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1、Unlocking BlackFriday SuccessYOUR DEFINITIVE BLACK FRIDAY GUIDE WITH STATISTICS AND STRATEGIESUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit2Introduction.Black Friday isnt far away and now is the ideal time to start preparing your Black Friday and Cyber Monday strateg
2、y,to achieve better results and increase your sales volume.During Black Friday,thousands of brands and online stores are ready to compete to take full advantage of the great purchase intention shown by consumers.Standing out from your competitors is more difficult at this time than at any other time
3、 of the year.Thats why having the right strategy is essential when it comes to attracting visitors and converting them into buyers.Here at SaleCycle we want to help you get an overview of the sales opportunities that are generated during this event.In addition,we want to provide you with some practi
4、cal tips that will help you make the most profit out of these dates.This study developed by SaleCycle has been created using data from 8,676,523 online purchases and 333,897,396 sessions analysed from brands across all types of industries.In this eBook,you will be able to find an in-depth consumer j
5、ourney trends analysis during Black Friday and Cyber Monday.This includes:What will you find in this eBook?Online traffic studySearch and cart abandonment statisticsEmail marketing statisticsOverall and industry online salesBlack Friday vs.Cyber MondayPractical tips to increase your conversionsUNLOC
6、KING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit3IntroductionBrowse AbandonmentCart AbandonmentEmail MarketingKey TakeawaysOnline TrafficAdd-to-Cart RatesOnline SalesSector InsightsAbout SaleCycle028313943Contents.Click on a tile to head to the relevant page.UNLOC
7、KING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit4Online TrafficUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit5Total Traffic by Date&Device19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30 Nov01 Dec02 DecMobileDesktop05m10m15
8、m20m25mBlack FridayCyber Monday28,490,20124,847,884Online TrafficOverall,online traffic increased 40%from the start of the week to Black Friday and of this traffic,mobile accounted for 76%.2%more than during Black Friday 2021.This draws a spotlight on the difference between mobile and desktop browsi
9、ng behaviour and on the year on year increase of mobile shoppings importance.The week before Black Friday accounted for 46.85%of all online traffic.Starting November 19th(6.04%),the online traffic progressively increases reaching the peak during Black Friday(8.5%).WEEK BEFORE&WEEK AFTERIn the weeken
10、d following Black Friday,we see a small drop in traffic to then reach the second peak during Cyber Monday(7.4%).MOBILE76.93%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit6Online TrafficBLACK FRIDAY EVENTWorkday ConstraintsEvening Deals and PromotionsGrowth of Mobile S
11、hoppingInventory ManagementShifts in consumer behaviour may be due to several reasons,such as:Total Traffic by Hour12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pm0%300k600k900k1.2mBlack FridayPeak Times2021DESKTOPMOBILE2022MobileDesktopPeak DesktopPeak Mobile423,
12、9051,277,77408 00AM02 00PM12 00PM08 00PMUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit7Online TrafficBLACK FRIDAY VS CYBER MONDAYTotal Traffic by HourBlack FridayMOBILE76.80%DESKTOP23.20%Cyber MondayMOBILE74.96%DESKTOP25.04%0500k1m1.5mBlack FridayCyber MondayConsideri
13、ng the overall online traffic pattern,it is evident that Black Friday records a higher volume of sessions(8.53%)than Cyber Monday(7.44%).Throughout Cyber Monday,we saw mobile online traffic(79%)also peaked at 8pm,whereas it peaked at 10am on desktop(32%).Black FridayCyber Monday1,588,6451,541,759Des
14、ktopMobile12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pmUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit8Online TrafficREGIONAL DATATotal Regional Traffic by Date19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30 N
15、ov01 Dec02 DecEuropeAsia/PacificSouth AmericaNorth America05m10m15m20m25mIn all the regions where our research was conducted(Asia/Pacific,Europe,North America and South America),Black Friday records a higher volume of traffic compared to Cyber Monday,with Europe leading the way for both events.UNLOC
