Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here
Close

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The Numbers Are In. Here’s What Marketers Can Take Away from Black Friday 2018.

By Vin Gaeta

The Numbers Are In. Here’s What Marketers Can Take Away from Black Friday 2018.

Thanksgiving was last week, and that normally means two things:

Turkey and Black Friday/Cyber Monday deals.

Hopefully, you were able to get all of the goodies you wanted - and even better if you didn’t have to leave your couch or get out of your sweatpants to do so. :D

As a marketer, I always find the analytical data from these two online shopping days to be extremely interesting and this year didn’t disappoint.

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

What’s The Biggest Takeaway for Marketers This Year?

Year-over-year (Y-o-Y), we’ve seen increases in mobile shopping for the retail holidays, and this year, that continued.

In fact, the flash report released by Salesforce shows that “mobile devices accounted for 67% of all digital traffic, up from 61% on the same day last year, and secured the most orders on Black Friday at 49% order share.”

That means nearly half of online Black Friday orders were made from a mobile device. That’s a lot of user real estate!

Even Adobe is showing that this year’s Cyber Monday is the largest to date - and yes, more traffic is coming from mobile. (See the trend, here?!)

Adobe showed that there’s a 23.6% increase over last year, which is up from their projected 18%, rounding out at roughly $6.2 billion dollars in revenue.

Yes, billion. With a B.

We’re not talking chump change here. Black Friday and Cyber Monday promotions have the potential to make or break a business’ fiscal year.

And with mobile experience weighing heavily on that success, it’s not something you should forego any longer.

Why Should You Care?

If you have an eCommerce website, or do any sort of online holiday promotion, having a mobile-optimized website has and will continue to be  super important.

With the Y-o-Y growth of mobile consumers we’ve seen during this season, it’s clearly become an absolute necessity for businesses to not only have a mobile presence - but a flawless user experience that is clean and easy to use.

Think about how often you’ve seen a promotion, either on TV or via social media, pulled up the website on your phone and were frustrated with the purchasing experience.

I’m sure a few times it’s actually deterred you from buying and it’s likely done the same for your buyers.

Our friends over at ConversionXL set some benchmarks for bounce rates on mobile, and 48% of mobile users bounce when shopping.

Now that could be due to a few things. Relevancy is a big thing, as well as the fact that more often than not mobile users are more apt to jump around.

But, in my opinion, a larger piece of that puzzle is the experience the user is served when they actually land on your page.

We know that many users land on your page via the browser served in-app by social media sites, yet we’re not testing in them.

And they can serve up some weird issues not seen on normal browsers.

Clearly, mobile optimization and user experience isn’t something that we can push off any longer, especially when many eCommerce-focused businesses do a large portion of their yearly sales during the holiday months.

There’s still the month of December left, and that’s ample time to make quick updates to your sight to help users purchase quickly and efficiently.

But don’t stop there - start planning your experience for Black Friday and Cyber Monday 2019 and the ROI you’ll see will be everything you wanted for the holiday :)

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Topics:

Ecommerce
Marketing Strategy
Published on November 29, 2018

Recent Articles

Can HubSpot Help My Retail Business Grow?
July 31, 2022 • 4 min read
Email and landing pages that convert, ft. Salena Knight (Inbound Success, Ep. 197)
May 31, 2021 • 36 min read
Google 'price drop' structured data for e-commerce can grab buyer eyes
March 9, 2021 • 2 min read
How Jordan West sold $250k in 24 hours using a gated launch strategy (Inbound Success, Ep. 180)
February 1, 2021 • 28 min read
Top design tips for e-commerce website success in 2021 [Infographic]
January 9, 2021 • 2 min read
4 questions to consider when building an e-commerce storefront for your small business
January 7, 2021 • 7 min read
IKEA ends 70-year catalog in response to evolving consumer behaviors
December 10, 2020 • 4 min read
What will retail and e-commerce spending look like this holiday season?
December 5, 2020 • 3 min read
Companies shift ad dollars by 18% due to increased e-commerce spending
October 6, 2020 • 3 min read
PayPal Instant Transfers expanded for businesses, in response to COVID-19
October 2, 2020 • 2 min read
3 costly Google ads mistakes brands make with Black Friday and Cyber Monday
September 28, 2020 • 6 min read
Facebook Shop to support online retailers, e-commerce during COVID-19
September 1, 2020 • 2 min read
Google releases Core Web Vitals built-in app for Shopify Merchants
August 21, 2020 • 2 min read
What online shoppers want (and how you can provide it) [Infographic]
August 15, 2020 • 2 min read
6 Shopify website examples every e-commerce brand needs to see
August 4, 2020 • 6 min read
Online giant Amazon delays Prime Day for US customers
July 29, 2020 • 3 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
Should you build your e-commerce website on HubSpot?
July 9, 2020 • 3 min read
Microsoft takes a 'new approach to retail' by closing all its physical stores
July 1, 2020 • 2 min read
Walmart partners with Shopify to expand third-party marketplace and compete with Amazon
June 18, 2020 • 2 min read
Marketing and selling on Amazon Ft. Carolyn Lowe of ROI Swift (Inbound Success, Ep. 147)
June 15, 2020 • 30 min read
Pinterest links visual search to Shop tab to ease purchasing
June 5, 2020 • 5 min read
Pandemic shopping habits become the new normal
June 2, 2020 • 3 min read
Shopify's surge tells complex story of doing business in coronavirus (COVID-19) era
May 8, 2020 • 4 min read
Yelp and Shopify release omni-channel updates during COVID-19
May 7, 2020 • 3 min read