| iPhone Australian Launch - Features & Apps Driving Consumer Hype |
Searches for '3g iphone' increased by 67 percent comparing weeks ending 31/05/08 and 07/06/08.
According to Hitwise Australia, online consumer interest leading up to the announcement of a launch date for the iPhone in Australia began during April this year. Searches for 'iphone' by Australian Internet users increased by 95 percent comparing weeks ending 5 April 2008 and 7 June 2008.
There were over 5,000 search variations on the term 'iphone' including 'iphone australia', '3g iphone', 'iphone review', 'vodafone iphone' and 'iphone optus', for the 4 weeks ending 7 June 2008.
To analyse the consumer buzz leading up to the announcement of a launch date, Hitwise compared iPhone search queries related to the release date, reviews and news, carriers and features and applications.
The analysis demonstrated that a large component of consumer search was around the features and third-party applications of the iPhone; search examples include 'iphone applications', 'iphone games' and 'iphone specs'. For marketers in the electronics space, this type of analysis highlights that communications and messaging around product features is crucial in a launch strategy.
While News and Media websites accounted for 11.49 percent of search traffic on the term ‘iphone’ for the week ending 7 June 2008, there is likely to be increased traffic volumes from ‘iphone’ to Telecommunications and Electronics retail websites, as iPhone distributors ramp up their campaigns.
Analysis of iPhone Search Variations
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| Industry Search Terms Report for Automotive - Recreation |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 14/06/2008 that resulted in traffic to websites classified by Hitwise within the 'Automotive - Recreation' industry. For example, the most popular search term was 'top gear' representing 0.62% of all search terms that delivered users to websites classified by Hitwise in the 'Automotive - Recreation' industry.
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| 1. |
top gear |
0.62% |
| 2. |
boostcruising |
0.46% |
| 3. |
nissan silvia |
0.33% |
| 4. |
ford forums |
0.26% |
| 5. |
delica club |
0.26% |
| 6. |
ulysses club |
0.25% |
| 7. |
car games |
0.20% |
| 8. |
ausrotary |
0.20% |
| 9. |
ulysses |
0.18% |
| 10. |
rx7 |
0.17% |
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| ninemsn Health and Lifestyle - lifestyle.ninemsn.com.au |
The ninemsn Health and Lifestyle website features links to a range of websites and information on food and entertaining, health and nutrition, living and loving, and beauty and fashion. During the week ending 07/06/2008 the website moved 46 places to reach its highest rank of 32 in the Hitwise Lifestyle industry and increased its market share of visits by 100%.
In the same week, the ninemsn websites Astrology & Horoscopes by Astrosurf (astrosurf.ninemsn.com.au), ninemsn (ninemsn.com.au) and ninemsn News (news.ninemsn.com.au) were the top 3 websites driving upstream traffic to lifestyle.ninemsn.com.au. Astrology & Horoscopes contributed 56.81% of the upstream traffic, of which 70.78% were returning visitors to ninemsn Health and Lifestyle.
The Hitwise Lifestyle tool provides insights into households that have the propensity to visit ninemsn Health and Lifestyle. Based on the 12 week period ending 07/06/2008, of the 11 Mosaic Australia 2008 Groups, 15.82% of traffic to lifestyle.ninemsn.com.au came from 'Community Disconnect' users (older blue-collar workers and retirees in country and coastal locations) and 14.50% of traffic came from 'Family Challenge' users (mixed family forms with stretched budgets in outer suburbs).
