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Black Friday Report 2012
IBM Digital Analytics Benchmark
Summary
US shoppers once again took advantage of early promotions this holiday season,
driving a 17.4 percent increase in online sales Thanksgiving Day. This increase set the
stage for 20.7 percent growth on Black Friday. The biggest surge came from mobile
consumers, with sales reaching 16.3 percent, led by the iPad. This data is the result of
cloud-based analytics findings from IBM.

As part of IBM's Smarter Commerce initiative, the IBM Digital Analytics Benchmark
revealed the following trends as of 12:00 am PST:

   •   Consumer Spending Increases: Online sales on Thanksgiving grew by 17.4
       percent followed by Black Friday where sales increased 20.7 percent over last
       year.

   •   Mobile Shopping: Mobile purchases soared with 24 percent of consumers using
       a mobile device to visit a retailer's site, up from 14.3 percent in 2011. Mobile
       sales exceeded 16 percent, up from 9.8 percent in 2011.

   •   The iPad Factor: The iPad generated more traffic than any other tablet or smart
       phone, reaching nearly 10 percent of online shopping. This was followed by
       iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic
       at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon
       Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent.

   •   Multiscreen Shopping: Consumers shopped in store, online and on mobile
       devices simultaneously to get the best bargains. Overall 58 percent of
       consumers used smartphones compared to 41 percent who used tablets to surf
       for bargains on Black Friday.

   •   The Savvy shopper: While consumers spent more overall, they shopped with
       greater frequency to take advantage of retailer deals and free shipping. This led
       to a drop in average order value by 4.7 percent to $181.22. In addition, the
       average number of items per order decreased 12 percent to 5.6.

   •   Social Media Sentiment Index: Shoppers expressed positive consumer
       sentiment on promotions, shipping and convenience as well as the retailers
       themselves at a three to one ratio.

   •   Social Sales: Shoppers referred from Social Networks such as Facebook,
       Twitter, LinkedIn and YouTube generated .34 percent of all online sales on Black
       Friday, a decrease of more than 35 percent from 2011.
Holiday sales growth was led by several industries which include:

   •   Department stores continued to offer compelling deals and promotions that
       drove sales to grow by 16.8 percent over Black Friday 2011.

   •   Health and Beauty sales increased 11 percent year over year with consumers
       once again choosing to pamper themselves this holiday.

   •   Home goods maintained its momentum this year, reporting a 28.2 percent
       increase in sales from Black Friday 2011.

   •   Apparel sales were also strong this holiday with Black Friday numbers showing
       an increase of 17.5 percent over 2011.
US Retail
                                       Black Friday 2012
                                        vs. Black Friday
                                              2011

Sales                                       20.68%



                                      Black      Black
                                      Friday     Friday      % Change     Friday       % Change
                                       2012       2011         (y/y)     Nov-16-12       (d/d)

