Why Outbound? As a marketer, reading anything about Outbound is likely to make you roll your eyes. You’d be forgiven for thinking that it’s basically a euphemism for spam, dialling for dollars, and door to door sales. “Outbound..”, as one marketing site put it “is based on interruption. Inbound is based on permission”. The general theme in marketing and sales is that an inbound lead is preferable. On the surface, this seems obvious. Surely someone who is coming to your business and registering their interest is likely to be more likely to buy from you versus someone who you approached? Not necessarily. It’s difficult to find objective resources about this online, as the world of inbound is actually quite political. It turns out that there’s a lot of money to be made in SEO, SEM, Online Ads, Content Marketing, and the like. Companies like Google and Microsoft have also set up mailboxes to divert emails into “promotions” and “spam” folders, in order to protect individuals from Philippines Photo Editor unsolicited content and also make it extremely difficult to get through to a prospect. In an extreme example, for any company running high volume inbound campaigns, you may be familiar as well with the tremendous cost of sifting through the leads in order to find qualified candidates. This is something that isn’t typically discussed, but in working with high volume inbound companies (10,000 leads per month and above), we’ve seen that what they term to be a good conversion rate sits at approximately 4-5% and in many cases, Inbound leads are converting at 1-2%. If this is you, note that this means that 95-99% of inbound leads are not, in fact, leads. The standard closing rate for a standard B2B lead is from 15-27%. The B2B outbound closing rate sits at 22%. So why does Outbound get such a bad rap? The cynic will point to the fact that there isn’t a lot of money to be made by platforms for outbound by the companies that own our attention, but the reality is that outbound has been abused for so long that it is very difficult to separate it from SPAM. Outbound has been dumb for a while: Cold blasting a wide list of email addresses Cold calling a list of phone numbers Knocking on doors All of the above harasses and annoys the majority in order to win over a minority. There is a better way. It’s something that I have been pioneering with my Sales Development agency Whistle, and if done right, is more effective, more affordable, and gets faster results than traditional inbound tactics.

We examined the eCommerce website’s conversion rate by pet category for each marketplace, looking at the percentage of visitors that completed your desired action – or in this case – the visitors that reached the “thank you” page after purchasing dog food. In November 2021, had a conversion rate of 15%. Amazon.com’s pet supplies category had the highest conversion rate for the month at 26.6%, followed closely by walmart.com (26.5%) and target.com (23.6%). The graph below shows conversion trends for the year for the pet category of each marketplace: business performance trends for four top dog food retailers Similarweb Conversion Analysis of the Pets and Pet Supplies categories on Amazon, Chewy, Walmart, and Target For most of the year, walmart.com was head-to-head Photo Editing Services with amazon.com in the lead. With more and more businesses selling dog food online, you’ll want to monitor closely which marketplaces have high conversion rates. Demographic differences Although the website demographics of these marketplaces are similar, there are subtle differences to weigh, depending on your target audience. Once we take a deeper look into the audience demographics, specifically of dog food buyers on Amazon, the data tells a different story. Those who identify as female are twice as likely to browse through dog food products on Amazon compared to those who identify as males. A reversal from Amazon’s average gender distribution across the site. In addition, the age distribution is split fairly evenly, with the largest group being 65 years and over, followed closely by 25-34-year-olds. Make sure you deep dive into the demographics of your own audience to make sure it aligns with the marketplace you’re currently grooming for your sales. image showing the category demographics for amazon dog food buyers Sales strength – units sold and revenue One of the most important factors to consider when choosing the best marketplace to fluff up your online dog food sales is the performance data for that category. You can monitor Units Sold and Revenue metrics overtime to get the big picture of consumer demand. Let’s break it down by marketplace by total revenue