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Kenshoo 2011 U.K. Online Retail Christmas Shopping Season ReportDownload the full report at Kenshoo.com/2011HolidayReport
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5 KEY INSIGHTS
Revenue Driven by Search Advertising
26% Sales Transactions Driven by Search Advertising
50%
Search Advertising Budgets
26% Conversion Rate from Search Advertising
31%
Missed Opportunity Marks
the Last Two Weeks of December as U.K.
Retailer Search Ad Budgets
Run Dry
U.K. Retailers Boost SEM Budgets and Generate Strong Consumer Response Rates
3
5
U.K. Consumers More Comfortable Shopping Online Across Multiple Websites and Visits
1
Despite Higher Cost-Per-Click Rates, U.K. Retailers Generate Strong Return on Ad Spend
2
Source: Kenshoo 2011 U.K. Online Retail Christmas Shopping Season Report | © 2012 Kenshoo, Inc.Note: Insights reflect year-over-year data from Kenshoo U.K. Retail Index from 2 November, 2011 through 2 January, 2012, vs. the same period one year earlier.
Search Advertising Average Cost-Per-Click
10%Search Advertising Return on Ad Spend
DEC. 1 2 3
4 6 7 8 9 10
11 12 13 14 15 16
24
26 27 28 29 30 31
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAYSUNDAY
5
17
18 20 21 22 2319
25CHRISTMAS
4 Last-Minute Shoppers Purchase Online, Driving U.K. Retailer Revenue up the Week before Christmas
Revenue Driven by Search
Advertising During the week
of 17-23 December
74%
Sales Transactions Driven by Search Advertising
4%
Conversions Rate from Search Advertising
Search Advertising Budgets
Last Two Weeks in December:
57%
66%
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