tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-07-25T16:48:27+01:00 tag:econsultancy.com,2008:RoundtableEvent/888 2017-07-25T16:48:27+01:00 2017-07-25T16:48:27+01:00 Mobile Commerce <p>This roundtable discussion will give attendees the chance to share their key challenges, headaches, and success stories around mobile commerce. It provides an opportunity to learn from industry peers, with the aim of providing inspiration for your own mobile efforts.</p> <p>Mobile commerce is predicted to be worth $250bn in the US alone by 2020 - is your business best placed to take advantage of this trend? This roundtable will give delegates the chance to discuss and compare their mobile commerce strategies, including their main challenges, opportunities and successes.</p> <p>Talking points will largely be decided by attendees on the day, but could include:</p> <p>- mobile UX: how to create a user-friendly mobile experience.</p> <p>- customer journey analysis: where does mobile fit in the customer journey? How can marketers track user journeys across multiple devices?</p> <p>- data and analytics: systems, tools and processes.</p> <p>- mobile CRO: turning mobile traffic into sales.</p> tag:econsultancy.com,2008:Report/3008 2017-07-25T11:33:00+01:00 2017-07-25T11:33:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are also available:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a><br></strong></li> <li><strong><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a></strong></strong></li> <li> <strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a></strong><strong> </strong> </li> <li><strong><a title="Retail Statistics Compendium" href="https://econsultancy.com/reports/retail-statistics-compendium/" target="_self">Retail</a></strong></li> <li><strong><a title="Travel Statistics Compendium" href="https://econsultancy.com/reports/travel-statistics-compendium/" target="_self">Travel</a></strong></li> </ul> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/4507 2017-07-20T08:45:00+01:00 2017-07-20T08:45:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in IT <p>The <strong>2017 Digital Trends in IT </strong>report, based on the seventh annual trends survey conducted by Econsultancy and <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, explores the digitally-driven opportunities and challenges facing organisations from the perspective of IT professionals.</p> <p>IT is now seen as an increasingly strategic function within the business, and pivotal to organisational attempts to embrace digital transformation and customer experience initiatives. It is no longer sufficient for the IT department to act merely in a support role when it comes to delivering against the company’s overarching business objectives. IT leaders need to take ownership and drive change within the modern, digitally-enabled organisation.</p> <p>The research is based on data from more than 500 IT leaders (manager level or above) who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul style="font-weight: normal;"> <li>What keeps IT leaders up at night?</li> <li>2017 priorities for success</li> <li>Challenges of digital transformation</li> <li>Actionable tips to help future-proof your IT function</li> </ul> <h3>Findings include:</h3> <ul> <li>There is heightened pressure on IT practitioners to stay abreast of customer trends, and to deliver infrastructures that enable the real-time and personalised services users increasingly expect in the digital age. <strong>Keeping up with changing customer expectations and behaviour</strong> was cited as a key challenge by 40% of respondents, a greater proportion than those worried about keeping IT systems up and running.</li> <li> <strong>The threat of security breaches and cyber-risk threats</strong> is cited as a key concern by a higher proportion of respondents (41%) than any other area, and security of business and customer data is the most commonly cited IT leader priority for 2017.</li> <li>Larger organisations are less confident than their smaller counterparts when it comes to the <strong>adequacy of digital skills and talent</strong> within their business. With the rise of digital transformation, data scientists are at a premium, and few organisations have all the resources they need to make use of new analytics tools and capabilities.</li> <li>The impact of digital technology on workflows within organisations has been vast, affecting every business function from HR to finance, and marketing to procurement. Nearly half (49%) of IT executives indicate they have prioritised <strong>enhancement of digital workflows</strong>, for example via cloud-based tools, for 2017.</li> <li> <strong>Keeping ahead of major technology connected to innovation</strong> is another key challenge for IT leaders. Executives at large companies are notably more inclined to feel pressure regarding tracking technology and innovation trends than smaller company peers (46% versus 36%).</li> </ul> <p style="font-weight: normal;"><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/69247 2017-07-18T12:00:52+01:00 2017-07-18T12:00:52+01:00 Bounce is back! And product pages are to blame.. Steve Borges <h3>Where has the problem come from?</h3> <p>Well the truth is that one of the underlying causes has been there for a while, as we have become used to seeing bounce rates on mobile at 150-200% of those on desktop. It’s the shift in traffic to mobile, with some retailers now seeing mobile mix as high as 70-80%, that has turned these higher mobile bounce rates into a commercial headache</p> <p><img src="https://assets.econsultancy.com/images/0008/7495/bounce_analysis.png" alt="Bounce Rate Analysis" width="615"></p> <p>Recent evidence has proved that sluggish mobile page download times are a prime culprit and, ironically, also lead to bounce rate being under-reported, as users abandon mobile pages even before the Google Analytics tag is fired. So it turns out that the problem is even worse than we thought..</p> <p>It’s no surprise then, that there is currently significant focus on delivering improvements in mobile page download speeds to solve this issue, which has led to a number of interesting initiatives, including the <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a> (AMP) Project and the move towards <a href="https://econsultancy.com/blog/68601-what-are-progressive-web-apps-pwas/">Progressive Web Apps</a>. All good stuff.</p> <p>However, there’s more to the bounce problem than this and, over the last six months we've noticed that some retailers' mobile bounce rates have been creeping up at a pace that simply can’t be accounted for by the site speed issue.