About Benjamin Blachère

French Online Marketer previously based in Sydney. Launched a Web Marketing Agency in Paris, SLAP digital where we help our clients to increase their traffic, the size of their membership databases as well as their revenues. Passionate about web marketing, I have previously launched my own website, a community for people in Long Distance Relationships.

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    28
    Feb

    Black Friday and Cyber Monday 2009

    Translation please? Yes I wasn’t sure what this meant not so long ago either.

    Black Friday

    Black Friday is the Friday following Thanksgiving Day in the United States, traditionally the beginning of the Christmas shopping season. According to Reuters, in 2007 135 million people participated in the Black Friday shopping rush. Black Friday is not an official holiday, but as many workers have the day off as part of the Thanksgiving holiday, this increases the number of potential shoppers.

    The term “Black Friday” refers to the beginning of the period in which retailers go from being in the red (i.e., posting a loss on the books) to being in the black (i.e., turning a profit). (Wikipedia)

    The U.S. online retail sector delivered a strong comeback on Black Friday 2009 compared to the same period last year, according to Coremetrics:
    - The average dollar value that consumers spent per online order rose 35.0 percent year over year, led by apparel retailers.
    - Consumers are buying more items per order than they did last year—by 18.3 percent.
    - Consumers are spending considerably less time browsing retailers’ sites, suggesting they had done their research prior to Black Friday and that they are shopping from lists.
    o Browsing sessions were down by 5.4 percent
    o The number of people who left a site after viewing only one page (also known as a “bounce” rate) was up by 39.4 percent
    o Page views per session declined by 30.4 percent

    U.S. Retail
    Session Traffic Summary Metrics Black Friday
    2009
    Black Friday
    2008
    % Change
    (y/y)
    Friday
    Nov 20, 09
    % Change
    (w/w)
    Bounce (One Page) Rate1 30.86% 22.13% 39.43% 32.79% -5.88%
    Multi-Page Session Percent2 69.14% 77.87% -11.20% 67.21% 2.87%
    Browsing Sessions Percent 3 48.99% 51.80% -5.42% 47.85% 2.37%
    Shopping Cart Sessions Percent4 10.95% 10.80% 1.41% 9.61% 13.99%
    Order Sessions Percent5 4.50% 3.49% 29.07% 4.04% 11.60%
    Visitor Experience Summary Metrics Black Friday
    2009
    Black Friday
    2008
    % Change
    (y/y)
    Friday
    Nov 20, 09
    % Change
    (w/w)
    Page Views Per Session6 8.79 12.63 -30.36% 8.09 8.70%
    Product Views Per Session7 2.17 2.86 -23.98% 1.98 10.01%
    Average Session Length (in
    seconds)8
    7:28 8:37 -13.32% 7:06 5.37%
    Transaction Summary Metrics Black Friday
    2009
    Black Friday
    2008
    % Change
    (y/y)
    Friday
    Nov 20, 09
    % Change
    (w/w)
    Items Pre Order9 5.4 4.56 18.33% 6.19 -12.76%
    Average Order Value10 $170.19 $126.04 35.02% $176.92 -3.80%
    Shopping Cart Conversion Rate11 34.60% 33.56% 3.08% 32.89% 5.19%
    Shopping Cart Abandonment Rate12 65.40% 66.44% -1.55% 67.11% -2.54%
    New Visitor Conversion Percent13 3.71% 2.27% 63.36% 3.19% 16.16%
    On-Site Search Summary Black Friday
    2009
    Black Friday
    2008
    % Change
    (y/y)
    Friday
    Nov 20, 09
    % Change
    (w/w)
    On-Site Searches Per Session14 18.32% 18.44% -0.62% 18.57% -1.34%

    Cyber Monday

    Cyber Monday is a marketing term for the Monday immediately following Black Friday. The term was created by the National Retail Federation and announced in 2005 conjunction with the deployment of their own website CyberMonday.com designed to serve as a portal for Cyber Monday deals and offers. (Wikipedia)

