2017 HOLIDAY WEEKEND

(THANKSGIVING - CYBER MONDAY) BY THE NUMBERS

DECEMBER 1, 2017

ABOUT NETELIXIR

OUR TEAM: 120+ fanatically analytical search marketers, operating in three countries.

OUR PARTNERSHIPS: We are a Premier Partner of both Google and Bing .

OUR VALUE: We combine our expertise and our proprietary technology to generate demand for your digital storefront and convert it into sales

DECODING WHAT MAKES PEOPLE CLICK

OUR SOLUTION SET

DIGITAL MARKETING STRATEGY

PAID SEARCH & SHOPPING

SEARCH ENGINE OPTIMIZATION

PAID SOCIAL

AMAZON MARKETING SERVICES

LXR GUIDE - PAID SEARCH RECOMMENDATION ENGINE

ABOUT UDAYAN BOSE

Founder & CEO of NetElixir

Founded PartyBingo.com (PartyGaming)

Guest Lecturer: • Johnson School of Management,

Cornell University• City University of New York, Baruch• Indian School of Business

linkedin.com/in/udayanbose

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THANKSGIVING TO CYBER MONDAY

SEARCH, SHOP, BUY: OBSERVATIONS & INSIGHTS

BASIS OF THIS PRESENTATION

• Hourly Search Marketing and Website data recording and analysis for our holiday retailers. (Aggregated Holiday Traffic Data > 375 MM Impressions).

• Data captured separately for mobile and desktop.

• We used our proprietary customer intelligence technology, LXRInsights™, to gain deeper understanding of holiday consumer behavior.

RESULTS & TRENDS

Y/Y CHANGE (OVERALL US SALES WENT UP BY 15%)

WESTERN13.8%

SOUTHERN20.3%

CENTRAL14%

NORTHEAST11.6%

PAID SEARCH KEY METRICS

YOY GROWTHAVG. CPC: 5.1%IMPRESSIONS: 17%CONVERSIONS: 20.6%AOV: 8%

ORDERS BY DAY:CYBER MONDAY’S CONTINUED DOMINANCE AS THANKSGIVING GETS BIGGER

15%

22%

26%

37%

Orders 2017

Thanksgiving

Black Friday

Weekend

12%

20%

29%

39%

Orders 2016

Thanksgiving

Black Friday

Weekend

Cyber Monday

THANKSGIVING BEAT OTHER DAYS IN AVERAGE ORDER SIZE (AOV)

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

Thanksgiving Black Friday Saturday Sunday CyberMonday

AOV ($), 2017

WHAT WERE THE TOP DAY-PARTS: SEARCH & BUY

DAYPARTS (SEARCH IMPRESSIONS)MIDNIGHT OF 11/22 – MIDNIGHT OF CYBER MONDAY

11%

21%

33% 34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

IMPRESSIONS0-6:00 6:00-noon Noon-18:00 18:00-midnight

DAYPARTS (CONVERSION RATES)MIDNIGHT OF 11/22 – MIDNIGHT OF CYBER MONDAY

9%

23%

33% 35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

ORDERS0-6:00 6:00-noon Noon-18:00 18:00-midnight

CATEGORY-WISE TOP DAY-PARTS (SEARCH IMPRESSIONS & CONVERSION RATE)

Retail Vertical0:00-6:00

(11/23)

6:00-Noon

(11/23)

Noon-18:00

(11/23)

18:00-midnight (11/23)

Midnight-6:00 (11/24)

6:00-noon

(11/24)

Noon-18:00

(11/24)

18:00-midnight (11/24)

Midnight-6:00 (11/25)

6:00-noon(11/25)

Noon-18:00(11/25)

18:00-midnight(11/25)

Midnight-

6:00(11/26)

6:00-noon(11/26)

Noon-18:00(11/26)

18:00-midnight(11/26)

Midnight-

6:00(11/27)

6:00-noon(11/27)

Noon-18:00(11/27)

18:00-midnight(11/2

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Apparel

Beauty & Cosmetics

Electronics

Eyewear

Food & Gourmet

Footwear

Flowers & Giftings

Kitchenware

Impressions Conversion Rate

Thanksgiving Black Friday Saturday Sunday Cyber Monday

• With the exception of Cyber Monday when maximum searches happened between 6pm and midnight, the high search impression day-parts were fairly scattered.

• For most categories, maximum purchases happened during the second half of each day (no surprises there). Interestingly, the categories where this trend was broken were – flowers & gifting and food & gourmet, where maximum purchases happened between 6am and noon.

