[webinar] utilizing device specific intelligence to make smart merchandising decisions this holiday...
TRANSCRIPT
[WEBINAR] Utilizing device-specific intelligence to make smart merchandising decisions this holiday season
▪ Disruptive Technology in Product Discovery
▪ Enterprise Solutions for eCommerce
▪ 400+ eTail customers in US
▪ 1200+ eTail customers in over 40 countries
▪ Serve 750 million interactions per month
About Unbxd
▪ Tracking shopper journey and path to purchase
▪ Context as a Driver of Device Choice
▪ Understanding Product Discovery On Mobile
▪ Unbxd Labs Report: Product Discovery Across Devices
▪ Holiday merchandising hacks that work across devices
Agenda
So where do you maximize your marketing efforts to help shoppers along the path to purchase?
The Shopper’s Path to Purchase
Consumers use an average of 1.9 devices for shopping
“The Influence of Multi-Device Ownership on Ecommerce” Report
Device TypeAverage Number of
Product ViewedAverage Time Spent
Mobile + Tablet 3.63 2:33 minutes
Desktop 4.71 4:10 minutes
Mobile is Impatient
Buy / Exit decision takes half the time on mobile
Device TypeReturn visits within 1 day
Return visits between 1-3
days
Return visits between 3-7
days
Mobile + Tablet 66% 60% 58%
Desktop 34% 40% 42%
Mobile needs Convincing
Buy decisions on mobile take almost 50% more visits than desktop
Device Type Search Exits
Mobile + Tablet 40%
Desktop 23%
Mobile is Unforgiving
Mobile visitors 74% more likely to exit than desktop visitors after a poor search experience
…
First impressions are typically emotional impressions. We save the rational analysis for later (on our PCs), where we can see more detail and depth
Right brain
Left brain
The Buyer’s Path to Purchase
Customize offers based on geo-targeting
Fall season best sellers in New York and Illinois
Customize offers based on geo-targeting
Fall season best sellers in California
- One-third of mobile searches are now local.
- Google’s own consumer research reports 56% of mobile searches “on-the-go”
have local intent.
- 50% of local-mobile product searchers visit a store within 24 hours (vs 34% of desktop and tablet users)
- Local searches convert 2.5x higher than smartphone searches without local intent.
Why is it so important to think local?
3. Enable discovery of your most profitable and popular products
Achieve your sweet spot: Results that add to your bottom line + products that shoppers are most likely to buy
• Segment – Device type: Mobile
• Data – High exit rates on search results pages
• Problem - Lack of variety in the first few search results
High Search Exit Rates on Mobile Devices
• Segment – Device type: Desktop
• Data – Calvin Klein shirts have a higher
CTR and top 2 products added to cart
are CK1039 and CK1432
• Problem – Displaying popular products to the customers
Preference for Specific Products on Desktop
RESULT: INCREASED CONVERSION ACROSS MULTIPLE DEVICES
41% increase on mobile, and 23% increase in average conversion across all devices
Result: Increased Conversion Across Multiple Devices
Device TypeVisit
ContributionAOV
Conversions/Product View
Time Spent On Site
Mobile Phone 57% $ 91 1.05% 415
Desktop 34% $ 117 1.97% 495
Tablet 9% $ 105 1.63% 579
47% lower conversions from Product Display Page on Mobile Phones
29% higher AOV (Average Order Value) on Desktop vs. Mobile
16% higher time spent on Tablets vs. Desktops
Average value of products viewed on desktop higher than on Mobile
Device Based Metrics
47% lower conversions from Product Display Page on Mobile Phones
29% higher AOV (Average Order Value) on Desktop vs. Mobile
16% higher time spent on Tablets vs. Desktops
Average value of products viewed on desktop higher than on Mobile
Unbxd Findings: Visitors on Mobile tend to view lower price products than on desktop!
