Thanksgiving weekend shoppers proved more likely than last year to make a purchase while shopping online, driving up the conversion rate by more than a third to 5.8% from 4.2%, DoubleClick reports in its Black Friday Weekend Online Shopping Behavior Study. It also notes that average conversion rates for cost-per-click Internet search marketing ads on Black Friday weekend rose 98% above the third quarter’s daily average.
Online shoppers during the Thanksgiving weekend were also more likely than last year to place a product in a shopping cart, driving up the carting frequency rate by more than a fifth to 12.9% from 10.5%. Conversion rates for items placed in carts rose 13% year-over-year to 64.6% from 57%, DoubleClick says.
Although online holiday shoppers were more likely to buy than they were last year, they spent less per order this year. The average order value for the Thanksgiving weekend dropped 15% year-over-year to $124.94 from $146.36.
DoubleClick gathers its online shopping data from multi-channel retailers who use its SiteAdvance web analytics system.
It gathers data on search marketing results from retail clients of its Performics search marketing division. In addition to the 98% average increase in conversion rates from cost-per-click ads, it notes that the average number of daily clicks resulting from pay-per-click search campaigns on Black Friday weekend rose 85% from the average daily Q3 traffic.
It adds that average Black Friday weekend cost-per-click declined by 2% from a year ago. The peak day in terms of search marketing traffic was Sunday, Nov. 28, when traffic rose 92% over the Q3 average, while Black Friday led with the increase in search conversion rates, up 259% from the Q3 average.