2017 holiday weekendsource: our holiday forecast, 8/17/2017 results (thanksgiving to cyber monday)...
TRANSCRIPT
2017 HOLIDAY WEEKEND
(THANKSGIVING - CYBER MONDAY) BY THE NUMBERS
DECEMBER 1, 2017
ABOUT NETELIXIR
OUR TEAM: 120+ fanatically analytical search marketers, operating in three countries.
OUR PARTNERSHIPS: We are a Premier Partner of both Google and Bing .
OUR VALUE: We combine our expertise and our proprietary technology to generate demand for your digital storefront and convert it into sales
DECODING WHAT MAKES PEOPLE CLICK
OUR SOLUTION SET
DIGITAL MARKETING STRATEGY
PAID SEARCH & SHOPPING
SEARCH ENGINE OPTIMIZATION
PAID SOCIAL
AMAZON MARKETING SERVICES
LXR GUIDE - PAID SEARCH RECOMMENDATION ENGINE
ABOUT UDAYAN BOSE
Founder & CEO of NetElixir
Founded PartyBingo.com (PartyGaming)
Guest Lecturer: • Johnson School of Management,
Cornell University• City University of New York, Baruch• Indian School of Business
linkedin.com/in/udayanbose
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THANKSGIVING TO CYBER MONDAY
SEARCH, SHOP, BUY: OBSERVATIONS & INSIGHTS
BASIS OF THIS PRESENTATION
• Hourly Search Marketing and Website data recording and analysis for our holiday retailers. (Aggregated Holiday Traffic Data > 375 MM Impressions).
• Data captured separately for mobile and desktop.
• We used our proprietary customer intelligence technology, LXRInsights™, to gain deeper understanding of holiday consumer behavior.
RESULTS & TRENDS
Y/Y CHANGE (OVERALL US SALES WENT UP BY 15%)
WESTERN13.8%
SOUTHERN20.3%
CENTRAL14%
NORTHEAST11.6%
PAID SEARCH KEY METRICS
YOY GROWTHAVG. CPC: 5.1%IMPRESSIONS: 17%CONVERSIONS: 20.6%AOV: 8%
ORDERS BY DAY:CYBER MONDAY’S CONTINUED DOMINANCE AS THANKSGIVING GETS BIGGER
15%
22%
26%
37%
Orders 2017
Thanksgiving
Black Friday
Weekend
12%
20%
29%
39%
Orders 2016
Thanksgiving
Black Friday
Weekend
Cyber Monday
THANKSGIVING BEAT OTHER DAYS IN AVERAGE ORDER SIZE (AOV)
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
$300.00
Thanksgiving Black Friday Saturday Sunday CyberMonday
AOV ($), 2017
WHAT WERE THE TOP DAY-PARTS: SEARCH & BUY
DAYPARTS (SEARCH IMPRESSIONS)MIDNIGHT OF 11/22 – MIDNIGHT OF CYBER MONDAY
11%
21%
33% 34%
0%
5%
10%
15%
20%
25%
30%
35%
40%
IMPRESSIONS0-6:00 6:00-noon Noon-18:00 18:00-midnight
DAYPARTS (CONVERSION RATES)MIDNIGHT OF 11/22 – MIDNIGHT OF CYBER MONDAY
9%
23%
33% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
ORDERS0-6:00 6:00-noon Noon-18:00 18:00-midnight
CATEGORY-WISE TOP DAY-PARTS (SEARCH IMPRESSIONS & CONVERSION RATE)
Retail Vertical0:00-6:00
(11/23)
6:00-Noon
(11/23)
Noon-18:00
(11/23)
18:00-midnight (11/23)
Midnight-6:00 (11/24)
6:00-noon
(11/24)
Noon-18:00
(11/24)
18:00-midnight (11/24)
Midnight-6:00 (11/25)
6:00-noon(11/25)
Noon-18:00(11/25)
18:00-midnight(11/25)
Midnight-
6:00(11/26)
6:00-noon(11/26)
Noon-18:00(11/26)
18:00-midnight(11/26)
Midnight-
6:00(11/27)
6:00-noon(11/27)
Noon-18:00(11/27)
18:00-midnight(11/2
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Apparel
Beauty & Cosmetics
Electronics
Eyewear
Food & Gourmet
Footwear
Flowers & Giftings
Kitchenware
Impressions Conversion Rate
Thanksgiving Black Friday Saturday Sunday Cyber Monday
• With the exception of Cyber Monday when maximum searches happened between 6pm and midnight, the high search impression day-parts were fairly scattered.
