E-Commerce Activity Climbing, While Electronics Top Non-Branded Search Terms

The online shopping season is beginning to heat up, according to aggregated data from retail ad network HookLogic, which works with sites like Walmart, Target, Best Buy and Macy’s. Marketing Land is providing weekly updates on ecommerce activity throughout the holiday season in this Online Retail Sales Report.

Total views to product pages last week, from Monday, November 9, through Sunday, November 15, grew to an indexed value of 133 — compared to the benchmark of 100 in October and 107 last week. Meanwhile, shoppers are also converting in greater numbers. The average measured conversion rate of 155 shows a significant increase over the benchmarked period, and even a big rise from last week, when it was just 112.

The network’s top non-branded keywords for on-site searches also indicate a gift-giving and general holiday mindset, as “TV” tops the list, followed by “laptop,” “Christmas trees” and “tablets.” “Boots,” which topped the list last week, was still a query attracting significant interest, with both the single word and “women’s boots” making the list.

Shoppers may also be contemplating spiffing up their homes in advance of the arrival of holiday visitors, as terms like “bedding,” “curtains,” “rugs,” “vacuum” and “lamps” are on people’s minds.

Continuing a trend that HookLogic noted last week, traffic from mobile devices continues to overshadow desktop traffic slightly, with 51 percent of traffic coming from mobile and 49 percent coming from desktop.

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About the author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.