Click [fail] Frenzy Australia, ecommerce insights and user experience

Posted: 23/11/2012ICreated by: Paul Sideridis

The industry group Power Retail, set out to mimic America’s cyber Monday sale, however rather than generating clicks and much needed sales, a large number of Australian websites were only able to generate connection not found/reset pages as they crashed.

With an expected and promoted 1million shoppers, retailers were asked to pay between 2k to 33k to participate and be promoted on the Click Frenzy website.




In the lead up, the Click Frenzy sale received endless free press and exposure driving an estimated 1million+ user registrations and 200+ retailer signups.

The retailer commitment to this campaign has exceeded 1million, however the Click Frenzy site was unable to handle 2.6 million [1.6 million unique] visits, crashing during the 7pm launch.

In addition to this, it’s claimed that the magento system running the Click Frenzy site was not deployed to best practice leaving secure information exposed. It’s also questioned whether magento and the PHP environment was customised to handle high traffic volumes in an optimal manner.

Given Click Frenzy marketing efforts and retailers financial contributions one has to ask, why they didn’t leverage off a combination of dedicated and scalable cloud hosting. This could be said for both Click Frenzy and the many retailer’s sites that also crashed under lesser loads.


A number of retailers including Myer experienced the busiest day of the year with a boom in online sales, while others extended sale periods in an attempt to capitalise on the exposure.


Although there are many lessons to be learnt from this exercise, for those who had any doubt, Click Frenzy has demonstrated there is true demand for online buying in Australia.

Many reports still state that less than 50% of SME's are online, which is surprising when you hear that Australia has over 30,000 online retailers. Hopefully with growth the smaller players will demonstrate a stronger shift towards quality of experience and technology.

Just in case you need further convincing, here are 10 reasons online is big business;

  1. Australians spend $11.9+ billion online Annually
  2. 72% of online purchases we make are from Australian providers
  3. Local online annual sales are up 22% as per August 2012
  4. 25-44 being the most active online age group
  5. Australia has over 30,000 online retailers
  6. Woolworths Limited reported an increase of 63% in online sales year ending 2011
  7. 30% of ozsale.com.au sales come from mobile and tablet devices
  8. MYOB; on average businesses that are online have shown 10% more growth
  9. Local marketing spend is moving online with 21% growth
  10. 75%+ of online search clicks go to Google organic/natural results




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