Driving Data: Desktop Is Not Dead
The digital marketing industry has been raving about mobile’s reign for at least the last 7 years, so much so it’s loss some of its rightful impact on the ears of marketers. While the hype of mobile may have been proclaimed a bit prematurely, the sophistication its achieved makes sense as to why we’re seeing the shift away from the desktop continue to accelerate.In our own client experience, some business verticals are indeed, heavily engaged in mobile… but we have an exceeding number clients that see their success come from desktop. So it was a welcomed surprise to see our experience validated in Search Engine Land’s article about how, “desktop’s death has been greatly exaggerated”. Despite consumers “spending roughly three hours a day on their smartphones”, an eMarketer study found, on average, 80% of conversions are taking place on desktops, versus 20% on mobile.
While this is an incredible finding, this doesn’t mean that mobile should lose its significance. Most consumer journeys involve cross-device and cross-channel usage. Meaning, your customer may find you while on their phone during their morning coffee, but end up revisiting and purchasing during their lunch break from their desktop. It isn’t always this simple, the consumer phases and time to conversion vary by industry. For instance, someone looking to book a vacation is going to have a very different journey to purchase from someone buying replacement earbuds.
So, what do we do with this information? The takeaway is to leverage your data. Find out the answers to questions like these:
- Where is your traffic coming from?
- Where are your conversions coming from?
- Where are your assist clicks occurring?
Once you have data-driven insights you can take the next steps to determining how to adjust your desktop and mobile strategies.
Would you like to uncover your consumer’s purchase path and make sure your digital strategy is taking the best approach?