Transaction Summary Metrics
  Items per Order                        5.56        6.37      -12.72%         9.30      -40.22%
  Average Order Value                 $181.22     $190.10       -4.67%      $210.69      -13.99%
Conversion Summary Metrics
  Conversion Rate                      4.58%       4.57%         0.22%        4.20%       9.05%
  New Visitor Conversion Rate          3.72%       3.55%         4.79%        3.46%       7.51%
  Shopping Cart Sessions              11.50%      11.30%         1.77%        9.80%      17.35%
  Shopping Cart Conversion Rate       34.34%      34.47%        -0.38%       33.28%       3.19%
  Shopping Cart Abandonment Rate      65.66%      65.53%         0.20%       66.72%      -1.59%
Session Traffic Summary Metrics
  Average Session Length                 6:39        7:26      -10.54%          6:22       4.45%
  Bounce (One Page) Rate              34.92%      33.10%         5.50%       36.43%       -4.14%
  Browsing Sessions                   47.49%      47.23%         0.55%       46.67%        1.76%
  Page Views Per Session                 7.24        7.59       -4.61%          6.79       6.63%
  Product Views Per Session              1.80        1.79        0.56%          1.66       8.43%
Mobile Summary Metrics
  Mobile: % of Sales                  16.26%       9.84%       65.24%        10.90%      49.17%
  Mobile: % of Site Traffic           24.04%      14.33%       67.76%        18.96%      26.79%
  Mobile: Bounce Rate                 40.48%      41.31%       -2.01%        42.54%      -4.84%
  Mobile: Conversion Rate              2.72%       2.78%       -2.16%         2.16%      25.93%
  Mobile: Session Length                 4:07        4:03       1.65%           3:46      9.29%
  Mobile Device: Android Traffic       5.53%       4.05%       36.54%         4.74%      16.67%
  Mobile Device: iPhone Traffic        8.71%       5.38%       61.90%         7.31%      19.15%
  Mobile Device: iPad Traffic          9.75%       4.75%      105.26%         7.23%      34.85%
Social Summary Metrics
  Social: % of Sales                   0.34%         0.53%     -35.85%        0.63%      -46.03%
  Social: % of Site Traffic            0.81%         0.92%     -11.96%        0.95%      -14.74%
  Social: Facebook Referral Traffic    0.68%         0.69%      -1.45%        0.82%      -17.07%
  Social: Twitter Referral Traffic     0.00%         0.02%    -100.00%        0.00%        0.00%
US Retail




Online sales for Thanksgiving hit record numbers in 2012 with sales growing 17.4% over 2011.




Online sales for Black Friday peaked at 8:45AM PST with sales increasing 20.7% over 2011.
US Retail




While Thanksgiving has become a marquee day for online shopping, Black Friday still delivers
considerably higher sales.




On Black Friday 2012, online sales and traffic from mobile devices increased by 65.2% and
67.8% over 2011, respectively.
Apparel
                                   Black Friday 2012 vs.
                                    Black Friday 2011

Sales                                    17.47%



                                   Black       Black
                                   Friday      Friday       % Change     Friday       % Change
                                    2012        2011          (y/y)     Nov-16-12       (d/d)

Transaction Summary Metrics
  Items per Order                     2.41          2.5        -3.60%          2.6       -7.31%
  Average Order Value              $147.25      $139.95         5.22%      $147.64       -0.26%
Conversion Summary Metrics
  Conversion Rate                    2.98%         3.24%       -8.02%        2.18%      36.70%
  New Visitor Conversion Rate        2.25%         2.37%       -5.06%        1.64%      37.20%
  Shopping Cart Sessions             9.16%         9.58%       -4.38%        7.20%      27.22%
  Shopping Cart Conversion Rate     29.75%        32.28%       -7.84%       27.18%       9.46%
  Shopping Cart Abandonment Rate    70.25%        67.72%        3.74%       72.82%      -3.53%
Session Traffic Summary Metrics
  Average Session Length               6:25          6:39      -3.51%          5:50      10.00%
  Bounce (One Page) Rate            28.52%        26.04%        9.52%       32.51%      -12.27%
  Browsing Sessions                 47.85%        48.78%       -1.91%       47.03%        1.74%
  Page Views Per Session               8.34          9.15      -8.85%           7.6       9.74%
  Product Views Per Session            1.91          2.11      -9.48%          1.78       7.30%
Department Stores
                                    Black Friday 2012
                                     vs. Black Friday
                                           2011

Sales                                    16.83%



                                   Black      Black
                                   Friday     Friday     % Change     Friday       % Change
                                    2012       2011        (y/y)     Nov-16-12       (d/d)