16、KING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit9How to capitalise on the increased amount of traffic?The data analysed above clearly indicates that throughout Black Friday weekend the overall amount of online traffic increases above average globally.It is therefore pivotal
17、that e-commerce businesses boost their digital marketing strategies through different tactics.Search Engine Optimization(SEO)Remarketing and RetargetingSocial Proof and ReviewsSocial Media MarketingMobile OptimizationPay-Per-Click Advertising(PPC)Email&SMS MarketingUse relevant keywords,create high-
18、quality content and ensuring your sites structure is search-engine-friendly.Use cookies and pixels to track visitors who leave your website without making a purchase.Encourage customers to leave reviews on your products to build trust.This can lead to increased traffic and conversions.Utilise platfo
19、rms like Facebook,Instagram,Twitter,and Pinterest to engage with your audience.Ensure your website is mobile-friendly and offers a seamless shopping experience on smartphones and tablets.Run paid advertising campaigns on platforms to improve your reach to your target audience.Build and nurture your
20、customer email list and send personalised emails,promotions and SMS campaigns.First of all,e-businesses should think of enhancing their inbound strategy in order to attract even more volumes of quality traffic.This can be done through various techniques such as:UNLOCKING BLACK FRIDAY SUCCESS FOR 202
21、3Free Conversion Rate Optimisation Audit10Secondly,e-businesses should make sure to enlarge their opt-in database by implementing various lead generation solutions and techniques,such as:Basket Reminder RequestEmail Sign-upVoucher CodesRetain your customers and increase conversions by sending a remi
22、nder of their cart details via e-mail.Catch your customers attention as well as increasing your database with an engaging on-site solution.Dynamic voucher codes can be integrated on-site as well as in remarketing emails or SMS.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation
23、Audit11BrowseAbandonmentUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit12Browse Abandonment Rateby Date19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30 Nov01 Dec02 DecTotal TrafficBrowse Abandonment Rate0%25%50%75%100%Black Friday86.79%Browse Abando
24、nmentThe fact that browse abandonment is gradually decreasing may be related to the start of early offers and discounts the days before the event,a technique used by many brands.During the week before and after Black Friday,the average browse abandonment rate on mobile stood at 90.19%and on desktop
25、at 86.52%.The browse abandonment rate during the week prior to Black Friday stands at 90.96%.Thanks to the analysis of the collected data,we can observe that the browse abandonment rate gradually decreases until it reaches its minimum on the day of Black Friday.Once this date has passed,we can see h
26、ow browse abandonment rates progressively return to their initial levels.WEEK BEFORE&WEEK AFTERMOBILE86.52%DESKTOP90.19%DesktopMobileUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit13Browse AbandonmentBLACK FRIDAY EVENTBrowse Abandonmentby Hour12am1am2am3am4am5am6am7am8
27、am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pm0%500k1m1.5m2mBlack FridayBrowse Abandonment RateLOWESTHIGHESTTotal TrafficBrowse SessionsPeak Sessions1,375,69910 00AM02 00AMWe can see how users start their searches during the early morning hours,but tend to abandon them and end up buying
28、later on during the day.This might be because users start the day looking for the best deals to obtain and,once they have compared the different options,they finalise the purchase.During Black Friday,the average browse abandonment rate on mobile was 82.78%and 88.04%for the desktop version.MOBILE82.7
29、8%DESKTOP88.04%DesktopMobileUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit14We can see how on both dates the browse abandonment rate is higher on mobile than on desktop.This may be due to the fact that users can be more easily distracted when searching on a mobile dev
30、ice.Browse AbandonmentBLACK FRIDAY VS CYBER MONDAYBrowse Abandonment Rate by Hour12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pmBlack FridayCyber MondayThanks to the data collected in this report,we can see that the browse abandonment rate during Cyber Monday(88.
