There were certainly a few standouts from this year’s Black Friday/Cyber Monday lot. Platform providers have started to release data about what they were able to achieve this year for their clients, and it’s some pretty impressive stuff.
RetailMeNot, the online coupon code provider, is reporting that coupon activity on its site facilitated 2% of overall ecommerce sales this year from Thanksgiving through Cyber Monday. The traffic sitewide grew nearly 40% over last year, and clicks through its coupon codes facilitated nearly $90 million in merchant sales for the weekend. The site also reported huge growth in mobile traffic, with an increase of 150% over last year; both iPhone and Android delivering strong results.
Ecwid, an online store and shopping cart platform, studied some of the effects of social media during the holiday weekend and found that on Cyber Monday itself, the number of Ecwid sales referred by social networks rose 70% from the previous Monday. It also find that in the five-day period from Thanksgiving through Cyber Monday, the number of Ecwid sales referred by social networks rose 13% from the same five-day period the week before. Nothing staggering there but certainly shows an opportunity to better capitalize on social media referrals during busy ecommerce days.
Monetate, an online agility suite and conversion enabling platform, released some of its study’s results, shedding light on mobile’s impact in online shopping activity during the recent holiday period from Thanksgiving through Cyber Monday. The company found that total mobile traffic (smartphones and tablets) exceeded 21% of overall web traffic on peak days during the Thanksgiving – Cyber Monday period. The iPad represented more than 9% of overall web traffic on two days during the recent holiday shopping period, with conversion rates on the iPad on Cyber Monday over 6%; more than 2 percent higher than any other day during the Thanksgiving – Cyber Monday period. Overall, tablet conversion rates exceeded conversion rates on the traditional web for the first time on Cyber Monday (5.84% to 5.51%), according to Monetate. In 2011, the numbers were 5.48% (tablets) and 5.98% (traditional web). Finally, the company found that during workday hours, mobile traffic was 16.6% of overall web traffic on Black Friday and 10.58% on Cyber Monday; these numbers jumped significantly during evening hours when mobile traffic spiked to 22.34% of overall web traffic on Black Friday and 18.18% on Cyber Monday.
Don’t forget, if you want the scoop on all the Black Friday/Cyber Monday numbers – check out this webinar next Tuesday.