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E-Commerce Activity Climbing, While Electronics Top Non-Branded Search Terms
TVs, laptops and home decoration dominated online shoppers' minds as they browsed and bought in higher numbers last week.
The online shopping season is beginning to heat up, according to aggregated data from retail ad network HookLogic, which works with sites like Walmart, Target, Best Buy and Macy’s. Marketing Land is providing weekly updates on e-commerce activity throughout the holiday season in this Online Retail Sales Report.
Total views to product pages last week, from Monday, November 9, through Sunday, November 15, grew to an indexed value of 133 — compared to the benchmark of 100 in October and 107 last week. Meanwhile, shoppers are also converting in greater numbers. The average measured conversion rate of 155 shows a significant increase over the benchmarked period, and even a big rise from last week, when it was just 112.
The network’s top non-branded keywords for on-site searches also indicate a gift-giving and general holiday mindset, as “TV” tops the list, followed by “laptop,” “Christmas trees” and “tablets.” “Boots,” which topped the list last week, was still a query attracting significant interest, with both the single word and “women’s boots” making the list.
Shoppers may also be contemplating spiffing up their homes in advance of the arrival of holiday visitors, as terms like “bedding,” “curtains,” “rugs,” “vacuum” and “lamps” are on people’s minds.
Continuing a trend that HookLogic noted last week, traffic from mobile devices continues to overshadow desktop traffic slightly, with 51 percent of traffic coming from mobile and 49 percent coming from desktop.