31、12%)is higher than during Black Friday(86.79%).This data shows that users are more likely to complete their purchases during Black Friday.0%25%50%75%100%DesktopMobileBlack FridayMOBILE87.93%DESKTOP82.75%Cyber MondayMOBILE89.60%DESKTOP84.46%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate
32、Optimisation Audit15Browse AbandonmentREGIONAL DATANorth AmericaAverage Browse Abandonment RateEuropeAverage Browse Abandonment RateSouth AmericaAverage Browse Abandonment RateAsia&PacificAverage Browse Abandonment RateBLACK FRIDAY84.85%BLACK FRIDAY86.07%BLACK FRIDAY90.46%BLACK FRIDAY93.17%CYBER MON
33、DAY86.10%CYBER MONDAY87.48%CYBER MONDAY93.0%CYBER MONDAY93.96%We have observed that the browse abandonment rate peaks one week before Black Friday,and decreases as we get closer to Black Friday.After Black Friday,the browse abandonment rate gradually increases again.Furthermore,we can see that in al
34、l regions Black Friday has a lower browse abandonment rate than Cyber Monday.88.13%88.83%92.76%94.40%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit16How to reduce browse abandonment?Black Friday represents a great opportunity for ecommerce to increase their sales.Many
35、 users visit numerous websites in order to find specific products or simply to study the purchasing possibilities.However,they often decide to abandon their search.This might happen because of prices,the need to postpone the purchase,the complexity of the purchasing process,or simply because they di
36、dnt find what they were looking for.As we have already mentioned,the desire to postpone the purchase plays a very important role in browse abandonment.Therefore,it is essential to create a sense of urgency in the user.Using resources to retain the user within the website and encourage him/her to buy
37、 is one of the best techniques to reduce browse abandonment.How can you do it?Browse RemindersUse email remarketing to increase your sales by sending personalised recommendations and product reminders that the user has viewed in your ecommerce.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion R
38、ate Optimisation Audit17Live TrendsCountdown TimersAre other customers viewing or about to buy a particular product?This information,displayed in the right way,can be decisive for a user who is hesitating to finalise his order.Use them during Black Friday to highlight the remaining units in stock an
39、d convince your visitors to make the purchase quickly so as not to run out of the product.Thanks to Countdown Timers you will bring a useful dose of urgency to your visitors and convince them to buy before its too late.Countdown timers are a perfect weapon for your eCommerce during special events li
40、ke Black Friday and Cyber Monday,use them to highlight key offers and the time left for the consumer to take advantage of them.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit18Add-to-CartRatesUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audi
41、t19Add-to-Cart Rateby Date19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30 Nov01 Dec02 DecTotal TrafficAdd-to-Cart Rate05m10m15m20m25m30mAdd-to-Cart RatesAfter Cyber Monday,add-to-cart rates lower back down to an average of 8%.Both sessions and carts created tend to be higher in
42、the week before Black Friday.This may be related to early bird deals and the desire to browse in advance to create Black Friday wishlists.As online sessions grow in the lead up to Black Friday so do the amount of carts created.On the week leading,the add-to-cart rate was 9.04%and progressively grew
43、to 13.21%during Black Friday.WEEK BEFORE&WEEK AFTERThe weekend following the event is characterised by a drop in both sessions and carts created.We then witness a second peak during Cyber Monday with an add-to-cart rate of 11.88%.TOTALDESKTOP SESSIONS76,866,463TOTALMOBILE SESSIONS257,030,933AVERAGEA
44、DD-TO-CART RATE14.01%AVERAGEADD-TO-CART RATE9.52%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit20Add-to-Cart RatesBLACK FRIDAY EVENTAdd-to-Cart Rateby Hour12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pm0%500k1m1.5m2mBlack FridayAdd
45、-to-Cart RatesHIGHEST AVERAGEMOST ITEMSTotal TrafficSessions10 00AM03 00PMOn Black Friday,in total,most of the items were added to carts at 3:00 PM.The majority of consumer activity occurred between 9:00 AM and 9:00 PM with the highest average add-to-cart rate reached at 10:00 AM.In contrast with Bl
