Drive Online Sales with Mobile Steven Merckx - Google Benelux Performance Solutions & Innovation

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Constance Barker
10 years ago
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1 Drive Online Sales with Mobile Steven Merckx - Google Benelux Performance Solutions & Innovation

2 Mobile is boring * 2009: Year of Mobile * 2010: Year of Mobile * 2011: Year of Mobile * 2012: Year of Mobile * 2013: Year of Mobile * 2014: Year of Mobile * 2015: Year of Mobile

3 Finally, the future is here.. Source:

4 Netherlands is a Multiscreen country Forecast: 40% of searches on Mobile by 2016 = searches on desktop Source: Google Internal data - Share of queries on Smartphones for selected industries NL - Forecast from September 2014

5 The consumer is.. Always connected Always on All over the place

6 Mobile Site or App? TIME SPENT ON SITES TIME SPENT ON APPS 14% 86% 14% 20% OTHER 28% SOCIAL 40% GAMIN G & ENT. 66% SITES 28% SITES & APPS 6% APPS INDUSTRY SNAPSHOT 75% OF AUTOS USERS 60% OF FINANCE USERS 70% OF TRAVEL USERS 71% OF RETAIL & TECH USERS 64% OF LOCAL SERVICES USERS... USE SITES MORE OFTEN FOR COMMERCIAL TASKS USER TIME SPENT ON MOBILE DEVICES PRIMARY CHANNEL FOR COMMERCIAL TASKS Sources: Time spent stats: Commercial task stats: Google/Ipsos Multiscreen Industry Study of 29k smartphone users across 9 industries (to be published).

7 Driving Online Sales with Mobile - mcommerce Link to Mobile 7 Questions Link to Mobile 7 Examples

8 An inconvenient truth.. 65% OF DECISIONS START ON MOBILE & END SOMEWHERE ELSE

55% foot traffic from 2010 2013 2X value of each store visit from

9 55% foot traffic from X value of each store visit from Source: Shoppertrak 2014 & Mastercard SpendPulse 2010 and 2013.

10 And more research shows... 90%1 of people move between devices to accomplish a goal, e.g. PC, smartphones, tablet or TV 86%2 of people use Smartphones while consuming other media 1. The New Multi-screen World: Understanding Cross-Platform Consumer Behavior; Google and Ipsos MetdiaCT; U.S; August What Users Want Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012

11 Prove it!

12 Drive Online Sales with Mobile - Cross Device 65% OF DECISIONS START ON MOBILE & END SOMEWHERE ELSE

Session Share (%) Desktop session share decreases rapidly Desktop session share has rapidly decreased over 2 year period 100% 75% Session Share by Device Category Mobile session share has

13 Session Share (%) Desktop session share decreases rapidly Desktop session share has rapidly decreased over 2 year period 100% 75% Session Share by Device Category Mobile session share has increased significantly - and share continues to grow 50% 25% Tablet device sessions share flat since end of % 2012/ / / / /01 Deskto p Year / Month Mobile Tablet

Session Share (%) Desktop conversion share decreases as well Conversion Share by Device Category Desktop conversion share has decreased over a 2 year period 100% 75% Mobile device

14 Session Share (%) Desktop conversion share decreases as well Conversion Share by Device Category Desktop conversion share has decreased over a 2 year period 100% 75% Mobile device conversion share is up - and continues to grow 50% Tablet device conversion share is flat since end of % 0% 2012/ / / / /01 Deskto p Year / Month Mobile Tablet

15 Result: desktop performance seems to improve CvR and Transaction Share Desktop Conversion Rates have increased Increase is largely a result of decreasing sessions Over that same period, desktop conversion share dropped / / / / /01 CvR Transaction Share

16 % of sessions on a mobile device & % of total transaction Mobile for inspiration and research 24% Percentage of total transactions and percentage mobile sessions of total sessions per hour of day Mobile Devices are used at those times of day when consumers are not converting. They are looking for inspiration and performing pre-purchase research. Transactions tend to happen when consumers are either at work or at home, with access to a desktop device. 18% 12% 6% 0% 0:00 5:00 10:00 15:00 20:00 Hour of Day Percentage Mobile Sessions of total Sessions Percentage of total Transactions (all devices)

17 Desktop users now convert much faster! As users perform pre-purchase research on other devices, they visit your website on a desktop knowing exactly what they want As a result, they visit less pages on your site before converting Desktop users that convert need less time on your site Average Page views for Desktop converting sessions (indexed) Average session duration for Desktop converting sessions (indexed)

18 More desktop users convert in their 1st session 1 With pre-conversion research completed (on other devices), more desktop users convert during their first session on your site Percentage of Desktop conversions by new users

19 Quick recap of what we looked at so far Real traffic growth comes from mobile devices And, more customers now convert on mobile devices But desktop CvR is increasing Because customers use mobile to research / discover And, are informed and ready to convert on DESKTOP

20 How it used to be.. Consumers have just one device and only interact with your website on that device When they decide to make a purchase, they do it on that same device Performance trends are reflected in Conversion Rates $ Visits Conversions Conversion Rate (CvR) = Conversions / Visits

21 In a multi-device world it s complicated Consumers now have many devices and can interact with your website(s) on all of those devices When they decide to make a purchase, they can now do so on any of their devices Performance trends are no longer reflected in Conversion Rates, which is an in-device metric $ $ $ Sessions Conversions Conversion Rate (CvR) = Conversions / Sessions

First solution: Multi-Device Conversion Rate Consumers have many devices and can interact with your site(s) on all devices before purchasing When they decide to make a purchase, they

22 First solution: Multi-Device Conversion Rate Consumers have many devices and can interact with your site(s) on all devices before purchasing When they decide to make a purchase, they do so on just one device Performance and consumer trends are reflected in Multi- Device CvR $ Sessions Conversions Multi-Device CvR = Conversions in 1 device Sessions across ALL devices

23 ..or simply in Adwords! Tracking users across devices? AdWords conversion tracking now does this for you 1. Customer clicks on mobile ad but does not convert 2. Customer visits site directly on another device to purchase 3. Conversion now attributed in new estimated cross device conversions columns* - This reporting only works when paid search is the last channel on the previous device. - We don t report on every campaign as we only show a number when 95% statistical relevant. - In conclusion, the most conservative estimate of cross device conversions.

24 What about testing? 1. Experiments are a great way to provide proof 2. They are hard to get right 3. Bad experiments are likely to show wrong results

25 To sum up Build for a Multiscreen world where Mobile is a significant part of Don t treat your customers as one device only Throw away one device conversion metrics Stop wasting SEA money with sub optimal device splits

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