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Even if the trend begins to slow down — we’re still talking trillions in e-commerce global online sales each year. Mobile shopping is now the norm. Customers typically conduct research on multiple devices before making the final purchase. These customer journeys may span weeks or months. So, how do you successfully connect the shoppers’ research phase with conversions and revenue — across channels and devices? Your marketing budget depends on it: Traditional approaches include somewhat isolated device-by-device analytics, which could be considered to be a limited inspection of the customer journey. Shifting to a customer-centric perspective examines (and seamlessly caters for) the entire, integrated journey from discovery to purchase. This is known as the omnichannel approach. In this post, you will discover five steps to decode the often complex multi-device, multi-channel conversion paths of your customers!

  • RC

    Reginald Chan

    over 2 years ago #

    Thanks for sharing Erik. And yes, great article by Sam.

    Totally surprised that the fact (even though I myself do that all the time)! Totally guilty of buying through multichannel method.

    Voted up!

    • SH

      Sam Hurley

      over 2 years ago #

      Cheers for the love, Reginald! :o)

      The stats are pretty amazing, right?!

      I like to research on my phone and purchase via desktop ... As the numbers suggest!

      Thanks again, man :-D
      Sam

    • EE

      Erik Emanuelli

      over 2 years ago #

      If you think about it, Reginald, it's really easy to buy online switching devices.
      I often browse Amazon products, for example, via mobile app, and then I complete my purchase the day after via desktop.

  • DG

    Dana Gore

    over 2 years ago #

    Hey Erik and Sam,
    Thanks for sharing this info.

    I've had people tell me they haven't completed a purchase (and then asked me to do it for them) if the process was too difficult, so user experience DOES matter.

    I'm well aware that online shopping, especially mobile shopping is popular these days. Never realized that some take the purchasing process through different devices, so I guess you learn something new every day :)

    Great post.

    • SH

      Sam Hurley

      over 2 years ago #

      Hey Dana!

      Thanks for your comments here ... SOOOO TRUE.

      Experience is everything in today's world. There is no room for anything but exceptional brand encounters...

      The multi-device mayhem is certainly here to stay. Now it's time for businesses to keep up with the times and cut through it!

      Thanks again for your feedback,
      Sam :o)

    • EE

      Erik Emanuelli

      over 2 years ago #

      It definitely matters, Dana. Make it as simple as possible, so to make user experience smooth until the final purchase.
      I need to keep it in mind, when I'll finally work on my new eCommerce project.

  • RB

    Ryan Biddulph

    over 2 years ago #

    Convenience reigns supreme Sam and Erik. I see myself as a buyer on an ecommerce quest, when designing my blog. How easily can they page through and buy what I offer? Clear copy, clearer calls to action, and clearer buttons for buying are keys. Then I send folks off to Amazon or Selz to let them handle the backend stuff. I'll pay a commission to hand it off to convenience experts ;) Super post guys.

    • EE

      Erik Emanuelli

      over 2 years ago #

      Super clear and easy, Ryan!
      That's the way to invite users to buy.
      And, of course, quality products.

    • SH

      Sam Hurley

      over 2 years ago #

      LOL! I just love the way you express yourself, Ryan! Such flow and creativity :-D

      I like your style ... Leave the hard work to the big fish and earn a nice dollar while you're at it! #BOOM

      Selz is new to me ... Thanks for the heads up!

  • JH

    Joy Healey

    over 2 years ago #

    Wow - I hadn't really thought of it, but even the simplest purchases go through different research phases. Including (for my new phone) a visit to the shop to "touch and feel" the handset - to try it for size etc.

    When I make a larger purchase I do lots of research and I certainly wouldn't like to track my purchase journey. So it's good that there are so many ways to do this.

    Customer service and user experience are very important to me - maybe because I'm part of the older generation and have been brought up to expect it. I'm very quick to abandon a purchase if either of those go astray. It will be interesting to see how the 65% statistic changes over time. Will the younger generation be more, or less, forgiving of bad service?