</p> <p>Dig a little deeper and it becomes clear that the problem is predominantly with product details pages and specifically where users land directly on those pages, rather than navigate to them from elsewhere on the site (where bounce rates look more like the site average).</p> <p><img src="https://assets.econsultancy.com/images/0008/7496/PDP_bounce.png" alt="PDP Bounce Analysis" width="615"></p> <p>Where it occurs, this phenomenon exists to some extent across <strong>all</strong> marketing channels where users are landed directly on a product details page, including email and affiliates, but has a particularly detrimental effect on the performance of retailers’ most expensively acquired traffic - paid search and, in particular, Google Shopping.</p> <h3>So what’s going on?</h3> <p>Well, it’s not as complicated as you might think.</p> <p>In the traditional journey, users navigate from the homepage or other landing pages to product listings pages (PLPs) before viewing individual product details pages (PDPs). This means that users have the opportunity to understand and evaluate the brand and its retail proposition, the overall range assortment and pricing, before even starting to consider individual products.</p> <p>From a behavioural point of view on mobile, there’s now a well established pattern - users quickly navigate to the category they are interested in, once on the PLP they invest time filtering to refine their selection, before starting to view PDPs. If they get onto a PDP and don’t like the look of the product, they simply swipe right to return to the PLP to try again, until they have found what they are looking for. It’s at this point they are most likely to engage with deeper PDP content.</p> <p>In general, the “traditional” PDP performs well in this context and optimisation can make it even better, where improving image gallery interactions, making product information easier to consume, integrating brand content and reinforcing social proof can all improve engagement and conversion.</p> <p>Consider though, how different the user journey is when it starts on the PDP itself. For example, with Google search and Google Shopping, users (typically) enter a generic search term and are then presented with a list of specific products, offered by a range of retailers. Tap on any of these and the user is straight onto a retailer’s PDP.</p> <p>We’ve seen what happens next repeatedly in the lab. Users land directly on the PDP and, if it’s not exactly the product they’re looking for and it’s not <strong>immediately</strong> obvious how to do anything else, as in the example below (with my apologies to the Homebase team), they instinctively swipe right, straight back to where they came from (in this example Google Shopping) and select another product. Boing.</p> <p><img src="https://assets.econsultancy.com/images/0008/7492/gs_shed.png" alt="Google Shopping Bounce" width="1104" height="831"></p> <p>Clearly then, the “traditional” PDP, conceived and refined for an entirely different browsing journey, simply isn’t fit for purpose as a direct point of entry to the site, where it doesn’t meet either the user needs or the retailer’s objectives.</p> <p>Beautiful imagery, compelling features and benefits and great reviews? If it’s not actually the product I’m looking for, none of that stuff matters.</p> <h3>How to get PDP bounce under control</h3> <p>The goal is simple. Any solution has to make it easier for users who have landed directly on a PDP, but don’t like the product featured, to see more products. Even easier than swiping right.</p> <p>A relatively simple aim then, but not necessarily a simple solution.</p> <p>Firstly, we know that improving the discoverability of other similar items in the category is useful. That includes, for instance, making “see next” and “more like this” options more obvious, adding simple navigation options, upweighting and adapting breadcrumbs and so on.</p> <p>But we also know that relatively small changes such as these can make a big difference on mobile and it’s essential that they don’t undermine the performance of the PDP in its traditional role, which is still important. So it’s absolutely critical that any changes are A/B tested thoroughly before implementation.</p> <p>In reality though, a single solution that meets two entirely different sets of user needs will always be a compromise and possibly one too far.</p> <p>So a more sustainable solution and the way to deliver the optimum commercial outcome, is to present an adapted version of the PDP to users who land directly on that page, thus meeting their specific needs.</p> <p>How this differs from the traditional PDP can range from presenting much bolder navigation options, encouraging the user to continue their journey on the site, presenting alternative product options in a much more obvious way and ultimately creating entirely different page layouts that provide more radical solutions.</p> <p>Prototyping, user testing and A/B testing are essential steps towards getting this right, as is delivering these adapted pages to users only in the right context, using your testing/personalisation tools.</p> <p>Ultimately though, dealing with this issue will require creativity and a lot of experimentation - because the right approach differs from retailer to retailer and product category to category.</p> <p>However you approach this issue - two things are certain: Finding the right solution is going to take quite a bit of effort, but the rewards for doing so make it well worth it, as it will make a difference to ROI across all of your marketing channels.</p> <p><em><strong>More from this author</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/69193-using-data-to-improve-your-mobile-conversion-a-simple-but-effective-approach/">Using data to improve your mobile conversion: A simple but effective approach</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69241 2017-07-14T12:09:00+01:00 2017-07-14T12:09:00+01:00 Three reasons to admire Glossier: The best online beauty brand you've never heard of Charles Wade <p>The brainchild of reality TV semi-celebrity Emily Weiss, it is a spin-off from her popular blog ‘<a href="https://intothegloss.com/categories/the-top-shelf/">IntoTheGloss.com</a>’ (an editorial beauty site). Whilst Glossier’s trajectory from nowhere to darling of the cosmetics world has much to do with its sister site, the savvy CEO, and a tidal influencer strategy, it is in fact the fantastic customer journey – from online to on-skin – that keeps people coming back for more.  </p> <h3>Subjective Lines </h3> <p>This is a brand that knows its audience, nowhere is this more evident than email newsletters, which are often playful and quizzical, yet equally compelling.</p> <p>For example, on March 2016 a message was sent with the odd title “Re: Phase 2 Launch tomorrow”. Inside there was plain text, no images, and content – it appeared to be a professional exchange between the Head of Design and the Founder that had been mistakenly forwarded to customers.