It’s a black Cyber Monday for most online retailers

Cyber Monday Sale Green Road Sign with Dramatic Clouds and Sky.Cyber Monday may be fantastic in terms of one-day sales for online retailers, but that’s all it might be. Over the past few days, no doubt, you will have received dozens of emails offering “Black Friday” deals followed by “Cyber  Monday” special offers. Indeed, many online retailers are now merging the two days into one great long weekend of deal making.

They will be able to report soon that today’s Cyber Monday is the “best ever”, that last week’s Black Friday was the most successful since the last one. It will all be positive, whoopee-sounding excitement.

And there will be truth in it. Each year online we see the ever-rising impact of both Black Friday and Cyber Monday with increased sales, year-on-year. More people shop online throughout the four day period each year as increasing numbers of people try to get their Christmas shopping done in the comfort of their own home, without having to trudge round the shops. Each year, Cyber Monday and Black Friday get bigger and better for the retailers.

Yet, new research shows they are not capitalising on that frenzy of activity. Millions of people today will be visiting tens of thousands of online stores – yet most of those Internet retailers will ignore any activity on their website other than a purchase. A worldwide study from the global search firm, SLI Systems shows that six out of every ten online retailers are ignoring what people look for on their own sites.

When people visit an online store they may be attracted by a deal, but then go on to search for other items. This data is vital to the long-term success of an online shop because it shows EXACTLY what customers are interested in buying. Yet, the majority of online retailers do not even assess the search data their website is collecting, meaning they have little idea of what their customers really want.


It reminds me of when I moved house several years ago and we needed curtains and curtain track. I went to several curtain shops asking if they would make the curtains AND install the track. Every shop I went to said, “we get lots of people asking us to do that, but that’s not a service we offer.” Er…? When your customers repeatedly ask for something and you don’t offer it, isn’t that a signal that there is a money-making opportunity for you?

It’s the same online, when people are searching for items on a website it is a signal that this is what they want you to provide. Ignoring those signals is tantamount to throwing money away.

So today, if you are selling stuff online make sure you analyse your search data. It will help you extend the benefit of today’s Cyber Monday right round to next year’s Black Friday.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

man searching
Internet Marketing Articles

Can you find what you are looking for?

If you want to increase your sales, your business needs to make it easy to find everything. That means reviewing how your web search works. It suggests you might need to reconsider the navigation structure of your website. It might even mean you need to distribute your content away from your site and have it on a variety of different platforms.

Read More »
Empty football stadium with no supporters
Internet Psychology

How well supported are you at work?

Yesterday I was transported back in time. I haven’t discovered time travel. Instead, my mind quickly flipped back to a meeting about three years ago that involved the same group of people. I noticed how

Read More »
Man using digital technology
Internet Psychology

Are you obsessed with digital?

Being obsessed with digital could take you away from old-school technologies that do the job better. Yet, avoiding technological change can cost your business dearly. How can you get the balance right?

Read More »