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November online spending up only 0.1% heading into Black Friday

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Online shoppers spent $64.59 billion for the first three weeks in November — a 0.1% increase from the same period last year, according to Adobe Analytics data released today. During that time there were nine days with sales of more than $2 billion.

A silver lining. Adobe says the fact that spending hasn’t dropped from 2021’s pandemic-boosted levels indicates consumers are heading into the holiday shopping season in the mood to spend. “Ecommerce has remained resilient thus far per Adobe Analytics, a strong start to the season,” the report said.

Total sales expected to rise. The company said it expects total online sales for November and December to be $209.7 billion this year. That’s up 2.5% from 2021 when sales rose 8.6%, and far below 2020, when they were up 32.2%.

Cyber Week. Cyber Week — the five days spanning from Thanksgiving to Cyber Monday — is expected to bring in $34.8 billion in online spending, a 2.8% increase from last year. That would be 16.3% of November-December spending.

Dig deeper: No matter the time of year, there’s a holiday you should be planning a campaign for

Cyber Monday. The day we all go back to work is again expected to be the year’s biggest online shopping day, generating a record $11.2 billion in sales. If that holds, it would be a 5.1% increase from last year. In 2021 consumers spent $10.7 billion on Cyber Monday, a 1.4% drop from 2020. Total Cyber Week spending that year also slipped 1.4% to $33.9 billion.

Black Friday is less important. With holiday shopping and sales now spread out over two months, Black Friday isn’t as important to online shoppers. It is expected to see $9 billion in online sales, up 1% from last year, while Thanksgiving Day is expected to be down 1%, at $5.1 billion.

The company bases its analysis on over a trillion visits to U.S. retail sites, covering 100 million SKUs and 18 product categories. Adobe will be updating its Holiday Shopping Trends and Insights report throughout the season.

Why we care. We’ve got an economy based on the belief in ever-growing consumer demand. The holiday season is when that demand is highest, making up as much as 30% of a retailer’s total annual sales. High inflation should mean people spending less. However, low unemployment — even with tech layoffs — may give them the confidence to spend more. We really won’t know how this plays out until the receipts are all counted.


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About The Author

Constantine von Hoffman

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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MARKETING

How to Use UX Research to Help Your Company Grow: 3 Proven Tips

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How to Use UX Research to Help Your Company Grow: 3 Proven Tips

Who knows your target audience better than your team? Your clients themselves. Users with their demands, likings, and desires are mostly the voices that go unnoticed as companies seek to have a smooth user experience.

Having a good team’s commitment, enthusiasm, and hard work will not compensate for the gap in knowledge between what your customers need and what your team believes they will require.

User experience (UX) research overpasses this imbalance throughout the UX design process, making sure that your company ends up saving resources, expanding loyalty, and providing the best UX for each and every user. Discover more about UX research, its solid business importance, and what to test first.

How can organizations employ UX research?

User experience research focuses on ensuring that your customers have a pleasurable interaction while using your service or product. It is critical to consider UX research from the start of any project, as making changes later can be costly and time-consuming.

Here are some ideas for how businesses can perform UX research:

  • Ensure that you know who your intended audience is and what they require from your service or product.
  • Spend some time learning about the user journey — what actions do they take to accomplish a task? Where do they become perplexed or disappointed?
  • Data and feedback should be used to continuously enhance the user experience. Check your product or service with actual users on a regular basis and take note of their feedback.
  • Don’t start from the beginning. To get started, there are various off-the-shelf methods and digital options for UX research.
  • Ensure that your project has adequate resources.

Three useful practices in UX research

The UX research method plays an important role in your analysis. You need to consider the pros and cons of different techniques. For example, there are methods that are cheap and easy but can take a lot of time when it comes to analysis.  Another limitation is your available resources, which will dictate when, how much and what type of UX research you can do. We selected  a couple of methods for you that combine affordability and quality at the same time. Let’s take a closer look at each of them.

Usability testing

The process of evaluating a product or service by checking it with actual users is referred to as usability testing. Throughout a test, respondents will typically attempt to finish basic tasks while observers witness, listen, and take down notes. The goal is to pinpoint any design flaws, gather qualitative and quantitative data, and assess the person involved in overall product satisfaction.

Usability testing allows both design and development teams to discover issues prior to them being programmed. The sooner problems are discovered and resolved, the less pricey the modifications will be in aspects of both staff time and potential schedule impact.

UX survey

Among the most widespread UX research methods for gathering both qualitative and quantitative feedback from your customers is the UX survey. It assists you in better comprehending customer habits and determining what appears to work and what does not, allowing you to prioritize adjustments to your product’s UX.

UX surveys provide a cost-effective way for a SaaS business offering long-term growth to gather customer feedback and make data-driven judgments. UX surveys can help you identify conflicting points in your product’s UX design and provide you with the information you need to improve the user experience.

Session Recording

Session recording is a descriptive research tool that records website visitor surfing sessions in real-time, allowing you to observe the recordings afterward to gain a deeper visitor behavior perspective. It allows marketers to comprehend a user’s entire route on their website, which includes clicks, scrolls, and mouse movements, among other things.

Session recording enables detailed evaluation and study of visitors’ browsing activity, the realization of experience breakage, and the identification of friction sectors, which then aids in the repair of what is damaged and the optimization of UX, resulting in higher conversion rates.

Session recording records your users’ actual life cycle on your webpage so you can find out which parts of it lure them the most, pushes them deeper into the sales funnel or causes them to fall out, diverts attention from a page’s primary CTA, resulting in low sales, and so on. Such information allows you to make confident, data-driven strategic decisions.

What are the consequences of skipping UX research?

Companies recognize the consequences of bad decisions: lost money, time, brand image, and occasionally even the entire organization.

Trying to skip user research will frequently result in poor corporate strategy based on anything other than factual customer feedback, such as:

  • Preoccupation with fashion and design trends. Designers are frequently enamored with the newest trends and believe that if they do not implement them, they really aren’t in tune with the times.
  • Emotional commitment. Creators and product owners frequently allow their own emotions to affect their capacity to recognize where enhancements could be made.
  • Personal views. Many executives generate decisions based on deeply held values and allow their egos to take precedence over acknowledging user needs.

In the end, it is clear that implementing UX design can benefit companies in a variety of ways. In addition to increasing customer satisfaction and conversions, it can also contribute to lowering support and product production costs.

Moreover, satisfied clients are more likely to participate in favorable word-for-word marketing, which can support attracting additional business. As a result, companies that invest in UX design can anticipate seeing remarkable long-term growth.

No time to underestimate UX

In this blog we have considered a simple but important part of UX research. There are many other methods of conducting this analysis, but you can start with the basics. There is no need to doubt the importance and usefulness of UX research, so we advise you to start implementing it today!

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