customer conversion journey sector: mobile. contents background and methodology what we measured –...

CUSTOMER CONVERSION JOURNEYSECTOR: MOBILE

Contents

• Background and methodology

• What we measured – Brands and their activity

• Results – Web site visitors and behaviour

• Results – Affect on online activity

• Results – Latency of display advertising

• Summary

BACKGROUND AND METHODOLOGY

Background

• The IAB wanted to investigate

→ The role all forms of online media play in the customer conversion journey

→ How online media work most efficiently when integrated

→ The non-linear nature of the customer journey and the way that different formats interact with each other on the journey in the build up to conversion

→ The real impact of display advertising on site visits and user behaviour

Methodology

• Nielsen NetView panel monitors activity of 40,000 representative UK internet users at home and work

• Software installed on panelists' PCs records their online activity – each URL visited and search made is recorded

• The online activity of two of the top five UK mobile brands is tagged to allow identification of those that have been exposed to the activity – for example online display advertising

• The two brands are identified as Brands ‘A’ and ‘B’ in the research results

• The URLs within the sites of the two brands are categorised into one of three areas – ‘general visit’, ‘obtaining a quote’ or ‘making a purchase’

• This enables us to answer two key questions

→ Which users were exposed to which elements of the online campaigns?

→ What activities users conducted during visits to the brands’ websites?

WHAT WE MEASURED – BRANDS AND THEIR ACTIVITY

Brand A Brand B

Period

Activity

Two months Two months

Display

Sponsored Search

Organic Search

Referrals incl. Affiliates

Display

Sponsored Search

Organic Search

Referrals incl. Affiliates

Sample Size 2,000+ 2,000+

What we measured – time periods, activity and sample size

Source: Nielsen NetView

RESULTS – WEB SITE VISITORS AND THEIR BEHAVIOUR

On average 3% visitors obtained a quote or purchased

Brand B

Brand AAverage of

Brands A & B

Visit – 96.7%

Quote/Purchase 3.4%

Source: Nielsen NetView – Average of two brands

Purchasers are more likely to have been exposed to activity

Total SiteVisitors

Quote/Purchase PagesVisitors

Exposed to activity

Total SiteVisitors

Quote/Purchase PagesVisitors

Brand A

Exposed to activity

77%

94%

Brand B

Exposed to activity

83%

91%Exposed to activity


1 6DAY

EX

PO

SU

RE

SE

AR

CH

T

ER

MS

Sponsored search

Brand Related Search

7

Display Direct

Display Exp: x2

8

Display Exp: x2


Display

QuoteQuote

Sponsored search

Purchase

Example user journey - one

Searches = Sponsored

Visit Quote Purchase


Example user journey - two

Searches = Sponsored

1 21 22 27DAY

EX

PO

SU

RE

Display DisplayExp: x 4

Sponsored Search

SE

AR

CH

T

ER

MS


Direct



38

Display

Organic search

Purchase

Quote

Quote

Visit Quote Purchase


Display more likely to drive first steps

Brand A

Brand B2nd

1st

2nd

3rd WW

WW

WW

WW

WW

WW

Display

Referral

Organic Click

Referral

Display

Sponsored Click

1st

2nd

3rd

2nd

3rd

Three Most Likely First Touch Points Three Most Likely Last Touch Points

Source: Nielsen NetView – Average of two brands, excluding direct visits without any prior exposure to activity

Average customer conversion journey across both brands

9.2 0.9 0.8

Display OrganicSearch

SponsoredSearch

+ + = Quote/Purchase(over 15.7 days)

Bra

nds

A a

ndB

Ave

rag

e

Source: Nielsen NetView, period from first event to first Quote / PurchaseNB: excludes journey’s that began with an organic click through

RESULTS – THE IMPACT OF ONLINE ACTIVITY ON USERS

14% 14%

33%

48%

17% 18%

45%

51%

Organic Search Sponsored Search Referral Display

Brand A Brand B


Exposure to different campaign elements – visitors

Quote/Purchase Pages

36%

45%

61% 62%

42%

27%

47%45%

Organic Search Sponsored Search Referral Display

Brand A Brand B

Exposure to different campaign elements – purchasers


Just Display

Combined exposure leads to purchase


Also used to Referrals

Just Display

Just Display

Also used Sponsored Search

Bra

nd A

Just Display


Bra

nd B


55%

53% 39%

31%

Purchasers

Purchasers


Just Display

Just Display

85%


Bra

nd A


Bra

nd B


67%

Just Display

78% 55%

Visitors

Visitors

Just Display

0

2

4

6

8

1 2 to 3 4 to 5 6 to 9 10+

Brand A

Brand B

Num

ber

of

Site

Vis

its

Relationship between display exposures and number visits

Site Visits per Exposed Person

Number of Display ExposuresSource: Nielsen NetView

RESULTS – THE LATENCY OF ONLINE DISPLAY ADVERTISING

of those exposed to the display

campaign went on to visit Brand A’s site post exposure

Brand A

9.7%

of those exposed to the display

campaign went on to visit Brand B’s site post exposure

Brand B

6.0%

Display advertising – how many people visit after exposure?

Source: Nielsen NetView, Average Display CTR = 0.18%, Source AdTech 2009

4%

23%

80%

5 seconds Same session Less than a week

31%Have not been exposed/ to conducted any Visit activity

Brand B

Base: Those that visited the brand site after exposure to display campaign

Brand A

1%

10%

63%

5 seconds Same session Less than a week

46%Have not been exposed/ to conducted any Visit activity

Display advertising - how long does it take exposed people to visit?


SUMMARY

Summary

£Online activity is workingIndividuals who get quotes/make purchases on websites are more likely to have been exposed to online advertising

The customer conversion journey is not a simple linear pathUsers come into contact with multiple campaign elements on multiple occasions

Different online elements work togetherThey play different roles at different stages of the journey – it’s not only the last step or click in the journey that matters

Display advertising performs better than is widely perceivedDisplay advertising has a positive latent effect – up to 46% of people that visit a web site a week after being exposed to a display advertisement have not been exposed to any other online elements

Click thru metrics may not be an adequate way of assessing the impact of display advertising Up to 9.7% of users exposed to display advertising will visit the advertisers website within one or two months – approximately 54 times the average click thru rate of 0.18%

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Summary

customer conversion journey sector: mobile. contents background and methodology what we measured –...

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