The Multi-Screen Path to Purchase
Sharing perspectives on the latest trends and tips to help eCommerce brands stay ahead to engage and drive revenue.
Remember the good old days where you could actually anticipate a customer’s buying cycle? See an ad or two, visit the store, make the purchase. Simple, straight-forward, brilliant. A marketer’s dream!
Long gone are the days of predictability, as consumers are now consuming more content on more devices across more channels—with 70% using more than two devices on a regular basis. The latest data from Forrester shows that the purchase process has been wholly consumed by digital—with 50% of all transactions utilizing a digital channel at some point, and 33% of purchases now being made entirely online. That’s a paradigm shift if there ever was one.
That said, consumers really haven’t changed—they’re still moving from Discovery to Evaluation & Comparison to Close—they’re just using a different, more bespoke set of devices, and most importantly, multiple devices during this single purchase decision. Naturally, the device type is a critical consideration for how consumers prefer to interact with a brand’s content, as the desktop experience is (traditionally) an entirely different animal than the mobile experience—purely due to screen size. About 18% of consumers will actually take the initiative to switch devices mid-stream in order to optimize their viewing experience.
However, a surprising number of consumers disregard “optimal viewing experience” and instead choose the most convenience device that’s on-hand—especially during the critical research phase. These findings reinforce the criticality of cross-device optimization, as we can no longer reliably predict where a customer will be coming from. In this new reality, all devices are equal, and brands must acquiesce to the 52% of consumers who demand the same experience across all devices, optimized for the device they’re using at that exact moment.
This insight and demand for cross-device consistency becomes even more powerful when you consider that a full 33% of consumers will change devices mid-stream, and 71% lose interest in a brand whose content isn’t cross-device optimized, meaning that replicability of content and functionality is no longer a differentiator, but a critical requirement for doing business in 2014. Achieving this goal, however, requires a massive time and cost investment, or a highly specialized toolkit that allows you to serve a customized, optimized experience to users regardless of the device they’re using. A toolkit like the Digital Publishing platform. Using the platform, our customers are already ahead of the cross-device curve, able to set up customized rules and viewers that allow them to serve up a different experience to users on desktops, mobile devices and tablets—ensuring that the experience is always consistent, optimized and (most importantly) engaging.
Give us a call today to find out how you can join the revolution and start capturing the eyes, hearts and wallets of your customers, wherever they’re coming to you from.