    • EE

      Erik Emanuelli

      over 2 years ago #

      I'm more impulsive in my purchases, Joy. After a little research, I'll do directly to the "Buy" button!
      I do agree with you, customer service is indeed really important. There's no business without good assistance to clients.

    • SH

      Sam Hurley

      over 2 years ago #

      Thanks once again for sharing your buying experiences, Joy! :o)

      I would think in years to come, the 65% figure will rise straight up to 100%.

      Particularly Gen Z! Expectations are increasingly high, while attention spans are short :-D

      I appreciate you!
      Sam

  • JM

    James McAllister

    over 2 years ago #

    Wow! There's an unbelievable amount of info here.

    I remember back when tracking the customer journey for me was ONLY looking at who Shopify told me was the initial referrer. Then I installed Google Analytics and things got more detailed and comprehensive. Even still, I don't know how to make use of the data as well as others will.

    This article shows it can go even much further than I have now. I'm going to take the time to set this up, at least so it's there and collecting the right information in advance even if I don't know how to use all of it yet. I really appreciate this.

    • EE

      Erik Emanuelli

      over 2 years ago #

      Sam nailed here, right James?
      He always provides valuable insights, packed with useful data and actionable tips.
      High quality posts!

    • SH

      Sam Hurley

      over 2 years ago #

      LOVE your feedback, James! :-D

      Super-glad you found it useful. This makes my day!!!

      Things sure have become more complicated these days ... But very exciting :o) This level of tracking allows an enviable perspective on the paths your customers take to purchase (and thereafter).

      Implement this and you will already be miles ahead of many competitors!

      #Enjoy!
      Sam :-)

  • CR

    Cori Ramos

    over 2 years ago #

    Hi Sam,

    I remember when I worked as a chat manager, customers would be so quick to cancel an order if the process was difficult or too long. Customers want instant, easy and done right the first time.

    I never realized there were so many tracking tools available to measure and optimize activities across channels and devices.

    Great post Sam and thanks for sharing it Erik! :)

    Cori

    • EE

      Erik Emanuelli

      over 2 years ago #

      Wow, Cori, thank you for sharing that story, based on your experience.
      You are definitely right, people want the buy process easy and fast.

    • SH

      Sam Hurley

      over 2 years ago #

      Glad you found it interesting, Cori! :-D

      These tools certainly help achieve the perspective required to give customers (and potentials) exactly what they want, when they want it!

      This power means the difference between keeping customers ... Or losing them as they visit competitors :-D

      Thanks for sharing your valuable experience here!
      Sam :o)

  • SH

    Sam Hurley

    over 2 years ago #

    Erik! Thanks a bunch for sharing to the GH peeps. #MuchosRespect

    I really enjoyed writing this one ... Although it did take a while!

    Tech is moving fast and so are multi-device customer journeys.

    Brands that fail to keep up are losing a lot of sales!

    A wider perspective of such behaviours separates the winners from the losers :o)

    Thanks again for sharing!
    Sam

    • EE

      Erik Emanuelli

      over 2 years ago #

      Hi Sam, my pleasure to share your post!
      It's so well researched and insightful, packed with actionable tips.
      I learned so much that I thought it would have been nice to share it with GrowthHackers community! :)

  • BP

    Brenda Pace

    over 2 years ago #

    Fabulous article! I am a huge mobile shopper! Thank Goodness for Amazon and it's amazing app. One click and I'm done! However, there are other times I shop and I do prefer to web shop instead, especially if I need to view big images. I'm pretty shocked at the stats though. I assumed there were more mobile shoppers than that.

    Great article @sam_hurley and Erik!

    • SH

      Sam Hurley

      over 2 years ago #

      Amazon is just incredible, Brenda! No surprise that it's been such a massive success!

      I believe in the next few years: We'll be seeing those figures rise (drastically)!

      Thanks for leaving your valued feedback, my friend!
      Sam :-)))

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