Democratize Customer Insights Using Adobe Analytics’ Advanced Mobile Capabilities
by Arun Bhattacharya
posted on 12-22-2016
Brands are now expected to be mobile first, as mobile traffic now exceeds that of desktop. Yet, many brands’ mobile conversion rates are dismal in proportion to the heightened traffic they’re seeing. Let’s look at what retail brands are experiencing industry-wide this holiday season:
- Mobile Bounce Rates — On average, mobile bounce rates are 10 percent higher than desktop bounce rates;
- Mobile-Consumer Satisfaction — Mobile consumers are 4 percent less satisfied than those who shop from desktops;
- Desktop Conversion Rates — Desktop conversion rates are 2.7 percent higher than smartphone conversion rates; and
- Unsavory Mobile Experiences — Five percent of shoppers will drive approximately 35 percent of revenue from mobile due to unsavory mobile-buying experiences that consumers have begun to associate with mobile shopping.
Still, mobile cannot be ignored. Hands down, it is where brands need to be because it’s where their most-valued consumers are. Those brands that have yet to discover their secret sauce for mobile-conversion success still have some work to do. In his post, “Three Ways Mobile Optimization Can Increase Mobile Conversions,” my colleague, Rameen Taheri, pointed out some seemingly practical and easily implemented tips for eliminating the most common obstacles standing in the way of mobile conversions — tips such as:
- Identify customer pain points — including where they stumble in your brand’s mobile experience — to prevent customer frustrations before they happen;
- Focus on your high-value app segments and deliver customized, positive, and frictionless experiences for them; and
- Maintain a simple approach to mobile by maintaining clean, clear, and concise mobile messaging.
These are great tips — simple, practical, and valuable — but brands are clearly struggling to implement them. Those few brands that are reaping the rewards of a mobile-first strategy have found their secret sauce for delivering relevant, timely, and frictionless customer experiences in their data.
What Role Does Analytics Play in Mobile Marketing?
Understanding mobile’s role in the customer journey is a key component of becoming a digitally advanced brand. Even on mobile, a great digital experience begins with robust, high-quality data. Great data allows you to understand what works — and what doesn’t — as well as test new solutions to optimize your mobile experience. Unfortunately, up to 80 percent of companies do not even have a mobile strategy in place yet, let alone a way to gather analytics, glean insights, and implement new strategies to improve customer experiences. Mobile-product managers and mobile-product teams need greater access to analytics so that they can move with more agility.
Our newest Adobe Analytics features help mobile practitioners dig deep into their mobile data to formulate secret recipes to boost those dismal conversion rates. And, they can do it without long delays from IT, allowing for real-time, relevant experience delivery.
Analysis Workspace’s Mobile-Centric Design Focus Empowers Mobile-Product Managers.
My colleague, Ben Gaines, points out that mobile-product managers need reliable customer intelligence to help them optimize their mobile-customer experiences. To obtain this, he explains, we have applied a mobile-first design philosophy in Analysis Workspace to deliver simple and intuitive insights for mobile-product managers and mobile teams. Our goal is to democratize mobile analytics so that customer intelligence is placed into the right hands as quickly as it’s needed. Our Fall ‘16 release is focused on ensuring we don’t silo mobile apps (or treat them as someone’s pet project), but instead, treat the mobile app channel as an indispensable part of the multichannel customer journey. Take a look at how these feature make this integrated and holistic approach possible:
1. Mobile Starter Projects / Templates
Our mobile-first strategy is built around the idea that analytics should not require an advanced degree in statistics for someone to understand them. That’s why we’ve provided simple — yet, versatile — reports for mobile-product managers. These analytics tools allow product managers to understand key mobile-success metrics. With these analytics templates, you don’t have to start every project from scratch. Instead, you can gain the mobile insights you need more quickly than ever before. Take a look at the following video — presented by Justin Grover of Adobe Analytics Project Management — for an easy-to-follow overview of Starter Projects:
2. Advanced Flow Exploration
Our mobile-flow exploration allows you to understand how your users move through the app. This is a bidirectional tool, which means you can start from the beginning or from the endpoint. So, if you want to understand the customer journey that would result from someone taking a certain action — let’s say, for instance, someone signing up for your newsletter — you can start at the action and work backward to understand exactly what he did that led him to taking that action. This allows you to improve conversion rates based on the insights you gain. Understanding the customer journey gives you better insight into user behaviors and preferences. Thus, you can use this understanding to create experiences that drive customers where you’d like them to go — and, ultimately, increase conversions. My colleague, Travis Sabin provides a great video on just how this works:
3. Advanced Fallout Analysis
It’s also important to understand where customers tend to “fall out” of the sales funnel. Our Advanced Fallout Analysis allows you to understand fallout, fall through, and conversions as well as what led users to each action. One distinctive benefit of this is that you can understand what users were doing that may have caused them to fall out. For instance, if users continuously leave your mobile experience when they hit a certain page, it’s quite possible that the page is not as mobile-optimized as you might hope it is. Understanding this can help you reduce your customer’s pain points. To help you dig into these insights, Travis also offers a step-by-step walkthrough on how to create a simple funnel report for your app:
Another great feature that accompanies our Fall Release is histograms. These allow you to identify your high- and low-value customers. Understanding these metrics can be especially important in driving your mobile strategy. They can help you decide whether to focus on the user flows of high-value targets or to increase the importance of low-value targets. For instance, if you know that 20 percent of your mobile users are responsible for 80 percent of your conversions, you may seek to ensure that your mobile experience continues to meet their needs and keep them as satisfied as possible. Histograms can help you identify who those customers are and what their true value may be. For an introduction video on this feature, check out Justin’s video on Histograms in Analysis Workspace:
At the End of the Day
We’re striving to make mobile app analytics more intuitive and accessible to mobile-product managers and product teams (in addition to the data scientists) while making them an ingrained part of an entire customer-journey’s analytics. We’re leveraging 15+ years of industry experience in analytics to help brands attain better customer intelligence. The goal for everyone is to understand how to increase mobile conversions — and we’re providing the mobile analytics to make it possible for brands to meet this goal.
Topics: Digital Transformation
Products: Experience Manager