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BizReport : Mobile Marketing : November 13, 2013

Mobile responsible for 3x as many sales as you might think

New research from call tracking and analytics firm ResponseTap has found that many more shoppers begin their purchase journey on a smartphone than was previously thought.

by Helen Leggatt

Speaking at the recent JUMP event at the Festival of Marketing in London, ResponseTap's CIO, Mark Emmett, highlighted the role of mobile devices in consumer sales paths and the overall customer experience.

Of particular interest to marketers is the statistic that sales influenced by mobile are being grossly underestimated. They found that, because marketers were not tracking telephone call sales and linking them back to mobile activity, the overall conversion figures were not reflecting the true path to purchase.

"For example," writes ResponseTap, "our data shows that although 0.4% of those browsing on their mobile will then also transact via a mobile browser, when you include calls made from a smartphone this figure jumps to 1.3% - over three times higher."

The difference the telephone makes in tablet conversions is also highlighted in ResponseTap's report - doubling from 1.5% made via the device to 3.1% when telephone calls prompted by their tablet activity are factored in.

The findings reflect research by Harris Interactive that found over half (54%) of consumers like to have some form of human contact before completing a purchase.

"For us, the implication is clear," says ResponsTap, "you have to track and analyze your telephone calls to fully understand how customers are researching and purchasing your products. Only then can you ensure you are optimizing your marketing spend across platforms and devices correctly."

Tags: call tracking, mobile metrics, mobile trends, smartphone, tablet

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