BFCM 2024 Insights: What We Learned & How to Optimize for 2025

BFCM 2024 Insights: What We Learned & How to Optimize for 2025
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Another BFCM in the books! This year, we tracked data from over 62 million page views, 1.2 million conversions, and more than $155 million in revenue across ecommerce sites using heatmap.

While we’ve grown significantly since last November, we’re focusing on intra-holiday insights that are actionable for future peak shopping periods. Let’s dive in!
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Key Stats from BFCM 2024 (Thursday-Monday)
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• 62M page views
• 26.9M sessions
• 156M events (clicks)
• 1.2M conversions
• $155.7M in total revenue

Key Traffic Insights: Where Shoppers Were Looking

The data shows some clear patterns in shopper behavior, particularly during peak shopping days:
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• Product Pages captured 40+% of all traffic, showing that BFCM shoppers were ready to make purchases, not just browse.
• Collections Pages maintained 25-31% of daily traffic - shoppers were exploring specific product categories or deals.
• Homepage Traffic stayed steady at 10-13% - shoppers bypassed the homepage to go straight to what they wanted.
• Checkout/Cart Pages consistently saw 13-16% of traffic - indicating shoppers were getting close to making purchases.
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Pro Tip: When 40% of your traffic is going to product pages, make sure they’re optimized for conversions. A/B testing layouts, CTAs, and visuals can help you maximize that traffic.
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Conversion Breakdown: Black Friday Dominated

BFCM isn’t just about driving more traffic to your website - it’s about converting that traffic into sales.
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Here’s the breakdown of conversion rates and revenue:
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• Black Friday: 29.53% of conversions (374,939 sales)
• Cyber Monday: 22.16% of conversions
• Weekend: 17-18% of conversions
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Revenue Distribution:
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• Black Friday: $47.4M (30.43% of total revenue)
• Cyber Monday: $35.2M (22.61%)
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Pro Tip: Black Friday continues to dominate, so focus on early offers on Thursday and Friday when intent is highest. But don’t forget Cyber Monday - shoppers are still ready to buy!
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3 Ways to Turn Insights into Actions
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Here’s how you can apply these findings to your strategy for future peak shopping periods:
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1. Landing Pages & Product Pages
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   • 🚀 What to do: Optimize your landing and product pages for higher conversions. Focus on clear CTAs, strong visuals, and seamless mobile experiences.
   • 💡 Pro Tip: A/B test different layouts to see which ones drive higher engagement. With 40%+ of your traffic landing here, small tweaks can lead to big results.
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2. Collections Pages
   • 🔍 What to do: Use heatmap’s Revenue Per Session (RPS) data to rank products by revenue impact. Display bestsellers and high-converting items at the top of the page to funnel shoppers toward key products faster.
   • 💡 Pro Tip: Add real-time inventory counters or “low stock” alerts to drive urgency. When shoppers see an item is nearly gone, they're more likely to make a purchase.
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3. Menu Optimization
   • 📂 What to do: Simplify your navigation to make browsing intuitive. Use heatmap’s interactive mode to see how users engage with your menu. Focus on clear, simple options like “Shop All,” “Best Sellers,” and “New Arrivals.”
   • 💡 Pro Tip: Most BFCM traffic is mobile, so make sure your menu is mobile-first. Keep it clean and easy to navigate to improve user experience and reduce friction.
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Prepping for 2025: Quick tips for next peak
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Looking ahead to next year, here’s your list for peak shopping seasons:

Wrapping Up: Making heatmap Work for You
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The key takeaway from BFCM 2024 is that high-intent traffic demands seamless, optimized experiences. By leveraging heatmap’s tools - like RPS data and interactive mode - you can better understand user behavior, refine your site’s conversion path, and make sure that shoppers get to the products they want as quickly and easily as possible.
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Looking forward to BFCM 2025, there’s no doubt that data-driven decisions will continue to play a key role in maximizing revenue. The insights we've gathered this year are just the beginning.

Let’s make sure you're ready to turn those insights into action for next year!

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