Search user rate
On a normal day for a DIY shop, about 30% of visitors use search, which is high. Most customers are coming to buy a specific item for a project, so search here is really important. These shops need to be able to quickly and accurately direct customers to products. On Black Friday, 30% of web visitors also used search, so this didn’t change, even though the shop heavily promoted the sales. However, the site experienced 5 times the daily rate of visitors, so the number of people using search also increased 5 times. This trend held true for drugstores as well. But when you take a look at consumer electronic, toy stores, and drug stores, eCommerce search on Black Friday, their search user rate increased drastically. Some consumer electronic stores saw as much as a 5 percentage point increase (31%) in search user rate. And the search user rate for toy stores increased by 9 percentage point increase (almost 75%). Drug stores experienced a 10 percentage point increase (45%). Black Friday shoppers are looking for deals, but they’re also looking for specific products and search is the vehicle that gets them there. Did your search user rate increase on Black Friday? We’d love to know.
Search count tracks the number of executed queries, which, as you can guess, increased on Black Friday. With a sheer increase of online shoppers, search counts were bound to go up. In the chart below, we set the normal level of executed searches to 100% as a base to compare the Black Friday search levels to. In the DIY industry in which search user rate did not increase, the number of executed queries was 3 times the normal daily average. For consumer electronics shops, executed queries were 10 times larger than the daily average. And the search rate for drug stores was 2.25 times higher than the daily average.
While the stats on eCommerce search on Black Friday are interesting, most people care about the revenue, so let’s break that down. You can talk about overall revenue from the site and revenue that comes from search users. Since we’re talking about eCommerce search on Black Friday, we’ll focus on the revenue from search. This also helps identify just how important search is. In the DIY sector, revenue from search makes up 65% of the overall revenue on a daily basis and on black Friday it makes up 75% of the overall revenue. 20 times more revenue was generated from eCommerce search on Black Friday than on a normal day. In the consumer electronics sector, search revenue was 12 times higher than usual and in drug stores, it was 10 times more. While these numbers are high, the highest change we saw was in the toy sector, although these numbers aren’t 100% indicative of the rest of the year because toy shops experience the most business around the holiday season. eCommerce search on Black Friday generated 51 times more revenue than usual. Black Friday is so lucrative that some eCommerce sites make the equivalent of one month’s revenue in that one day.
Black Friday landing pages
These are a lot of numbers, but what do they mean for you? Most eCommerce sites make special landing pages for Black Friday where all the products and deals (usually thousands) are displayed. These pages often don’t have search boxes; instead, they offer category navigation and endless scrolling, which people don’t like. Even though sites provide these pages with Black Froday deals, our data shows that shoppers go to the original site and search there to find specific profucts or to check if they’re on sale. Simply by adding a search function to a Black Friday landing page, you enable shoppers to search for the products on sale. If you don’t want to offer a search box on the landing page, make sure your normal search has filters for sale and possibly even add one specifically for “Black Friday sale”. Our data also showed that shoppers are more likely to return to a site multiple times on Black Friday. This rate is higher than on other days. For Black Friday, we saw that 1/3 of a site’s visitors return while only 1/10 do on a normal day.