E-Commerce Conversion Rate At Seasonal High, While Traffic Remains Strong

Shoppers appear to be in serious buying mode, having done most of their gift-buying research for the season, according to the Marketing Land Online Retail Shopping Report.

Chat with MarTechBot

holiday-retailer-hook-logic-data-ss-1920

Online shoppers stopped doing quite as much research and started seriously buying last week, as conversion rates rose to the highest rate seen yet this season — up 1 percentage point from the previous week, and up 76 percentage points (1.8 times) as compared to the baseline week of September 29.

This conversion rate occurred on lower online commerce site page views, as compared to the previous two weeks, perhaps indicating that shoppers have done their research and are in serious buying mode. Still, traffic was up 2.4x over the pre-holiday baseline, though it was down 40 percentage points from the week prior.

These stats come from Marketing Land’s Online Retail Shopping Report, which is based on data from HookLogic, a company which gathers data on online retail transactions through the advertising network it runs, allowing brands to run ads on major retailer websites.

HookLogic-121614

We’ll be featuring data like this weekly on Marketing Land as a part of our Retail Column coverage through the holiday shopping season. Some additional context can be found here.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Get the must-read newsletter for marketers.