Market Intelligence Insights August 1, 2019 在线视频
Prime Day 2019 – Was it Effective?
We saw in our first blog post在线视频 of this Prime Day series that the shopping event is successful in driving traffic not only to amazon.com but also to other retailers’ sites. But how effective is all this increase in traffic? Let’s take a look at Prime Day’s conversion rates for amazon.com and other retailers.
Prime Day Conversion Rates
在线视频Arguably the most impressive evolution of Prime Day is its effectiveness in driving conversions. The conversion rate (CVR) for amazon.com on Prime Day 2019 was 13.5% which is a 16% YOY improvement. In fact amazon.com and walmart.com have consistently increased their CVR on Prime Day each year since Prime Day started. Despite capturing similar levels of traffic as walmart.com, bestbuy.com still lags behind the other major retailers in Prime Day conversion efficiency; however improved its CVR by 41% YOY to 3.8% over the two days of Prime Day 2019.
在线视频Slickdeals.net referred the highest percentage of traffic to amazon.com on Prime Day 2019 compared to all referral sites; 50% more than yahoo.com that referred the next biggest amount of traffic. That said, the conversion rate of referrals to amazon.com from slickdeals.net was one of the lowest of all the major referral sites, only 5%. Referrals to amazon.com from cnet.com were the most efficient, boasting a 46% conversion rate, meaning that almost half the visitors to amazon.com referred from cnet.com on Prime Day 2019 converted.
So it appears that Prime Day is a success – not only does it drive an increase in traffic to amazon.com and other major retailers but also an improvement in the quality of traffic to these sites; displayed by an increase in conversion rate.