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M-commerce
The document discusses the evolution of m-commerce, highlighting the increasing reliance on mobile devices for research and purchase decisions in Lithuania, where mobile usage has surpassed desktop. It emphasizes the importance of capturing consumer behavior through micro-moments and cross-device tracking to optimize mobile marketing strategies. The document also outlines strategies for enhancing mobile conversion rates and maximizing customer engagement across various platforms.
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M-commerce
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- 3. People are notbound to stores anymore Offline +9% Ecomm +75%
- 4. Decisions are builtthrough multiple micro-moments Bought tickets to concert Buy shoes online, pick-up in store Watch YT video for how to tie fly fishing knots Search for lawn mower reviews in the aisle Use airline app to reschedule flight Compare two travel reward credit cards Visit insurance site to file a claim Research best running apps On the bus, book dinner reservation PurchaseAWARENESS CONSIDERATION PURCHASE LOYALTY
- 5. The new retailis a retail of always open, anywhere and everywhere
- 6. New era shopperin Lithuania INQUISITIVE 52% Compare choices online 37% Seek advice online CONNECTED 2x more people use smartphone as frequently as a computer in 2015 than in 2012 ENGAGED 86% do research before purchasing products
- 7. What can youdo after mapping micro- moments? Meet shoppers at the moments of inspiration Capitalize on on-the-go mobile behavior
- 8. More users onMobile than PC Lithuania on FB All (13+) All 25-49 Population 2.517.613 948.735 Facebook total 1.361.000 710.000 % population 54% 75% Daily 914.000 479.000 % total 67% 67% Daily mobile 666.900 351.000 % daily 73% 73% Daily desktop 466.000 239.000 % daily 51% 50% Daily mobile only 448.000 240.000 % daily mobile only 49% 50%
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- 10. Why FB? 141,573 133,172 77,983 24,435 64,965 149,917 422,552 666,900 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 Delfi15min Lrytas Alfa Tipro Reach Adnet Reach Visa local media Facebook mobile Mobile version daily unique users - All Daily mobile
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- 12. What about Google? Googleis ~98% of all searches in LT
- 13. OK, mobile isbig, but why still most of attention in e-commerce to PC?
- 14. Data x3 Desktop conversionrate is higher than on Mobile But that’s challenge we all are facing.
- 15. Desktop share ofsessions is decreasing Desktop session share has decreased over 2 year period Mobile device total sessions have increased significantly - and share continues to grow Tablet device sessions are flat since end of 2013 Session Share by Device Category Year / Month 2012 2013 2014 25 50 75 100 Session Share (%)
- 16. But desktop shareof transactions not as fast Desktop transaction share has decreased over a 2 year period Mobile device transaction share is up - and continues to grow Tablet device transaction share is flat since end of 2013 Deskto p Mobile Year 2012 2013 25 50 75 100 Transaction Share by Device CategoryTransaction share (%) 2014
- 17. As a result,desktop performance seems to improve over time Desktop Conversion Rates have increased over 2 year period (2012/06 - 2014/06) Increase mainly result of decreasing sessions Over that same period, desktop transaction share dropped Conversion rate Transaction Share Year 2012 2013 70 100 130 160 Indexed CvR and Transaction Share (2012=100) Desktop conversion rate and transaction share
- 18. Consumers research onmobile web; then convert on desktop • Mobile devices are used at times of day when there are fewer conversions • Consumers are looking to mobile for inspiration and are performing pre- purchase research • Higher number of transactions tend to happen when consumers are either at work or at home, with access to a desktop device Percentage of total transactions and percentage mobile sessions of total sessions per hour of day Percentage Mobile Sessions of total Sessions Percentage of total Transactions (all devices) Hour of Day 0:00 5:00 10:00 15:00 20:00 0% 6% 12% 18% 24% % of sessions on a mobile device & % of total transaction
