By Matt Swan
The data above looks at everything we classify as a mobile device, so includes all traffic through tablet devices. To get a true indication of mobile handsets, the data below has stripped out traffic through tablet devices. Traffic through mobile handsets also saw an increase in January with almost 1 in every 9 clicks through to our advertisers coming through a mobile handset. This is also considerably higher than we experienced in January 2012 where traffic through handsets stood at just 5.49%.
As touched upon when looking at the drop off in sales through mobile devices, we experienced a drop off in conversion rates when compared to December. This is not surprising as we see an increase in conversion rates in the run up to Christmas. This was also demonstrated last year. January’s mobile conversion rate (3.43%) is above what we experienced in 2011 and 2012 though.
We have also been monitoring the growth rates of Android vs. iPhone throughout the year. The chart below has traffic and sales through Android devices as a percentage of all traffic/sales driven by these two devices. January once again saw Android devices eat away at the dominance of the iPhone. Traffic was up to almost 40% of the share of both devices while sales increased to 45.48% – up from 39.47% in December.
With such a significant amount of traffic coming through mobile devices, it is essential that advertisers are tracking these sales.
The primary focus for us to date within the mobile arena has been to ensure our advertisers are tracking through mobile devices. With the vast amount of traffic that is now coming through mobile handsets it is essential this is tracked. We have put a number of checks in place to protect affiliates against the loss of commission for mobile sales and we will soon be rolling out additional controls to ensure this loss is minimised.
Looking at the detail, it’s important to understand how mobile sales track essentially in three ways:
- Optimised mobile site complete with affiliate tracking
- Optimised mobile site running off and tracking through the same domain
- No optimised mobile site, so sales track through a standard desktop site
16 of our top 20 revenue drivers for the network are tracking sales through mobile devices in one of these ways and we are working closely with the remaining advertisers in this group to ensure they are tracking through mobile devices.
Of the advertisers that do have a mobile optimised site, almost half of them are tracking sales through mobile handsets. Considering that a large proportion of our advertiser base does not have a mobile optimised site, we estimate that 85% of our advertisers are tracking sales through a mobile device and the majority of the largest revenue drivers for the network are included in this.
In November, across the network we tracked over 11,000 mobile transactions a day. Mobile commerce continues to be a major priority for us as we focus on ensuring that our advertisers are tracking through mobile devices – be this through adding affiliate tracking to their optimised mobile site, or directing mobile traffic to their desktop site where a mobile version of the site or affiliate tracking is not available.
Our aim is to provide as much visibility as possible as to which of our advertisers are tracking through mobile devices. Currently we highlight every advertiser that has an optimised site complete with tracking. This will be expanded to highlight every advertiser that is tracking through mobile -whether this is through a mobile optimised site complete with full tracking, a mobile site that sits within the same domain as the desktop site, or where only a desktop version of the site is available.
By providing this information, affiliates will be able to exclude any advertiser that is not tracking through mobile from their sites/apps. With affiliates holding a significant amount of control over their traffic, advertisers not tracking mobile sales will suffer and this will hopefully create a sense of urgency for them to ensure they are tracking mobile sales.
About the author
Matt Swan is a Client Strategist at leading global affiliate network, Affiliate Window. He works with advertisers to offer strategic advice to optimise campaigns. He also contributes to new business pitches and is an active member of the IAB AMC. Matt is a regular guest blogger on E-Consultancy and the A4U amongst other titles.
About the company
Part of the zanox Group, Affiliate Window is a global performance marketing network with offices in the UK & US. We develop proprietary technology to assist the performance of both advertisers and publishers. Our platform features social-style dashboards and the industry’s only comprehensive partner directory, allowing users to search and connect with each other in a seamless manner.
Affiliate Window is dedicated to the growth and development of the performance market place, helping to ensure that performance marketing becomes a key part of the marketing activities of our advertisers. We recognise the importance of generating incremental value for our advertisers, while ensuring our publishers have the best possible tools and services to succeed.