Valentine’s Day was a very mobile holiday, according to personalization vendor Qubit.
Mobile sales represented 37.9% of e-commerce transactions for Valentine’s Day shoppers, up from 27.6% in 2017, according to data aggregated from 31 U.S. retailers on Qubit’s platform Feb. 1-13.
With that, mobile conversion rates increased to 1.01% up from 0.71% in 2017, according to Qubit. Desktop conversion rates remained roughly the same year over year at 1.75% for these retailers.
This is not just a trend with smaller online retailers either, as larger retailers also had large increases in mobile web conversion rates, according to an analysis of mobile conversion rates among larger Valentine’s Day-focused retailers by marketing analytics firm Jumpshot. Jumpshot’s analysis is based on its review of more than 160 billion monthly clicks made by 100 million consumers globally.
For example, ProFlowers.com had a mobile web conversion rate of 14.5% in mobile web conversion on Feb. 12. This is even higher than the retailer’s desktop conversion rate average the week of Jan. 29-Feb. 4, when its average desktop conversion rate was 11.6%.
ProFlowers.com also had the largest year-over-year increase in its mobile conversion rate, with its mobile conversion rate increasing 37% and desktop conversion rate increasing 8% on average Monday-Wednesday, Feb. 12-14, compared with Monday-Tuesday, Feb. 13-14 2017, according to Jumpshot.
Those results dovetail with data from Rakuten that suggests mobile sales rose this Valentine’s Day. Mobile conversation rates increased 79% year over year, and mobile sales increased 80% year over year, according to aggregated data from online retailers that use Rakuten Marketing Display and Rakuten Marketing Affiliate campaigns. The data is based on clients that specialize in fashion and apparel, jewelry, flowers, cards and stationary and food and drink.
Feb. 13 and Feb. 9 (the Friday before Valentine’s Day) were peak shopping days for Valentine’s Day shoppers. Consumers spent the most on flower arrangements, jewelry and personalized gifts.
Orders from FTD.com, ProFlowers.com and 1800Flowers.com peaked on Feb. 13, with more orders on Feb. 12-13 than on the previous five days combined, according to marketing analysts firm Edison Trends, which bases its data on 2.9 million U.S. shoppers’ e-mail and app receipts.
Looking at flower arrangements specifically, 1800Flowers.com increased its average order value this year compared with last Valentine’s Day season Feb 1-13, according to Edison Trends.
On average between Feb. 1-13, shoppers spent $82 per order at 1800Flowers.com compared with $78 last year. On average for FTD.com, shoppers spent $76 in 2018 compared with $79 in 2017, and on average for Proflowers.com $69 in 2018 compared with $73 in 2017.
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