This year’s Thanksgiving to Cyber Monday shopping weekend was record breaking for e-commerce.
We have compiled a snapshot of how the long weekend played out in the U.S. so that online merchants can prepare well in advance for the 2017 Holiday season. Here are key takeaways, by the numbers:
Thanksgiving Day – Savor, Search, Shop
Black Friday – Deepening Discounts
Cyber Monday – Mobile All The Way
Thanksgiving-Cyber Monday Weekend (Nov 24-28) – E-commerce FTW!
FORTUNE Editor Phil Wahba recaps the weekend best: “To compete with Amazon, traditional retailers have been pouring billions into their e-commerce offerings. That includes upgrading shopping apps, equipping stores to handle pickups for online orders as well as ship e-commerce orders, and introducing mobile payment apps. The efforts have led to sharper e-commerce performance for many.”
The key to e-commerce sales and success this year was readiness. It is clear that retailers have stepped up their game online across their websites, mobile sites, and mobile/tablet apps.
What the data doesn’t show us, however, is potentially lost sales. How many mission-focused shoppers “bounced” when unable to find items they were looking for using site search and navigation? How many sales were lost when a shopper browsing on a smartphone or tablet had to wait for a page to load or scroll for far too long? After all, while conversions were higher over holiday averages, smartphones only saw 1.9 percent, tablets only 3.7 percent, and desktops were at 4.3 percent – indicating there is still much work to be done to streamline the mobile experience.
Here is a great place to start. The SLI Site Search and The Mobile Experience paper is an invaluable guide for ways to provide mobile and tablet shoppers with an amazing user experience. Get started, now…