</p> <p>“Hey guys!” the former proclaims, “The new product pages and fonts go live in the AM. Watch out world, there’s a new serif in town.” Weiss fires back: “This is huge, guys. TOMORROW!!!” The ‘Unsubscribe’ option at the bottom revealed that it was indeed a mail-out. Essentially an exercise in ‘guerilla emarketing’, it gave the recipient the feeling that they were peeking behind the curtain, with tantalising language that generated anticipation. </p> <p>The brand has frequently returned to the theme of provocative subject lines, such as “ADULTS ONLY”, “whoops”, and “How to get Rich”. Sometimes the content is related – in the case of the latter it is about ‘rich moisturizer’ – whereas others are often more ambiguous. Another example from May 26 was titled “Are you leaving?”. Given the channel it had shades of an unsubscribe message, yet it was in fact about Glossier's travel pouch (for carrying items on the plane). It is borderline clickbait – but it works.</p> <p>Glossier has used GIFs; added instructional graphics to images; and even brought back an early 2000s favourite, downloadable ‘wallpapers’. What is remarkable is how the brand consistently finds new ways to excite its audience, belying the fact that the ecommerce store carries less than 30 products.</p> <h3>‘Sitegiest’</h3> <p>The inbox experience is extended unequivocally through to <a href="https://www.glossier.com/">the website</a>, which could act as a reference point in ecommerce. Although the templates that underpin the site are not revolutionary, the brand majors on strong imagery and equally compelling language, with quips such as “the best highlighter in the universe” expertly placed.</p> <p><img src="https://assets.econsultancy.com/images/0008/7482/glossier_homepage.png" alt="" width="750" height="404"></p> <p>A common theme with this brand is the sense that it knows its customer; this translates throughout the user experience (UX). For example, the arrow cursor has been replaced by a series of emoji-style icons that are different from one piece of content to the next, utterly pointless but equally glorious.</p> <p>The product pages are impressive. Not only is the inventory shot luxuriously – often on models who are in fact employees – there is a full description, replete with awards won and application guidelines. Towards the bottom of the page images are used to further describe an item. For example, the highlight properties of ‘Haloscope’ make-up are cleverly presented by a simple motion: the wearer moves her hand from side to side, whereupon it shimmers in the light.</p> <p><a href="https://www.glossier.com/products/haloscope"><img src="https://assets.econsultancy.com/images/0008/7483/haloscope_makeup.png" alt="" width="750" height="429"></a></p> <p>Glossier can also claim to have been consistently aware about how its products might look on different skin tones. Those items with more than one shade usually have multiple application guides featuring models with varying skin or lip colours. Another clever initiative is the ability to either add a single piece into the shopping bag or essentially subscribe by selecting ‘Deliver every’ one, two, or three months. Glossier has been brave with reviews too: a sample of the best and worst are positioned next to each other at the top of the section – all remaining responses are listed thereafter. (A customer can even sort results by date or highest / lowest rating.)</p> <p>The checkout is invitingly easy. Here too a neat touch, with a progress bar filling in front of the eyes to indicate how many more dollars are required to qualify for free shipping. Gamification of the purchase process is rarely a bad thing.</p> <p>However, the best is saved for mobile. Glossier has not bothered with an app, but, recognising the proliferation of smartphone usage amongst its audience, has designed an excellent m-commerce site. In fact, it basically is an app.</p> <p><img src="https://assets.econsultancy.com/images/0008/7484/glossier_mobile.png" alt="" width="280" height="498">  <img src="https://assets.econsultancy.com/images/0008/7485/glossier_mobile_2.png" alt="" width="280" height="498"></p> <p>For example, simple navigation is anchored to the bottom of the page, rather than <a href="https://econsultancy.com/blog/65511-hamburger-menus-for-mobile-navigation-do-they-work">via hamburger menu</a>. Product shots fit snuggly within an iPhone screen and automatically scroll, making life a little more convenient for the viewer. One slight error though might have been adding so many reviews to each page, forcing the user to scroll for quite some time before being shown related items.</p> <p>The checkout is – like its desktop counterpart – brilliant. As a further help, a promo box is presented as a prominent overlay, making it easy to enter the code.</p> <h3>Applying The Gloss</h3> <p>Whilst Glossier's comms and user experience are no doubt fantastic, it would be all in vain if the product was a letdown. Yet in many ways this is the strongest suit and ensures an exquisite end-to-end journey.</p> <p>First-off, the price-point is squarely in-line with the dominant player in the market, Sephora. For example, a $25 'Priming Moisturizer' is comparable to anything on its competitor’s site. Glossier definitely sits in the enticing ‘affordable, not cheap’ zone, thereby giving it enough of an aspirational quality, without costing “<a href="https://www.glossier.com/category/makeup">half a paycheck</a>”. Indeed, the Glossier <a href="https://www.glossier.com/products/glossier-sweatshirt">sweater</a> notwithstanding, no single item strays above the $40 mark.</p> <p>The product packaging is almost flawless. The typography is bold and robust, and the standalone ‘G’ logo has an almost gothic quality. Juxtaposed are the simple yet bright colour blocks, which look like a pantone – this is demonstrated ably in the <a href="https://www.glossier.com/products/cloud-paint">Cloud Paint</a>. The company has managed to produce an inventory that is feminine without being ‘girly’. Crucially, it is easy to imagine the items standing out inside a bathroom cabinet. </p> <p><img src="https://assets.econsultancy.com/images/0008/7486/Cloud_paint.png" alt="" width="700" height="470"></p> <p>This is essentially an online business (the exception being a Manhattan showroom), so parcel presentation is important, especially given that shipping, whilst free over $30, is otherwise not cheap and certainly slower than buying at a local shop.