Most companies, apart from Amazon, have a cut-off for Christmas delivery which is a few days before the date itself. I wanted to look into the impact of this for online sales for a few accounts.
In this scenario, the cut-off date for free standard Christmas delivery was December 17, with a higher delivery fee being charged for express delivery after this date.
You can see the impact has been drastic, with conversion rates plummeting to 0.5% over the weekend before Christmas. This low conversion rate remained even after the express delivery period passed, so this type of delivery option didn’t appear to have a big impact on sales.
In this scenario, “click and collect” (often called “store pickup” in the United States) is in place for the client, but it’s not tracked through PPC as these sales are allocated to stores. This is a typical issue we come across, in which departments are not looking into multi-channel — and this something I hope will be given more focus in 2015 as we begin to be able to track more online/offline activity. Hopefully, more people will start to take advantage of offline conversion tracking next year to help resolve this.
Click and collect data were collected through Google Analytics, and the results are impressive. (Note: These data don’t take into account if the users actually picked up their click and collect items and paid for them in stores.)
The orange line shows the e-commerce conversion rate for all traffic to the site. This remained pretty constant at around 4-5% overall. Click and collect is represented by the blue line, and you can see that conversion rates really peaked in the week running up to Christmas.
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