🎉 Conversion Party #52: 156,671,682 clicks told us...

Welcome to Conversion Party. This week, we’ve got…

• BFCM deep dive: 156,671,682 clicks told us...

• Agency spotlight: That Works

• Goings on: Not nothin’

• CRO Hack: Stop 👏 neglecting 👏 mobile 👏 menus

Let’s ride.

CRO DEEP DIVE
BFMC Data Dump: We didn’t crash!

Well that was fun.

Since we’ve grown so much since last November, comparing YoY data would be fruitlessly meaningless. To that end, below you’ll find some intra-holiday insights.

Here’s what we tracked this BFCM (between Thursday and Monday):

• Sessions: 26,929,645

• Page Views: 62,731,427

• Conversions: 1,269,497

• Events (Clicks): 156,671,682

A little bit more detail for you nerds out there👇️ 

Traffic

We tracked over ~62 million page views across ecommerce sites using heatmap 🔥 .

The data reveals clear patterns in shopping behavior that can help inform better user experiences and conversion optimization. None of it’s particularly surprising.

Traffic patterns showed that shoppers bypass traditional homepage browsing in favor of direct product discovery:

With Collections and Product pages accounting for ~70% of all traffic, it's clear that BFCM shoppers arrive with high purchase intent and prefer immediate access to shopping experiences.

Key Traffic Insights:

• Black Friday peaked at 15.6M total page views

• Product pages consistently captured 40+% of daily traffic

• Collections pages maintained 25-31% of daily traffic

• Homepage traffic remained steady at 10-13%

• Checkout/cart pages showed consistent activity at 13-16%

Conversions & Revenue

During the 5-day BFCM period, the sites generated nearly 1.3M conversions and $155.7M in revenue. Black Friday dominated both metrics, accounting for about 30% of total sales and revenue, aligning with its outsized traffic share.

Conversion Analysis:

• Black Friday: 29.53% of conversions with 374,939 sales. 15.6M views → 374,939 conversions = Most efficient day

• Conversion volume was significantly lower over the weekend (17-18% of conversions Sat/Sun)

• Cyber Monday showed strong recovery at 22.16% conversion rate

Revenue Distribution:

• Black Friday: $47.4M (30.43% of period total)

• Cyber Monday: $35.2M (22.61%)

• Average order value (AOV) trends:

  • Black Friday: $126.33

  • Cyber Monday: $125.08

  • Weekend AOV slightly lower at ~$120-125

As you can see, revenue closely tracks conversion patterns, suggesting consistent AOV across the period. Black Friday dominance is clear across all metrics (traffic, conversions, revenue), and overall conversion rates indicate highly qualified traffic - visitors arrived ready to purchase.

This data reinforces the earlier findings about user intent during BFCM, with conversion rates and revenue patterns demonstrating that increased traffic translated directly into proportional sales increases.

The consistent AOV suggests that discounting strategies were likely similar across the period.

What does it mean?

Looking ahead to future peak shopping seasons, these insights suggest focusing on removing friction points in the customer journey.

By understanding that BFCM shoppers prefer direct routes to products and collections, retailers can better prepare their sites to handle high-intent traffic while maximizing conversion opportunities.

Based on the combined traffic, conversion, and revenue data, here are strategic recommendations:

Pre-BFCM Technical Preparations:

• Load test checkout systems to handle 3x normal peak traffic

• Implement queue systems for checkout during highest traffic periods

• Ensure inventory syncing occurs in real-time

• Set up automated alerts for cart abandonment spikes

• Enable backup payment processors

Marketing and UX Focus Areas:

• Front-load key offers on Thursday/Friday when conversion intent is highest (29.53%)

• Design mobile-first checkout experiences (most BFCM traffic is mobile)

• Create persistent cart features to encourage multi-session shopping

• Implement "back in stock" alerts for popular items

• Show real-time inventory levels on high-demand products

Revenue Optimization Strategy:

• Thursday: Focus on early-access offers

• Friday: All-hands support during peak

• Weekend: Maintain momentum with time-limited deals

• Monday: Strong close with cyber-specific offers

Inventory Planning:

• Plan for 30% of BFCM revenue on Black Friday

• Reserve 25% of inventory for Cyber Monday

• Set conservative inventory thresholds to prevent overselling

• Consider shipping cut-offs in inventory availability displays

Post-BFCM analysis with heatmap…

Conducting a BFCM retro on your site through the lens of revenue per session data reveals crucial patterns in high-value customer behavior.

