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BizReport : Ecommerce : January 14, 2016


Expert: Lessons learned from the 2015 holidays

While overall revenue numbers were good during the 2015 holiday season, there were some areas where retailers may have struggled. One expert lays out what retailers should take away from the holiday season.

by Kristina Knight

Kristina: Looking back at the 2015 holiday season, what surprised you?

Jonathan Opdyke, CEO & Co-Founder, HookLogic: One of the things that surprised us this holiday season was that Black Friday reigned as the clear champion of the online sales season in the UK. Ecommerce traffic spiked to more than 5 times the October baseline and The Conversion Rate Index jumped to 485, or a 4.9x increase - up nearly double the prior day. Much of this was largely attributed to retailer promotion, especially the advertising of big sales. With so much of the focus on Black Friday, Cyber Monday simply wasn't an event in the UK this year. While sales were strong, they were comparable to the prior weekend, despite the increases of workers who returned to their computers on Monday morning. We watch the data very closely throughout the year, so many of our predictions, such as mobile going above 50 percent of ecommerce traffic, came true - but the rise in popularity of Black Friday in the UK stood out to me.

Kristina: What trends developed during the season that retailers can use into 2016?

Jonathan: Mobile was 50-55 percent of ecommerce traffic this season (last year we saw it around 30/40 percent). But what's really interesting is that shoppers weren't just browsing on their phones, they were buying - and this is a big shift from what we saw last year. Prior to the holidays, mobile was accounting for around 20 percent of transactions. During the holidays, this peaked at around 35 percent on Thanksgiving (people at home and visiting) and was at its lowest on Cyber Monday at 23 percent (people at work).

More from Opdyke tomorrow, including how retailers can do more with mobile.

Image via Shutterstock

Tags: 2015 holiday ecommerce, ecommerce tips, ecommerce trends, HookLogic










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