Performance Marketing Results from Black Friday and Cyber Monday
As the results come in from Black Friday and Cyber Monday, most notably the report from comScore indicating that Monday was the heaviest online spending day to date, the Performance Marketing Association (PMA) gathered results from around the industry to highlight the importance of the channel.
PMA Industry Champion Ebates highlights their impact on the biggest shopping days of the year.
Data is still coming in, however based on shopping activity and comScore reporting we estimate that 3-5% of US ecommerce purchasing during the Thanksgiving-Cyber Monday period will have passed through Ebates Inc.’s family of sites.
Longtime PMA Corporate Member Clarus Marketing Group shows YOY growth for Black Friday in the following report.
FreeShipping.com is a subscription online shopping portal partnered with over 1,000 retailers that provides consumers with consistent 10% cash back on all purchases, free shipping, free return shipping, and 90-day price protection. In analyzing our YOY member shopping data, we can share the below data points:
– 2014 Black Friday Weekend spending was up 193% YOY
– Best Buy, Wal-Mart, Kohl’s and QVC rounded out the top 4 merchants for overall spend
– YOY total clicks were up 130%
– Total November clicks were up 77% as compared to the same time last year
– 5/6 top product searches on FreeShipping.com were electronics
– Most popular window of time for purchases made was from 5 – 11 pm with largest segment purchasing at 11 pm on Black Friday
Continuing the trend, PMA Corporate Member All Inclusive Marketing highlights their very strong transactional growth in 2014
All Inclusive Marketing, (www.allinclusivemarketing.com), had a very successful Black Friday and Cyber Monday. Our affiliate programs saw big increases in overall revenue on both Black Friday and Cyber Monday this year compared to 2014. On Black Friday, we saw an overall increase of 141% revenue growth year over year combined for all of our affiliate clients. On Cyber Monday, we saw an overall increase of 100% revenue growth year over year for all of our combined affiliate clients. As far as traffic, we saw an increase in over clicks by 36% year over year on Cyber Monday.
The importance of mobile has been a growing trend for several years, highlighted by PMA Industry Champion VigLink in their report.
For Black Friday, the VigLink Platform saw the following activity trends between Desktop and Smartphone devices:
Black Friday YoY – Overall percentage of clicks seen from publisher commercial links (links pointing to a brand or merchant site)
2013 – 66% Desktop / 10% Smartphone
2014 – 52% Desktop / 24% Smartphone
PMA Industry Champion ShareASale includes data to show that Retailers still have a gap to close with mobile conversion in order to take full advantage of the shift.
There still exists quite a large gap between the percentage of traffic coming from mobile devices, vs. the transactional volume that the traffic represents. This represents an opportunity for Retailers to greatly improve on their mobile shopping experiences and see immediate gains. For example, Cyber Monday 2014 saw 25-30% of traffic coming from mobile devices (including phones and tablets) but that traffic only generated 15-18% of total transactions. That’s a significant gap that I believe represents the challenges still facing consumers on their way through a checkout process on mobile devices. Mobile traffic continues to grow in importance, with an increase of around 50% which makes this gap even more critical for Retailers to close.