Using Device Usage Insights to Optimise Ecommerce (Marketing Metrics Series)
Updated: Aug 11
Welcome to the final blog in our marketing series helping retail marketers improve their data literacy and get more from their data. In this part, we explore why it’s essential to understand changing device usage and use your insights to optimise ecommerce platforms.
Why are device usage insights so important?
The consumer landscape is both omnichannel and omnidevice – desktop, laptop, tablet, mobile, wearables and smart speakers.
Traditional ecommerce as we know it has changed dramatically in just a few years as mobile device ownership has become more dominant (smartphones in particular) and m-commerce increased.
Here's some data (sourced from Digital 2021 Global Overview Report, Statista and Kibo Commerce - Ecommerce Quarterly Benchmarks, Q4 2021) which may surprise you.
mobiles are the most widely used internet device globally, accounting for more than 50% of all online traffic
mobile ownership is far greater than any other form of device in the UK
72.9% of retail ecommerce worldwide was expected to be generated via m-commerce in 2021, up from 58.9% in 2017
average order values and conversion rates typically remain higher on desktop than on mobile
mobile usage could signal the demise of the tablet as its usage, conversion rates and average order values are challenged
younger generations use mobiles more for purchasing, whereas other generations continue to adopt mobile more for research and browsing.
The fast-changing landscape of device usage requires more sophisticated data insights and analysis to make the most of each channel. For example:
How do conversion rates, average order values, abandonment rates, and other KPIs vary amongst mobile, desktop and tablet?
Is the category and product mix different for mobile? What are customers more, or less, likely to buy on mobile?
Which channels are your mobile customers coming from and how does this differ from other devices?
Are your m-commerce customers new or returning? Are they email subscribers? And they guests or registered account holders?
What can you learn from mobile browsing behaviours to turn visitors into customers?
How to use device usage insights
Understanding what, and how, devices are being used and the impact on online performance is key to shaping a mobile commerce strategy (whether that’s a mobile-friendly ecommerce site, progressive web app, or mobile commerce app). It justifies ecommerce and mobile platform investment decisions and addresses the specific needs of mobile users and optimisation tactics. You may need to modify your mobile site design and navigation, improve payment processes, or display different ads, messaging or products for mobile users to reduce abandonment and increase conversion rates.
Lots to think about but the results will pay off. If you’re feeling overwhelmed and want to talk through anything raised here, do get in touch with us. We’re genuinely happy to help.
That's all folks as it brings us to the end of this blogs series. We hope you’ve enjoyed it and are benefitting from putting our tips into practice. If you want to re-read the previous blogs in this series, here’s a link to them.
We get digital acceleration has added complexity to the customer journey and engagement, as well as retailers' data requirements. The scale and pace of change and increased focus on data literacy can put additional pressure on you if your data is letting you down. The good news is you’re not alone and there’s technology available to help you navigate modern retail today.
If you’re feeling overwhelmed with the task at hand and want to talk through anything raised in this blog series, do get in touch with us. We’re genuinely happy to help.
And, if you’re looking for a retail data partner that stands out from the crowd for its unified data platform and service, talk to us. Our managed data platform has been designed for retail by omnichannel experts. It’s not only where we made our name, it's in our name – data-driven retailing!
About Datitude
We do data! Datitude's unified retail data platform enables businesses to make sense of their data. It provides the unifying framework to connect, integrate and unify your key data from multiple systems and channels, both on and offline, to unleash the most powerful customer and trading insights. Whatever the data source, we can process it.
Business intelligence, reports, and analytics are built-in and automated as standard, including visualisations and sophisticated interactive dashboards. Get a single customer view, lifetime value, segmentation analysis, product and customer loyalty analytics, device insights, and more.
If you need to turn your data into valuable intelligence, insight, and action, let's talk!
