the full value of a mobile click

blue2purple confidential & proprietary 1

Multi-screen strategy

The Full Value of a

Mobile Click

$

By Laurence Baeten Account Manager

2

Performance Marketing Agency

@blue2purple #mobileforum

blue2purple confidential & proprietary

The way people search & connect changed drastically

Source: marymeeker 3

Mobile has become a reality !

blue2purple confidential & proprietary Client Case blue2purple: evolution of mobile

Where is your traffic growth coming from?

2013 2014

Desktop Tablet Smartphone

4

+76% overall growth


What are we seeing on mobile? Client Case blue2purple: evolution of mobile

5

2013 2014 2015

29% 17% 8%

2013 2014 2015

22% 12% 5% AdverNser 1

AdverNser 2


Google: Analysis made on travel industry

Search queries are growing thanks to mobile !

July 2016

Queries in Belgium

6

50% 35% 15%


86%

14%

Is the mobile web dead ?

Flurry: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VRqB3rOsUgN Venturbeat article: http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-apps % of users on sites vs apps stats: Google/Ipsos Multiscreen Industry Study (to be published)

80%

20%

2013 2014

Apps

Mobile web

86%

14%

40% GAMIN

G & ENT.

28% SOCIAL

20%

: 94% Relies on Sites for commercial tasks

User Time spent


86%

94%

84%

Our Mobile Planet USA – Understanding the mobile consumer may 2013 GFK: future buy 2014

blue2purple confidential & proprietary 9 Our Mobile Planet USA – Understanding the mobile consumer may 2013


Evolve with your customer

The way we measure is impacted by this shift in consumer behavior.

10

Your comfort

zone!

Where the magic happens!


Client Case blue2purple & Google: how do people behave 11

How are consumers behaving?


1-‐ Mobiles are used for different reasons than desktop

Client Case blue2purple & Google: how do people behave

2-‐ People prepare a buy on their smartphone

3-‐ TransacNon tend to happen when there is an access to a desktop Mobile sessions

Conversions /hour of day

blue2purple confidential & proprietary 13 GFK: future buy 2014


blue2purple client case: conversion evolution per device

More desktop users convert starting from their first session

Result?


Google evolution of mobile

Desktop users now convert much faster!

Concretely what does this mean?

Average session duration for Desktop conversions Average Page views for Desktop conversions


How do you perform on mobile?

16


blue2purple client case: evolution of device conversions

More customers convert on mobile devices

What about conversions?

17

Desktop

Tablet

Mobile

All devices

Change YoY

83%

138%

227%

90,36%

Don’t look at your numbers… Look at their evoluNon !


A STRONG MOBILE

PRESENCE IS CRITICAL

SIGN UP

65% OF DECISIONS

START ON MOBILE & END SOMEWHERE

ELSE


€ 60K

mCommerce negaNve ROI

Return?

1K app download 4,5K store locators 2,3K phone calls


x

x

x

=

=

= x

x X% store visits


Global Results

More efficient CPA than desktop vs. previous 50% higher CPA than desktop without counting

other sources

63% higher income than originally assumed

2nd most cost effective lead generator

21 Domino’s Pizza uncovers the full value of mobile


Key Takeaways

•  The real traffic growth comes from mobile •  People convert more on mobile

•  But the desktop conversion rate keeps on increasing

•  Because customers use mobile to research upfront •  What makes them more ready to convert on desktop

afterwards •  Calculate the full value of your mobile click Important next step: Cross device conversion tracking !

22


for your undivided attention

Questions?

Thank You

23

@blue2purple #mobileforum

Laurence Baeten Account Manager [email protected] @laubaeten