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BizReport : Ecommerce archives : June 25, 2015

Study highlights powerful role of apps and cross device in purchase cycle

The latest Criteo State of Mobile Business study reveals that mobile-optimized website convert almost three times more than non-optimized as mobile is set to become the dominant ecommerce platform in the U.S., U.K., and most of Asia before the end of this year.

by Helen Leggatt

Criteo's 2015 study, based on transaction data collated from 3,000 of its global clients, show that mobile already accounts for 30% of ecommerce sales. Furthermore, mobile drives up conversions.

While non-mobile optimized websites see conversion rates of approximately 1.6%, mobile optimized websites see conversion rates of 3.4%. Not only that, mobile apps convert 1.7 times better than PC websites and more than twice that of mobile websites. In retail, consumers using apps converted at a rate three times higher than those using a mobile browser, while in travel the conversion rate was almost two times greater.

However, the biggest challenge retailers face is cross-device usage, the norm for 41% of today's shoppers. In 4 out of 10 purchases consumers use multiple devices to visit the same retailer in the run up to making a purchase, says Jason Morse, VP of Mobile Products at Criteo.

"The trend is similar across all devices, where cross-device transactions are significant irrespective of the purchasing device," says Morse. "This high level of cross-device purchasing shows the need to now match users across devices. Otherwise, it's difficult to understand the ROI of paid marketing, or deliver a seamless consumer experience."

In today's multi-device shopping environment, there is a misconception that consumers still don't make purchases on their smallest of screens, the smartphone. However, Morse says this is not strictly true.

"The data shows that even when researching on a desktop, the purchase occurs on mobile 29% of the time. In fact, the trend to use a second device is very similar across all devices. This reflects the reality that people now use multiple devices throughout the day."

"The customer purchase journey has become increasingly complex as consumers have stopped using a single device to make their purchases," said Jonathan Wolf, chief product officer at Criteo.

"Delivering an engaging app experience and connecting seamlessly with consumers across multiple devices are key to capturing ecommerce sales in this new world," he added.

Image via Shutterstock

Tags: apps, cross device, ecommerce, mobile, research, retail

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