By comparing pre-BFCM baseline metrics against peak shopping periods, we can identify which site elements and customer journeys drove the highest revenue per session. Understanding these patterns, from product page engagement to navigation preferences, allows us to optimize the entire purchase funnel.

Revenue-based heatmap data shows exactly where and how customers interact with key site elements like product images, variant selectors, and cross-sell sections. When overlaid with conversion data, we can see that certain navigation patterns – particularly in mobile experiences – correlate strongly with higher revenue per session.

This insight is particularly valuable given that mobile shopping dominated BFCM traffic and will likely increase in 2025.

Using interactive mode, you can better understand the relationship between mobile nav and revenue:

By identifying high-revenue sections that experienced performance issues during peak traffic, you can prioritize technical improvements where they'll have the greatest impact on revenue.

Finally, by comparing purchaser vs. non-purchaser behavior using filters in both heatmaps and screen recordings, you can better understand where high-intent visitors might have encountered friction in their journey, and use this data to steer your CRO strategy in the new year.

Not using heatmap yet? Please talk to my guy Marko.

AGENCY SPOTLIGHT
That Works

That Works is an award winning Shopify Agency based in the UK that’s been helping ecommerce brands grow for over 6 years.

They do this through full site rebuilds, CRO, & development support. Some highlights include:

• The sites they've built and manage generate over $500m dollars per year.

• Work with the likes of DryRobe, SpaceGoods, Essence Vault, HairBurst, Cleens and more.

• They’re a certified heatmap agency partner, which means they know exactly how to optimize ecom sites for the thing that matters most: revenue.

That Works is offering 3 exclusive spots with a full refund guarantee if they don't deliver a measurable ROI. It's a win-win — no results, no cost. This offer is limited, and they’re committed to honoring it for the top brands that take them up on the offer. Don't miss out!

Interested? Click below to grab time with Jordan and team 👇️ 

Interested in being featured? Talk to Carina.

GOINGS ON
Not nothin’…

🚀 NEW eBook: Knock out your revenue goals for 2025!

We’re proud to be featured in the latest Videowise eBook as leading experts in the Shopify ecosystem. This eBook contains 40 strategies to help you sell more, curated from top Shopify merchants and agencies that have shared real experiments, and A/B tests.

Understanding what worked in 2024 is the clear path to driving revenue and ensuring your brand’s success in 2025.

Building Brand Loyalty in 2025: Strategies for Long-Term Success

Are you ready to take your brand to the next level?

Join us for an inspiring and informative webinar on December 10th at 1pm EST, where we'll explore the essential elements of building brand loyalty with some of the industry's leading partners: Triple Whale, Gorgias, Raleon, Shipbob, Vervaunt, and Evestar.

This is an event you won't want to miss!

DTCx Ultimate Shopify Customer Journey Episode 12

Black Friday and Cyber Monday are the ultimate testing grounds for eCommerce strategies—unveiling key insights that can shape future growth. This expert-led fireside chat on December 11th at 1pm EST dives into the data, strategies, and tools that delivered the biggest wins during BFCM 2024.

Learn how to optimize every element of your eCommerce strategy for a more powerful 2025.

DTCx Ultimate Shopify Customer Journey Episode 12

This episode of DTCx’s Ultimate Shopify Customer Journey webinar series offers a deep dive into the strategies and tools that top-performing Shopify brands use to create seamless and engaging customer journeys.

On December 12th at 2pm EST, we’ll explore real-world examples, sharing proven methods for mapping every customer interaction smoothly and effectively. You’ll learn how to anticipate customer needs proactively and apply actionable tactics to boost satisfaction and loyalty right away.

Don’t miss this opportunity to learn from the best!

CRO HACK
Make your mobile menu print