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37 % of all retail online transactions over the black Friday weekend came from mobile and tablets


Black friday phone

You may remember last week; this little event called "Black Friday" took place, where people queued up for hours on end to save hundreds of pounds on televisions, toasters and other retail items, inadvertently lighting up the emergency switchboards as high street stores tried to cope with the copious crowds of consumers.

Some of those who were familiar with Black Friday, Cyber Monday and the “confrontations” (we’ll just call them that for now) that were well publicised on YouTube regarding people working out their “disagreements” over who had the right to purchase a TV first, chose to brave the crowds, but according to the anti-fraud software company iovation, a vast amount of sales were made by people choosing a safer online option, namely mobiles and tablets.

iovation claims that “37 percent of retail online transactions from Black Friday to Cyber Monday were made from mobile phones and tablets.”

In an interview with Marketing Land, Connie Gougler, iovation’s Director of Marketing stated: “The 37 percent of mobile transactions is based on iovation’s client mix of worldwide retailers. The retailers that use our risk services generally offer mobile-ready websites and apps that are full-featured, offering sophisticated capabilities that help their consumers complete their transactions quickly and effortlessly. iovation also serves many of the largest online marketplaces, and the majority of their traffic is through mobile devices.”

There is no doubt that online retailers were expecting a spike in conversions over this now infamous weekend, but if iovation’s figures are anything to go by those retailers with an effective mobile marketing strategy could have been in a better position to increase conversions than those without.

Let’s take a quick look at 3 ways they could have made their customer experience better.

Mobile optimised sites.

There is nothing worse than trying to shop online when the retailer’s site is not optimised for mobile. It’s frustrating and can lead to consumers turning elsewhere for their bargains. By optimising your website for mobile and tablet use, you increase your chances of conversions effectively.

Consistent experience from desktop to mobile.

As consumers will often crossover between devices before they make a purchase, it’s vital that your user experience is consistent. This makes the whole conversion experience as simple as possible. Let’s say your desktop site has a section for “shoes” in the top left corner, chances are when someone returns to your site to buy a pair of shoes on a mobile or tablet they are going to think it’s in the same place. If it’s not and you make them search for their chosen pair of shoes, you place an obstacle where there doesn’t need to be one, potentially ruining your chances of making that sale.


Create a sense of urgency with consumers and you increase your chances of making a sale. On days like Black Friday, people can already be whipped up into a frenzy, thinking they’re going to miss out on that item they’ve always wanted. By placing stock levels or even timers stating “Sale Ends in X Hrs and X Mins” you make people aware of the fact that if they do not buy it now, they might miss out forever.

An effective mobile strategy and comprehensive awareness of Conversion Rate Optimisation best practices ensures you’re encouraging sales. Speak to us today on 0845 643 9289 and see how we can help you create the best experience for your customers.



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