Online conversion rates rose by 44% on Black Friday says iAdvize data

By

Sandra Halliday

Published
Dec 9, 2019

Widespread predictions of Black Friday/Cyber Monday fatigue have been proved to have been wildly out of touch with consumer sentiment. And a week on from all the fanfare, a new study shows that not only was enthusiasm high, but online conversion rates continued to rise.

UK online conversion rates rose by 44% compared to the daily Friday average on Black Friday, according to data from conversational commerce provider iAdvize. And the rate rose 3% compared to Black Friday 2018. It also said Cyber Monday conversions increased 27% compared to an average Monday.

Its figures were based on insight from over 110,000 conversions made on the day itself and it said the higher activity levels led to increased online UK revenues of 29% on Black Friday and 15% on Cyber Monday, compared to the average Friday and Monday.  

But with customer service in mind, the company also said that online contact levels rose over the Black Friday weekend, with 19% more contacts made on Black Friday against an average Friday and up 11% year-on-year. Cyber Monday saw an increase of 4% of contact levels on the daily average.
 
Stuart Gordon, UK Country Manager at iAdvize, said: “Despite rumours of a Black Friday and Cyber Monday backlash, we have seen many retailers benefiting from increased demand, conversions and turnover brought about by the discounting event.  Our latest research shows that 40% of UK shoppers now want human interaction in the online buying process. This means retailers wanting to optimise and sustain conversions – and sales – into the critical peak trading period will need to provide assistance to customers across multiple touchpoints to provide the seamless, supported shopping experiences consumers now expect.”