    The U.S. online retail sector reported strong sales results on Cyber Monday (Nov. 30) 2009 compared to the same period last year according to Coremetrics:
    - Cyber Monday continued the momentum set by Black Friday. Sales were up 24.1 percent compared to Black Friday 2009.
    - Consumers spent more per online order ($180.03 versus $170.19 for an increase of 5.8 percent) compared to Black Friday 2009.
    - Sales were up 13.7 percent compared to Cyber Monday 2008.
    - The average dollar amount consumers spent per online order rose 38.2 percent from Cyber Monday 2008 ($180.03 versus $130.24), led by apparel retailers.
    - Consumers bought nearly 10 percent more items per order on Cyber Monday 2009 compared to Black Friday 2009 and nearly 30 percent more compared to Cyber Monday 2008.
    - Consumer shopping hit its peak from 9-10 a.m. PST, but maintained stronger momentum throughout the day than on Cyber Monday 2008.

    U.S. Retail
    Session Traffic Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change
    (y/y)
    Black Friday 09 % Change (cm/bf)
    Bounce (One Page) Rate1 28.86% 24.51% 17.75% 30.86% -6.48%
    Multi-Page Session Percent2 71.14% 75.49% -5.76% 69.14% 2.89%
    Browsing Sessions Percent 3 48.88% 51.30% -4.72% 48.99% -0.22%
    Shopping Cart Sessions Percent4 12.13% 10.91% 11.18% 10.95% 10.78%
    Order Sessions Percent5 5.26% 3.99% 31.83% 4.50% 16.89%
    Visitor Experience Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
    Page Views per Session6 8.8 11.59 -24.07% 8.79 0.11%
    Product Views Per Session7 2.14 2.63 -18.63% 2.17 -1.38%
    Average Session Length (in
    seconds)8
    7:32 8:23 -10.14% 7:28 0.89%
    Transaction Summary Metrics Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
    Items per Order9 5.92 4.56 29.82% 5.4 9.63%
    Average Order Value10 $180.03 $130.24 38.23% $170.19 5.78%
    Shopping Cart Conversion Rate11 36.81% 37.99% -3.11% 34.60% 6.39%
    Shopping Cart Abandonment Rate12 63.19% 62.01% 1.90% 65.40% -3.38%
    New Visitor Conversion Percent13 4.28% 2.91% 47.08% 3.71% 15.36%
    On site Search Summary Cyber Monday 09 Cyber Monday 08 % Change (y/y) Black Friday 09 % Change (cm/bf)
    On-Site Searches per Session14 19.49% 17.86% 9.13% 18.32% 6.39%
    17
    Oct

    65% of buyers take more than 1 day to checkout

    The latest survey by McAfee, the security specialist on the internet, claims that over 65% of Internet users take more than 1 day to complete their shopping process (after having added some products to their cart).

    McAfee also claims that their tests proved that users exposed to the McAfee security trustmark while checking out are 11% more likely to complete the purchase process than if there is no McAfee logo.
    This study was conducted on about 150 million transactions on the Internet.

    But why are shoppers abandoning their carts? The eighth Annual Merchant Survey (April 2009) sponsored by PayPal and comScore claims that some of the reasons are the following:

    • High shipping charges—46% (Have you tested personalized shipping offers based on location?) •
    • Wanted to comparison shop—37% (Are you saving shoppers’ carts for at least 30 days, so they can return to them?)
    • Lack of money—36% (Can you make them an offer they can’t refuse?) •
    • Wanted to look for a coupon—27% (Are you prompting them to look for coupons?) •
    • Wanted to shop offline—26% (Are you offering them options to pick up items in store?) •
    • Couldn’t find preferred pay option—24% (Find a way to get the cash)
    • Item unavailable at checkout—23% (This has to be dealt with on the product page or it will erode your brand trust)
    • Couldn’t find customer support—22% (This could be dealt with by using point-of-action assurances)
    • Security concerns—21% (This is also handled with point-of-action assurances and establishing more trust in your website)

    So here is how I understand it:

    • 100 persons add a product to their cart
    • 55 persons complete their purchase (Paypal / ComScore data)
    • Out of those 55 people, 35 take more than 24 hours to check out (McAfee data)
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