46、ack Friday 2021,the add-to-cart rate is higher from desktop in 2022.This suggests users feel more reassured in using a bigger screen through which they can better see and experience the products.MOBILE11.80%DESKTOP16.67%DesktopMobileHighest Average13.98%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Co
47、nversion Rate Optimisation Audit21Cyber Monday saw the most items added to carts at 9:00 PM,with the highest average rate reached at 10:00 PM,however Black Friday saw the highest rate was reached at 10:00 AM.Add-to-Cart RatesBLACK FRIDAY VS CYBER MONDAYAs stated previously,the overall average add-to
48、-cart rate in the 2 weeks before and after the two events is higher during Black Friday(13.21%)in comparison to Cyber Monday(11.88%).Post-Work RelaxationLimited-Time OffersComparison ShoppingLess DistractionThis might be due to different reasons:Browse Abandonment Rate by Hour12am1am2am3am4am5am6am7
49、am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pmBlack FridayCyber Monday0%25%50%75%100%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit22Add-to-Cart RatesREGIONAL DATANorth AmericaAverage Add-to-Cart RateEuropeAverage Add-to-Cart RateSouth AmericaAverage Ad
50、d-to-Cart RateAsia&PacificAverage Add-to-Cart RateBLACK FRIDAY15.15%BLACK FRIDAY13.93%BLACK FRIDAY9.54%BLACK FRIDAY6.83%CYBER MONDAY13.9%CYBER MONDAY12.52%CYBER MONDAY7%CYBER MONDAY6.04%The highest add-to-cart rate during Black Friday was in North America.The same trend occurs during Cyber Monday,wi
51、th North America recording an add-to-cart rate of 13.90%.The fact that North America recorded the highest add-to-cart rate across all regions is not surprising since its also the region that generated the greatest amount of online traffic.11.87%11.17%7.24%5.6%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023F
52、ree Conversion Rate Optimisation Audit23How to increase the add-to-cart rates?One of the most effective methods to boost the add-to-cart rates and,therefore,the chances that users finalise a purchase consists in cross-selling and upselling emails.In this regard,a smart use of data is key.The majorit
53、y of customers expect a personalised experience.Instead of showing the customer a wide range of products that may not genuinely provide them with added value,slim down your cross-sales.Provide well-placed offers that benefit the customer.Cross-sell and UpsellRemarketing cross-selling and upselling s
54、olutions contribute to boost retention and online sales through timely,relevant and personalised recommendations based on rules such as previous purchases or products browsed.You can think of displaying cross and up-sell messages directly to customers on-site,or follow up through email or SMS.UNLOCK
55、ING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit24CartAbandonmentUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit25Cart AbandonmentThis data is in contrast with the average annual cart abandonment rate,since over the last year the cart abandonmen
56、t rate on desktop was 83.22%and 71.81%for mobile devices.Therefore,we can say that during the week before and after Black Friday,the cart abandonment rate decreases.The average cart abandonment rate during 2022-2023 was 79.53%.During the week before and after Black Friday,we can see how this rate dr
57、ops to 76.15%.WEEK BEFORE&WEEK AFTERCart abandonment reaches its lowest on Black Friday(72.20%).In addition,we can see how this rate increases the days after the event,and decreases from Cyber Monday(73.61%).Cart Abandonmentsby Date19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30
58、 Nov01 Dec02 DecTotal Carts CreatedTotal Abandonments01m2m3m4m5m6mMOBILE80.30%DESKTOP68.03%DesktopMobileUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit26Cart AbandonmentBLACK FRIDAY EVENTCart Abandonmentsby Hour12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4p
59、m5pm6pm7pm8pm9pm 10pm 11pm050k100k150k200kBlack FridayCart Abandonment RateLOWESTHIGHESTTotal Carts CreatedTotal Abandonments04 00PM12 00AMThis data shows us that users start adding items to their baskets in the early hours of the morning as they begin to research shopping possibilities,but have a h
60、igher purchase intention in the afternoon.During Black Friday,the cart abandonment rate on mobile was higher than desktop.Mobile devices had an average abandonment rate of 75.87%,while desktop had an abandonment rate of 63.48%.MOBILE75.87%DESKTOP63.48%DesktopMobileUNLOCKING BLACK FRIDAY SUCCESS FOR