Transaction Summary Metrics
  Items per Order                     3.49        3.42      2.05%          2.58       35.27%
  Average Order Value              $195.10     $122.19     59.67%       $247.74      -21.25%
Conversion Summary Metrics
  Conversion Rate                   3.99%       3.44%       15.99%        3.17%       25.87%
  New Visitor Conversion Rate       3.66%       2.64%       38.64%        5.08%      -27.95%
  Shopping Cart Sessions           10.12%      13.47%      -24.87%        7.73%       30.92%
  Shopping Cart Conversion Rate    35.68%      23.73%       50.36%       32.91%        8.42%
  Shopping Cart Abandonment Rate   64.32%      76.27%      -15.67%       67.09%       -4.13%
Session Traffic Summary Metrics
  Average Session Length              6:37        8:23     -21.07%          5:12     27.24%
  Bounce (One Page) Rate           27.32%      23.54%       16.06%       28.54%      -4.27%
  Browsing Sessions                44.10%      50.81%      -13.21%       45.61%      -3.31%
  Page Views Per Session              8.12       11.08     -26.71%          6.99     16.17%
  Product Views Per Session           1.73        2.07     -16.43%          1.48     16.89%
Health & Beauty
                                   Black Friday 2012 vs.
                                    Black Friday 2011*

Sales                                    10.96%



                                   Black        Black
                                   Friday       Friday      % Change     Friday       % Change
                                    2012         2011         (y/y)*    Nov-16-12       (d/d)*

Transaction Summary Metrics
  Items per Order                      5.25          5.17       1.55%         4.93        6.49%
  Average Order Value                $98.63       $121.30     -18.69%      $101.58       -2.90%
Conversion Summary Metrics
  Conversion Rate                    4.47%         4.82%      -7.26%         2.68%      66.79%
  New Visitor Conversion Rate        3.41%         3.74%      -8.82%         1.96%      73.98%
  Shopping Cart Sessions            14.34%        12.23%      17.25%        10.04%      42.83%
  Shopping Cart Conversion Rate     29.45%        32.64%      -9.77%        26.16%      12.58%
  Shopping Cart Abandonment Rate    70.55%        67.36%       4.74%        73.84%      -4.46%
Session Traffic Summary Metrics
  Average Session Length               6:57          7:23     -5.87%           6:25      8.31%
  Bounce (One Page) Rate            37.86%        33.62%      12.61%        38.34%      -1.25%
  Browsing Sessions                 40.50%        39.65%       2.14%        41.29%      -1.91%
  Page Views Per Session               6.38          6.85     -6.86%           5.76     10.76%
  Product Views Per Session            1.23          1.28     -3.91%           1.16      6.03%
Home Goods
                                   Black Friday 2012 vs.
                                    Black Friday 2011

Sales                                    28.22%



                                   Black       Black
                                   Friday      Friday       % Change     Friday       % Change
                                    2012        2011          (y/y)     Nov-16-12       (d/d)

Transaction Summary Metrics
  Items per Order                     3.65         3.37        8.31%          3.99       -8.52%
  Average Order Value              $278.55      $243.08       14.59%       $303.62       -8.26%
Conversion Summary Metrics
  Conversion Rate                    3.54%         3.46%        2.31%        3.75%      -5.60%
  New Visitor Conversion Rate        2.77%         2.76%        0.36%        2.59%       6.95%
  Shopping Cart Sessions            10.76%         9.82%        9.57%        8.97%      19.96%
  Shopping Cart Conversion Rate     29.67%        31.72%       -6.46%       28.60%       3.74%
  Shopping Cart Abandonment Rate    70.33%        68.28%        3.00%       71.40%      -1.50%
Session Traffic Summary Metrics
  Average Session Length               7:09          7:46     -7.94%           7:31     -4.88%
  Bounce (One Page) Rate            32.88%        29.45%      11.65%        32.63%       0.77%
  Browsing Sessions                 50.16%        46.25%       8.45%        46.91%       6.93%
  Page Views Per Session                7.6          7.99     -4.88%           7.29      4.25%
  Product Views Per Session            2.32          2.17      6.91%           2.06     12.62%
Transactions Summary Metrics

1. Items Per Order
   The average number of items purchased per order
2. Average Order Value
   The average value of each order

