{"id":552,"date":"2017-03-17T09:58:40","date_gmt":"2017-03-17T09:58:40","guid":{"rendered":"http:\/\/www.springtextile.com\/blogs\/?p=552"},"modified":"2017-03-17T09:59:03","modified_gmt":"2017-03-17T09:59:03","slug":"why-online-conversion-rates-are-higher-than-you-think","status":"publish","type":"post","link":"https:\/\/www.springtextile.com\/blogs\/why-online-conversion-rates-are-higher-than-you-think.html","title":{"rendered":"Why Online Conversion Rates Are Higher Than You Think"},"content":{"rendered":"<header class=\"entry-header\">\n<h1 class=\"entry-title\">by Genevieve Scarano<\/h1>\n<div class=\"entry-meta\"><time class=\"entry-date published\" datetime=\"2017-03-16T09:22:25+00:00\">Posted on March 16, 2017<\/time> <span class=\"cat-links\">in <a href=\"https:\/\/sourcingjournalonline.com\/category\/ecommerce-1\/\" rel=\"category tag\">E-commerce<\/a>, <a href=\"https:\/\/sourcingjournalonline.com\/category\/technology-2\/\" rel=\"category tag\">Technology<\/a><\/span><\/div>\n<\/header>\n<div id=\"pos\" class=\"entry-content\">\n<div class=\"pf-content\">\n<div class=\"printfriendly pf-alignright\"><img loading=\"lazy\" class=\"size-full wp-image-42058 aligncenter\" src=\"https:\/\/sourcingjournalonline.com\/wp-content\/uploads\/2016\/02\/iphone-500291_640.jpg\" sizes=\"(max-width: 640px) 100vw, 640px\" srcset=\"https:\/\/i2.wp.com\/sourcingjournalonline.com\/wp-content\/uploads\/2016\/02\/iphone-500291_640.jpg?w=640&amp;ssl=1 640w, https:\/\/i2.wp.com\/sourcingjournalonline.com\/wp-content\/uploads\/2016\/02\/iphone-500291_640.jpg?resize=300%2C200&amp;ssl=1 300w\" alt=\"Women More Likely to Use Mobile Devices to Shop than Men\" width=\"640\" height=\"426\" \/><\/div>\n<div id=\"tps_slideContainer_63476\" class=\"theiaPostSlider_slides\">\n<div class=\"theiaPostSlider_preloadedSlide\">\n<p>As omnichannel shopping heightens, retailers could benefit from a cross-device perspective that allows them to track consumers\u2019 purchasing journeys.<\/p>\n<p>Criteo, a performance marketing company, <a href=\"http:\/\/www.criteo.com\/news\/press-releases\/2017\/02\/criteo-research-reveals-1-in-3-online-transactions-may-be-misattributed-by-marketers-not-using-cross-device-measurement\/\" target=\"_blank\">released<\/a> a report about cross-device measurement and the importance of taking a user-centric view of the purchasing journey. The company\u2019s report <a href=\"http:\/\/www.criteo.com\/media\/6620\/criteo-state-of-cross-device-commerce-2016-h2-us.pdf\" target=\"_blank\">indicated<\/a> that a third of online transactions could be misattributed by marketers not implementing cross-device measurement because they\u2019re not identifying the many <a href=\"https:\/\/sourcingjournalonline.com\/retail-revolution-ecommerce-just-start-cc\/\">devices<\/a> shoppers use to begin and complete their transactions. Without a cross-device approach, companies won\u2019t know how consumers are shopping, which translates into missed opportunities to market to them.<\/p>\n<p>By understanding how\u00a0consumers are shopping\u2013via mobile apps, mobile browsers, computers, etc\u2013Criteo says retailers can optimize their marketing dollars, maximizing ROI. Compared to a single device approach, the company says cross-device measurement can generate more accurate conversion rates, which in some cases can be 1.4 times higher than reported by a single device view.<\/p>\n<p>By measuring across devices, retailers will also note that\u00a0consumers view more products than traditional analytic tools suggest and that they are more likely to place items in the shopping cart before making a purchase. Considering 31 percent\u00a0of all transactions involve two or more devices and that buyer journeys are 41 percent longer than partial-view models, retailers are missing out on opportunities to cater to\u00a0their tech-savvy consumers.<\/p>\n<p>Although consumers use computers, tablets and smartphones to buy items, the report found that mobile is gaining momentum as a cross-device category.<\/p>\n<p>Last year\u2019s mobile growth data indicated that 36 percent of U.S. online purchases were completed on a cell phone, which was a year-over-year increase of 20 percent. Smartphone spend also increased by 7\u00a0percent last year, meanwhile Criteo\u2019s H1 2016 report said that mobile apps captured 55 percent of transactions compared to 45 percent for mobile browsers. Fashion and luxury retailers held the largest share of mobile transactions (41 percent) and sporting goods purchases experienced a 30 percent year-over-year increase in mobile transactions as well.<\/p>\n<div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>by Genevieve Scarano Posted on March 16, 2017 in E-commerce, Technology As omnichannel shopping heightens, retailers could benefit from a cross-device perspective that allows them to track consumers\u2019 purchasing journeys. Criteo, a performance marketing company, released a report about cross-device &hellip; <a href=\"https:\/\/www.springtextile.com\/blogs\/why-online-conversion-rates-are-higher-than-you-think.html\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/posts\/552"}],"collection":[{"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/comments?post=552"}],"version-history":[{"count":2,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/posts\/552\/revisions"}],"predecessor-version":[{"id":554,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/posts\/552\/revisions\/554"}],"wp:attachment":[{"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/media?parent=552"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/categories?post=552"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.springtextile.com\/blogs\/wp-json\/wp\/v2\/tags?post=552"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}