Mobile Commerce – today’s e-commerce. How successfully to take advantage of consumer behavior? How to measure the value of mobile communications? These and other m-commerce-related questions will be answered during this session. This presentation used in electronic commerce conference "E-komercija '16" by Rytis Meškauskas from company pigu.lt.

2. M-commerce
The e-commerce of today

3. People are not bound to stores
anymore
Offline +9%
Ecomm +75%

4. Decisions are built through 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 retail is a retail of always
open, anywhere and everywhere

6. New era shopper in 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 you do after mapping micro-
moments?
Meet
shoppers at
the moments
of inspiration
Capitalize on
on-the-go
mobile
behavior

8. More users on Mobile 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%

9. Why FB?

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
Delfi 15min Lrytas Alfa Tipro Reach Adnet Reach Visa local media Facebook
mobile
Mobile version daily unique users - All
Daily mobile

11. What about Google?

12. What about Google?
Google is ~98% of all searches in
LT

13. OK, mobile is big, but why still
most of attention in e-commerce
to PC?

14. Data
x3 Desktop conversion rate is higher than on Mobile
But that’s challenge we all are facing.

15. Desktop share of sessions 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 share of 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 on mobile 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 on desktop 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 are much more
valuable

21. So how to handle that all
• Cross device accessibility (Mobile and/or App);
• Tracking;
• “Forcing” sing-in;
• Cross device actions;

22. Cross device Accessibility

23. Cross device Accessibility

24. Cross device Accessibility

25. Tracking
Measuring only direct mobile conversions – is very limited view

26. Mobile consumers are searching 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 are shopping 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 to evaluate 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
More insight into how your ads influence new conversion types
store visits phone call
conversions
cross-device
conversions
cross-browser
conversions

30. Where to look for 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 enable User 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
Phone call – 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

35. Setup in AdWords

36. Tracking conversions on a 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 from your 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 reports by 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
Segment by “The Extension vs. Other” to see total clicks on your App
extensions.

41. Setup app downloads as 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
• To colect your points/miles;
• Free stuff: delivery, assembly, gift;
• Usability – cart in multi device;

44. Cross device Actions

45. Cross device Actions

46. To sum up
What to 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