Cyber Monday Beats Black Friday
According to Google, Cyber Monday was the day with the most transactions in 2013. Even though Black Friday on November 29th had an transaction increase of 114% above average, it did not even come close to Cyber Monday’s transaction rate lift of 170% over average.
Highest Transaction Rate Doesn’t Equal Highest Traffic
Even though an increase in quality traffic usually means an increase in transactions, it is different from the end of November until the end of December. More traffic does not equal more conversions.
The highest transaction volumes are typically recorded on the following days:
- Black Friday
- Cyber Monday
- Monday before Christmas
- Tuesday before Christmas
Bid Modifiers Pay Off
Use the transaction rate lift percentages as a bid multiplier for bid adjustments. For Instance, until five weeks before Thanksgiving, transaction rates are below average and start rising up to 70% on Cyber Monday, only to come back to average the week after Christmas.
Start Boosting Campaigns Before Halloween
This year, 26% of shoppers started buying before Halloween making Thanksgiving a month-long shopping marathon. Introduce special offers early and advertise them while your competition is still waiting for Thanksgiving week!
Shoppers Compare More Than Ever
In 2010, shoppers consulted five information sources on average before making a purchase. In 2013, that number more than doubled and increased to 12 sources. So while you are getting that head start before Halloween, make sure your prices are competitive and your products or services are presented effectively.
Online Shopping Behavioral Trends
Before and during the holidays, online shoppers research their favorite retailers online and this trend is growing exponentially. Besides making your website even mobile friendly, hop on the YouTube train before your competitors get wind of it. “Haul Videos” on YouTube, meaning videos with the word haul in it, have been watched well over a billion times and the number of views of such videos increased 1.7 fold compared to 2013 (this adds up to 5.6M+ hours of haul videos watched by the way).
Sources: adwords.blogspot.it, Zebra Advertisement case studies