possible return on investment and to leverage remarketing and email marketing to capture as many abandoned visits as possible.
Explore the full, interactive benchmark yourself to explore the data yourself.
Executive Summary
As would expected for online horticulturalists in early Spring, there is a substantial increase in traffic volume with average monthly visits growing from c. 370K in January to c. 850K in March. This uplift in traffic is apparent across marketing channels with growth in both organic and direct across retailers but less consistency in growth in paid search. This would suggest that some retailers are either not increasing paid marketing budgets or that any increase in budget is being held back, potential to April.
However, this uplift in traffic volume has not necessarily transcribed into an increase in user engagement, whilst some retailers do show greater user engagement this is not universal with some retailers actually showing increased bounce rate and fewer page views per visit. This may point to opportunities for improvements to customer experience within the digital channel to ensure that increases in marketing budgets as we enter Spring/Summer actually deliver value.
Furthermore, price benchmarking shows how these retailers have little space to move with average price in both vegetable and flower seeds being c. £2.80-£3.20, similarly there is little variation in price position within the PLP.
This data suggests that digital horticulturalists are operating in highly competitive conditions with little space to move in price or marketing. The opportunity for these retailers to beat the market is unlikely to be found in increased marketing investment or even pricing strategy, but rather in maximising customer engagement and conversion - to ensure that marketing spend delivers the maximum possible return on investment and to leverage remarketing and email marketing to capture as many abandoned visits as possible.
Explore the full, interactive benchmark yourself to explore the data yourself.
Executive Summary
As would expected for online horticulturalists in early Spring, there is a substantial increase in traffic volume with average monthly visits growing from c. 370K in January to c. 850K in March. This uplift in traffic is apparent across marketing channels with growth in both organic and direct across retailers but less consistency in growth in paid search. This would suggest that some retailers are either not increasing paid marketing budgets or that any increase in budget is being held back, potential to April.
However, this uplift in traffic volume has not necessarily transcribed into an increase in user engagement, whilst some retailers do show greater user engagement this is not universal with some retailers actually showing increased bounce rate and fewer page views per visit. This may point to opportunities for improvements to customer experience within the digital channel to ensure that increases in marketing budgets as we enter Spring/Summer actually deliver value.
Furthermore, price benchmarking shows how these retailers have little space to move with average price in both vegetable and flower seeds being c. £2.80-£3.20, similarly there is little variation in price position within the PLP.
This data suggests that digital horticulturalists are operating in highly competitive conditions with little space to move in price or marketing. The opportunity for these retailers to beat the market is unlikely to be found in increased marketing investment or even pricing strategy, but rather in maximising customer engagement and conversion - to ensure that marketing spend delivers the maximum possible return on investment and to leverage remarketing and email marketing to capture as many abandoned visits as possible.
Explore the full, interactive benchmark yourself to explore the data yourself.
Access From Sale to Soil, for free
Access From Sale to Soil, for free
The fully functional, interactive benchmark is available below.
No need to register, no payment and no login needed.
The benchmark is intended for use on desktop devices.
You can use the link below to email yourself a link to the benchmark if you are on mobile.