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BizReport : Ecommerce : January 24, 2014

Study: Retargeting + Mobile = Ecommerce success

Retargeting has been shown to increase customer engagement by significant amounts. But new data out from myThings indicates teaming up retargeted advertising with a mobile element will push engagement even farther.

by Kristina Knight

Think all you have to do to re-engage a shopper is to send a re-engagement email offering a discount? Think again. According to new data out from myThings sales based on retargeted ads were 18% higher when mobile elements were included in the campaign.

Here's how the data breaks down:

• Mobile-based retargeting pushed 18% more sales than simple retargeting campaigns
• Mobile retargeting showed a 46% higher click-thru rate
• eCPM costs were down 37% for mobile retargeting campaigns
• The time from last visit to mobile conversion was 13 times faster than last visit to desktop conversion

The study also found that mobile retargeting works for both smartphone and tablet consumers.

"[The] breakdown of mobile conversions had smartphones slightly ahead with 55% vs. 45%; in post click conversions, the ratio was 53% vs. 47%. Ultimately, smartphones drive sales because of greater reach (9x more devices according to June 2013 data from Gartner) while enhanced usability and greater ease to finalize transactions are the main reason behind the tablet's success," writes the company.

One more plus for mobile: shoppers using mobile devices don't show the weekend drop-off that desktop shoppers show. Mobile conversions were only 6% lower (weekend vs. weekday) while PC-based conversions were about 1/3 lower. Smartphone users are also more likely to reach product pages (55%) but about 18% of smartphone shoppers go no further than a site's homepage.

Image via Shutterstock

Tags: advertising, ecommerce, mobile marketing, myThings, retargeted advertising

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