Paid Search Generates 16 percent Of Online Transactions For Cyber Monday

According to Adobe Digital Index, Thanksgiving Day through Cyber Monday drove a total of USD 11 billion in online sales, a 15 percent increase year-over-year (YoY) and 30 percent of all online sales in November (USD 39.5 billion). Brick-and-click retailers saw the strongest growth in sales YoY at 18 percent. The first 18 days in December are all expected to be USD 1 billion sales days*. The other findings from Adobe, Large retailers (average sales revenue of USD 25 million) saw 12 percent growth on Cyber Monday. Online sales for small retailers (average sales revenue of USD 100,000) increased by 6 percent YoY.

As reported by Marketing Land, Online sales topped USD 3 billion on Cyber Monday based on an Adobe report. The company says 200 million visits to 4,500 retail websites generated USD 3.07 billion, an increase of 16 percent from a year ago. That makes it the biggest day of online sales in US history, says Adobe.

The findings reported by Adobe, are similar to those reported by Custora, where the increase in e-commerce revenue was at 16.2 percent over Cyber Monday 2014, and orders (transactions) were up 14.7 percent.

Cyber Monday saw email marketing driving 22.1 percent of orders, free search 20.7 percent , and paid search 16.6 percent.

The other findings from IBM Watson trend hub are:

  • Smartphones share of traffic increased to 36.8 percent in 2015 from 28.5 percent in 2014.
  • Smartphones percentage of sales increased to 15.2 percent from 9.1 percent.
  • Apple devices contributed to 33 percent of traffic and 21 percent of sales.
  • Mobile devices contributed to 28 percent of online sales up 26 percent over 2014.

 

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Key Takeaways
Cross-Device Optimization

Smartphones continue to increase as a source of Online Traffic, Online retail focusing on increasing online sales, can look at conversion rates for different devices to optimize campaigns for the first two weeks of December.

Maximize Sales with Best Performing Ad Creative

Optimize your search campaign for best performing ad creative in the first two weeks as the conversion rates decline after the first two weeks, to gain best rate of sales. To maximize sales volume, optimize your best sellers and best performing ad creative.
Desktopmob

Allocate Higher Budgets Initially For Campaign ROI

As Online sales volume sustains after Cyber Monday, and conversion rates plateau after the first fifteen days, Marketers allocating search budgets for the first few weeks of December are likely to gain a better ROI for search and remarketing campaigns.

Tabmob

Mobile App Promotion

Use Mobile App Promotion with seasonal deals to convert your shoppers into loyal customers with Mobile App promotion.

Store Locators

Store Location is one of the most searched with as high as 60 percent customers searching store location. Adding location site extensions to your search advertising can bring in better results.

Content Marketing

With 21 percent of online transactions starting from search results, optimizing for Search engines and creating seasonal content and social media posts can get your offers discovered and bring in better results from your campaigns.

 

*Adobe’s report is based on the analysis of aggregated and anonymous data of more than 125 million visits to 4,500 retail websites on Cyber Monday and uses its proven predictive model to forecast the remaining hours of the day. Adobe measures 80 percent of all online transactions from the top 100 U.S. retailers, more than any other technology company.

 

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