61、2023Free Conversion Rate Optimisation Audit27It is important to highlight that the cart abandonment rate for both Black Friday and Cyber Monday is higher on mobile devices than on desktop.Cart AbandonmentBLACK FRIDAY VS CYBER MONDAYCart Abandonment Rateby Hour12am1am2am3am4am5am6am7am8am9am 10am 11a
62、m 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pmBlack FridayCyber MondayThe highest cart abandonment rate during Cyber Monday takes place at 06:00 AM,later than during Black Friday.On the other hand,the lowest cart abandonment rate is at 8:00 PM.During Cyber Monday,users may wait to make their purchases
63、 and take advantage of the sales.0%25%50%75%100%DesktopMobileBlack FridayMOBILE75.87%DESKTOP63.48%Cyber MondayMOBILE79.14%DESKTOP66%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit28Cart AbandonmentREGIONAL DATANorth AmericaAverage Cart Abandonment RateEuropeAverage Car
64、t Abandonment RateSouth AmericaAverage Cart Abandonment RateAsia&PacificAverage Cart Abandonment RateBLACK FRIDAY69.93%BLACK FRIDAY72.19%BLACK FRIDAY74.04%BLACK FRIDAY74.06%CYBER MONDAY70.55%CYBER MONDAY73.94%CYBER MONDAY78.55%CYBER MONDAY72.32%The highest cart abandonment rate during Black Friday w
65、as in the Asia-Pacific region.On the other hand,when we look at the Cyber Monday data,we see that Latin America had the highest cart abandonment rate of all regions at 78.55%.It is worth underlining that the difference between the abandonment rate by region during Cyber Monday is very noticeable.74.
66、51%76.06%80.03%73.32%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit29How to reduce cart abandonment?As we discovered earlier,76.15%of users who add products to their shopping carts during the week before and after Black Friday end up abandoning their purchases.This sh
67、ows that establishing an abandoned cart recovery strategy for Black Friday is essential.Have you tried a Progress Bar?On-Site Strategy.Progress bars encourage shoppers towards certain key goals,such as getting free shipping or making a purchase.These visual cues help ecommerces drive conversions and
68、 increase the average order value.Your ecommerce checkout process is where your website visitors are converted into customers.Likewise,it is very likely that users who intend to buy and enter the checkout process will abandon the process if it is not optimised.Offer guest checkout options,use progre
69、ss bars and clear CTAs,offer different payment options.All this can help you optimise the process.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit30How to reduce cart abandonment?Off-Site Strategy.Remarketing through emails and sms is one of the most effective tools to
70、improve the abandoned cart rate and increase conversions.This technique consists of sending marketing emails or sms to those users who have added products to their baskets but have not completed the purchase to encourage them to do so.It usually requires development efforts or the use of third party
71、 tools to capture your visitors data,like the ones we offer at SaleCycle.Cart Abandonment EmailsCart Abandonment SMS87%of people who abandon their cart say they would consider returning to purchase.They just need the right prompt.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisati
72、on Audit31Online SalesUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit32Products Soldby Date&Device19 Nov20 Nov21 Nov22 Nov23 Nov24 Nov25 Nov26 Nov27 Nov28 Nov29 Nov30 Nov01 Dec02 DecMobileDesktop0200k400k600k800k1mBlack FridayCyber Monday1,046,073778,992Online SalesCon
73、sumers are actively purchasing more than average in the week leading up to Black Friday.The overall sales pattern is very much in line with the online traffic and add-to cart trends.In fact,mobile outperforms desktop,recording 1,532,999 additional online sales.WEEK BEFORE&WEEK AFTERThe increase in o
74、nline sales in the week before Black Friday is due to a combination of:Early Bird DealsCross-PromotionsBrand LoyaltyCompetitive PricingAnticipation&HypeUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit33Online SalesBLACK FRIDAY EVENTTotal Online Salesby Hour&Device12am1a
75、m2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10pm 11pm010k5k15k20k25k30k35k40kBlack FridaySales Peak Times2022DESKTOP2021DESKTOP2022MOBILE2021MOBILEMobileDesktop10 00AM03 00PM09 00PM08 00PMMobile accounted for 59.79%of all online sales during Black Friday,which is a slight 0.
