A question for you. What are you reading this article on? A desktop computer? A laptop? A mobile phone? A tablet?
If we looked at Australian internet user research figures, we could take a guess and say there's a slightly greater chance that you're on a desktop than a phone. Possibly on a laptop. But quite unlikely on a tablet.
Why is this important? Because the devices people use to access web content is starting to have a big impact on customer relationships, sales and ROI.
Today, we can't afford to just assume how people access our websites, emails, social pages and more. Many existing and potential customers use a variety of devices to research and buy online.
This means that question we asked can vary greatly depending on:
Easy access to the web, anywhere and anytime, is changing the way people shop online.
Recent research conducted by Criteo revealed that almost 41% of all online transactions in Australia take place across two devices.
Knowing the devices your audience use, and their path to purchase, can help you tailor their experience.
For example, a woman on the way to work might:
When you can map this customer's journey, and better understand her buying habits, you can:
Today, customers look for instant personal, meaningful brand experiences. For many people, especially the growing millennial segment, cross-device marketing can play a big part in achieving this.
Going mobile is smart
The Criteo research revealed that mobile was the preferred device to do an online transaction:
As business owners, knowing this information helps us fine-tune our campaigns, ensure our sites are mobile friendly all the way to completing a purchase.
Or, we could create an app to cater to these buyers. Around the world now:
People buy bigger on desktops
Cross-device monitoring also reveals the degree of influence of time of the day and other factors can have on the purchase decision.
So, without a cross-device strategy, you risk:
Whatever the size of your business, now is the perfect time to start focusing on ways to effectively connect with and promote to your audience based on:
You can make this happen by:
And if you need some expert help creating a great customer experience on every device, talk to your local Snap Centre today.
|Tags: Websites Marketing|