10 Things Black Friday Weekend Taught Us About Selling to Mobile Shoppers - Marketing Director SingleFeed
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10 Things Black Friday Weekend Taught Us
About Selling to Mobile Shoppers
David Gould Liam Supple
CEO/Founder Marketing Director
mShopper SingleFeed
David@mShopper.com Liam@SingleFeed.com
MSNBC named mShopper its
Website of the Week
December 2012
Why look at Black Friday weekend? It’s an amazing window into mobile shopping behaviors They’re mobile. They’re seeking deals. They’re comparing prices. They’re jumping between online and offline.
Other reasons: Everyone has amazing Black Friday data to share
There was a lot to learn in just 5 days
THE WORLD OF MOBILE
Conversion rates Average order value
Phones vs. tablets Geo-targeting
Phone manufacturers
Add-to cart rates
Mobile to in-store
Mobile search
Popular mobile products
Mobile ads
PayPal orders
SMS Marketing
Phone browsers Phone OS
The 10 most important m-commerce insights for your business 1. Mobile’s share of traffic and sales 2. Conversion rates 3. Phone versus tablet comparison 4. Importance of add-to-cart rate 5. Importance of cart completion rate 6. Device-a-palooza 7. Popular mobile products 8. It’s all about the deep link 9. Effectiveness of SMS marketing 10. Going mobile with only a data feed
1. Mobile was an essential driver of traffic & sales
TIP: Growth has
been extraordinary.
Mobile needs to be
a major part of your
2014 strategy
% of
Sales: 26% 22% 17%
2. If you optimized, you sold more. A lot more.
NON-MOBILE-OPTIMIZED SITE MOBILE-OPTIMIZED MSTORE
TIP: Make sure
your site is
optimized for
VS mobile devices
ASAP. You’re
losing money
BF: 1.4%
≈ 0.5% (AVERAGE) 1.0% TO 3.0% (AVERAGE) CM: 1.8%
Source: mShopper network of 100+ retailers
3. Phone and tablet shoppers were two very different animals
TIP: You need to
have different
experiences for
phone and
tablet shoppers.
Note:
Responsive web
design does not
solve this
problem
Source: IBM Digital Analytics Benchmark
4. Searching on mobile is harder; Add-to-cart rates showed that
Add-to-Cart Rate
Percentage of site visits where someone
adds an item to their cart
5-10% TIP: ATC% should be your
focus. Your mStore needs
tools to help shoppers
find deals and filter
through results
8-15%
(ex: faceted search)
Source: mShopper network of 100+ retailers, http://www.smartinsights.com/ecommerce/ecommerce-analytics/ecommerce-conversion-rates/
5. Cart completion rates had room to improve
Cart Completion Rate
Percentage of Cart Adds that result in a sale
24% TIP: Streamline
checkout, remember
data, limit text entry,
and offer alternative
32%
payments
Source: mShopper network of 100+ retailers, http://baymard.com/lists/cart-abandonment-rate6. Lots of different devices were used to shop
1,188
Top 30 Mobile Devices
Includes iPad
TIP: It’s worth it to
Different mobile devices used
devote significant
to access mShopper’s mStores time/money on
on Black Friday weekend versioning and
QA. Or hire
someone to do it
Source: mShopper network of 100+ retailers7. Certain categories sold especially well to mobile shoppers
Top 10 Categories for Mobile
Conversion Rates
TIP: Retailers selling
these items have the
most to gain from
delivering an easy-to-
use mobile shopping
experience
Source: mShopper network of 100+ retailers. Comparison to mShopper’s network average8. More than half of your visitors arrived at a sub-page
45% 55%
TIP: Make sure
Home Category Brand Product
mobile shoppers
arrive at the page
the wanted.
(Google penalizes
if you don’t!)
Make sure search
tools are accessible
from all pages
Source: mShopper network of 100+ retailers9. Timely SMS campaigns drove clicks and sales
Click Rates
ranged from
5% to 14%
Click-to- TIP: Start collecting
purchase opted-in mobile
subscribers ASAP. Send
rate of 3-5% exclusive information or
amazing deals
Analytics 2x/month.
show sales
were higher
even w/o
click
Source: mShopper network of 100+ retailers10. Many retailers went mobile with their current data feed
TIP: Find a data feed
company that also submits
feeds to mobile store
vendors. Store set-up is
fast and easy, and
inventory remains updated
Source: mShopper network of 100+ retailers10. Black Friday Case Study: ClearWater Outdoor
Clear Water Outdoor (CWO) is a family-run retailer selling high-quality
BACKGROUND
clothing and gear for the outdoors
CWO noticed that more than 50% of their web visits were mobile but that
CHALLENGE this traffic only converted at around 0.4%.
CWO’s main goal was a sharp increase in mobile sales. Their mStore also
NEED needed to be easy and fast to launch (weeks, not months), integrated with
PayPal and Google Analytics, and simple to manage
• Launched in just a few weeks using existing data feeds
RESULTS • During Black Friday, conversion rate increased 5X, to nearly 2.0%.
• CWO can easily manage inventory & mStore from Dashboard
Source: mShopper network of 100+ retailersThanks from mShopper and SingleFeed!
Contact us to learn more about mobile shopping behaviors
and options for going mobile.
David Gould Liam Supple
CEO/Founder Marketing Director
mShopper SingleFeed
David@mShopper.com Liam@SingleFeed.com
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