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| Computers and Internet - Search Engines |
| This category contains sites whose primary function is to provide results linking to Internet content based on keywords entered. These sites act as gateways to the broader worldwide web. The data below is based on All sites » Weekly rankings for the week ending 07/06/2008 » Ranks by 'Visits'. |
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| 76.9% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
56.29% |
| 2. |
Social Networking and Forums |
14.44% |
| 3. |
Search Engines |
13.88% |
| 4. |
Portal Frontpages |
13.12% |
| 5. |
Entertainment |
9.55% |
| 6. |
Business and Finance |
9.25% |
| 7. |
Email Services |
7.38% |
| 8. |
Shopping and Classifieds |
6.84% |
| 9. |
News and Media |
6.20% |
| 10. |
Software |
5.18% |
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| 1. |
Computers and Internet |
25.80% |
| 2. |
Entertainment |
13.72% |
| 3. |
Business and Finance |
12.27% |
| 4. |
Social Networking and Forums |
9.76% |
| 5. |
Shopping and Classifieds |
8.89% |
| 6. |
Education |
7.95% |
| 7. |
News and Media |
6.18% |
| 8. |
Lifestyle |
6.02% |
| 9. |
Reference |
5.93% |
| 10. |
Travel |
5.24% |
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| Melbourne Locked Out |
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Concerned by how their weekends will be affected by the implementation of the new 2am lockout trial in Melbourne's pubs, bars and nightclubs, Melbournians have headed online to discover the venues that will continue to admit patrons after 2am. An analysis of searches for '2am lockout' during the 4 weeks ending 07/06/2008 found that 13 of the top 25 search variations on '2am lockout' included a reference to exemptions, for example '2am lockout exemptions list'. The top website receiving traffic from the search term '2am lockout' was www.2amlockout.com, followed by Facebook and MelbournePubs.com. Now you know.
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| Tips to Increase Your Shopping Cart Conversion Rates |
In the last newsletter we talked about how the slightest change in your conversion rate can have a huge overall effect on your Return on Investment. Today we're going to look at some changes you can make that can have an immediate impact.
Keep your shopping cart as short as possible
Shopping carts are perhaps one of the hardest things to get right. There are hundreds, if not thousands of possible variables that may affect your customers' decision to purchase. There are also plenty of places for the customer to "bounce" if you make the buying process too long.
When a customer enters your shopping cart, the decision to purchase has usually been made; it's important to make the final checkout intuitive and fast. You ideally want it to be no more than 2 - 3 pages long.
Don't force your customers to register
Australian customers are more likely to be put off when a website forces them to register before making a purchase.
The easy way around this is to enable a quick-buy option. This should allow customers to purchase without having to register first. This is a method that many e-commerce retailers have used to increase conversion rates by up to 25%.
Be as transparent as possible
Customers don't like hidden charges that creep up on them during the checkout process, such as shipping.
It's important to be as transparent as possible about your shipping prices and any other charges that may occur during the checkout process. Never make the customer register to see these additional charges.
Next month we'll look at how to monitor and split test your product landing pages to increase your sales.
Hitwise Search Marketing Services offers advice on optimising your e-commerce websites for increased conversions and search engine traffic. Contact our team for a no obligation quote on SEO or PPC.
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| Using Hitwise Lifestyle Data for Ad Spend Efficiency |
By using Hitwise Lifestyle data, marketers can ensure that online marketing dollars are being spent directly on the target audience for their brand or product. For example, marketers wishing to target high-earning, young families living in growth areas can profile the online habits of households in the Mosaic Australia 2008 Group 'Pushing the Boundaries'. This key segment is likely to visit websites in the Sports, Automotive and Family industries.
Marketers can then drill down to websites for niche advertising opportunities. The table below shows that in the Automotive industry, carsales.com.au attracts the highest volume of traffic from 'Pushing the Boundaries', while Australian Ford Forums attracts a high percentage of its traffic (23.62%) from this group.
Register for the Hitwise Lifestyle Mosaic Webinar.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support
, or visit the Hitwise University and review the Hitwise Australia Lifestyle Mosaic Report.
To learn more about Hitwise data and Hitwise Lifestyle, download the Hitwise Lifestyle Fact Sheet.
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| 1. |
carsales.com.au |
7.27% |
| 2. |
CarPoint Australia |
7.15% |
| 3. |
Trading Post - Automotive |
5.83% |
| 4. |
Drive |
6.04% |
| 5. |
AustralianSpeedway.com |
44.41% |
| 6. |
eBay Motors |
5.84% |
| 7. |
CARSguide Australia |
5.92% |
| 8. |
Australian Ford Forums |
23.62% |
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