07 February 2017, 20:22

Cyber Monday admitad results 2017

Итоги Киберпонедельника 2017 680x300 EN

E-commerce total turnover by segments:

  •  double e-commerce increase on the 30th of January comparing to the 29th of January ( a day prior to sales period), in 2016  e-commerce sales to increase by twice,  despite the expected triple growth due to 2017  forecast ;
  • On the 31st of January e-commerce showed 1,6X  decreased growth rates comparing to the 29th of January ( a day after peak sales),  e-commerce sales declined by 1,5X in 2016

These 4 e-commerce segments (povided below) are determined by the highest growth rates in 2017 ( indicated in descending order by priority):

  • chinese on-line stores
  • shoes & clothing on-line shops
  • accessories on-line stores
  • on-line shops for kids

Highest-rated in 2016:

  • shoes & clothing on-line shops
  • on-line shops for kids
  • chinese on-line stores
  • sports and recreation on-line stores

Herewith, we  assume the “chinese on-line stores” segment in 2017 took the 1st place unlike our last year results, the category “sports and recreation on-line stores” is excluded from the list of top 4 and fell behind the “accessories on-line stores” segment

Let’s get started with comparing the annual e-commerce conversion rates of 2016 & 2017 ( a graph below indicates average rates per hour)

graphic total-1

To simplify the comparison of amplitude dynamics and to better explain the data using, we have normalized corresponding rates for the period of 2016 & 2017

Sales using targeted actions were highly increased in quantative terms. Thus, a graph in 2017 turned out to be with a dynamic smoothing

Here you can see the peak sales were taking place from 12pm till 12am on Cyber Monday

China

graphic china (1)pea

Cyber Monday evening was defined by peak sales mainly at 9 pm

Shoes & clothing

graphic clothes (1)

Cyber Monday peak sales were taking place at 8 pm (one hour earlier than in China’s segment)

Goods for kids

graphic child (1)

January 29th and  January 30th  were  identified with peak sales, taking place at 10 PM

Sporting goods

graphic sport (1)

Herewith, peak sales period was taking place on January 29th, a day prior to Cyber Monday

Accessories

graphic accessories

In this case total index data duplicated the dynamics of 2017

Cyber Monday Conversion Increase 2017

Index Database of 2017

A week before Cyber Monday ( from 23rd till 29th of January)

  • e-commerce total — 3,54%
  • Chinese goods — 5,77%
  • Shoes & clothing — 1,07%
  • Accessories – 1,13%
  • Goods for kids – 1,29%
  • Sport and recreation— 1,16%

 Cyber Monday ( January 30th)

  • e-commerce total — 4,53%
  • Chinese goods  — 8,67%
  • Shoes & clothing — 1,27%
  • Accessories – 1,33%
  • Goods for kids — 1,61%
  • Sport and recreation — 1,38%

Last year (2016) conversion boost  allow publishers to better monetization

To compare we took Cyber Monday data index of 2016

Average conversion rate by segments a week prior to Cyber Monday 2016  ( January 18th-24th)

  • e-commerce total  — 0,92%
  • Shoes & clothing — 0,51%
  • Goods for kids— 0,56%
  • Chinese goods — 1,38%
  • Sport and recreation — 0,59%

Average conversion rate on Cyber Monday 2016 (January 25th)

  • e-commerce total  — 0,95%
  • Shoes & clothing — 0,68%
  • Goods for kids — 0,71%
  • Chinese goods — 1,55%
  • Sport and recreation — 0,77%

The publishers, who monetized more on Cyber Monday

Our publishers (listed below) who followed our trend guidelines to get prepared for Cyber Monday ( revenue statisctics of January 29th, 30th & 31st)

For better visualisation we used rounding numbers

Cashback website

  • January 29 – 2 800$
  • January 30 – 4 000$
  • January  31- 3 700$

Price Comparison website

  • January 29 – 1330$
  • January 30  –  3130$
  • January  31 – 1600$

 Coupon Site

  • January 29 – 2 000$
  • January 30 –   5200$
  • January  31 –  3750$

 Content Site

  • January 29 –  16$
  • January 30 – 3$
  • January  31 –  83$

Arbitrage site

  • January 2 – 820$
  • January 30 – 2 500$
  • January  31 – 1 550$

Better profit maximazation was made by content sites ( reporting gains 200X increase) on Cyber Monday

We believe the samples provided above sound quite convincing for the publishers and advertisers to take preliminary preparations for Cyber Monday sales

Cyber Moday or Black Friday

If we start to compare Black Friday 2016 and Cyber Monday 2017, our admitad Black Friday sales turnover is 15% more than on Cyber Monday. Later we will provide a detailed data index of Black Friday comparing to Cyber Monday.

To sum it up

  • double-turnover increase despite the expected triple growth in turnover
  • fine conversion rates on Cyber Monday ( duplicating results of 2016)
  • total peak sales occured from 8 pm till 10pm on Cyber Monday ( peak sales period on January 30th was shifted to a few hours earlier in comparison with 2016)

All index data availble above allow you to make your own conclusions! Feel free to share your views with admitad!

 

author: anastasiya
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