Did you know ? The two largest pure-players Amazon and Alibaba made 50% of their sales on mobile (and the vast majority of these sales were made via the mobile application) at Christmas 2016. (source: Whithapps). The mobile is a terminal widely used in any customer journey. Have you ever wondered how to articulate your communication according to the devices used by consumers to make their choice? Here are some ideas that can enlighten you about the "cross-device".
Take an interest in mobile behaviors during the purchase journey
Mobile represents 25% of e-commerce. Between 2015 and 2017, an 89% change in smartphone purchases was recorded. Of these purchases, 30% were made through an app. The mobile trend is obvious!
In France, purchases are also increasingly made from applications. Private Sale and Amazon are the two most used apps for shopping on mobile. Mobile browsers are used less and less for purchases. However, they have real added value for web research (source: Whithapps).
Until recently, mobile phones were rarely used to pay. This trend is changing. Users feel fewer and fewer barriers to using smartphones to make purchases. In this sense, the difference in basket between purchases made on a mobile device and on a computer is gradually decreasing. According to Criteo, the value of average basket on desktop is 100€ and it is 90€ on smartphone. So little difference.
Think about multi-screen and cross-devices to adapt your marketing actions to consumer habits
Currently 45% of transactions involve two or more devices. More and more users are trying to take advantage of the benefits that different devices can offer in order to build a pleasant shopping experience (source: Criteo). Purchases made from a computer often take place during working hours, while mobile terminals are most often used throughout the day during travel flows.
It is therefore important to take an interest in omni-channel in the sense that the multiplication of distribution and communication channels makes it possible to reach more consumers. However, it is also essential to think of your e-commerce strategy in a “cross-device” way in order to get in touch with users wherever they are.
Learn how to follow your customers from device to device to get an accurate profile of your target. Purchases are not all made the same way depending on age, interests, etc. All buying journeys are different. The cross-device allows you to anticipate behaviors and thus adapt your offer and your marketing strategy. Personalize your messages and adapt the channels on which you communicate them by defining user groups. For instance :
- Rather young consumers who constantly use their smartphone and dedicated apps to buy
- Consumers between the ages of 30 and 45 who tend to use tablets to make a purchase
- Consumer in his fifties who often buys via desktop after having compared products on the web for a long time
Think about the sales attribution model in order to make investments as accurately as possible
All of these consumers are likely to have multi-screen navigation during the same purchase journey. Although the order was placed on this or that device, very often the journey was initiated on another device.
The challenge then lies in the attribution of conversions. Indeed, should the sale be attributed to the channel that initiated the journey or to the channel that recorded the conversion? Quite often, the attribution of the sale is given to the channel that registered the last click (“last-click”). In this sense, if we continue the reflection, the company tends to realize that desktop marketing brings in more sales. It then tends to reduce its investments in mobile even though these may have been the source of the stimulus and the interest in the product. The “last-click” technique therefore needs to be rethought. To do this, companies are interested in (and should really implement) the "multi-touch" attribution model, which simply makes it possible to analyze typical customer journeys and assign scores (more or less important depending on of the action carried out or the stage of the journey) at each point of contact. This then makes it possible to determine more precisely the investments to be made for each channel.