• For most categories, maximum purchases happened during the second half of each day (no surprises there). Interestingly, the categories where this trend was broken were – flowers & gifting and food & gourmet, where maximum purchases happened between 6am and noon.
• The conversion rates during the top day-parts were as much as 3.25x higher than the average conversion rate (during this period) of 3.5%.
• Dayparts analysis provides valuable insights into when people search and when do they buy. This information can help search marketers run hyper-targeted campaigns.
OBSERVATIONS & INSIGHTS
CVR (Top) CVR (Avg.) Multiple
Apparel 7.87% (CM, 18-24)
3.25% 2.4x
Flowers & Gifts
14.27% (CM, 12-18)
4.5% 3.26x
HOW BIG WAS THE IMPACT OF MOBILE THIS YEAR?
MOBILE SHARE OF VISITS HAS GROWN YOY (67%)
ThanksGiving Black Friday Saturday Sunday Cyber Monday
48% 49% 52% 51%41%
57% 55% 59% 58%47%
66% 69% 70% 70%
49%
Visits 2015 Visits 2016 Visits 2017
MOBILE SHARE OF ORDERS HAS GROWN YOY (37%)AOV ON MOBILE WAS 40% LOWER THAN DESKTOP
ThanksGiving Black Friday Saturday Sunday Cyber Monday
37% 36%
42%
35%31%
40% 38% 40%35%
31%
45%41%
44% 45%
31%
Visits 2015 Visits 2016 Visits 2017
MOBILE SHARE BY CATEGORY
MOBILE SHARE IMPRESSIONS ORDERSApparel 47% 39.5%Beauty & Cosmetics 64.7% 57.8%Electronics 52.5% 21.9%Eyewear 41.9% 27.4%Food & Gourmet 53.8% 21.4%Footwear 83% 62.4%Gifting 30% 24.9%Kitchenware 25.9% 13.5%
• Share of mobile search impressions as well as orders experienced sharp increase during the holidays. During workday though, desktop beat mobile hands down.
• Mobile search dominates high impulse purchase categories like cosmetics and fashion.
• For more considered purchases like high end electronics and houseware, searches happen on mobile but purchases happen through desktop.
UNIQUE OBSERVATIONS (MOBILE SEARCH)
OUR OUTLOOK FOR REMAINDER OF 2017 HOLIDAY SEASON
NETELIXIR PREDICTS SLOWER THAN USUALONLINE SALES THIS HOLIDAY SEASON
10% Y/Y GROWTHSource: Our Holiday Forecast, 8/17/2017
RESULTS (THANKSGIVING TO CYBER MONDAY)
15% Y/Y GROWTH
HOWEVER…
78% OF ONLINE SALES ARE YET TO HAPPEN!2015: 20% OF SALES THANKSGIVING -> CYBER MONDAY2016: 22% OF SALES THANKSGIVING -> CYBER MONDAY
MOBILE SHOPPING WILL CONTINUE TO SURGE
>35% OF ALL PURCHASES FROM MOBILE
RESULTS (THANKSGIVING TO CYBER MONDAY)
37% OF ALL PURCHASESFROM MOBILE
3 HOLIDAY SEM HACKS THAT YOU NEED TO USE TODAY!
GET REAL TIME: USE “DATA SOURCE”
AS A SECONDARY DIMENSION TO
AVOID A LAG IN REPORTING NUMBERS
In two test cases where traditional sitelinks were swapped with Holiday sitelinks, we saw improvements in both CTR and CVR.
USE HOLIDAY SPECIFIC SITELINKS
TO DRIVE ADDITIONAL CLICKS
CTR:
+55%CVR:
+56%
ALIGN SOCIAL STRATEGY TO
SHIFTING CUSTOMER DEMOGRAPHICS
THROUGH THE DAY
Prospecting on mobile to acquire lookalikes, competitor fans and other interest based segments prior to office hours
Retarget current buyers on desktop during office hours. Possible WOM through peer
network!
Activate all customer segments at full throttle to maximize EOD
sales
SUMMARY• GO MOBILE.
• BUILD HYPER-TARGETED CAMPAIGNS AROUND THE MOST PROFITABLE DAY-PARTS FOR YOUR BUSINESS.
• ONLY 22% OF HOLIDAY PURCHASES HAVE HAPPENED - HOW PREPARED ARE YOU FOR THE REMAINDER?
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DOWNLOAD OUR HOLIDAY READINESS WORKBOOK FOR
20 PROVEN HOLIDAY SUCCESS STRATEGIES
www.netelixir.com/holidays
QUESTIONS PLEASEEMAIL: [email protected]