What You’re Losing by Not Tracking Multi-Device Users


When it comes to omnichannel personalization, it can be tough to know where to start. Synchronizing customer experiences across all channels, from digital to in-store, is definitely the ideal: it’s hardly news that the seamlessness of true omnichannel boosts conversions and customer loyalty. However, it’s understandable that getting there may not happen overnight (though it might not be as out of reach as you think). In the meantime, the most important thing is to avoid falling behind by doing nothing at all to serve your customers across channels.

If you’re looking for a way to get your feet wet, we’ve got ideas: as shown in our just-released Ecommerce Quarterly report for Q4 2017, even tracking users across just two channels—desktop and mobile—can make a huge difference in your personalization efforts.

In this report we analyzed over two billion data points from last quarter to explore how consumers are moving across devices, and how retailers need to change what they’re doing in order to keep up. And the data was striking. Here is just some of what the analysis shows:

  • The vast majority of retailers are doing less in this area than they should: only 15% are tracking sessions across two or more devices, which means they’re missing a huge proportion of the sessions that are part of multi-device journeys
  • Multi-device users are a particularly valuable customer group: they have higher product view rates, purchase rates, and average order values than the average user

That means that tracking multi-device users so that you can serve them a smoother and more personalized experience across devices—even if it’s only desktop and mobile for now—is not just a matter of good practice. It’s a matter of recovering revenue that is already being lost and winning over those valuable customers for the long-term.

Perhaps even more crucially, there is more to gain from these users than the revenue boost alone: in the report, we delve into how the data that businesses gain from this type of tracking could inform smart changes that will affect all your users, no matter how many devices they use.

This data has implications for every business, no matter where you are on your journey toward full omnichannel personalization. Download your copy of the Monetate EQ 2017: The Cross-Device Imperative today.




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