December 30, 2014
Chart

Marketing Research Charts: The charts your marketing peers viewed the most in 2014

SUMMARY: In the MarketingSherpa Chart of the Week, we’ve brought you 51 articles this year with data and analysis to help you improve and grow your department’s marketing performance.

For the 52nd article, we wanted to look back at the most viewed charts of 2014 and share the data and insights your marketing peers were most interested in.

Read on for information about clickthrough rates, conversion rates, copywriting and email ROI.
by Daniel Burstein, Director of Editorial Content

Average clickthrough rates by industry

In the Website Optimization Benchmark Report survey, we asked marketers to:

Q. Please write in your organization's average clickthrough rate.

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These clickthrough rate benchmarks were popular with marketers in 2014. A sampling of tweets:









To answer a question that came up when the chart was originally published:

A 20% CTR on web ads?! Have not seen a study with rates that high. More rigorous survey to come?

The chart above shows the average clickthrough rates by industry, not by medium. This means the 20% average clickthrough rates for "Media or Publishing" is for that entire industry. Not surprising that the media industry had the highest clickthrough rate since it is also the industry most likely to offer valuable content to its customers instead of just promotions, pitches and sales.

For more information, read the full article with analysis.

Industry benchmark conversion rates for 25 retail categories

In the MarketingSherpa Ecommerce Benchmark Study survey, we asked:

Q. What is your average conversion rate for ecommerce sales (%)?

We also asked:

Q. Which product categories does your organization sell through ecommerce? (Select all that apply)

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Click here to see a printable version of this chart



These conversion rate benchmarks were also popular with marketers. A sampling of tweets:






For more information, read the full article with analysis.

Copywriting Research Chart: What do customers want from your copy?

Stratton Craig, a copywriting agency based in London, surveyed 690 consumers about what they do and do not enjoy online.

The survey asked:

Q. What’s most important to you in a company’s communications?

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Click here to see a printable version of this chart



Marketers were interested in learning about consumer reaction to company communications. A sampling of tweets:






For more information, read the full article with analysis.

Marketing Research Chart: Does email produce an ROI?

In the MarketingSherpa Email Marketing Benchmark Report, we asked:

Q: Which statement best describes your organization's perception of email marketing's ROI (return on investment) at budget time?

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Click here to see a printable version of this chart



Marketers wanted to share about the bottom-line benefit of email marketing:


For more information, read the full article with analysis.

Related Resources

To receive more marketing data and analysis in 2015, subscribe to MarketingSherpa Chart of the Week.

Email Marketing: 17.36% higher average clickthrough rate in 7 personalized subject line tests

MarketingSherpa Ecommerce Benchmark Study — Made possible by a research grant from Magento, an eBay company

MarketingSherpa Email Summit 2015 — At the ARIA Resort in Las Vegas, February 23-26

Copywriting: How long (or short) should your copy be?

Marketing Research Charts: The 10 most popular MarketingSherpa charts of 2013




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