The MarketLive Quarterly Performance Index reveals that order share rose 97%, while smartphone revenue increased 119%, revenue share was up 125%; tablet average order value saw a nine percent boost; and AOV on smartphones rose 10%.
More smartphone shoppers put products in baskets, but at 6.2%, the smartphone add-to-cart rate remained low relative to tablets at 10.0%, and computers at 10.8%. Smartphone RPV came in at $0.97; tablet, $2.40; and computer, $3.77.
Understanding cross-device shopping became -- and will remain -- the biggest challenge facing ecommerce marketers in 2015, but getting a better grip on the behavioral patterns will become the biggest opportunity.
Overall across all device types, 57.66% of traffic to retail Web sites came from organic search traffic in Q4 2014, down 3.70% in the year-ago quarter. Some 42.34% of traffic to retail Web sites came from paid search traffic in Q4 2014, up 5.53% in the year-ago quarter.
For overall search revenue share across all device types, organic search contributed 49.68% in Q4 2014, down from 54.53% in the year-ago quarter. Paid search revenue contributed 50.32%, up from 45.47, respectively, per MarketLive.
Brick-and-mortar retailers grew overall online revenue by 25.4% during Q4 2015 among MarketLive clients, which included year-over-year growth in smartphone's share of revenue at more than 162.5%
The MarketLive Performance Index was produced by analyzing anonymous, aggregated, U.S. traffic and revenue data from MarketLive ecommerce Web sites that have continuously reported data from Oct. 1, 2013 through December 31, 2014 or before, including desktop/computer data and data was sourced from Google Analytics.