How data and user behaviour analysis impacts sales — especially via mobile

Abstract

This paper presents a case study on how an organisation improved the percentage of purchases by browsers using smartphones to browse its site. The main focus is on understanding how to improve the performance of mobile and traditional ecommerce, especially during the primary annual Western holiday period (Halloween to Christmas), while reducing the amount spent in search advertising campaigns in favour of direct mail marketing and display campaigns. Over the course of this case study, the characteristics of the users that form the basis of visits to the site and the strategies used to retain them and turn them into repeat buyers — especially from mobile — will emerge. This paper also reviews relevant customer journey models and strategies to optimise them, thus making customer journeys more successful.