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Mobile Experiences for ecommerce: are you phoning it in?

As we edge closer to 2020 it is no longer revolutionary to say that mobile experiences are highly important for generating revenue and building customer relationships. It is also not [buzzword alert!] disruptive to suggest that they will be even more important in the future. Global revenue from non-game apps (i.e. shopping and retail) is projected to jump +394% ($22.3 billion) by 2021, and brands that are not effectively tracking customer experiences risk losing out on data-driven insight from the 258.2 billion app downloads by 2022. 91.2% of US smartphones have a shopping app installed, compared to just 65% for game apps, and 23.3% of customers most-likely next action after online shopping is to open a shopping app. With mobile devices being the place where relevant customers engage and will continue to engage in the future, and with the ever expanding Internet of Things (e.g. 5G rollout now occurring at scale), brands that are not tracking their mobile experiences and apps risk losing relevancy to those with better visibility over their experiences, which will impact on ability to deliver what customers of the future will want, and ultimately the bottom line.


So, now that we are widely aware of this, why are brands not maximising the future value they could get from tracking and analysing customer journeys and interactions across their mobile apps? In fact, this seems to be a blind spot within many brand’s customer experience and growth strategies. To be clear, many brands seemingly engage in minimal tracking across their mobile apps, but few actually appear to track with the same effort or attention as their non-mobile properties.


Merkle’s App Analytics teams are working hard to spread this message and are helping our clients and partners to achieve parity between the tracking on mobile and web properties. In my previous blog, I spoke about the importance of building a complete picture of the entire customer experience by flowing data throughout decisioning. Understanding mobile customer interactions and intent is a key part of this and will empower brands to ever-more capably optimise customer experiences across their entire ecosystem, to create (and maintain) a future-facing data-driven competitive advantage. Flowing data throughout your decisioning, and with speed, means we can identify and benefit from growth and performance opportunities at an impressive rate.


We have many tools at our disposal to make app analytics and tracking relatively straight forward. For example, AppsFlyer, Branch, and Kochava are focused heavily on attribution, and Google Analytics for Firebase focuses on event-based data collection of in-app activities. Google’s upcoming App + Web features also allow us to perform advanced data visualisation on user journeys and customer interactions, across multiple devices. Putting all of these together, we build strategies with data collection at the centre, which leads to creation and enhancement of tailored marketing activities. Having a full picture of the customer experience instead of just being restricted by a web-only view allows us to optimise and personalise user experiences to fulfil the vision described here. This is especially helpful for ecommerce apps as we are able to use these tools to report with the granularity required to drill down into, and fix, individual pain points in customer journeys.


Get in touch to unlock more value from your mobile experience or app.