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Amazon’s Brilliant 2008 Holiday Shopping Season: Improved Sales Conversion Rate

By: Raquel Hirsch
Date: January 11th, 2009

Conversion Optimization isn’t just getting more web visitors to buy – it’s also about getting those visitors who buy to spend more (i.e., increase in the AOR – average order value).

So, in a season where most headlines read like a nightmare (“Gap Inc. Sales Drop Sharply”; “Shoppers Scale Back Spending At Toys “R” Us”; “Department Stores Down Across the Board”), Amazon.com — my favorite “book store” (just kidding) completed the 2008 holiday shopping season with exceptionally strong overall results: “Overall, spending per customer was $163.63 up 17% from $139.78 in 2007” according to data gathered by Geezeo’s Main Street Spending Index (MSSI).

But that’s not all:

• Amazon’s customer spending per visit was up 4% to $52.54 in December from $50.52 the previous year

• Visits per customer during the month showed a much stronger gain of 12% from 2.77 to 3.11.

Given the overall challenges in the retail sector – this of course is absolutely brilliant. But what about the rest of the eCommerce world?

Analysts expect online shopping to continue to outperform brick and mortar retailers.

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Posted in: Ecommerce | conversion rate optimization

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