How to Improve Mobile Conversion Rates
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The document discusses improving mobile conversion rates. It identifies that the key challenge is improving conversion rates on mobile rather than replicating desktop rates. It analyzes mobile usage data which shows sessions, add to cart, and transactions are much lower on mobile. However, conversion rates on mobile can be higher for some companies. The document argues mobile users behave more like TV viewers and focuses on awareness, entertainment and location-based searches rather than complex tasks. It suggests testing ROPO offers and using traditional advertising metrics to estimate mobile's impact on sales.
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How to Improve Mobile Conversion Rates
- 1. HOW TO CONVERT ON MOBILE Črt Podlogar
- 2. ORIGINAL RESEARCH Conversion rates of mobile pages across industries.
- 3. ORIGINAL GOAL Identify website and advertising elements with the biggest impact on mobile conversion rates.
- 4. ORIGINAL MISTAKE Key challenge of mobile devices is conversion rate improvement.
- 5. Črt Podlogar BUILDING PURCHASE INTENT ON MOBILE
- 7. DIGITAL CHANGED THE WORLD OF ADVERTISING 10 YEARS AGO. Accessibility, user behaviour and content consumption.
- 8. Emarketer 03/16, IAB, 2016
- 9. MOBILE DEVICES ARE CHANGING THE WORLD OF DIGITAL ADVERTISING AS WE SPEAK. Another shift in accessibility, user behaviour and content consumption.
- 11. IAB, Q1 2017
- 12. 67 61 80 79 96 87 28 69 33 57 94 68 33 39 20 21 4 13 72 31 67 43 6 32 0 20 40 60 80 100 120 Mobile Computer Time spent on devices by content type IAB 2017
- 13. MOST CLIENTS ASK THE WRONG QUESTION.
- 14. HOW CAN WE GET OUR DESKTOP CONVERSION RATES ON MOBILE DEVICES?
- 15. 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 ALL sessions Desktop sessions Mobile sessions Ecommerce marketing trends, Red Orbit, 2017 Sessions by device – January 2016 – October 2017
- 16. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Desktop ASOT Mobile ASOT Ecommerce marketing trends, Red Orbit, 2017 Share of desktop and mobile sessions – January 2016 – October 2017
- 17. 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00% Desktop ASOT Mobile ASOT Ecommerce marketing trends, Red Orbit, 2017 Share of desktop and mobile transactions – January 2016 – October 2017
- 18. 1.13% 1.54% 0.27% 2.30% 2.10% 1.03% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% Sessions with add to cart Sessions with check-out Sessions with transactions Mobile Desktop Ecommerce marketing trends, Red Orbit, 2017 Shopping behaviour by device
- 20. 1.81% 0.75% 2.98% 0.08% 0.29% 0.16% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 1 2 3 4 5 6 Conversion rate into purchase in Q2 2017
- 21. 10.49% 8.83% 8.19% 0.66% 1.51% 0.41% 1.81% 0.75% 2.98% 0.08% 0.29% 0.16% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% Stark Lannister Tyrell Greyjoy Targaryen Baratheon Desktop Mobile Conversion rate into purchase in Q2 2017
- 22. THE MOMENT OF TRUTH FOR MOBILE DEVICES
- 23. USER BEHAVIOR ON MOBILE IS MORE OFTEN SIMILAR TO THAT ON TV RATHER THAN DESKTOP. Video, sound, entertainment, less engaged with complex processes.
- 24. KEY QUESTION: ARE MOBILE DEVICES A DIRECT SALES CHANNEL? If not, what are they?
- 25. ON THE GOSHORTER SESSIONS AWARNESSVIDEO LOCATION SEARCHES SHOPPING 06 01 02 0304 05
- 26. HOW DO WE SEGMENT MOBILE USERS?
- 27. Two basic types of mobile users
- 28. Three basic types of searches on mobile devices INFORMATION LOCATIONTRANSACTION
- 29. Multitude of mobile micro-moments 2 31 4 5 6 7 ONLINE SHOPPING LOCATION SEARCHING COMPARING PRICES USING SOCIAL MEDIA ENTERTAINMENT SEARCHING FOR INFO COMMUNICATING
- 30. SO WHAT IS THE RIGHT QUESTION?
- 31. OFFLINE IMPACT: IS THERE INTEREST FOR OUR PHYSICAL LOCATIONS?
- 36. TEST ROPO WITH UNIQUE OFFERS ON MOBILE DEVICES. Estimate the impact of mobile on your sales with measurable tests, then generalize.
- 37. BACK TO THE CLASSICS: USE ADVERTISING METRICS SUCH AS REACH, FREQUENCY AND IMPRESSIONS.
- 38. TRY FACEBOOK AND DON‘T IGNORE IT‘S ANALYTICS.
- 40. Thank you! 01 02 03 04 Email info@red-orbit.com Twitter @podlogar LinkedIn Črt Podlogar Web www.red-orbit.com Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680
Editor's Notes
- 44% of new sessions on mobile
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- CAGR – compound annual growt rade of digital spending, regardless of the device type
- 44% of new sessions on mobile
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- https://techblog.commercetools.com/top-5-machine-learning-applications-for-e-commerce-268eb1c89607
- 44% of new sessions on mobile
- 44% of new sessions on mobile
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- CDJ