The holiday 2015 season continued it’s wild ride in November. Over 42% of the companies grew by 20% or more, and 35% posted a monthly decrease. The fastest growing companies had a number of common attributes, as did the slower growing companies.
November Results:
- Median revenue growth was -8%.
- Site traffic grew 1.4%
- Average conversion rate was 8.2%, which was down almost 4% from Nov 2014.
- Order volume was down 2%.
- Average order value (AOV) fell 6% to $85.
- Overall revenue per visitor fell 9% to $6.97.
- 42% of the companies grew by more that 20%.
- 12% grew by 11% to 20%
- 11% grew by 1% to 10%.
- 35% of the companies posted a decrease in sales.
January through November Results:
- Median revenue growth was 12%.
- Site traffic was down 4%.
- Average conversion rate was 5.83%, a 10% YOY increase.
- AOV grew 6% to $66.
- Revenue per visitor was up 17% to $3.84.
- 15% of the companies grew by more than 20%.
- 31% grew between 11% and 20%
- 15% grew between 1% and 10%.
- 38% posted a sales decrease.
The table below shows median average of selected key metrics for the Jan-August period this year vs last year:
We hope this information is helpful to you as you measure and track your own results. If you’d like help driving more traffic to your site, would like to have your site run through our Best Practices Audit, or just want to talk about how to sell more food online, give me call.
Warmest regards,
Tony Cox
President
5th Food Group
P.S.: Meet me at the Winter Fancy Food Show in January! If you’d like to get together to talk about selling more food online or in print, drop me a line.