Conversion Summary Metrics

1. Conversion Rate
   The percentage of sessions in which visitors completed an order
2. New Visitor Conversion Rate
   Out of all new visitor sessions, the percentage that completed an order
3. Shopping Cart Session Percentage
   The percentage of sessions in which visitors placed at least one item in their shopping carts
4. Shopping Cart Conversion Rate
   Out of all visitors who placed items in their shopping carts, the percentage that placed an
   actual order
5. Shopping Cart Abandonment Rate
   Out of all visitors who placed items in their shopping carts, the percentage that did not place
   an actual order

Session Traffic Summary Metrics

1. Average Session Length
   The average length of time for a visitor session
2. Bounce (One Page) Rate
   The percentage of sessions in which visitors only viewed one page before leaving the site
3. Multi-Page Session Percentage
   The percentage of sessions in which visitors viewed more than one page
4. Browsing Session Percentage
   The percentage of sessions in which visitors viewed at least one product page
5. Page Views Per Session
   The average number of pages viewed by visitors per session
6. Product Views Per Session
   The average number of products viewed by visitors per session

Mobile Summary Metrics

1. Mobile: Percentage of Sales
   Out of all online sales, the percentage that was from a mobile device
2. Mobile: Percentage of Site Traffic
   Out of all sessions, the percentage that was from a mobile device
3. Mobile: Bounce Rate
   The percentage of sessions from mobile devices in which visitors only viewed one page
   before leaving the site
4. Mobile: Conversion Rate
   The percentage of sessions from mobile devices in which visitors completed an order
5. Mobile: Average Session Length
   The average length of time for a visitor session from a mobile device
6. Mobile Device: Android Sessions
   Out of all sessions, the percentage that was from an Android mobile device
7. Mobile Device: iPhone Sessions
   Out of all sessions, the percentage that was from an iPhone mobile device
8. Mobile Device: iPad Sessions
   Out of all sessions, the percentage that was from an iPad mobile device

Social Summary Metrics

1. Social: Percentage of Sales
   Out of all online sales, the percentage that was from a social site referral
2. Social: Percentage of Site Traffic
   Out of all sessions, the percentage that was from a social site referral
3. Social: Facebook Referral Sessions
   Out of all sessions, the percentage that was from a Facebook referral
4. Social: Facebook Referral Sessions
   Out of all sessions, the percentage that was from a Twitter referral
About IBM Digital Analytics Benchmark
The IBM Digital Analytics Benchmark is the only analytics-based, peer-level benchmarking
solution that measures online marketing results, including real-time sales data. All of the data is
aggregated and anonymous.

IBM Digital Analytics Benchmark uses IBM’s cloud-based digital analytics platform to rapidly
collect and analyze intelligence on how consumers are responding to the products and services
being offered to them, enabling clients to make accurate decisions on marketing expenditures.
As a result, marketing teams can gain deeper insight about their consumers and present
personalized recommendations, promotions and other sales incentives across the wide variety
of channels—including social networks and mobile devices—where consumers interact with
their brands.

About IBM Enterprise Marketing Management
The IBM Enterprise Marketing Management (EMM) Suite is an end-to-end, integrated set of
capabilities designed exclusively for the needs of marketing organizations. Integrating and
streamlining all aspects of marketing, IBM’s EMM Suite empowers organizations and individuals
to turn their passion for marketing into valuable customer relationships and more profitable,
efficient, timely, and measurable business outcomes.

Delivered on premises or in the Cloud, the IBM EMM Suite of software solutions gives
marketers the tools and insight they need to create individual customer value at every touch.
The IBM EMM Suite helps marketers to understand customer wants and needs and leverage
that understanding to engage buyers in highly relevant, interactive dialogs across digital, social,
and traditional marketing channels.


About IBM Smarter Commerce
IBM Smarter Commerce puts the customer at the center of your business and optimizes within
and across the commerce cycle including the buy, market sell and service processes. By
operationalizing their business around the empowered customer, companies can deliver
personalized, highly relevant, and seamless experience across touch points, leading to greater
customer loyalty. By helping our customers better capture, analyze, integrate and manage
their data, they gain actionable behavior-based insights and uncover opportunities for revenue
growth and efficiency.



