It is widely understood that with the popularity and growth in quantity of mobile and tablet devices, businesses are faced with a consumer that is connected everywhere and at all times. Our last blog post discussed the growth of mobile eCommerce website traffic and the importance of a responsive web store. Learn more here. The information included was taken from a Custora report that analyzed data from 100 retailers, 70 million consumers and transactions totaling $10 billion in revenue. Data from that same report also shows what marketing channels work best per device. The results were as follows.
Mobile eCommerce Sales
When it comes to online shoppers that make purchases using their mobile devices, the strongest marketing channel is direct traffic, which generated 32.9 percent of sales, followed by email marketing, which generated 26.7 percent of sales. A mobile shopper tends to be more impulsive. With email, for example, a mobile shopper may click an ad they open from their inbox, click it and then decide to make a purchase or not.
Other marketing channels driving online sales via mobile device include organic search, which generated 16 percent of sales, and paid search, which accounted for 13.35 percent.
eCommerce Sales on Tablets
When looking at marketing channels that drive tablet sales, the most successful is paid search, which drove 24.8 percent of sales. Other strong marketing channels driving online tablet sales are email marketing at 23.1 percent, direct traffic at 22.5 percent and organic search at 15.4 percent.
eCommerce Sales on Desktop Computers
The most successful marketing channel for online shoppers who stick to their desktop computers for making purchases is organic search, which accounted for 23.5 percent of sales. Following closely behind are direct traffic at 21.3 percent, email marketing at 20.9 percent and paid search at 18 percent.
In the report from Custora, customer lifetime value was also assessed. The research showed that consumers exclusively shopping on mobile devices had a 22 percent lower than average customer lifetime value and consumers exclusively shopping on tablet devices had a 5 percent lower than average
customer lifetime value. More importantly, however, are consumers classified as cross-device shoppers, meaning they made at least one purchase on a mobile phone, tablet and desktop, who have a 19 percent higher than average customer lifetime value.
This research once again points to the value of using multiple sales channels online. The easiest way to achieve this is through a web store developed using responsive web design. Learn more about how k-eCommerce can help you achieve your eCommerce goals when you visit our website.