- 19. Users converting ondesktop do so much faster than before As users perform pre- purchase research on other devices, they visit your client’s website on a desktop knowing exactly what they want As a result, they visit fewer pages on the site before converting Desktop users that convert need less time on the site 2013 2014 88 94 100 106Average Pageviews - (Indexed: 2012 = 100) Average Page views for Desktop converting sessions (indexed) 2012 80 86 92 98 Average Session Duration - (Indexed: 2012 = 100) Average session duration for Desktop converting sessions (indexed) Source: aggregate retail industry data, EMEA
- 20. Cross-device users aremuch more valuable
- 21. So how tohandle that all • Cross device accessibility (Mobile and/or App); • Tracking; • “Forcing” sing-in; • Cross device actions;
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- 25. Tracking Measuring only directmobile conversions – is very limited view
- 26. Mobile consumers aresearching with a goal in mind 45% of mobile searches are goal-oriented to help make a decision 64% 47% 44% 49% in a store on the go at work at home Google/Nielsen Life360 Mobile Search Moments, Q4 2012
- 27. Mobile devices areshopping assistants for consumers Best price for Ariel 5 kg color detergent That’s why mobile conversions and its value is different Typical tasks: • Locate a business; • Research products/services; • Read reviews; • Make a purchase;
- 28. So how toevaluate the real mobile value? Points of actions to be calculated: • Estimated total conversions (in AdWords); • User ID (in Google Analytics); • Phone calls tracking (in AdWords or semi manual); • Location extensions (in AdWords); • On-site/app conversions (onsite action - offline conversion);
- 29. Estimated Total Conversions Moreinsight into how your ads influence new conversion types store visits phone call conversions cross-device conversions cross-browser conversions
- 30. Where to lookfor it
- 31. User ID User ID– Google Analytics functionality that allows us to track users across different browsers and devices Multiple Client IDs Log In Single User ID!
- 32. How to enableUser ID tracking? Agree to the T’s and C’s Add a small amount of extra code (it’s easy!) Create a User ID view in GA Anonymous Users User ID Users
- 33. Device overlap &paths
- 34. Phone calls tracking Phonecall – one of the most common and easy to track mobile conversion Ads with call extensions >< >< Call Now! Call us at 555-5555 Calls to a forwarding number on your website Clicks on a number on your mobile site
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- 36. Tracking conversions ona mobile site with a phone number Generate your conversion code for your mobile site Paste the code on pages that show the clickable phone number and adjust using the “onclick” command Text <a onclick="goog_report_conversion('tel:949-555- 1234')" href="#" >CALL NOW</a> Image <img src="my_phone_button.gif" alt="Call: 949-555- 1234" width="32" height="32" onClick="goog_report_conversion('tel:949-555- 1234')"/> Button <button onclick="goog_report_conversion('tel:949- 555-1234')">Call 949-555-1234</button> Onclick Commands:
- 37. Tracking calls fromyour website – Baltic way • Assign different numbers for different referrers; • Check on referrer when users land on your site; • Show assigned number; • Count calls to different numbers; Direct AdWords
- 38. Location extensions Segment reportsby click type to see location extension clicks.
- 39. Apps conversions –interactions with your apps Track clicks on app extensions and app promotion ads Track Android and iOS app downloads
- 40. Apps extensions reports Segmentby “The Extension vs. Other” to see total clicks on your App extensions.
- 41. Setup app downloadsas conversions
- 42. Mobile conversions –offline actions In-store coupon download www.example.com/landingpage.html? utm_source=store31& utm_medium=QR& utm_campaign=instore_coupons
- 43. “Forcing” sing-in • Tocolect your points/miles; • Free stuff: delivery, assembly, gift; • Usability – cart in multi device;
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- 46. To sum up Whatto do tomorrow • Maximize discovery by building a great app (m.site.com) & promoting it • Re-engage the customers that matter most to you • Measure and optimize your mobile performance, then reiterate Things to consider... • How does mobile fit into your overall business strategy? • What value does your app/mobile provide to customers? • What measurements will you use to determine the success of your app?
- 47. Thank you Rytis Meškauskas@ Pigu.lt