The majority of sales driven by coupon and cashback offers are completed within 24 hours, according to affiliate network CJ Affiliate’s Cross-Device Intelligence Report.
Looking at cross-device purchases for over 1,000 clients, both coupon publishers (64%) and cashback publishers (54%) saw conversion in the time period, compared to content, search and social publishers where almost two-fifths (38%) saw conversions between eight and 49 days after the last click completed on a promotion.
While indicating positive results, Owen Hancock, head of strategy at CJ Affiliate warns that not all publisher strategies have equal “sales velocities”, adding that coupons and cashback often get quick returns but must be worked differently to build brand value.
“Comparatively, search, social and content campaigns have a longer payoff period, but often create a longer-lasting, more memorable impact on consumer buying behaviour.” said Hancock.
The report also examined consumers’ preferred devices and days of the week for making purchases. Unsurprisingly, weekends saw more cross-device sales, with smartphone shopping highest on Fridays and sales on tablets peaking on Sundays.
Finally, the greatest number of cross-device sales completed on a desktop occur on Tuesdays, while Saturdays and Sundays see the least number of these kinds of purchases.
“With smartphone shopping reaching its peak on Fridays, it seems that many consumers are revelling in some celebratory end of week purchases, with relaxed browsing happening on tablet devices on Sundays. Similarly, having made it through Monday, a spot of retail therapy on work PCs on a Tuesday may be how a lot of us make it through the start of a new week!” added Hancock.
“Whatever the reasons for buying, these insights highlight the best times and the right devices for marketers to engage with their customers, ensuring they maximise on those high-converting days.”