Multi-Device Conversions - Manual Data Entry Template
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Understanding Performance across ALL devices
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Compared to the same period:Last year
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Your customers are moving to Mobile. Are YOU?
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Let us look at how traffic and conversion share is changing over time
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Real traffic growth comes from mobile devicesMore customers now convert on mobile devices
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- Mobile traffic to your website(s) has increased by 83%- Website conversions from mobile devices have increased by 61%
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- Mobile now accounts for 29% of all website sessions- 8% of all website conversions now happen on mobile devices
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Last yearCurrentChange
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Desktop4,4204,170-250 (-6%)
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Mobile280450
170 (61%)
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Tablet1,0001,05050 (5%)
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All Devices5,7005,670-30 (-1%)
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Native Apps000 (0%)
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These changes in consumer behaviour impact how we measure that behaviour!
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Let us look at how some key metrics have changed over time
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Inflated Desktop Conversion Rates
Mobile Conversion Rate undervalues Mobile performance
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Remember: Conversion Rate is the number of sessions with a conversion on a device as a percentage of total sessions on that same deviceConversion Share is the number of conversions on a device as a percentage of total conversions on all devices
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When desktop traffic decreases at a faster rate than desktop conversions, or when desktop traffic grows at a slower rate than desktop conversions, your desktop conversion rate starts looking better over time. This is exactly what happens when users start using other devices to access your site for research.A larger share of total conversions is now happening on Mobile devices as users move there - at the expense of the desktop share. However, when traffic increases faster or inline with conversions, Mobile conversion rates remain stable or even fall.
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- Your Desktop Conversion rate has increased by 0.28 ppts compared to Last year
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As user behaviour changes the way we measure conversion rates must change as well
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Assess the performance of your marketing efforts in a way that better reflects multi-device users
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Why conversion rates are inaccurateWhy are your desktop conversion rates changing?
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Conversion rates no longer measure all the sessions that lead to a conversion because all sessions are not occuring on a single device. This means it is no longer possible to accurately compare conversion rates from one device against another.Besides changes to your website (ux improvements, conversion optimization), your offers (price, quality, service) and the quality of the traffic you drive to your site, in-device desktop conversion rate changes are caused by:
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Conversion Rate
DesktopTabletMobile1Your customers using more devices than desktop before converting
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Last year
5.14%3.7%1.22%2A lot of pre-conversion discovery and research happening on mobile and tablet
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Current Period
5.42%3.72%1.07%3More desktop users coming to your site ready to convert
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Change (ppts)
0.28%0.02%-0.15%Do not focus on these!
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Two alternative ways of assesing changes in perfomance over time that take into account the changes in consumer behavior
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Alternative 1: Multi-Device Conversion Rate
Alternative 2: Percentage of total Conversions
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Multi-Device Conversion Rate accounts for traffic shifts to other devices by measuring in-device conversions as a percentage of all sessions across all devices. This allows for movement of users across devices on the path to conversion and makes it possible to compare conversion rates over time.Percentage of Total Conversions omits traffic behaviour, focusing on the number of conversions happening on a given device as a percentage of total conversions on all devices. It shows how much each device contributes to total conversions.
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Focus here!
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Multi-Device CvR
DesktopTabletMobileAll Devices
% Total Conversions
DesktopTabletMobile
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Last year
3.25%0.74%0.21%4.19%
Last year
78%18%5%
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Current Period
2.83%0.71%0.31%3.85%
Current Period
74%19%8%
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Change (ppts)
-0.42%-0.03%0.1%-0.34%
Change (ppts)
-4%1%3%Focus here!
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Action:
Try and improve your overall Multi-Device Conversion Rate, instead of optimizing within the individual devices using the 'traditional' Conversion Rate metric
Action:
Keep a close eye on the shift in transactions from Desktop to Mobile over time and make sure your marketing efforts are inline with this shift
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Your customers are moving across devices before converting
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So, desktop conversion rate is overvalued and mobile conversion rate is undervalued. Let us now look at indicators of mobile sessions driving desktop conversions
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Consumers use Mobile devices for research and discoveryDesktop visitors are already informed and ready to convert
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Mobile devices are used frequently at times of the day when your customers perform pre-conversion research or are looking for inspiration, but not ready to convert. It is essential for them to be able to find you at these moments that matter as well.When looked at over time, various indicators in your data can show that pre-conversion activity on other devices has likely influenced the behavior of converting desktop users. Here we compare the Current Period versus Last year
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INDICATOR
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Users converting on desktop now visit less pages before converting (-33%). It is likely that they looked at your offers and informed themselves on other devices before turning to desktop to convert.
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INDICATOR 2
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Users converting on desktop now need less time on your site before converting (-11%). It is likely that these users now more often know what they want when coming to your site on desktop, as they performed pre-conversion research on other devices.
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