• The conversion rates during the top day-parts were as much as 3.25x higher than the average conversion rate (during this period) of 3.5%.

• Dayparts analysis provides valuable insights into when people search and when do they buy. This information can help search marketers run hyper-targeted campaigns.

OBSERVATIONS & INSIGHTS

CVR (Top) CVR (Avg.) Multiple

Apparel 7.87% (CM, 18-24)

3.25% 2.4x

Flowers & Gifts

14.27% (CM, 12-18)

4.5% 3.26x

HOW BIG WAS THE IMPACT OF MOBILE THIS YEAR?

MOBILE SHARE OF VISITS HAS GROWN YOY (67%)

ThanksGiving Black Friday Saturday Sunday Cyber Monday

48% 49% 52% 51%41%

57% 55% 59% 58%47%

66% 69% 70% 70%

49%

Visits 2015 Visits 2016 Visits 2017

MOBILE SHARE OF ORDERS HAS GROWN YOY (37%)AOV ON MOBILE WAS 40% LOWER THAN DESKTOP

ThanksGiving Black Friday Saturday Sunday Cyber Monday

37% 36%

42%

35%31%

40% 38% 40%35%

31%

45%41%

44% 45%

31%

Visits 2015 Visits 2016 Visits 2017

MOBILE SHARE BY CATEGORY

MOBILE SHARE IMPRESSIONS ORDERSApparel 47% 39.5%Beauty & Cosmetics 64.7% 57.8%Electronics 52.5% 21.9%Eyewear 41.9% 27.4%Food & Gourmet 53.8% 21.4%Footwear 83% 62.4%Gifting 30% 24.9%Kitchenware 25.9% 13.5%

• Share of mobile search impressions as well as orders experienced sharp increase during the holidays. During workday though, desktop beat mobile hands down.

• Mobile search dominates high impulse purchase categories like cosmetics and fashion.

• For more considered purchases like high end electronics and houseware, searches happen on mobile but purchases happen through desktop.

UNIQUE OBSERVATIONS (MOBILE SEARCH)

OUR OUTLOOK FOR REMAINDER OF 2017 HOLIDAY SEASON

NETELIXIR PREDICTS SLOWER THAN USUALONLINE SALES THIS HOLIDAY SEASON

10% Y/Y GROWTHSource: Our Holiday Forecast, 8/17/2017

RESULTS (THANKSGIVING TO CYBER MONDAY)

15% Y/Y GROWTH

HOWEVER…

78% OF ONLINE SALES ARE YET TO HAPPEN!2015: 20% OF SALES THANKSGIVING -> CYBER MONDAY2016: 22% OF SALES THANKSGIVING -> CYBER MONDAY

MOBILE SHOPPING WILL CONTINUE TO SURGE

>35% OF ALL PURCHASES FROM MOBILE

RESULTS (THANKSGIVING TO CYBER MONDAY)

37% OF ALL PURCHASESFROM MOBILE

3 HOLIDAY SEM HACKS THAT YOU NEED TO USE TODAY!

GET REAL TIME: USE “DATA SOURCE”

AS A SECONDARY DIMENSION TO

AVOID A LAG IN REPORTING NUMBERS

In two test cases where traditional sitelinks were swapped with Holiday sitelinks, we saw improvements in both CTR and CVR.

USE HOLIDAY SPECIFIC SITELINKS

TO DRIVE ADDITIONAL CLICKS

CTR:

+55%CVR:

+56%

ALIGN SOCIAL STRATEGY TO

SHIFTING CUSTOMER DEMOGRAPHICS

THROUGH THE DAY

Prospecting on mobile to acquire lookalikes, competitor fans and other interest based segments prior to office hours

Retarget current buyers on desktop during office hours. Possible WOM through peer

network!

Activate all customer segments at full throttle to maximize EOD

sales

SUMMARY• GO MOBILE.

• BUILD HYPER-TARGETED CAMPAIGNS AROUND THE MOST PROFITABLE DAY-PARTS FOR YOUR BUSINESS.

• ONLY 22% OF HOLIDAY PURCHASES HAVE HAPPENED - HOW PREPARED ARE YOU FOR THE REMAINDER?

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DOWNLOAD OUR HOLIDAY READINESS WORKBOOK FOR

20 PROVEN HOLIDAY SUCCESS STRATEGIES

www.netelixir.com/holidays

QUESTIONS PLEASEEMAIL: UNIVERSITY@NETELIXIR.COM