76、21%decrease from the previous year.The most online sales on mobile happened at 8:00 PM and on desktop at 3:00 PM.Probably because most consumers tend to be at work on an computer at that moment of the day.Peak DesktopPeak Mobile27,27339,567TOTALDESKTOP SALES420,647TOTALMOBILE SALES625,426AVERAGEDESK
77、TOP SALES40.21%AVERAGEMOBILE SALES59.79%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit34Online SalesBLACK FRIDAY VS CYBER MONDAYTotal Online Salesby Hour10k20k30k40k50k60k70kBlack FridayCyber MondayDuring Cyber Monday mobile accounted for 55.15%of all online sales,a v
78、alue which is 4%lower in contrast with Black Friday.The most online sales on mobile happened at 9:00 PM-one hour later if compared to Black Friday-and on desktop at 8:00 PM.Black FridayCyber Monday63,81854,827DesktopMobile12am1am2am3am4am5am6am7am8am9am 10am 11am 12pm 1pm2pm3pm4pm5pm6pm7pm8pm9pm 10p
79、m 11pmBlack FridayMOBILE59.79%DESKTOP40.21%Cyber MondayMOBILE55.15%DESKTOP44.85%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit35How to increase your online sales during Black Friday?Its pivotal to not only implement strategies to capitalise on the increased traffic,bu
80、t also techniques that will help you increase the volume of online sales,such as:Timing-Based SegmentationCountdownTimersCheckout processOptimisationTest your websiteloading speedHave effectiveReturn PolicesLive TrendsUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit36Po
81、st Purchase CampaignFeedback SurveysThey help you to keep your buyers engaged,and coming back to you again and again.They can be used on-site or emailed to customers.Build upon loyalty,social proof and sales.How to build customer loyalty after purchase?The relationship with a client doesnt end after
82、 purchase,on the contrary,its just the beginning.In order to optimise your post purchase strategy and boost repeat purchases,take a look at some tips from our experts.Effective loyalty programs will help you identify the most loyal and valuable customers,rewarding them with incentives to encourage r
83、epeat purchases.They also collect data on your customers shopping behaviour to personalise their online shopping experience.EmailMarketingUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit38Email MarketingThe average conversion rate in email marketing was 29.93%.According
84、 to our data,this represents an increase of 2.48%over the annual average.It is curious to note that open and click-through rates remain higher during Cyber Monday than during Black Friday.On the other hand,the email marketing conversion rate is much higher during Black Friday.AVERAGEOPEN RATE51.08%B
85、LACK FRIDAYOPEN RATE49.29%CYBER MONDAYOPEN RATE54.64%AVERAGECLICK RATE18.11%BLACK FRIDAYCLICK RATE18.54%CYBER MONDAYCLICK RATE19.06%AVERAGECONVERSION RATE29.93%BLACK FRIDAYCONVERSION RATE37.13%CYBER MONDAYCONVERSION RATE33.8%Email Marketing StatisticsEmail Marketing StatisticsWEEK BEFORE&WEEK AFTERB
86、LACK FRIDAY VS CYBER MONDAYA/B TestingCRO ToolsTest your email elements to increase their effectiveness:subject lines,CTAs,images&text.Use countdown timers,live trends or voucher codes to improve your marketing emails.How to improve your email marking campaign?UNLOCKING BLACK FRIDAY SUCCESS FOR 2023
87、Free Conversion Rate Optimisation Audit39SectorInsightsUNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rate Optimisation Audit40Sector InsightsIn contrast with Black Friday 2021,where the fashion sector witnessed the greatest volume of traffic,the retail sector recorded the highest amount of
88、overall sessions,followed by fashion and travel.What stands out is that the Black Friday event recorded a higher volume of traffic in comparison with Cyber Monday.ONLINE TRAFFIC BY SECTORBROWSE ABANDONMENT RATE BY SECTORConsidering all verticals of the three main sectors,the luxury vertical has the
89、highest browse abandonment rate during the week before and after Black Friday(94.25%).However,the fashion vertical has the lowest amount of abandoned sessions(69.81%).This may be due to the higher AOV of the former vertical or consumers choosing to look for potentially enticing deals on luxury websi
