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Namogoo Data Reveals Consumer Shopping Behavior from Black Friday and Cyber Monday [Press Release 12/4/2017]

Analysis of Traffic Across Leading Ecommerce Sites Shows General Shift to Mobile, Peak Conversion Times for Retailers and More

Boston – December 4, 2017
To provide online retailers with early insights into consumer holiday shopping behavior, Namogoo today released data from Black Friday through Cyber Monday. The data reveals how customer shopping habits contributed to the collective success of online retailers during this crucial peak season weekend.

Namogoo’s analysis of 500 million web sessions across top retail sites found that consumers are gravitating to mobile devices, as smartphones accounted for 55 percent of all ecommerce traffic on Black Friday and 48 percent on Cyber Monday. As far as conversions, 36 percent and 31 percent of all sales came from mobile devices on Black Friday and Cyber Monday respectively.

As expected, retailers experienced significant upticks in overall website traffic and conversion rates. On Black Friday, conversion rates across all online shopping channels were four times higher than the previous six Fridays, as retailers capitalized on the 4.5x increase in visitors. And on Cyber Monday, traffic was 4.3x higher than the previous six Mondays, and retailers experienced 4.7x more conversions than previous weeks. On both days, 8-10 p.m. EST represented the period when consumers made the most purchases.

The analysis also found that a significant amount of consumers were distracted by unauthorized ads injected into their browsers during their online shopping experiences. On Black Friday, 29.8 percent of sessions came with unauthorized ads while Cyber Monday saw 31.2 percent of sessions including similar activity. These numbers reflect a significant increase compared to previous weeks, as the average infection rate was merely 21.7 percent.

“Peak season undoubtedly presents a variety of unique opportunities for retailers to thrive,” said Chemi Katz, co-founder and CEO of Namogoo. “During times of increased online traffic, it’s crucial that retailers are adequately prepared to handle the increase in orders to convert browsers into buyers. Unauthorized ad injections into consumer browsers also spike during these times as online hawkers try to capitalize on this busy season.”

Other key findings from Namogoo’s analysis include:

  • Cyber Monday website traffic across devices was 13 percent higher than traffic on Black Friday
  • Black Friday peak browsing hours took place between 10 a.m.-2 p.m. compared to Cyber Monday, when the most browsing occurred between 8-11 p.m.
  • The most orders were placed at 8 p.m. on Black Friday and 9 p.m. on Cyber Monday
  • While site traffic on Saturday and Sunday was lower than on Black Friday and Cyber Monday, these days still experienced a significant lift in traffic – 3x higher compared to the previous six weeks
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