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Mobile & M-Commerce: The Complete PictureMobile & M-Commerce: The Complete Picture
Kevin Edwards, Affiliate [email protected]
Kevin Edwards, Affiliate [email protected]
@Awin_Strategy @Affwin
@Awin_Strategy @Affwin
The Affiliate
Landscape
The Mobile Landscape
True mobile measurement?
275%275%
260%260%
Mobile device split (clicks)
Mobile device split (sales)
Daily split of sales – mobile vs. desktop
*w/c 13th February 2012
The opportunity: 2011 into 2012
£23.2m518k23.7m9.3m
£28.3m405k
Mobile basket dissected
Top AWin advertisers with m-commerce sites with affiliate tracking in place
The dilemma
• Hugely successful affiliate• Burgeoning sector worth c.£1bn• Over indexes on many customer quality indices• Created powerful retail brand (top 50 UK
Hitwise retail sites)• Offers range of promotional opportunities• Focused on demonstrating incremental sales• Multi-channel – 2011 app launched...
The dilemma
Missed opportunities?
DevMobile
“Probably.
My other app based on Dutch retailer bol.com, saw conversion increase from 8 to 12%:
a 50% increase in sales.”
Does it make a difference?
2.1% sales through mobile
4.2% sales through mobile (with iPad)
3.1% sales through mobile
5.4% sales through mobile (with iPad)
Does it make a difference?
Follow the consumer
• 17% of mobile phone users downloaded a voucher on their mobile device in Q1 2011
• 32% of shoppers would not have bought it if they didn’t have a voucher
• 10% MVC traffic through mobile...
(Neilsen)
Voucher insights
• High traffic, fewer sales• Female, high earners• iPhone/Android now neck and neck• Used to increase footfall & AOV • Connection speed issues• What impact will NFC have?• Strong offer = wider geographic
reach: B&Q
• Affiliates are becoming multi-channel:– Understand the range of activity
• Incremental sales or minimising lost traffic?• Reporting requirements heightened• Tracking is a serious threat• Prioritise, test and optimise• Who knows how big mobile could be…?
Some final thoughts
?Kevin Edwards, Affiliate [email protected] 7553 0354
Kevin Edwards, Affiliate [email protected] 7553 0354
Sign up for the Strategy [email protected]
Sign up for the Strategy [email protected]
Thank you!Thank you!
