Ecommerce sales rise on the clicks of mobile users; email performance continues its downward spiral
PHILADELPHIA, PA (December 2, 2013) – Monetate today announced thats its marketing Acceleration Cloud influenced more than 33 percent (or one in every three dollars) of U.S. ecommerce sales during Black Friday 2013. Online sales in the U.S. on Black Friday reached nearly $1.2 billion from desktop and laptop computers alone, according to Web analytics company firm ComScore.
Online spending on Black Friday increased to record highs this year as more consumers opted to shop online rather than brave the long lines at stores.
“Black Friday 2013 performed as we expected, driven predictably by increased activity among tablet and smartphone users,” said David Brussin, CEO and co-founder of Monetate. “What we found interesting were the dramatic decreases in traffic and revenue for email–down 40 percent and 32 percent respectively. Email is the lifeblood of ecommerce; these waning metrics serve as a wake-up call to marketers as they plan their 2014 strategy. The status quo is no longer enough, today’s consumers are demanding greater relevancy and consistency from their inbox, something with which Monetate is keenly aware.”
As expected, consumers spent more time browsing and buying from smartphones and tablets, in addition to laptop and desktop computers, which translated to faster growth in online sales. The average order value (AOV) on Black Friday was up 18.28% from last year. Despite a large increase in website traffic from tablets (89.46%) and smartphones (66.09%), traditional desktop and laptop traffic had the highest Black Friday AOV ($175.91) with 5.80% less traffic than last year. Overall website traffic increased 10.24%.
In addition, total revenue on Black Friday increased 54.15% and conversion rates jumped 18.44%. Revenue from shoppers on tablets had the largest revenue increase (178.89%), followed by smartphones (127.17%), and desktops and laptops (56.37%).