For More Information
To learn more about IBM Digital Analytics Benchmark, please contact your IBM marketing
representative or IBM Business Partner or visit the following website: http://www-
01.ibm.com/software/marketing-solutions/benchmark/
© Copyright IBM Corporation 2012

IBM Corporation
Software Group
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Somers, NY 10589 USA

Produced in the United States of America
November 2012

IBM, the IBM logo, and ibm.com are trademarks of
International Business Machines Corp., registered in
many jurisdictions worldwide. Other product and service
names might be trademarks of IBM or other companies.
A current list of IBM trademarks is available on the
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IBM BLACK FRIDAY REPORT 2012

  • 1. Black Friday Report 2012 IBM Digital Analytics Benchmark
  • 2. Summary US shoppers once again took advantage of early promotions this holiday season, driving a 17.4 percent increase in online sales Thanksgiving Day. This increase set the stage for 20.7 percent growth on Black Friday. The biggest surge came from mobile consumers, with sales reaching 16.3 percent, led by the iPad. This data is the result of cloud-based analytics findings from IBM. As part of IBM's Smarter Commerce initiative, the IBM Digital Analytics Benchmark revealed the following trends as of 12:00 am PST: • Consumer Spending Increases: Online sales on Thanksgiving grew by 17.4 percent followed by Black Friday where sales increased 20.7 percent over last year. • Mobile Shopping: Mobile purchases soared with 24 percent of consumers using a mobile device to visit a retailer's site, up from 14.3 percent in 2011. Mobile sales exceeded 16 percent, up from 9.8 percent in 2011. • The iPad Factor: The iPad generated more traffic than any other tablet or smart phone, reaching nearly 10 percent of online shopping. This was followed by iPhone at 8.7 percent and Android 5.5 percent. The iPad dominated tablet traffic at 88.3 percent followed by the Barnes and Noble Nook at 3.1 percent, Amazon Kindle at 2.4 percent and the Samsung Galaxy at 1.8 percent. • Multiscreen Shopping: Consumers shopped in store, online and on mobile devices simultaneously to get the best bargains. Overall 58 percent of consumers used smartphones compared to 41 percent who used tablets to surf for bargains on Black Friday. • The Savvy shopper: While consumers spent more overall, they shopped with greater frequency to take advantage of retailer deals and free shipping. This led to a drop in average order value by 4.7 percent to $181.22. In addition, the average number of items per order decreased 12 percent to 5.6. • Social Media Sentiment Index: Shoppers expressed positive consumer sentiment on promotions, shipping and convenience as well as the retailers themselves at a three to one ratio. • Social Sales: Shoppers referred from Social Networks such as Facebook, Twitter, LinkedIn and YouTube generated .34 percent of all online sales on Black Friday, a decrease of more than 35 percent from 2011.
  • 3. Holiday sales growth was led by several industries which include: • Department stores continued to offer compelling deals and promotions that drove sales to grow by 16.8 percent over Black Friday 2011. • Health and Beauty sales increased 11 percent year over year with consumers once again choosing to pamper themselves this holiday. • Home goods maintained its momentum this year, reporting a 28.2 percent increase in sales from Black Friday 2011. • Apparel sales were also strong this holiday with Black Friday numbers showing an increase of 17.5 percent over 2011.
