[WEBINAR] Utilizing device-specific intelligence to make smart merchandising decisions this holiday season

▪ Disruptive Technology in Product Discovery

▪ Enterprise Solutions for eCommerce

▪ 400+ eTail customers in US

▪ 1200+ eTail customers in over 40 countries

▪ Serve 750 million interactions per month

About Unbxd

400+ US Customers 1200+ Global Customers

Enterprises

Brands

Platforms

Unbxd Customers

▪ Tracking shopper journey and path to purchase

▪ Context as a Driver of Device Choice

▪ Understanding Product Discovery On Mobile

▪ Unbxd Labs Report: Product Discovery Across Devices

▪ Holiday merchandising hacks that work across devices

Agenda

Understanding the Buyer's Journey

Paving the path to purchase

So where do you maximize your marketing efforts to help shoppers along the path to purchase?

The Shopper’s Path to Purchase

Product Discovery is nota linear journey

Context Determines Device Choice

Consumers use an average of 1.9 devices for shopping

“The Influence of Multi-Device Ownership on Ecommerce” Report

How do customers discover products on Mobile?

70% Mobile Shoppers prefer Site Search over

Navigation

Why do customers on Mobile prefer search?

FasterHelps get to a results page quicker

EasierA lot easier to get started with than navigation

80% Abandon a site after a poor search

experience. - Jupiter Research

Mobile Has 5X More Typos, and a 5X Smaller Screen Size

Mobile ≠ Desktop

Device TypeAverage Number of

Product ViewedAverage Time Spent

Mobile + Tablet 3.63 2:33 minutes

Desktop 4.71 4:10 minutes

Mobile is Impatient

Buy / Exit decision takes half the time on mobile

Device TypeReturn visits within 1 day

Return visits between 1-3

days

Return visits between 3-7

days

Mobile + Tablet 66% 60% 58%

Desktop 34% 40% 42%

Mobile needs Convincing

Buy decisions on mobile take almost 50% more visits than desktop

Device Type Search Exits

Mobile + Tablet 40%

Desktop 23%

Mobile is Unforgiving

Mobile visitors 74% more likely to exit than desktop visitors after a poor search experience

…

First impressions are typically emotional impressions. We save the rational analysis for later (on our PCs), where we can see more detail and depth

Right brain

Left brain

The Buyer’s Path to Purchase

Holiday Merchandising Hacks That Work Across Devices

Mobile traffic outpaced desktop traffic every single day, including Cyber Monday in 2015

1. Capture unique needs of a segment using personalization

Customize offers based on geo-targeting

Fall season best sellers in New York and Illinois

Customize offers based on geo-targeting

Fall season best sellers in California

Create occasion-based experiences

2. Crucial for this holiday season: Going Local

Capture mobile traffic with high purchase intent

- One-third of mobile searches are now local.

- Google’s own consumer research reports 56% of mobile searches “on-the-go”

have local intent.

- 50% of local-mobile product searchers visit a store within 24 hours (vs 34% of desktop and tablet users)

- Local searches convert 2.5x higher than smartphone searches without local intent.

Why is it so important to think local?

Show in-store inventory of products to shoppers

Mobile Desktop

3. Enable discovery of your most profitable and popular products

Achieve your sweet spot: Results that add to your bottom line + products that shoppers are most likely to buy

Use intelligent visual autocomplete to highlight trending products (Desktop)

Use intelligent visual autocomplete to highlight trending products (Mobile)

Highlight top sellers

Top selling recommendations have 3X CTR, on category pages

Customer Success Story: Multi-device Merchandising Optimization

• Segment – Device type: Mobile

• Data – High exit rates on search results pages

• Problem - Lack of variety in the first few search results

High Search Exit Rates on Mobile Devices

• Segment – Device type: Desktop

• Data – Calvin Klein shirts have a higher

CTR and top 2 products added to cart

are CK1039 and CK1432

• Problem – Displaying popular products to the customers

Preference for Specific Products on Desktop

Better Results Through Device Optimized Merchandising

RESULT: INCREASED CONVERSION ACROSS MULTIPLE DEVICES

41% increase on mobile, and 23% increase in average conversion across all devices

Result: Increased Conversion Across Multiple Devices

How We Did It

Slot Multiple Brands in the First Few Positions to Showcase Variety

PINNING POPULAR PRODUCTS FOR DESKTOP

Pinning Popular Products for Desktop

Device Based Product Discovery & Merchandising Trends: Straight From

the Unbxd Labs!

