The Online Marketing Channels 2021 analysis compares the impact and performance of online marketing channels in Denmark and provides you with analytical input for prioritizing your online marketing efforts to ensure your marketing mix is appropriate.
The analysis is based on 130 million visits to 82 Danish websites in the period January 1, 2020 to December 31, 2020. Data is obtained from Google Analytics and includes a broad and diverse selection of Danish companies in both e-commerce, B2B and B2C segments.
For example, use marketing analytics to assess whether you are spending your resources on the online marketing channels that are best at attracting traffic and generating sales, and whether you are retaining users on your website at the same rate as other companies in the same segment.
Online marketing channels 2021 is the fourth edition of the analysis that we publish every year. If you have any questions or need help with the composition of your marketing mix, you are very welcome to Contact us. Download the marketing analysis for free by filling out the form below.
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Information about the analysis:
Traffic from Google (organic and paid) accounts for between 74 and 88 % of all visitors. This is an increase from last year, when traffic from Google amounted to between 71 and 84 % of all visitors, and the previous year, when traffic from Google amounted to between 47 and 62 % of all visitors.
Organic traffic accounts for between 34 and 50 % of all visitors, followed by paid traffic, which accounts for between 31 % and 45 % of all visitors. In comparison, traffic from social media and emails only make up between 11 and 17 % of all visitors combined.
Referral traffic has the highest conversion rate to sales (4.57 %), followed by paid traffic (2.15 %), emails (2.10 %), organic traffic (1.47 %) and social media (0.59 %). This does not mean that referral traffic generates the most sales.
Paid traffic makes the largest share of all online purchases (45.4 %), followed by organic traffic (40.9 %) and traffic from emails (7.0 %), referrals (5.1 %) and social media (1.6 %). This does not mean that organic traffic has the highest conversion rate.
Do you need help with your Google Marketing efforts or are you considering whether it makes sense for your business to focus on SEO and Google Ads? Contact Henning Madsen for a dialog about your project.
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