90、tes.BLACK FRIDAYTOTAL TRAFFIC18,686,198RETAILTOTAL SESSIONSFASHIONTOTAL SESSIONSTRAVELTOTAL SESSIONS96,132,12490,475,62016,396,013CYBER MONDAYTOTAL TRAFFIC15,064,559RetailFashionTravelBrowse Abandonment Rateby SectorRetailFashionTravelThemeParkLuxuryOther0%25%50%75%100%UNLOCKING BLACK FRIDAY SUCCESS
91、 FOR 2023Free Conversion Rate Optimisation Audit41Sector InsightsADD-TO-CART RATE BY SECTORCART ABANDONMENT RATE BY SECTORThe add-to-cart rates follow the same pattern as browse abandonment rates,the fashion vertical recorded the highest volume of carts created,whereas luxury had the lowest.The lowe
92、r price range and the greater intention to purchase in the fashion vertical may contribute to this trend as they continue to browse to find the best deals.Its interesting to see how the Travel industry recorded the highest and lowest abandonment rates.More specifically,the OTA vertical experienced t
93、he highest cart abandonment rate,whereas the Theme Parks vertical saw the lowest.This might be due to consumers browsing and abandoning several OTA websites to find,research and compare the most convenient holiday deals.Theme Park website visitors usually have an idea of what they want to buy and ta
94、ke advantage of the on-going promotions.Cart Abandonment Rateby SectorRetailBooksFashionDIYTravelCosmeticsLuxuryThemeParkConsumerJewelleryOTAOther0%25%50%75%100%RETAIL8.09%TRAVEL23.77%THEME PARK12.12%FASHION30.19%LUXURY5.42%OTHER12.13%98.63%66.89%UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversio
95、n Rate Optimisation Audit42Key TakeawaysMobile accounted for 76%of online traffic,2%more than during Black Friday 2021.Quick Tip:In order to capitalise on the increasing amount of mobile traffic,make sure that your website is mobile-friendly and offers a seamless shopping experience on smartphones a
96、nd tablets.Quick Tip:Send marketing emails or SMS to users who have added products to their baskets but have not completed the purchase.The average cart abandonment rate during 2022-2023 was 79.53%.During the week before and after Black Friday,we can see how this rate drops to 76.15%.Quick Tip:Remin
97、d your users what they have been browsing during the day through email marketing and add a sense of urgency to convince them to finalise the purchase.During Black Friday,users start the day looking for the best deals to obtain and,once they have compared the different options,they finalise the purch
98、ase.Quick Tip:Keep your buyers engaged,and coming back to you again and again by implementing post-purchase campaigns to increase repeat purchases and customer lifetime value.There was a 54%increase in online sales when we compare Monday,18th November to Black Friday.Quick Tip:Displaying upsell and
99、cross-sell personalised recommendations based on what your users have previously browsed will encourage them to add more items to their cart.The week before and after the Black Friday experienced an average add-to-cart rate of 10.55%,with only the Black Friday accounting for 13.21%of carts created.Q
100、uick Tip:Test your email elements to increase their effectiveness:subject-lines,CTAs,images and texts.The average conversion rate in email marketing was 29.93%.According to our data,this represents an increase of 2.48%over the annual average.UNLOCKING BLACK FRIDAY SUCCESS FOR 2023Free Conversion Rat
101、e Optimisation Audit43Conversion Rate OptimisationCustomer LoyaltyCustomer InsightAbandoned Sales RecoveryStruggling To Convert Your Traffic Into Paying Customers?Our Solutions include:We optimise the ecommerce buying funnel with personalised and targeted emailsto help you reconnect with shoppers af
102、ter they have left your site.Our on-site real-time messages interact with visitors and help boost conversions while curbing online abandonment.We know exactly when to display personalised and relevant messages to encourage your customers to convert.Elena ForgasAlice LarcherMarketing Specialist Spain
103、&LATAMMarketing Specialist Italy&FranceAUTHORS:Illustrations by vectorpouch.This ebook has been designed using assets from FFree Conversion Rate AuditWell give you a Bespoke CRO health score using our internal metrics.During the 30-minute meeting with one of our ecommerce experts well present&discuss ways to grow your revenue.Start your Free Audit