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The first half of 2024 brought interesting trends and results for the CSS program that impacted the e-commerce sectors. After a dynamic close to 2023 and a traditionally strong start to the new year, e-shops focused on optimizing campaigns and preparing for the spring and summer seasons.
The spring and summer months brought new challenges and opportunities, and as a result, we saw significant changes in key metrics during these months, reflecting the success of our strategies and providing valuable insights for further improvements in the second half of the year. An important piece of information is that we are another year as a Premier CSS Partner, which opens up additional opportunities in benefits delivery and campaign optimization options.
Right now, however, it is time to “maintain” the campaigns to prepare them for the fall and winter season. Fall is the perfect time to sell off old inventory and prepare for fall and winter sales.
In the first half of 2024, clicks and impressions gradually declined, which may indicate seasonal fluctuations or changes in campaign targeting. January was the strongest month in terms of clicks, impressions and total conversions, thanks to the traditional annual post-Christmas sales. The conversion rate was 1.05% in January, the lowest in the period.
From February to June, the conversion rate fluctuated, which may reflect different market conditions or customer behaviour. On the other hand, the average cost per click (CPC) and click-through rate (CTR) have shown an increasing trend since January, indicating improving campaign effectiveness.
March and April were very similar in terms of results and also quiet months. There was a significant change in May, when the conversion rate and conversion value increased slightly compared to the previous month. June closed the half year with the highest conversion ratio value, at 1.95%.
Comparison of different months
Clicks: gradual decline from January (14 mil.) to June (9 mil.).
Impressions: Similar trend to clicks, down from 783 mil. in January to 482 mil. in June.
Average CPC: Increasing trend from €0.16 in January to €0.20 in June.
CTR: Upward trend from 1.80% in January to 1.92% in June.
Number of conversions: Variable, but an overall increase from 348k in January to 354k in June.
Value of conversions: Fluctuating, highest value in January (379 mil.), then decline.
Conversion rate: gradual increase from 1.05% in January to 1.95% in June.
Conclusion
The results show that campaigns are becoming more effective despite the decline in clicks and impressions. A rising average CPC may indicate, for example, more intense competitive behaviour. Conversely, despite a decline in clicks and impressions, CTR and conversion rate values indicate better targeting and optimization of ads. Overall, these results indicate a positive trend in effectiveness and ROI, which bodes well for the next period and future campaigns. Improving results remains the main objective for the second half of the year.
If you are interested in the CSS program or need more information, please do not hesitate to contact us at support@shoppingin.eu. You can also schedule a video call , where we can go over everything in detail.