1. Mobile & M-Commerce:
The Complete Picture
@Awin_Strategy
@Affwin
Kevin Edwards, Affiliate Window
kevin.edwards@affiliatewindow.com

2. The
The Mobile
Affiliate
Landscape
Landscape

4. True mobile measurement?
275%
260%

5. Mobile device split (clicks)

6. Mobile device split (sales)

8. Daily split of sales – mobile vs. desktop
*w/c 13th February 2012

9. The opportunity: 2011 into 2012
£2
£2
405k 518k
8.
3.
3m
2m
9.3m 23.7m

10. Mobile basket dissected

11. with affiliate tracking
Top AWin advertisers in
place
with m-commerce sites

12. What do they have in common?

13. The dilemma
Hugely successful affiliate
Burgeoning sector worth c.£1bn
Over indexes on many customer quality indices
Created powerful retail brand (top 50 UK
Hitwise retail sites)
Offers range of promotional opportunities
Focused on demonstrating incremental sales
Multi-channel – 2011 app launched...

14. The dilemma

15. Missed opportunities?
“Probably.
My other app based
on Dutch retailer
DevMobile bol.com, saw
conversion increase
from 8 to 12%:
a 50% increase in
sales.”

16. Does it make a difference?
2.1% sales through 3.1% sales through
mobile mobile
4.2% sales through 5.4% sales through
mobile (with iPad) mobile (with iPad)

17. Does it make a difference?

18. Considerations
Advertisers focus on the iPhone
Sector & time considerations
(low basket, impulse)
m-commerce sites enable mobile
optimisation and happy customers...
...and happy affiliates

19. Follow the consumer
• 17% of mobile phone users downloaded a
voucher on their mobile device in Q1 2011
• 32% of shoppers would not have bought it if
they didn’t have a voucher
• 10% MVC traffic through mobile...
(Neilsen)

20. Voucher insights
• High traffic, fewer sales
• Female, high earners
• iPhone/Android now neck and neck
• Used to increase footfall & AOV
• Connection speed issues
• What impact will NFC have?
• Strong offer = wider geographic
reach: B&Q

21. Closing the loop

22. Some final thoughts
• Affiliates are becoming multi-channel:
– Understand the range of activity
• Incremental sales or minimising lost traffic?
• Reporting requirements heightened
• Tracking is a serious threat
• Prioritise, test and optimise
• Who knows how big mobile could be…?

23. Thank you!
?
Sign up for the Strategy Newsletter
strategy@affiliatewindow.com
Kevin Edwards, Affiliate Window
kevin.edwards@affiliatewindow.com
020 7553 0354