It’s common knowledge that Black Friday brings the crowds to the stores on Friday and shopping clicks to sites Monday after Thanksgiving.  At Covario, we wanted to see if taps on the mobile screen are taking over the taps of feet on Friday and on a computer mouse Monday.

Mobile Visitors Are Tapping, Mapping & Wrapping in General
Recently, data from Adweek illustrated that mobile users visited retail sites more than twice as much as those on a PC. Also, Usablenet reported that mobile visits nearly doubled on Thanksgiving and Black Friday, and that mobile transactions more than tripled over a regular day.

This data set also indicated that nearly 30 percent of all traffic came from Google. This data highlights the continued Monolithic strength of Google’s influence on users overall buying behavior.

Are Covario Clients Tapping and Wrapping?
Yes, they are!  From Mobile SEO efforts alone, our Fortune 500 client base witnessed mobile tripling their share of traffic from 2012 on both Black Friday and Cyber Monday with orders increasing about 50 percent from the year before.

Traffic from Android devices was twice that of iOS devices (iPhone & iPad variations), while about 50 percent of the actual orders came from an iPad tablet.

On the paid marketing side, we also saw mobile impressions double on both days compared to 2012 with the Cost per Click increasing about 30 percent.

Get Your Tap Together
With the above Mobile trends continuing to show huge surges for well-optimized Mobile sites as well recent releases of Google updates for Mobile, starting to index Mobile Apps on Halloween 2013 (for better app indexing), a Webmaster tools update for better Mobile site crawling, then showcasing how Google provides app integration in its Search results, now is the time for you to get your Tap together.

What Else Should I Do to Tap into Better Mobile Efforts?

Additional Strategies and Tactics you should incorporate into your Mobile experience are highlighted in the recent Forrester Research report on mobile search that Covario collaborated on. (Forrester subscription required to access).

Also, a recent Covario white paper was released on how to improve Smartphone rankings as this importance is further strengthen within an upcoming whitepaper Covario will release in early 2014 about mobile’s impact to online commerce from Search.


Decade of Mobile
Every year for the past five years has been declared “the year of mobile” in marketing.  Perhaps we can more accurately say this is “the decade of mobile.”  Regardless, the question is: Will 2014 be your year of mobile for online marketing?