SEMPL 19: ČRT PODLOGAR, Digital Strategist, Red Orbit Slovenia

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The document discusses improving mobile conversion rates. It identifies that the key challenge is improving conversion rates on mobile rather than replicating desktop rates. It analyzes mobile usage data which shows sessions, add to cart, and transactions are much lower on mobile. However, conversion rates on mobile can be higher for some companies. The document argues mobile users behave more like TV viewers and focuses on awareness, entertainment and location-based searches rather than complex tasks. It suggests testing ROPO offers and using traditional advertising metrics to estimate mobile's impact on sales.

Marketing

ORIGINAL RESEARCH
Conversion rates of mobile pages across industries.

ORIGINAL GOAL
Identify website and advertising elements with the biggest impact on mobile
conversion rates.

ORIGINAL MISTAKE
Key challenge of mobile devices is conversion rate improvement.

Črt Podlogar
BUILDING PURCHASE INTENT ON
MOBILE

DIGITAL CHANGED THE WORLD OF ADVERTISING 10
YEARS AGO.
Accessibility, user behaviour and content consumption.

MOBILE DEVICES ARE CHANGING THE WORLD OF
DIGITAL ADVERTISING AS WE SPEAK.
Another shift in accessibility, user behaviour and content consumption.

67 61
80 79
96
87
28
69
33
57
94
68
33 39
20 21
4
13
72
31
67
43
6
32
0
20
40
60
80
100
120
Mobile Computer
Time spent on devices by content type
IAB 2017

HOW CAN WE GET OUR DESKTOP CONVERSION RATES
ON MOBILE DEVICES?

0
100000
200000
300000
400000
500000
600000
700000
800000
900000
ALL sessions Desktop sessions Mobile sessions
Ecommerce marketing trends, Red Orbit, 2017
Sessions by device – January 2016 – October 2017

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Desktop ASOT Mobile ASOT
Ecommerce marketing trends, Red Orbit, 2017
Share of desktop and mobile sessions – January 2016 – October 2017

0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Desktop ASOT Mobile ASOT
Ecommerce marketing trends, Red Orbit, 2017
Share of desktop and mobile transactions – January 2016 – October 2017

1.13%
1.54%
0.27%
2.30%
2.10%
1.03%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Sessions with add to cart Sessions with check-out Sessions with transactions
Mobile Desktop
Ecommerce marketing trends, Red Orbit, 2017
Shopping behaviour by device

1.81%
0.75%
2.98%
0.08%
0.29%
0.16%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
1 2 3 4 5 6
Conversion rate into purchase in Q2 2017

10.49%
8.83%
8.19%
0.66%
1.51%
0.41%
1.81%
0.75%
2.98%
0.08% 0.29% 0.16%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Stark Lannister Tyrell Greyjoy Targaryen Baratheon
Desktop Mobile
Conversion rate into purchase in Q2 2017

USER BEHAVIOR ON MOBILE IS MORE OFTEN SIMILAR TO
THAT ON TV RATHER THAN DESKTOP.
Video, sound, entertainment, less engaged with complex processes.

KEY QUESTION: ARE MOBILE DEVICES A DIRECT SALES
CHANNEL?
If not, what are they?

ON THE GOSHORTER
SESSIONS
AWARNESSVIDEO
LOCATION
SEARCHES
SHOPPING
06 01
02
0304
05

Three basic types of searches on mobile devices
INFORMATION LOCATIONTRANSACTION

Multitude of mobile micro-moments
2 31 4 5 6 7
ONLINE
SHOPPING
LOCATION
SEARCHING
COMPARING
PRICES
USING SOCIAL
MEDIA
ENTERTAINMENT SEARCHING
FOR INFO
COMMUNICATING

OFFLINE IMPACT: IS THERE INTEREST FOR OUR
PHYSICAL LOCATIONS?

TEST ROPO WITH UNIQUE OFFERS ON MOBILE DEVICES.
Estimate the impact of mobile on your sales with measurable tests, then generalize.

BACK TO THE CLASSICS: USE ADVERTISING METRICS
SUCH AS REACH, FREQUENCY AND IMPRESSIONS.

TRY FACEBOOK AND DON‘T IGNORE IT‘S ANALYTICS.

Thank you!
01 02 03 04
Email
info@red-orbit.com
Twitter
@podlogar
LinkedIn
Črt Podlogar
Web
www.red-orbit.com
Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia
W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680

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