</p> <p>An order comes in a white box embossed with Glossier's single-letter logo. Under the lid there is are quotes like "Skin First. Make up second. Smile always.”, all conveying a personal touch. The merchandise is encased within a pink semi-transparent sleeve with bubble wrap. (Perfect for carrying on a flight with most products below the TSA liquid limit.)</p> <p>Inside might be stickers or notes, all to enhance the unboxing experience – again, a knowing nod to a distinctly millennial endeavor. Whilst sales and consumer feedback attest to the quality, should someone not like their purchase they can return it for free. However the brand urges you to give it someone else who might like it and still receive money back. Clearly, this is not altruistic, however it reaffirms a central pillar of thoughtfulness that runs across all customer touchpoints.</p> <h3>Finally...</h3> <p>There is much more to admire about the brand, such as its social media presence and ethics, yet it is these three aspects that stand-out. The path from email to enamel is considered, engaging, simple, and rewarding.</p> <p>And on July 12 Glossier <a href="https://intothegloss.com/2017/07/where-can-i-buy-glossier-canada-uk-france/?_ke=Y2hhcmxpZXdAYXNvcy5jb20%3D&amp;utm_campaign=canada&amp;utm_medium=email&amp;utm_source=glossier&amp;utm_content=canada_prelaunch_quebecnocountry_071217">announced</a> that it will start to ship internationally. The formula is a winning one, so expect to see Glossier soon.</p> tag:econsultancy.com,2008:ConferenceEvent/840 2017-07-13T06:02:28+01:00 2017-07-13T06:02:28+01:00 Digital Cream Sydney <p style="border: 0px; vertical-align: baseline;">Exclusive to 80 senior client side marketers, <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Econsultancy's Digital Cream</strong> is one of the industry's landmark events for marketers to:</p> <ul style="border: 0px; vertical-align: baseline;"> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">convene and network with like-minded peers from different industries</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">exchange experiences</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">compare benchmark efforts</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">explore the latest best practice</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">discuss strategies</li> <li style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">learn from others who face the same challenges with suppliers, technologies and techniques. </li> </ul> <p style="border: 0px; vertical-align: baseline;">In a personal and confidential setting (It's Chatham House Rules so what's said at Digital Cream, stays at Digital Cream), the roundtable format is a quick and sure-fire way to find out what's worked and what hasn't, an invaluable opportunity to take time out and come back to the office full of ideas.</p> <h3 style="border: 0px; vertical-align: baseline; color: #004e70;">Roundtable Format</h3> <p style="border: 0px; vertical-align: baseline;">There are 8 roundtable topics and each delegate chooses 3 table topics most relevant to you, each session lasting about an hour and fifteen minutes. Each roundtable is independently moderated and focuses on a particular topic discussing challenges or areas of interest nominated by the table's attendees in the time available. This level of input ensures you get the maximum from your day.</p> <p style="border: 0px; vertical-align: baseline;">Digital Cream has been devised by the analysts and editors at Econsultancy in consultation with the most senior digital buyers in the world and runs in London, New York, Melbourne, Sydney, Shanghai, Singapore and Hong Kong.</p> <p style="border: 0px; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">Attendees pick three tables choices from the following full list of topics offered (extra topics will be removed at a later stage. If there is a topic you'd like to discuss which is not listed here, you can suggest it while registering):</strong> </p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">1. Agile Marketing - Develop a more responsive &amp; customer-centric approach</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">2. Content Marketing Strategy</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">3. Customer Experience Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">4. Data-Driven Marketing &amp; Marketing Attribution Management</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">5. Digital Transformation - People, Process &amp; Technology</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">6. Ecommerce</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">7. Email Marketing - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">8. Integrated Search (PPC/SEO) - Trends, Challenges &amp; Best Practices</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">9. Joining Up Online &amp; Offline Channels Data</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">10. Marketing Automation - Best Practices &amp; Implementation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">11. Mobile Marketing</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">12. Online Advertising - Retargeting, Exchanges &amp; Social Advertising</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">13. Real-Time Brand Marketing - Using Data &amp; Technology To Drive Brand Impact</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;">14. Social Media Measurement &amp; Optimisation</p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;"><strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">&gt;&gt;</strong> <strong style="border: 0px; font-style: inherit; font-variant: inherit; vertical-align: baseline;">View past Digital Cream event photos (source: facebook page)</strong><br></strong></p> <p style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; font-variant: inherit;"><a href="https://www.facebook.com/pg/Econsultancy/photos/?tab=album&amp;album_id=10153875617599327" target="_blank">Digital Cream Sydney 2016</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153214103704327.1073741876.90732954326&amp;type=3" target="_blank">Digital Cream Singapore 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10153124439974327.1073741873.90732954326&amp;type=3" target="_blank">Digital Cream Sydney 2015</a>, <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152276242849327.1073741856.90732954326&amp;type=3" target="_blank">Digital Cream Melbourne 2014</a> and <a style="border: 0px; font-weight: inherit; font-style: inherit; vertical-align: baseline; color: #004dcc; font-variant: inherit;" href="https://www.facebook.com/media/set/?set=a.10152209218799327.1073741854.90732954326&amp;type=3" target="_blank">Digital Cream Hong Kong 2014</a></p> tag:econsultancy.com,2008:BlogPost/69236 2017-07-07T12:40:12+01:00 2017-07-07T12:40:12+01:00 10 superior digital marketing stats from this week Nikki Gilliland <p>On we go...