More Online Browsers Becoming Buyers As Holidays Approach
How are online shoppers behaving so far this season? Check out this hot-off-the-press data on e-commerce traffic and conversions.
This week’s Marketing Land Online Retail Sales Report shows both traffic to e-commerce sites and conversion rates rising, though browsing still seems to be the predominant activity.
The report is based on data from HookLogic, a company which gathers data on online retail transactions through the advertising network it runs, allowing brands to run ads on major retailer websites.
Traffic for the seven days beginning Monday, November 3, was up 19 percent compared to the previous seven days, beginning October 27. The conversion rate was also up compared to the previous week, but only by 2 percent.
HookLogic notes that Sunday was particularly active. On that day, Sunday, November 9, traffic was up 45 percent over the baseline, and the conversion rate was up 18 points, when compared to the baseline.
Additionally, data on traffic to product pages shows more intense shopping activity. Though traffic, compared to the baseline, was up 19 percent overall, traffic to product pages specifically had an even more dramatic rise. Traffic to product pages was up 26 percent, perhaps indicating that shoppers are zeroing in on specific products, planning what to buy during the holiday season.
Marketing Land will be publishing retail data, in partnership with HookLogic, throughout the 2014 holiday shopping season.