And the eCommerce Black Friday & Cyber Monday Winner is … Mobile!

Analytics · By On · 2 Comments

This past week I ana­lyzed the increase in mobile brows­ing Omni­ture cus­tomers saw in con­junc­tion with the US Thanks­giv­ing hol­i­day and the US Black Friday/Cyber Mon­day kick off to the Christ­mas shop­ping sea­son. I found (as expected) a sig­nif­i­cant spike in over­all mobile brows­ing over the four-day hol­i­day week­end. In fact, every other long hol­i­day this year has a cor­re­lated increase in mobile brows­ing. What came as a sur­prise was retail­ers with the biggest spikes in total traf­fic also saw spikes in mobile usage of sig­nif­i­cantly greater mag­ni­tude.

cyber-monday-ecommerce-mobile

At this point you’re prob­a­bly won­der­ing why an eCom­merce site would even care about raw increases in page views. In the next chart you’ll see why—revenue growth trans­acted on mobile devices is out­pac­ing mobile page view growth.

mobile-revenue-growth-chart

The shift demon­strates an increase in con­sumer accep­tance of mobile devices as shop­ping and pay­ment sys­tems even on full eCom­merce sites where the check­out process is sub-optimal on mobile. In addi­tion to accel­er­at­ing mobile com­merce trans­ac­tions a few other data points were of interest:

• mobile rev­enue per page view aver­aged 1/3 that of total rev­enue per page view
• mobile rev­enue aver­aged .4% of total rev­enue (up 4x from year pre­vi­ous)
• iPhone accounted for 60% of page views but 75% of mobile revenue

This data demon­strates a sig­nif­i­cant opti­miza­tion oppor­tu­nity for eCom­merce sites. Pro­vid­ing an opti­mized expe­ri­ence to cus­tomers shop­ping from mobile devices could return an imme­di­ate 3X lift to mobile rev­enue con­tri­bu­tion and con­tin­ued opti­miza­tion efforts could yield even bet­ter results.

  • http://www.rossmonaghan.com/about-me.html SEO Pro­fes­sional

    Ed, this is great feed­back. I think this reit­er­ates how con­sumers are becom­ing more and more com­fort­able with buy­ing or com­pletely research­ing via their mobile phone. It is also very inter­est­ing to note how the iphones have a far higher con­ver­sion rate than other plat­forms — aligns with their mar­ket share gain in recent months.

  • http://goldennetwork.net e-commerce miami

    actu­ally nav­i­ga­tion via mobile phone and spe­cially smart­phones, is enhanc­ing the e-commerce via this channel.