</p> <h3>Mobile shopping ads presents growth opportunity for retailers</h3> <p>According to a new report by <a href="http://www.foundit.com/blog/mobile-shopping-search-retailers-biggest-opportunity-improve/" target="_blank">Foundit</a>, mobile clicks on Google Shopping ads represent the largest single source of visitors for online retailers, accounting for nearly 25% of all sessions across direct, paid and shopping search traffic.</p> <p>However, the report – which reviewed over 60m shopping sessions across leading retailers – also states that search is the worst channel for bounce rate, with users typically viewing just two and half pages before quitting.</p> <p>In terms of the difference in bounce rates between Google shopping on mobile and desktop, just 27% of sessions browse past the first page, compared with 38% on desktop. </p> <p><img src="https://assets.econsultancy.com/images/0008/7342/foundit.JPG" alt="" width="706" height="318"></p> <h3>TV sponsorship increases positive brand associations</h3> <p>According to a study by Thinkbox, brands that sponsor TV shows are able to improve brand health metrics – mainly thanks to the strong affinities viewers have with their favourite programs.</p> <p>Research found that there was a 53% increase in ‘personality fit’ between viewers of a TV show and the sponsoring brand when compared to non-viewers. In turn, viewers were far more likely to recommend the brand than those that didn’t watch the TV show. </p> <p>Meanwhile, when the sponsorship creative was a natural fit with the program, key brand health metrics for viewers were 5% higher than for non-viewers. </p> <h3>UK shoppers buy from just three online stores</h3> <p>According to a YouGov poll commissioned by Apptus, online fashion retailers are struggling to attract new and loyal customers.</p> <p>In a survey of over 1,500 online shoppers, 62% of people were found to have a core group of favourite online retail stores – a figure that rises to 68% for women.</p> <p>Interestingly, younger shoppers appear more likely to stick to a narrow selection of sites, with 78% of 18-24 year olds and 70% of 25-34s staying loyal to a select few retailers.</p> <p>In order to tempt them away from their favourites, 66% of shoppers said that other retailers should offer greater value for money, while 48% said they should make it easy to find products they are looking for. In contrast, just 4% pointed to ‘lifestyle content’ as a means of grabbing their attention and building loyalty.</p> <p><img src="https://assets.econsultancy.com/images/0008/7346/online_payments.jpg" alt="" width="718" height="487"></p> <h3>North Dakota named the best US state to start a business</h3> <p><a href="https://wallethub.com/edu/best-states-to-start-a-business/36934/" target="_blank">WalletHub</a> has compared 50 US states across 20 key indicators to determine where startup businesses are most likely to succeed.</p> <p>It found New Jersey to be the worst, mainly due to high office space and labour costs as well as inaccessible financing.</p> <p>On the flip side, North Dakota was ranked the best, seeing the highest average growth in small businesses. The state also has the most startups per 100,000 residents – three times more than West Virginia, the state with the fewest.</p> <p><img src="https://assets.econsultancy.com/images/0008/7341/Start-ups_US.JPG" alt="" width="780" height="311"></p> <h3>75% of users are searching on mobile more often due to voice technology</h3> <p>New research from Google shows that voice search is influencing user behaviour, with 75% of consumers saying that they now search on their mobiles more often because of the technology.  </p> <p>People who started using voice search in the last six months are said to be the most frequent users, with 42% now using it daily. In comparison, just 25% of people who started using voice search over four years ago use it as frequently.</p> <p>The research also found that both visual and text search remain popular, with 51% of respondents using the two interchangeably.</p> <h3>Cyber-attacks on UK businesses increase 52% in Q2</h3> <p>A new report by Beaming suggests that the number of cyber-attacks aimed at UK-based businesses increased by more than half in Q2 2017. This means that businesses saw almost 65,000 attacks in just three months – an increase of 52% from the previous quarter.</p> <p>68% of attacks targeted connected devices such as networked security cameras and building control systems. However, there was also a marked increase in attacks on company databases, with businesses experiencing an average of 105 attempts per day compared to just 14 in the first quarter.</p> <p><img src="https://assets.econsultancy.com/images/0008/7340/Cyber_attacks_UK.JPG" alt="" width="780" height="192"></p> <h3>Mobile traffic at an all-time high across Europe</h3> <p>A new <a href="https://www.slideshare.net/adobe/adi-2016-europe-best-of-the-best" target="_blank">report from Adobe</a> – which includes analysis of the top 20% of companies using Adobe Experience Cloud and a survey of over 5,000 consumers across Europe – suggests mobile traffic is increasing across Europe.</p> <p>It states that smartphones accounted for 31% of all European web visits in 2016 – an increase from 22% in 2015. In comparison, desktop accounted for 58% of browser traffic - down from 65% in 2015. For the top-performing companies, 41% of web traffic came from a smartphone in 2016, up from just 31% the previous year. </p> <p>Meanwhile, the report found that consumer expectations are driving mobile usage, with 57% preferring to use a smartphone over another device when completing tasks in 2016 – up from 51% in 2015.</p> <h3>Shoppers’ dual-screening habits present big opportunities for retailers</h3> <p>Data from eBay has revealed there was a huge spike in consumer spending during last summer’s sporting events, indicating the potential for retailers to tap into dual screening behaviour.</p> <p>On the final day of the Tour de France last year, searches for ‘Pinarello’ – the bike that Chris Froome rode – rose by 62% on eBay.co.uk. Meanwhile, searches for ‘cycling shorts’ and ‘road bike’ increased by 46% and 71% respectively.</p> <p>Similarly, in the two weeks of the Rio Olympic Games, searches for ‘running shoes’ rose by 66%, and interest in running watches jumped by 113%.</p> <h3>Uber gains more customers than any other US company in the past year</h3> <p>Despite the series of scandals that have plagued the company in the past year or so, Uber has made the largest customer gains since the first half of 2016. </p> <p>26% of all US millennials are said to have recently used the service, which has increased its <a href="http://www.brandindex.com/article/ride-sharing-brands-top-biggest-millennial-customer-gains-over-last-year" target="_blank">Adobe BrandIndex</a> ‘current customer score’ by 8.2 points.