The market is getting pricier, and audience attention is becoming scarce. A selection of verified figures and observations from 2024–2025 will help make fast decisions in performance, content, and product.

Channels that sustain ROI

Email remains one of the highest‑ROI channels; for many online stores it consistently delivers a double‑digit share of revenue when sequences are personalized and embedded in an omnichannel setup.
Short social videos boost engagement and impact conversion when the first‑3‑second hook and a clear CTA are done right, especially for mobile traffic.
SEO works when focused on intent content and E‑E‑A‑T rather than keyword stuffing; organic still introduces new brands to a meaningful share of users.

Conversions and traffic costs

In B2B, onsite lead‑form conversion often holds at 3–5%, in B2C at 5–10%, yet volatility is rising due to more expensive traffic and new platform rules.
Average CTR varies notably by industry: in search, B2B benchmarks are ~3.2%, B2C ~4.1%, while display is much lower — it’s better to track niche benchmarks and top‑quartile ranges.
CPA is climbing year over year by double digits in several verticals in 2025; strategy should include more experiments and rapid creative rotation.

Mobile first

Mobile devices keep taking a larger share of purchases; in several markets, close to half of e‑commerce revenue already comes from m‑commerce, which demands optimizing product pages and payments for smartphones.
At checkout, speed and ease win: even a 1‑second delay can noticeably depress conversion, and the absence of the preferred payment method explains a substantial share of abandoned carts.

Practical steps

Email: set up trigger sequences with personalization based on recent actions and dynamic recommendations; target +20–30% channel revenue share within a quarter.
Video: run a sprint of 8–12 short scripts testing the first 3 seconds, voiceover, and offer; measure impact on CPC/CPL/CR, not just views.
SEO: build an intent map and rewrite content around specific questions and funnel stages instead of adding keywords “for show.”
Conversion: simplify forms, implement server‑side event analytics, add alternative payments, and optimize LCP/INP on mobile checkout.
Benchmarking: maintain internal CTR/CR/CPA standards per niche and region, and reconcile with quarterly industry benchmarks.

5 quick ideas for the week

• Add interactive elements to emails: size/color selection inside the email and quick deeplinks to payment.
• Run a “shorts sprint” for Shorts/Reels: 5 videos, one message, three hook variants; send the winner into performance.
• Rewrite the first 3 lines of the app/product page description for the “comparison/problem‑solution” intent.
• Enable alternative payment methods and check mobile conversion at night/over weekends.
• Set up a dashboard tracking top‑quartile CTR and CR for campaigns as a quality bar, not just the average.