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Peace, Joy and Lots of Conversions

PEACE, JOY AND LOTS OF CONVERSIONS ONLINE RETAILERS CELEBRATE THE HOLIDAYS A record-breakıng season. $5.2 billion 16.5% Uptick in sales from the same five days in 2012 Ecommerce sales between Thanksgiving Day and Cyber Monday and a pair of billion dollar days. $2.085 billion $1.512 billion Cyber Monday online sales Black Friday online sales 8 out of every 10 retailers offered special Cyber Monday deals MOBILE DRIVES TRAFFIC INCREASES While leading online retailers only had an 8% gain in overall traffic compared to the same five-day period a year earlier, big increases from smartphones and tablets helped drive some of the best ecommerce performance ever. Year-over-year increase by device 11.5% Website 81% 58% visits by device 68.8% Desktops/Laptops | Smartphones Tablets Smartphones Tablets 1.9 million Cyber Monday ecommerce transactions completed on tablets So where did the increase in visits come from? Search engines and social networks led the way, while irrelevant email that didn't render well on smartphones and tablets-or took shoppers to web pages not optimized for mobile-was the likely culprit for a lot less website traffic. 20.2% 16.5% -37% Increase in traffic Increase in traffic Decrease in traffic from search from social from email DOLLARS AND CENTS Overall increase in the number of purchases made on leading 35% retailers' websites between Thanksgiving Day and Cyber Monday. $166.24 13.96% Average order value (AOV) between Thanksgiving and Cyber Monday Increase in AOV from last year AOV from shoppers on tablets was higher than on any other device, indicating that consumer habits are starting to align across devices. AOV from consumers on smartphones fell short, perhaps an indication that smartphones are not the device of choice for big ticket items like a new television. $166.71 $165.17 $134.40 AOV from AOV from AOV from tablets desktops/laptops smartphones Traffic gains are great, but revenue is even better, and shoppers on tablets once again delivered. 170% 1 in 4 110% $$$$ Revenue increase Revenue increase Ecommerce dollars spent on from tablets from smartphones Thanksgiving and Black Friday were made on a mobile $940 million Tally of Thanksgiving, Black Friday, and Cyber Monday sales made on smartphones and tablets. A RETAIL BREAKDOWN Retail categories across the board had more sales than last year and big improvements in other key metrics. Department Stores Health & Beauty Home Goods Apparel Increase in Cyber Monday online sales from 2012 70.3% 65.1% 26.6% 22.5% Average Order Value on Cyber Monday $161.83 $60.22 $182.19 $102.83 IT'S NOT T00 LATE While it was an impressive start to the holiday ecommerce season, retailers can focus on some areas that require more immediate attention. Look closely at the mobile website experience on both smartphones and tablets to continue to improve the overall customer experience. Social experiences are now at the forefront of mobile usage because of social's ability to deliver a better user experience. Provide consistent website messaging, offers, and creative when a shopper comes from Facebook, Twitter, Pinterest, and other social networks. Don't underestimate the importance of email. Sending smarter, more relevant emails can boost traffic to your website. monetate Sources: Business Insider | comScore Follow @monetate on twittery IBM | National Retail Federation 19.7%

Peace, Joy and Lots of Conversions

shared by Monetate on Dec 15
Online retailers are celebrating the holidays with increases in traffic, conversion revenue, and other key metrics. While it was an impressive start to the holiday season, retailers can focus on some ...



Aran Jackson


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