</p> <p>Other companies in the sharing economy have also grown, with Lyft – Uber’s biggest US rival – becoming the third biggest gainer, and Airbnb coming 12th in this list.</p> <p><img src="https://assets.econsultancy.com/images/0008/7343/uber.jpg" alt="" width="724" height="483"></p> <h3>Online consumers desire security over transaction speed</h3> <p><a href="https://mypinpad.com/consumer-trust-report/" target="_blank">New research</a> suggests that retailers who favour speed and convenience over security measures could be losing customer trust. This is because 67% of consumers surveyed said they are concerned about their online banking and shopping security, with one in four respondents being ‘very concerned’.</p> <p>In order to improve levels of trust, retailers must implement greater transparency around security practices, as well as increased security steps. </p> <p>40% of respondents said they would like to use cardholder PIN to authenticate online transactions, while 50% would like to use a combination of both PIN and biometrics. Only 2% of consumers believe transaction speed is more important than security.</p> tag:econsultancy.com,2008:BlogPost/69193 2017-06-22T16:02:26+01:00 2017-06-22T16:02:26+01:00 Using data to improve your mobile conversion: A simple but effective approach Steve Borges <p>In<a href="https://econsultancy.com/blog/69160-mobile-conversion-rates-how-does-your-site-compare/"> a recent post</a> here, I described the Biglight Mobile Benchmark - a simple quadrant that allows any retailer to understand their own mobile conversion rate performance compared with the wider retail market. It has proven very useful as a visual and immediate way to answer two important questions: “How big is our mobile optimisation challenge?” and “How urgently do we need to start tackling it?”</p> <p>For many retailers it has also proven a useful way to secure the budget required to invest in their mobile optimisation programmes.</p> <p>In many ways, of course, that is the easy bit. Actually improving conversion rates on mobile can be much more challenging - and, for lots of ecommerce people I have spoken to, the next question is “Where do we start?”.</p> <p>That is where journey mapping and micro-conversion benchmarking are so important - they underpin a focused process that ensures that every penny invested in optimisation is spent where it is most likely to make a difference. What’s more, focusing on the ‘big bets’ enables rapid deployment, so the return on investment is realised quicker too.</p> <p>Here’s how it works - and we know it works, because this is a process we’ve been through with a number of clients this year.</p> <h3>Understand the journey</h3> <p>It is a statement of the obvious to say that it is hard to optimise the mobile experience for your customers if you don’t understand user needs and the user journey.</p> <p>As it happens, shopper behaviour on mobile is quite specific. Shoppers are pretty single minded about getting to the product quickly.</p> <p>Some of the insights from a recent, large-scale study we did at Biglight back that up:</p> <ul> <li>People choose the easiest route - to get to product quickly</li> <li>They bypass or ignore content they consider to be irrelevant</li> <li>Users invest considerable time filtering to refine their selections</li> <li>There is strong interest in interacting with the image gallery</li> <li>Product descriptions are ignored if they are overwhelming</li> <li>Once into the checkout, there is a genuine intent in completion.</li> </ul> <p>That combination of single mindedness and an obvious preference for native device functionality - mobile users want to pinch, swipe and so on - has implications for the way retailers should assess the mobile experience they are delivering.</p> <p>It’s actually quite a simple journey - a journey of two halves, each with its own thread of quite distinct characteristics. We refer to these are the ‘browse to basket’ and ‘basket conversion’ journeys.</p> <h3>Browse-to-basket journey</h3> <p>This part of the journey covers all browsing activity and has as its key success metric the proportion of users who enter the site that go on to view the basket page (with something in it), which we call the “browse-to-basket ratio”.</p> <p>We’ve found this is a reliable indicator of how well the site is performing in its core roles of helping users find products they are interested in, engaging them and motivating them towards purchase.</p> <p>It also represents the total available pool from which overall site conversions are derived. Clearly, if the browse-to-basket ratio is 3%, total site conversion will only ever be a proportion of this, never more.</p> <p>Finally, it’s reasonably simple to track on most websites, so it facilitates comparison from site to site. Right now, 'good' is a ratio of close to 10% and anything below 5% is a worry. But there are other important steps, or micro-conversions, along the way.</p> <p>In simple terms, the journey here is:</p> <p><img src="https://assets.econsultancy.com/images/0008/6947/BTB_JOURNEY.png" alt="Browse to Basket Journey" width="964" height="146"></p> <p>The principal challenges in this part of the journey are to focus navigation, merchandising, content and search efforts on getting users to a product listings page (PLP) with a minimum of fuss then, once there, ensuring that filtering is simple, relevant and fast, so that users can progress to product details pages (PDPs).</p> <p>Once users get to the PDPs, they’ll spend time there. They’re keen to interact with images and reviews and will consume other relevant content if it’s brief and easy to engage with - in fact engagement with relevant content increases conversion and average order value (AOV).</p> <p>Overall, in the browse-to-basket journey there is a clear, direct correlation between time on site and micro-conversions. In other words, the challenge is to keep users engaged by getting them to product quickly and then making sure the product pages really deliver.</p> <h3>Basket conversion journey</h3> <p>In the second part of the journey, we’re interested in what proportion of the users who viewed a basket subsequently went on to complete a purchase, we call this the “basket conversion ratio”.</p> <p>Unlike the browse-to-basket journey, which is about engagement and motivation, the basket conversion journey is largely about retention or completion, so success is measured in terms of users who progress from step to step.