As promised in our post about the impacts of the October 27th Google update, we have put together a quick look at the traffic trends we saw for retails outlets on Black Friday and Cyber Monday.
About The Data
- Sample (hundreds) of retail chain locations across the United States (other verticals responded differently and this analysis focuses only on retail stores)
- Click and ‘click action’ data from Google Places for November 12th through December 12th
- All locations have clean, complete and verified listings in Google Places
Our first step was to take a look at the number of clicks generated per day across the sample locations. We took this data and indexed the performance to the click totals on November 12th:
Few things standout on this graph:
- Not all that surprisingly, Black Friday was the best day in terms of the number of clicks generated
- Local traffic popped on Cyber Monday as well
- Big slowdown going into the Thanksgiving holiday
- Black Friday is just a launching pad for the season with local traffic accelerating strongly starting in early December
Now we wanted to understand a bit more about the Black Friday burst versus the Cyber Monday burst – specifically if Black Friday is truly a ‘physical’ and in-store event while Cyber Monday is an online event. To do this, we simply looked at the click actions (as reported by Google) for clicks to the location’s website versus clicks for directions to the location. We used this data as a metric to help understand what people’s intent was once they found the local listing:
The data showed a material difference in the click behavior with a full 10% of user clicks shifting from directions to website on Cyber Monday. While this data is not perfect (for example, many people going to the website just ended up using the on-site functionality to get directions) is does provide a reasonable proxy for the behavior of shoppers on these two days.