Around half of all the people already used the mobile web in 2020 And often every day. A large part of the mobile web use is accounted for by the apps. And even when shopping, mobile devices are becoming increasingly important. 47 percent of Mobile Web users have made a purchase on their smartphone, and 61 percent have even made purchases online using a tablet.
The e-commerce industry should measure customer journeys across devices
That is why it is not just a free program for online retailers, but a duty to equip their shops for the mobile age – and not only since Google warned all operators to make their websites “mobile friendly”. On the one hand, this means creating a website in responsive design that works perfectly on mobile devices, and on the other hand, offering uncomplicated and attractive apps. The use of the JJSPY tracker app comes much useful there.
What is the Challenging part?
The challenge for eCommerce managers and shop operators is to keep an eye on the interplay of users between the end devices, i.e. the cross-device customer journey. Because many purchase processes now use a PC, tablet, laptop and smartphone before a prospect becomes a customer. The solution: Cross-device tracking, which connects the data from the app tracking with the tracking data from the mobile and stationary web? In this way, a holistic picture and thus an optimal and relevant customer approach can be ensured.
When measuring user behavior on smartphones and tablets, there are various hurdles to be overcome: starting with the use of the different operating systems to networking with other channels. Little helpers such as beacons can also be integrated and provide a push in buying behavior.
How to set up your app tracking correctly:
- Instead of an on-site pixel, a software development kit (SDK) is integrated into the app. Events can be measured as clicks or conversions, for example, and passed on to the tracking server together with other parameters such as the shopping cart value.
- It should be noted that there must be separate SDKs for iOS and Android due to the special features of the operating systems – these are provided by the tracking provider.
- A meaningful structure is set up for all processes in the app (impressions, clicks or conversion types), which – like the conversion funnel on the website – enables optimal evaluation. This makes it clear, for example, who clicks on a product detail page and whether the product was then placed in the shopping cart.
- The SDK should be programmed so that it works even when the user is not currently connected to the Internet with his smartphone or tablet, but is using the app offline. In this scenario, the usage data, i.e. impressions or clicks, are transmitted directly to the tracking server as soon as the user has access to the Internet again.
- Beacons can also be seamlessly integrated into the customer journey via app tracking. The data can arrive via the same SDK and the interactions with beacons are also evaluated as clicks or impressions. In this way you also get insights about the interests of the customer shown at the POS and can retarget them accordingly.