</p> <p>We measure this part of the journey from the basket, rather than the start of the checkout process to allow us to make meaningful comparisons between sites with different checkout structures and those that provide different experiences for users that are logged-in. Broadly-speaking a typical journey has the following elements though:</p> <p><img src="https://assets.econsultancy.com/images/0008/6946/BC_JOURNEY.png" alt="Basket Conversion Journey" width="972" height="145"></p> <p>Typically, there is an initial drop-off between the Basket and Welcome page, as those using the basket for other purposes (such as in preparation for store visit), or who have decided not to buy, leave the site. As you might expect, this can be significant, but it does vary considerably between retailers and does present opportunities for optimisation.</p> <p>Once users enter the checkout process proper though, there is evidence of genuine intent to complete it and extremely high micro-conversions of 95%+ between the individual steps in the journey are possible - provided the flow is intuitive and easy to use.</p> <p>In this part of the journey there is an inverse correlation between time and conversion - at the risk of stating the obvious, make it quick and easy, and you’ll convert more. Indeed, unsuccessful steps - where users do not convert - take up to twice as long as successful ones, which provides clear evidence of user struggle that can be addressed.</p> <p>Even so, high conversion rates are not always realised, as the benchmarking data I’ve included in the next section demonstrates - across the eight retailers included for illustration, the average basket conversion ratio is less than 40%, and individual rates range from 26% to 61%.</p> <p>It may be obvious, then, but retailers still have significant opportunities to improve their mobile checkout experiences.</p> <h3>Benchmarking mobile journey micro-conversions</h3> <p>Understanding how the journey works is one thing, but the crucial thing here is to see clearly how your own site is performing - to see where the micro-conversion issues are and identify the big optimisation opportunities.</p> <p>That’s where the more detailed picture behind the <a title="Biglight Mobile Benchmark" href="https://econsultancy.com/blog/69160-mobile-conversion-rates-how-does-your-site-compare">Biglight Mobile Benchmark</a> comes in. As the table below demonstrates, the data enables comparison at pretty much every step of the journey - the overall browse to conversion journey expressed in terms of micro-conversions, or the proportion of users that move from one step to the next.</p> <p>Like any benchmark, it’s a really useful starting point - a way to zero in on where the problems and opportunities are. For instance, in the case of retailer 6 (below), a 10% browse-to-basket ratio is followed up by a disappointing 29% basket conversion ratio. No prizes for guessing where the priority optimisation jobs are…</p> <p>Retailer 5, meanwhile, has the opposite problem.</p> <p><img src="https://assets.econsultancy.com/images/0008/6909/Micro-conversion_benchmarks.png" alt="Micro-conversion benchmarks" width="800"></p> <h3>OK, but what next?</h3> <p>This kind of benchmarking may only be the start, but it is a positive one. It offers a really simple, useful answer to the “Where do we start?” question, and ensures that the ‘what next?’ - the optimisation programme - delivers results fast.</p> <p>It does that by ensuring the starting point is a clear focus on big opportunity areas, a focus that can be further honed through usability testing - centred on high priority steps in the journey - to ensure the <em>why</em> behind the data is understood and can be acted on.</p> <p>Crucially, that means that the final stage - A/B testing alternative approaches to each of the priority areas - is sure footed and confident, based on real insight, not guesswork. It also means that bigger, more extensive alternatives in each area (based on best-practice prototypes) can be tested with the confidence they will succeed.</p> <p>That in turn enables rapid deployment - through an experimentation roadmap that links parallel optimisation streams to specific, measureable goals, and moves each from preparation to results in weeks and months, rather than requiring long development cycles. In a market where mobile is taking over, that mix of certainty and pace could make the difference between success or failure.</p> tag:econsultancy.com,2008:Report/4470 2017-06-21T16:00:00+01:00 2017-06-21T16:00:00+01:00 Digital Intelligence Briefing: 2017 Digital Trends in Healthcare and Pharma <p>The <strong>2017 Digital Trends in Healthcare and Pharma </strong>report reveals a sector that has just started to embark on its digital transformation journey, but with a huge potential for disruption through emerging digital technologies.</p> <p>After a slow start due to the complexities of a siloed sector with legacy infrastructure, alongside heavy regulation and risks associated with patient data and care, healthcare and pharma companies are likely to see exponential change over the next few years as digital data storage and sharing becomes the norm.</p> <p>The research, conducted by Econsultancy in partnership with <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, is based on a sample of almost 500 respondents working in the healthcare and pharma sector who were among more than 14,000 digital professionals taking part in the seventh annual Digital Trends survey, carried out in November and December 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>A sector ripe for digital disruption</li> <li>Shifting control results in a focus on the customer</li> <li>The future looks more promising than ever</li> <li>Actionable tips to help future-proof your healthcare/pharma business</li> </ul> <h3>Findings include:</h3> <ul> <li>The healthcare and pharma sector lags behind others in terms of digital maturity. Strict regulations and a lack of universal standards mean that new entrants find it harder to establish themselves, and levels of risk associated with human health are greater, which can limit innovation. Only 6% of companies describe themselves as digital-first, compared to an average of 11% across other sectors.</li> <li>Healthcare and pharma companies are 14% more likely than their peers in other sectors to consider customer journey management as a top-three tactical priority in 2017, with larger organisations even more likely to prioritise multichannel campaigns and journeys, and also to join up online and offline data.</li> <li>The boom in wearables that collect lifestyle and fitness data is of huge benefit to an industry whose wealth of existing data is often locked up by regulation or in non-digitised formats. Two-thirds of healthcare and pharma companies see improving data analysis capabilities as ‘very important’ for the coming year, reflecting the need for skilled staff to collect, distil and analyse this data influx.