Conversion and Engagement Rates

Part
01
of two
Part
01

Website Conversion Rates

Website conversion rates for Business to Consumer (B2C) advertising campaigns from baby boomers are influenced by the details on the website, available videos, and social media marketing. Similarly, website conversion rates from millennials are influenced by Facebook, Buy Now button on websites, mobile-friendly websites, and Pinterest. More information on the topic has been presented below.

WEBSITE CONVERSION RATES BASED ON AGE

  • Contact details can increase website conversion rates by 9%.
  • The top menu also has the potential to increase conversion rates by 10%.
  • Website conversion rates are affected by the language that is used in advertising campaigns. For example, millennials may respond to a different language than baby boomers.
  • The conversion rates for insurance websites are also influenced by the lack of understanding among consumers across different generations. TransUnion’s 2017 Healthcare Millennial Report stated that millennials (57%), Gen Xers (50%), and baby boomers (42%) did not quite understand what was being advertised to them on insurance websites.
  • According to a study, 40% of Gen Xers are impulse buyers. They are likely to purchase products if there is a 'Buy Now' menu on a website.

BABY BOOMERS

  • Baby boomers have become active online shoppers, with 66% of them making a purchase. The brands or companies that tend to provide more details about their products and services through their online advertising campaigns are more likely to see purchases on their websites.
  • While 60% of baby boomers prefer to read online blogs and articles, 70% of them like to watch videos used as a part of an advertising campaign.
  • Baby boomers are less likely to make purchases on social media when compared to younger generations. However, social media marketing is the preferred choice for 30% of the baby boomers.
  • According to a study, 40% of baby boomers are impulse buyers. They are likely to purchase products if there is a 'Buy Now' menu on a website.

MILLENNIALS

  • Millennials are more engaged with advertising campaigns on Facebook, Instagram, and Pinterest. 30% of the millennials often make purchases from Facebook.
  • According to a study, 83% of millennials are impulse buyers. They are likely to purchase products if there is a 'Buy Now' menu on a website.
  • 50% of the millennials find new products in places other than brick and mortar stores.
  • Millennials are more likely to purchase online goods than baby boomers. While 84% of millennials preferred non-traditional advertising campaigns, 54% of them preferred social media marketing campaigns for making purchases.
  • Having a review system can enhance the conversion rates as 81% of the millennials lookout for product reviews before making purchases from a website.
  • Most millennials (98%) own a smartphone and use it for researching products and services.
  • 68% of the millennials who own a smartphone have confidence in what they find using their smartphones. Only 15% of the confident ones make multiple weekly purchases after visiting the websites.
  • Millennials (80%) use Pinterest to select the products, and 75% of them engage in social media by watching videos daily.

GEN Z

  • Gen Zers are receptive to advertising campaigns that offer one-time promotion, discounts for special segments (for example, 10% off on all purchases), limited-time promotion, social engagement, stackable offers, and good brand experience. Gen Zers are also very price-sensitive.
  • Mobile-friendly websites are more likely to have a higher conversion rate because 98% of the Gen Zers own and have a high preference for smartphones. They also use their respective smartphones to look at email advertising campaigns.
  • A mobile-friendly website, which has ad campaigns that offer discounts, helps to increase the conversion rates among Gen Zers.
  • While Gen Zers like to shop online, 98% of them prefer to shop in-store. Therefore, the advertising campaigns of the websites need to push these customers towards the stores to have high conversion rates.
  • 80% of Gen Zers make purchases after viewing the websites.

RESEARCH STRATEGY

YOUR RESEARCH TEAM APPLIED THE FOLLOWING RESEARCH STRATEGY:

We consulted multiple databases that include information on B2C advertising and conversion rates based on age. We were able to find some surveys conducted in the US that provided hard statistics on the topic. In this way, we were able to gather all the information required to complete this research.


Part
02
of two
Part
02

Website Engagement Rates

Website engagement rates differ between Gen Z, Millennials, Gen X, and Baby Boomers in that the different age groups interact with content in different ways and with different frequencies.

GEN Z

  • This age group is more likely to engage with websites through mobile devices, which places importance on the functionality of mobile versions of websites, and makes this audience more targetable through exclusive mobile promotions and discounts.
  • Additionally, 65% of Gen Z report that they use ad-blocking technology, which can skew the way they engage with ads on websites.
  • Gen Zs are more likely to write reviews on websites than the other generations; 40% say that they give some form of feedback online often.

MILLENNIALS

  • Among the different age groups, Millennials engage most with video content. Similarly, Millennials engage with Facebook live videos, Instagram stories, and similar features at a higher rate than normal video content.
  • To incentivize Millennials to write reviews, the best strategy is to offer a discount on the product or service.
  • Additionally, 44% of Millennials say that they would promote a brand through social media accounts for some kind of reward.

GEN X

  • In a poll targeting Gen X, 52% reported they have visited a brand's website in the past month, 22% had watched a video on the brand's website, 21% had visited a brand's social media page, and 20% had liked or followed a brand on social media.
  • This age group is more likely to engage with websites that are fast and usable, as they are digitally savvy, but prefer straight-forward functionality more than younger age groups.

BABY BOOMERS

  • Baby boomers are more engaged by blocks of text than younger generations, and 60% of this age group reads blogs and online articles as a way to pass time.
  • This generation is more likely to engage with content by sharing it on Facebook than any other age group.
  • Baby boomers also engage with content at a different time of the day than other groups; 40% of boomers engage with content mostly between 5 am and noon.

RESEARCH STRATEGY

Engagement rate, as defined by your research team, is the measurement of the level of engagement a piece of content receives based on interactions like comments, shares, and likes. With this definition, we focused our analysis on identifying the distinct ways in which the different age groups engage with content. Because of the distinct way in which the age groups interact, determining a value for the engagement rate of each age group was a near impossibility without a specific piece of content to serve as a constant.
Given this perspective, your research team first identified the terminology that marketers most frequently use to segment age groups and came up with the following four categories: Gen Z, Millennials, Gen X, and Baby Boomers. With these categories, we identified reputable sources for website marketing insights. The identification of these sources resulted in a wealth of information on how different age groups engage with websites. Then we were able to further narrow our search to US-based resources and B2C advertising campaigns, and we arrived at the findings discussed above.
Sources
Sources