Black Friday and Cyber Monday sales grew significantly this year and while consumers are definitely more willing to spend this year, there is real expectation around experience that hasn’t been as prevalent in years past.
At Segmentify, we love to look at the data, drivers, trends, facts and figures to understand what the real impact of this hectic shopping season. Ecommerce businesses have already started benefitting from early implementation of personalisation solutions and while email and push have both been a big part of online strategies; it’s becoming more apparent that consumers are demanding a better experience above all else.
Regional Differences But Same Black Friday Focus
Looking at regional data showed some significant differences between the spend in the UK versus the US. Both however, had noteworthy rises in online spending with Black Friday slightly edging out Cyber Monday. According to the Guardian, even the high street saw a rise in sales with footfall up 3.3% on Black Friday 2019 in comparison with 2018. Be sure to check out our new Black Friday infographic which offers more detail around the data disparities by region.
Mobile Friendly Equals Consumer Friendly
There were also huge numbers of shoppers now using mobile to start their shopping journey however, data reveals that many shoppers finalised their journey on desktop. This means that an omnichannel approach to online shopping is more important than ever before. Many ecommerce companies risk higher abandonment rates if they aren’t prepared for cross device shoppers. Mobile traffic was up almost 10% and while abandonment rates went down significantly, it was the retailers who offered cross device personalisation that saw numbers soar.
Our own data analysis saw a huge increase in emails sent, opened and campaigns created all throughout the Black Friday/Cyber Monday weekend. The specific number can be found in our latest infographic however, the numbers clearly showed an added effort by retailers that consumers were engaged with. A few of the tactics used by retailers this year included countdown timers, leveraging exit-intent messaging and of course follow up emails for carts left full.
Consumers Like The Personalised Push
One of the more impressive analyses we saw internally was that around push notifications. Push notifications were used by a huge number of retailers to help guide the personalised journey for shoppers who were already in a frenzied environment and feeling the wrath of Black Friday messaging. Our users saw click-through rates increased by a whopping 2.5X during the Black Friday weekend with the number of messages increased by more than double.
Cart Abandonment Meets Mobile
Cart abandonment is normally at a low during this shopping season with deals, offers and discounts moving items to the checkout. Mobile saw the highest cart abandonment rates across almost all countries this year which only further drives the need for a true omnichannel approach to online shopping. With the completion of sales happening on desktop devices, retailers need to understand the true impact of personalised approach across devices. Our infographic goes into more detail around how retailers experienced cart abandonment this year during Black Friday/Cyber Monday.
Load speeds were an incredibly important factor in online conversions for ecommerce businesses this year. According to Eggplant, 80% of users said a slow loading website was more frustrating than a temporarily down website and the expectation is now that the page will load in 2 seconds or less. Delays in speed have definitely contributed to higher bounce rates, lower conversion and cart abandonment but the stakes have now been raised with companies offering personalised messaging to alleviate make light of any delays.
Product recommendations are another way retailers engaged with users this year onsite. It was also a significant way ecommerce brands moved consumers towards an increased basket size, ultimately increasing AOV. Page views were increased (for more specific data see our infographic) which allowed shoppers to see more items that were either on offer, almost out of stock, or that may have been complementary to the item they were about to purchase. With shoppers already in the mood to spend, adding these additional items was perfectly timed for retailers bottom line. → show an image of product recommendation
With Black Friday and Cyber Monday having come and gone, it’s a great time to assess the data and get the facts around the potential of this shopping season. With our new infographic, ecommerce brands can identify what they need to achieve better results for 2020 and build a business case around both personalisation and a strategy that creates a better journey for consumers.