  • 4. US Retail Black Friday 2012 vs. Black Friday 2011 Sales 20.68% Black Black Friday Friday % Change Friday % Change 2012 2011 (y/y) Nov-16-12 (d/d) Transaction Summary Metrics Items per Order 5.56 6.37 -12.72% 9.30 -40.22% Average Order Value $181.22 $190.10 -4.67% $210.69 -13.99% Conversion Summary Metrics Conversion Rate 4.58% 4.57% 0.22% 4.20% 9.05% New Visitor Conversion Rate 3.72% 3.55% 4.79% 3.46% 7.51% Shopping Cart Sessions 11.50% 11.30% 1.77% 9.80% 17.35% Shopping Cart Conversion Rate 34.34% 34.47% -0.38% 33.28% 3.19% Shopping Cart Abandonment Rate 65.66% 65.53% 0.20% 66.72% -1.59% Session Traffic Summary Metrics Average Session Length 6:39 7:26 -10.54% 6:22 4.45% Bounce (One Page) Rate 34.92% 33.10% 5.50% 36.43% -4.14% Browsing Sessions 47.49% 47.23% 0.55% 46.67% 1.76% Page Views Per Session 7.24 7.59 -4.61% 6.79 6.63% Product Views Per Session 1.80 1.79 0.56% 1.66 8.43% Mobile Summary Metrics Mobile: % of Sales 16.26% 9.84% 65.24% 10.90% 49.17% Mobile: % of Site Traffic 24.04% 14.33% 67.76% 18.96% 26.79% Mobile: Bounce Rate 40.48% 41.31% -2.01% 42.54% -4.84% Mobile: Conversion Rate 2.72% 2.78% -2.16% 2.16% 25.93% Mobile: Session Length 4:07 4:03 1.65% 3:46 9.29% Mobile Device: Android Traffic 5.53% 4.05% 36.54% 4.74% 16.67% Mobile Device: iPhone Traffic 8.71% 5.38% 61.90% 7.31% 19.15% Mobile Device: iPad Traffic 9.75% 4.75% 105.26% 7.23% 34.85% Social Summary Metrics Social: % of Sales 0.34% 0.53% -35.85% 0.63% -46.03% Social: % of Site Traffic 0.81% 0.92% -11.96% 0.95% -14.74% Social: Facebook Referral Traffic 0.68% 0.69% -1.45% 0.82% -17.07% Social: Twitter Referral Traffic 0.00% 0.02% -100.00% 0.00% 0.00%
  • 5. US Retail Online sales for Thanksgiving hit record numbers in 2012 with sales growing 17.4% over 2011. Online sales for Black Friday peaked at 8:45AM PST with sales increasing 20.7% over 2011.
  • 6. US Retail While Thanksgiving has become a marquee day for online shopping, Black Friday still delivers considerably higher sales. On Black Friday 2012, online sales and traffic from mobile devices increased by 65.2% and 67.8% over 2011, respectively.
  • 7. Apparel Black Friday 2012 vs. Black Friday 2011 Sales 17.47% Black Black Friday Friday % Change Friday % Change 2012 2011 (y/y) Nov-16-12 (d/d) Transaction Summary Metrics Items per Order 2.41 2.5 -3.60% 2.6 -7.31% Average Order Value $147.25 $139.95 5.22% $147.64 -0.26% Conversion Summary Metrics Conversion Rate 2.98% 3.24% -8.02% 2.18% 36.70% New Visitor Conversion Rate 2.25% 2.37% -5.06% 1.64% 37.20% Shopping Cart Sessions 9.16% 9.58% -4.38% 7.20% 27.22% Shopping Cart Conversion Rate 29.75% 32.28% -7.84% 27.18% 9.46% Shopping Cart Abandonment Rate 70.25% 67.72% 3.74% 72.82% -3.53% Session Traffic Summary Metrics Average Session Length 6:25 6:39 -3.51% 5:50 10.00% Bounce (One Page) Rate 28.52% 26.04% 9.52% 32.51% -12.27% Browsing Sessions 47.85% 48.78% -1.91% 47.03% 1.74% Page Views Per Session 8.34 9.15 -8.85% 7.6 9.74% Product Views Per Session 1.91 2.11 -9.48% 1.78 7.30%
  • 8. Department Stores Black Friday 2012 vs. Black Friday 2011 Sales 16.83% Black Black Friday Friday % Change Friday % Change 2012 2011 (y/y) Nov-16-12 (d/d) Transaction Summary Metrics Items per Order 3.49 3.42 2.05% 2.58 35.27% Average Order Value $195.10 $122.19 59.67% $247.74 -21.25% Conversion Summary Metrics Conversion Rate 3.99% 3.44% 15.99% 3.17% 25.87% New Visitor Conversion Rate 3.66% 2.64% 38.64% 5.08% -27.95% Shopping Cart Sessions 10.12% 13.47% -24.87% 7.73% 30.92% Shopping Cart Conversion Rate 35.68% 23.73% 50.36% 32.91% 8.42% Shopping Cart Abandonment Rate 64.32% 76.27% -15.67% 67.09% -4.13% Session Traffic Summary Metrics Average Session Length 6:37 8:23 -21.07% 5:12 27.24% Bounce (One Page) Rate 27.32% 23.54% 16.06% 28.54% -4.27% Browsing Sessions 44.10% 50.81% -13.21% 45.61% -3.31% Page Views Per Session 8.12 11.08 -26.71% 6.99 16.17% Product Views Per Session 1.73 2.07 -16.43% 1.48 16.89%
