Washington, Dec. 9, 2021 - Black Friday is traditionally one of the biggest growth opportunities AND a real challenge for the e-commerce industry. The boom of online shopping as a consequence of the pandemic has forced brands to rapidly change their marketing strategies, especially on mobile. How has Black Friday 2021 affected online shopping app metrics?
Pushwoosh, the leading cross-channel customer engagement platform trusted by 80,000 clients from all industries,​​ and Net Solutions, a digital experience agency that helps brands leverage design, engineering and analytics, have gathered and analyzed the latest e-commerce industry data in the mobile landscape.
The research is based on 21,562,068 push notifications sent by 143 e-commerce apps in 11 languages and reveals the following insights:
-This year, "back to stores" and "in‑person shopping" trends are clearly reflected in mobile usage during the holiday season: the percentage of apps with high Daily Active Users rates decreased throughout November, with 30% of apps achieving 1–5% DAU.
-Big brands were at the center of the holiday rush, and their shopping apps (> 1M subscribers) demonstrated the best DAU during this period - 7.2%.
-With user acquisition budgets spent in advance to acquire new users, 21% of apps grew by less than 1% and the majority of e-commerce apps kept their growth at 5–10%.
-More than 30% of push notification senders avoided overwhelming users with their messages and distributed only one push per day; others sent two to three pushes daily.
-Both iOS and Android users clicked on push notifications more actively during the Black Friday week: 23% of the iOS devices and the third part of the Android devices got their CTRs between 5 and 10%.
-The analyzed data shows no strong correlation between an app’s opt-in rate and the CTRs its push notifications receive. In fact, there are apps with relatively low opt-in rates but high CTRs and vice versa.
-Rich media push notifications containing images got twice higher CTRs compared to the ones without them.
-This Black Friday, the most frequent discount announced in e-commerce push notifications was 25%. At the same time, a lot of brands offered high 50% and 70% savings.
The research findings will help forward-thinking brands to benchmark their key business metrics against the industry averages and make informed decisions about their app marketing strategies in the post-pandemic world.
Other Research insights can be found here: https://www.pushwoosh.com/products/mobile-messaging-trends-for-ecommerce