Shop Direct Group talk tablet conversion ratesMonday, 15 October 2012
Recognising that customers use tablets very differently
from mobile devices is vitally important to Shop Direct Group as it has found customer behaviour very different on the two channels.
The company also found a big difference in the level of conversions. Whereas mobile is two-thirds of that of desktops, the conversion rates on tablets is the same as on desktops. The average order value is even higher than on desktops so tablets are proving a very fruitful new channel for Shop Direct.
However, as Wall says Shop Direct has been “looking to get under the skin of the different behaviours on the different devices” he has found it vitally important to understand “device attribution”.
“We were attributing value to the devices as a marketing channel but now the key is to see device attribution. The conversion rate on a single device is not important it’s the conversion rate for the overall journey so it is vital we measure how our customers are going across channels,” he explains.
The upside is potentially huge as research shows customers shopping across channels (regardless of the channel they ultimately buy from) are significantly more valuable than those who use only a single channel.