Action: Segment visitors based on device types, highlighting lower value products for mobile first visitors
Device Based Metrics: Action
Metrics Page Views Visits AOV ConversionsDevice Type/Visit Duration
D M T D M T D M T D M T
Less than 1 minute
6.5% 74% 4.1% 21.1% 15.4% 14.2% $74 $21 $19 0.1% 0.1% 0.2%
1-5 minutes 19.5% 23.0% 16.1% 26.0% 23.4% 24.8% $95 $77 $83 1.1% 0.5% 0.7%5-10 minutes 15.1% 16.7% 15.4% 10.9% 9.1% 12.6% $95 $82 $91 4.3% 1.9% 2.8%
10-30 minutes 30.4% 27.8% 32.9% 13.3% 9.6% 15.3% $110 $93 $104 11.4% 5.3% 8.5%
60 minutes 16.7% 11.9% 18.2% 3.9% 2.1% 4.1% $130 $111 $123 25.4% 15.3% 23.2%1-2 hours 7.4% 4.3% 8.2% 0.9% 0.4% 1.0% $151 $131 $144 41.9% 32.2% 41.6%2-5 hours 1.3% 0.6% 1.4% 0.1% 0.0% 0.1% $177 $156 $167 52.7% 47.2% 58.5%
Over 55% AOV contribution is from visits up to 30 minutes in duration
Only 0.2% average revenue/visit contribution from visits shorter than 1 minute
Metrics Based on Visit Duration & Device Types
Over 55% visits are up to 30 minutes in duration
Only 0.2% average revenue/visit contribution from visits shorter than 1 minute
Unbxd Findings: Visitors spending 10-30 minutes on a site provide the highest average revenue/visit
Action: Segment visitors based on the time spent, where higher value products can be displayed if they have spent over 15 minutes on your site
Metrics Based on Visit Duration & Device Types: Our Take
Screen Size Visit Conversions
Time Spent
Page views/ Visit
Time Spent On Site
AOV
Large* 2.46% 9.46 7.3 32% $ 118
Medium 1.84% 9.23 5.8 38% $ 97
Small* 0.4% 7.44 3.1 55% $ 86
515% higher conversions on devices with large screens vs. devices with small screens
55 of 100 visitors exit from the first page, when they use smaller devices
Metrics Based on Device Screen Sizes
515% higher conversions on devices with large screens vs. devices with small screens
55 of 100 visitors exit from the first page, when they use smaller devices
Unbxd Findings: The AOV for Mobile Devices is pulled down by the smaller and medium sized screens.
Action: Segment visitors based on screen sizes to optimize the browsing experience
Metrics Based on Device Screen Sized: Our Take
Region Conversions AOV
West Coast 0.78% $ 283
East Coast 0.73% $ 290
Mid-West 0.68% $ 284
Rest of the US 0.68% $ 287
Metrics Based on Region
City/RegionAOV (US Average)
AOV (Segment)
Visit Conversions (US Average)
Visit Conversions (Segment)
Visitor Conversions (US Average)
Visitor Conversions (Segment)
California Top 5 Cities
$ 107
$ 108
2.78%
2.96%
2.40%
2.40%
California Top 10 Cities
$ 107 2.91% 2.30%
California State $ 112 2.90% 2.50%
US Top 10 Cities
$ 104 2.70% 2.10%
Metrics Based on Cities/Regions
5.5% higher AOV from California State visitors vs. the general US population
4% lower visitor conversions from Top 10 cities in California vs. the general US population
3% lower AOV from the Top 10 US Cities vs. the general US population
12.5% lower visitor conversions from Top 10 US cities vs. the general US population
Unbxd Findings: Visitors from top cities have lower conversions than the countrywide average
Action: Segment visitors based on their regions and cities to display products with lower AOV for visitors from top 15 cities
Metrics Based on Cities/Region: Our Take
• Context is a key driver of device choice, and each device contributes to the product discovery journey
• Search is the primary mode of product discovery on mobile
• A “One size fits all” approach doesn’t work for multi-device merchandising
• Segmentation is the key to your merchandising strategy
• To take your holiday strategy up a notch this year: Go local
Key takeaways