  • 9. Health & Beauty Black Friday 2012 vs. Black Friday 2011* Sales 10.96% Black Black Friday Friday % Change Friday % Change 2012 2011 (y/y)* Nov-16-12 (d/d)* Transaction Summary Metrics Items per Order 5.25 5.17 1.55% 4.93 6.49% Average Order Value $98.63 $121.30 -18.69% $101.58 -2.90% Conversion Summary Metrics Conversion Rate 4.47% 4.82% -7.26% 2.68% 66.79% New Visitor Conversion Rate 3.41% 3.74% -8.82% 1.96% 73.98% Shopping Cart Sessions 14.34% 12.23% 17.25% 10.04% 42.83% Shopping Cart Conversion Rate 29.45% 32.64% -9.77% 26.16% 12.58% Shopping Cart Abandonment Rate 70.55% 67.36% 4.74% 73.84% -4.46% Session Traffic Summary Metrics Average Session Length 6:57 7:23 -5.87% 6:25 8.31% Bounce (One Page) Rate 37.86% 33.62% 12.61% 38.34% -1.25% Browsing Sessions 40.50% 39.65% 2.14% 41.29% -1.91% Page Views Per Session 6.38 6.85 -6.86% 5.76 10.76% Product Views Per Session 1.23 1.28 -3.91% 1.16 6.03%
  • 10. Home Goods Black Friday 2012 vs. Black Friday 2011 Sales 28.22% Black Black Friday Friday % Change Friday % Change 2012 2011 (y/y) Nov-16-12 (d/d) Transaction Summary Metrics Items per Order 3.65 3.37 8.31% 3.99 -8.52% Average Order Value $278.55 $243.08 14.59% $303.62 -8.26% Conversion Summary Metrics Conversion Rate 3.54% 3.46% 2.31% 3.75% -5.60% New Visitor Conversion Rate 2.77% 2.76% 0.36% 2.59% 6.95% Shopping Cart Sessions 10.76% 9.82% 9.57% 8.97% 19.96% Shopping Cart Conversion Rate 29.67% 31.72% -6.46% 28.60% 3.74% Shopping Cart Abandonment Rate 70.33% 68.28% 3.00% 71.40% -1.50% Session Traffic Summary Metrics Average Session Length 7:09 7:46 -7.94% 7:31 -4.88% Bounce (One Page) Rate 32.88% 29.45% 11.65% 32.63% 0.77% Browsing Sessions 50.16% 46.25% 8.45% 46.91% 6.93% Page Views Per Session 7.6 7.99 -4.88% 7.29 4.25% Product Views Per Session 2.32 2.17 6.91% 2.06 12.62%
  • 11. Transactions Summary Metrics 1. Items Per Order The average number of items purchased per order 2. Average Order Value The average value of each order Conversion Summary Metrics 1. Conversion Rate The percentage of sessions in which visitors completed an order 2. New Visitor Conversion Rate Out of all new visitor sessions, the percentage that completed an order 3. Shopping Cart Session Percentage The percentage of sessions in which visitors placed at least one item in their shopping carts 4. Shopping Cart Conversion Rate Out of all visitors who placed items in their shopping carts, the percentage that placed an actual order 5. Shopping Cart Abandonment Rate Out of all visitors who placed items in their shopping carts, the percentage that did not place an actual order Session Traffic Summary Metrics 1. Average Session Length The average length of time for a visitor session 2. Bounce (One Page) Rate The percentage of sessions in which visitors only viewed one page before leaving the site 3. Multi-Page Session Percentage The percentage of sessions in which visitors viewed more than one page 4. Browsing Session Percentage The percentage of sessions in which visitors viewed at least one product page 5. Page Views Per Session The average number of pages viewed by visitors per session 6. Product Views Per Session The average number of products viewed by visitors per session Mobile Summary Metrics 1. Mobile: Percentage of Sales Out of all online sales, the percentage that was from a mobile device 2. Mobile: Percentage of Site Traffic Out of all sessions, the percentage that was from a mobile device 3. Mobile: Bounce Rate The percentage of sessions from mobile devices in which visitors only viewed one page before leaving the site 4. Mobile: Conversion Rate The percentage of sessions from mobile devices in which visitors completed an order 5. Mobile: Average Session Length The average length of time for a visitor session from a mobile device