</li> <li>Virtual reality (VR) and augmented reality (AR) are being incorporated into new healthcare technologies and systems, with uses ranging from training doctors in operating techniques to gamifying patient treatment plans. Over a quarter (26%) of respondents see the potential in VR and AR as the most exciting prospect for 2020.</li> </ul> <p><strong>Econsultancy's Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/69160 2017-06-13T13:51:55+01:00 2017-06-13T13:51:55+01:00 Mobile conversion rates: How does your site compare? Steve Borges <h3>How does your mobile conversion rate stack up against the Mobile Benchmark?</h3> <p>Finding out how your mobile conversion rates compare with the market average, and with a range of retailers, is the first step towards focused optimisation.</p> <p>It’s no secret that conversion rates amongst customers using mobile devices is a real issue for retailers. The fact that mobile delivers roughly half the conversion rate of desktop is worry enough - but add shoppers’ growing preference for the mobile channel and it’s little wonder so many retailers now see mobile optimisation as a priority.</p> <p>But where to start? That’s been the first question for almost all the retailers with whom we’ve worked on mobile optimisation over the last few months. They’ve known it’s a problem, but not how big a problem or where to begin tackling it.</p> <h3>The Mobile Benchmark</h3> <p>The first step has to be to understand the scale of the problem - to look at mobile conversion not in isolation, but in the kind of meaningful context that provides an answer the question: <em>“How big a problem is mobile conversion for this retailer?”</em></p> <p>The work we’ve done in this area at Biglight has generated a huge amount of data around customer behaviour on mobile - and, as a result, we can benchmark performance in aggregate and in micro-conversions from arrival on the site through to checkout.</p> <p>In this post, I want to look at the top level - the aggregate view. We call it the Mobile Benchmark. It’s a simple, quadrant-style graph that visualises mobile performance, when compared with other retailers and an overall average.</p> <p>It looks like this (below), the two gold lines marking the average positions on each axis - 50% for the mobile traffic mix, and just over 45% for mobile conversion rate, as a percentage of desktop conversion rate:</p> <p><img src="https://assets.econsultancy.com/images/0008/6738/mobile_benchmark.png" alt="Mobile Benchmark" width="800"></p> <p>This is real data, based on the UK performance of 15 leading retailers of apparel, footwear, homewares and accessories in March and April this year, but the method can be applied to almost any type of retailer. Just follow this simple formula and then plot the results on the same X and Y axes:</p> <ol> <li>Work out the Mobile Traffic Mix % (the X axis) - Mobile (smartphone) traffic divided by total traffic, multiplied by 100</li> <li>Then work out the Relative Conversion Rate % for mobile (the Y axis) - Mobile Conversion % divided by Desktop Conversion %, multiplied by 100.</li> </ol> <p>By looking at relative conversion performance, we eliminate the variation in conversion between retailers for other reasons (such as overall proposition, availability etc), allowing us to focus on the performance of mobile in a relatively comparable context.</p> <h3>Using the Mobile Benchmark: How big is the opportunity?</h3> <p>In essence, this instantly highlights how big any retailer’s mobile optimisation opportunity is, and how urgently the process should begin.</p> <p>For instance, a retailer that plots in the top left quadrant is in a relatively strong position - that position denotes a relatively low mobile mix, and a relatively high mobile conversion rate. That means, mobile users are a lower proportion of traffic than average and that those who visit the site using mobile deliver a better than average conversion rate, relative to desktop.</p> <p>On the other hand, those that plot in the bottom right quadrant have a serious, and urgent problem (or the biggest potential opportunity). The combination of a high mobile mix with a low relative mobile conversion rate is not good news - lots of people are visiting by mobile, but they are not simply not converting.</p> <p>Of course, those are the extremes. As the example above demonstrates though, most plot somewhere between the two, which shows that, for the vast majority of retailers, there remains a significant opportunity to improve mobile revenue performance.</p> <p>We've noted over time that all data points tend to shift to the right (as mobile continues to displace both desktop and tablet as the users' device of choice), but there is no evidence of any increase in relative conversion performance as this happens. In short, there is no correlation between an increase in the Mobile Traffic Mix and Relative Conversion Rate over time.  </p> <p>Where the Mobile Benchmark has proven most useful for our clients is in offering visual, empirical evidence of the issue, benchmarked against the market - the ability to share that across the business has proven very handy when scaling the opportunity (relative to both the average and maximum performance) and securing budget to get the mobile optimisation process going.</p> <h3>Focused mobile optimisation: What next?</h3> <p>The next step is to understand precisely where the issues are - which aspects of the mobile journey are simply not working and why.</p> <p>That, again, starts with a benchmarking process; one that breaks the journey down into stages. We look at ‘Browse to Basket’ and ‘Basket to Conversion’ as two broad steps in the journey - then in more detail at micro-conversions (for instance the product detail page to product listing page micro-conversion), to identify the specific parts of the journey that present the biggest optimisation opportunities.</p> <p>We then complete structured usability testing, focusing on those parts of the journey, along with other behavioural research, to identify the <em>why</em> behind the opportunities the data has revealed. That discipline, along with prototyping major changes, A/B testing and rapid deployment, are the final steps towards delivering a step-change in mobile revenue performance.</p> <p>I’ll cover those steps in the process in more detail in my next post. In the meantime, why not take the challenge?</p> <p>Plot your own mobile performance on the Mobile Benchmark and let us know how you get on.</p> <p><em><strong>More on this topic:</strong></em></p> <ul> <li><a href="https://econsultancy.com/blog/67174-five-best-practice-tips-to-boost-mobile-conversions/">Five best practice tips to boost mobile conversions</a></li> </ul>