Published
Dec 8, 2020
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E-tail sites 'optimised for Black Friday' saw revenue up 330%, says Kooomo

Published
Dec 8, 2020

Retailers that adjusted their landing page content to satisfy consumers’ post-Covid shopping habits significantly increased sales this year, especially during Black Friday sales, according to Kooomo.


Online shoppers attracted by sites that optimised their Black Friday offer


With lockdown restrictions driving an increase in web traffic, the global e-commerce platform provider noted that retailers who optimised their e-commerce stores for Black Friday secured a 330% increase in average monthly revenue this year and a 50% increase in conversion rates.

"This highlights the direct correlation between providing a satisfying customer experience (CX) and increased conversion rates during the seasonal sales period”, it said.

Black Friday 2020 had been predicted to be the biggest yet for online retail, due to the massive changes to consumer shopping habits created by the pandemic, it noted.

In the past, seasonal promotions were announced on the final Friday in November but this has since been extended to Cyber Monday and is now accepted as a month-long sales period in which a huge amount of money is spent by consumers.

Gary Hammond, head of Product at Kooomo, said: “When the first lockdown was implemented, we witnessed a huge spike in online sales from consumers unable to visit the high-street. This year’s Black Friday happened to coincide with a second month-long lockdown and those retailers who had optimised their e-commerce sites in preparation for the event were able to achieve incredible success”.

He said many retailers prioritised upgrading their e-commerce infrastructure in anticipation of Black Friday and those who were most successful were able to provide customers with the kind of experience they have come to expect in-store.

“This underlines the importance of ensuring a seamless end-to-end customer journey, from the moment someone engages with a brand across any touchpoint, either online or on the high-street".

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