2012 Conversion Metrics - IBM Digital Analytics Benchmark
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Retail Analytics for Black Friday '12
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Black FridayBlack Friday% ChangeFriday% Change
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20122011YoY11/16/2012DoD
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Transaction Summary Metrics
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Items per Order5.566.37-12.72%9.3-40.22%
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Average Order Value181.22190.1-4.67%210.69-13.99%
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Conversion Summary MetricsBreakdown Analysis
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Conversion Rate4.58%4.57%0.22%4.20%9.05%
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New Visitor Conversion Rate3.72%3.55%4.79%3.46%7.51%Apparel Sales17.47%
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Shopping Cart Sessions11.50%11.30%1.77%9.80%17.35%Department Stores16.83%
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Shopping Cart Conversion Rate34.34%34.47%-0.38%33.28%3.19%Health & Beauty10.96%
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Shopping Cart Abandonment Rate65.66%65.53%0.20%66.72%-1.59%Home Goods28.22%
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Session Traffic Summary
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Averaage Session Length6:397:26-10.54%6:224.45%
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Bounce (One Page) Rate34.92%33.10%5.50%36.43%-4.14%
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Browsing Sessions47.49%47.23%0.55%46.67%1.76%
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Page Views per Sessions7.247.59-4.61%6.796.63%
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Product Views per Session1.81.790.56%1.668.43%
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Mobile Summary Metrics
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Mobile: % of Sales16.26%9.84%65.24%10.90%49.17%
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Mobile: % of Site Traffic24.04%14.33%67.76%18.96%26.79%
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Mobile: Bounce Rate40.48%41.31%-2.01%42.54%-4.84%
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Mobile: Converstion Rate2.72%2.78%-2.16%2.16%25.93%
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Mobile: Session Length4:074:031.65%3:469.29%
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Mobile Device: Android5.53%4.05%36.54%4.74%16.67%
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Mobile Device: iPhone8.71%5.38%61.90%7.31%19.15%
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Mobile Device: iPad9.75%4.75%105.26%7.23%34.85%
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Social Summary
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Social: % of Sales0.34%0.53%-35.85%0.63%-46.03%
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Social: % of Site Traffic0.81%0.92%-11.96%0.95%-14.74%
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Social : Facebook Referrals0.68%0.69%-1.45%0.82%-17.07%
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Social: Twitter Referral0.00%0.02%-100.00%0.00%0.00%
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Overall
Apparel
Department Stores