  • 12. 6. Mobile Device: Android Sessions Out of all sessions, the percentage that was from an Android mobile device 7. Mobile Device: iPhone Sessions Out of all sessions, the percentage that was from an iPhone mobile device 8. Mobile Device: iPad Sessions Out of all sessions, the percentage that was from an iPad mobile device Social Summary Metrics 1. Social: Percentage of Sales Out of all online sales, the percentage that was from a social site referral 2. Social: Percentage of Site Traffic Out of all sessions, the percentage that was from a social site referral 3. Social: Facebook Referral Sessions Out of all sessions, the percentage that was from a Facebook referral 4. Social: Facebook Referral Sessions Out of all sessions, the percentage that was from a Twitter referral
  • 13. About IBM Digital Analytics Benchmark The IBM Digital Analytics Benchmark is the only analytics-based, peer-level benchmarking solution that measures online marketing results, including real-time sales data. All of the data is aggregated and anonymous. IBM Digital Analytics Benchmark uses IBM’s cloud-based digital analytics platform to rapidly collect and analyze intelligence on how consumers are responding to the products and services being offered to them, enabling clients to make accurate decisions on marketing expenditures. As a result, marketing teams can gain deeper insight about their consumers and present personalized recommendations, promotions and other sales incentives across the wide variety of channels—including social networks and mobile devices—where consumers interact with their brands. About IBM Enterprise Marketing Management The IBM Enterprise Marketing Management (EMM) Suite is an end-to-end, integrated set of capabilities designed exclusively for the needs of marketing organizations. Integrating and streamlining all aspects of marketing, IBM’s EMM Suite empowers organizations and individuals to turn their passion for marketing into valuable customer relationships and more profitable, efficient, timely, and measurable business outcomes. Delivered on premises or in the Cloud, the IBM EMM Suite of software solutions gives marketers the tools and insight they need to create individual customer value at every touch. The IBM EMM Suite helps marketers to understand customer wants and needs and leverage that understanding to engage buyers in highly relevant, interactive dialogs across digital, social, and traditional marketing channels. About IBM Smarter Commerce IBM Smarter Commerce puts the customer at the center of your business and optimizes within and across the commerce cycle including the buy, market sell and service processes. By operationalizing their business around the empowered customer, companies can deliver personalized, highly relevant, and seamless experience across touch points, leading to greater customer loyalty. By helping our customers better capture, analyze, integrate and manage their data, they gain actionable behavior-based insights and uncover opportunities for revenue growth and efficiency. For More Information To learn more about IBM Digital Analytics Benchmark, please contact your IBM marketing representative or IBM Business Partner or visit the following website: http://www- 01.ibm.com/software/marketing-solutions/benchmark/
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