Device TypeVisit

ContributionAOV

Conversions/Product View

Time Spent On Site

Mobile Phone 57% $ 91 1.05% 415

Desktop 34% $ 117 1.97% 495

Tablet 9% $ 105 1.63% 579

47% lower conversions from Product Display Page on Mobile Phones

29% higher AOV (Average Order Value) on Desktop vs. Mobile

16% higher time spent on Tablets vs. Desktops

Average value of products viewed on desktop higher than on Mobile

Device Based Metrics

47% lower conversions from Product Display Page on Mobile Phones

29% higher AOV (Average Order Value) on Desktop vs. Mobile

16% higher time spent on Tablets vs. Desktops

Average value of products viewed on desktop higher than on Mobile

Unbxd Findings: Visitors on Mobile tend to view lower price products than on desktop!

Action: Segment visitors based on device types, highlighting lower value products for mobile first visitors

Device Based Metrics: Action

Metrics Page Views Visits AOV ConversionsDevice Type/Visit Duration

D M T D M T D M T D M T

Less than 1 minute

6.5% 74% 4.1% 21.1% 15.4% 14.2% $74 $21 $19 0.1% 0.1% 0.2%

1-5 minutes 19.5% 23.0% 16.1% 26.0% 23.4% 24.8% $95 $77 $83 1.1% 0.5% 0.7%5-10 minutes 15.1% 16.7% 15.4% 10.9% 9.1% 12.6% $95 $82 $91 4.3% 1.9% 2.8%

10-30 minutes 30.4% 27.8% 32.9% 13.3% 9.6% 15.3% $110 $93 $104 11.4% 5.3% 8.5%

60 minutes 16.7% 11.9% 18.2% 3.9% 2.1% 4.1% $130 $111 $123 25.4% 15.3% 23.2%1-2 hours 7.4% 4.3% 8.2% 0.9% 0.4% 1.0% $151 $131 $144 41.9% 32.2% 41.6%2-5 hours 1.3% 0.6% 1.4% 0.1% 0.0% 0.1% $177 $156 $167 52.7% 47.2% 58.5%

Over 55% AOV contribution is from visits up to 30 minutes in duration

Only 0.2% average revenue/visit contribution from visits shorter than 1 minute

Metrics Based on Visit Duration & Device Types

Over 55% visits are up to 30 minutes in duration

Only 0.2% average revenue/visit contribution from visits shorter than 1 minute

Unbxd Findings: Visitors spending 10-30 minutes on a site provide the highest average revenue/visit

Action: Segment visitors based on the time spent, where higher value products can be displayed if they have spent over 15 minutes on your site

Metrics Based on Visit Duration & Device Types: Our Take

Screen Size Visit Conversions

Time Spent

Page views/ Visit

Time Spent On Site

AOV

Large* 2.46% 9.46 7.3 32% $ 118

Medium 1.84% 9.23 5.8 38% $ 97

Small* 0.4% 7.44 3.1 55% $ 86

515% higher conversions on devices with large screens vs. devices with small screens

55 of 100 visitors exit from the first page, when they use smaller devices

Metrics Based on Device Screen Sizes

515% higher conversions on devices with large screens vs. devices with small screens

55 of 100 visitors exit from the first page, when they use smaller devices

Unbxd Findings: The AOV for Mobile Devices is pulled down by the smaller and medium sized screens.

Action: Segment visitors based on screen sizes to optimize the browsing experience

Metrics Based on Device Screen Sized: Our Take

Region Conversions AOV

West Coast 0.78% $ 283

East Coast 0.73% $ 290

Mid-West 0.68% $ 284

Rest of the US 0.68% $ 287

Metrics Based on Region

City/RegionAOV (US Average)

AOV (Segment)

Visit Conversions (US Average)

Visit Conversions (Segment)

Visitor Conversions (US Average)

Visitor Conversions (Segment)

California Top 5 Cities

$ 107

$ 108

2.78%

2.96%

2.40%

2.40%

California Top 10 Cities

$ 107 2.91% 2.30%

California State $ 112 2.90% 2.50%

US Top 10 Cities

$ 104 2.70% 2.10%

Metrics Based on Cities/Regions

5.5% higher AOV from California State visitors vs. the general US population

4% lower visitor conversions from Top 10 cities in California vs. the general US population

3% lower AOV from the Top 10 US Cities vs. the general US population

12.5% lower visitor conversions from Top 10 US cities vs. the general US population

Unbxd Findings: Visitors from top cities have lower conversions than the countrywide average

Action: Segment visitors based on their regions and cities to display products with lower AOV for visitors from top 15 cities

Metrics Based on Cities/Region: Our Take

Key Takeaways

• Context is a key driver of device choice, and each device contributes to the product discovery journey

• Search is the primary mode of product discovery on mobile

• A “One size fits all” approach doesn’t work for multi-device merchandising

• Segmentation is the key to your merchandising strategy

• To take your holiday strategy up a notch this year: Go local

Key takeaways

Watch the webinar recording here

Questions?

Thank You!

Monal Patelmonal@unbxd.com302-276-4673