Monthly Archives: April 2021
It should be easy for everyone to discover and share insights from their data. As of today, Data Studio has a new home page, making finding and creating reports more efficient. Together with recent improvements to chart interactivity and sharing, and the 25+ Data Studio features launched this year, you can go from data to insights to action faster than ever.
Create in a snap with a streamlined home page
Data Studio’s clean new look puts the focus on what’s most important, so you can start digging into your data right away. We’ve heard that you frequently use search to find reports, so we put the search box front and center. You can also create a Report, Data Source, or Explorer in less time with the new Create button. Finally, the new design should be familiar to users of G Suite products like Drive and Gmail, and is in line with our material design principles.
Reveal additional insights with interactive charts
Earlier this year, we introduced the ability to interact with charts to filter other charts on the report page. Since then, we’ve brought even more interactivity to charts. If a report viewer wants to sort a chart differently, you can now allow them to do so right from the chart, without needing to edit the report. If they want to see a breakdown at a lower level of detail—for example, by city rather than by country—you can now allow them to drill down right within the chart.
Explore your data at the speed of thought with BigQuery BI Engine
We also launched support for BigQuery BI Engine (Beta), a super-fast in-memory engine for interactive visual analysis. Together, Data Studio and BigQuery BI Engine enable you to interact with your data and see results in a fraction of a second.
Data Studio’s new home page and these new features make it easier than ever to find and create reports, discover insights, and share them with others.
Box gets some financial ammunition against an activist investor, Samsung launches the Galaxy SmartTag+ and we look at the history of CryptoPunks. This is your Daily Crunch for April 8, 2021.
The big story: KKR invests $ 500M into Box
Private equity firm KKR is making an investment into Box that should help the cloud content management company buy back shares from activist investor Starboard Value, which might otherwise have claimed a majority of board seats and forced a sale.
After the investment, Aaron Levie will remain with Box as its CEO, but independent board member Bethany Mayer will become the chair, while KKR’s John Park is joining the board as well.
“The KKR move is probably the most important strategic move Box has made since it IPO’d,” said Alan Pelz-Sharpe of Deep Analysis. “KKR doesn’t just bring a lot of money to the deal, it gives Box the ability to shake off some naysayers and invest in further acquisitions.”
The tech giants
Samsung’s AirTags rival, the Galaxy SmartTag+, arrives to help you find lost items via AR — This is a version of Samsung’s lost-item finder that supports Bluetooth Low Energy and ultra-wideband technology.
Spotify stays quiet about launch of its voice command ‘Hey Spotify’ on mobile — Access to the “Hey Spotify” voice feature is rolling out more broadly, but Spotify isn’t saying anything officially.
Verizon and Honda want to use 5G and edge computing to make driving safer — The two companies are piloting different safety scenarios at the University of Michigan’s Mcity, a test bed for connected and autonomous vehicles.
Startups, funding and venture capital
Norway’s Kolonial rebrands as Oda, bags $ 265M on a $ 900M valuation to grow its online grocery delivery business in Europe — Oda’s aim is to provide “a weekly shop” for prices that compete against those of traditional supermarkets.
Tines raises $ 26M Series B for its no-code security automation platform — Tines co-founders Eoin Hinchy and Thomas Kinsella were both in senior security roles at DocuSign before they left to start their own company in 2018.
Yext co-founder unveils Dynascore, which dynamically synchronizes music and video — This is the first product from Howard Lerman’s new startup Wonder Inventions.
Advice and analysis from Extra Crunch
Four strategies for getting attention from investors — MaC Venture Capital founder Marlon Nichols joined us at TechCrunch Early Stage to discuss his strategies for early-stage investing, and how those lessons can translate into a successful launch for budding entrepreneurs.
How to get into a startup accelerator — Neal Sáles-Griffin, managing director of Techstars Chicago, explains when and how to apply to a startup accelerator.
Understanding how fundraising terms can affect early-stage startups — Fenwick & West partner Dawn Belt breaks down some of the terms that trip up first-time entrepreneurs.
(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)
The Cult of CryptoPunks — Ethereum’s “oldest NFT project” may not actually be the first, but it’s the wildest.
Biden proposes gun control reforms to go after ‘ghost guns’ and close loopholes — President Joe Biden has announced a new set of initiatives by which he hopes to curb the gun violence he described as “an epidemic” and “an international embarrassment.”
Apply to Startup Battlefield at TechCrunch Disrupt 2021 — All you need is a killer pitch, an MVP, nerves of steel and the drive and determination to take on all comers to claim the coveted Disrupt Cup.
The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.
Facebook has removed 16,000 groups that were trading fake reviews on its platform after another intervention by the UK’s Competition and Markets Authority (CMA), the regulator said today.
The CMA has been leaning on tech giants to prevent their platforms being used as thriving marketplaces for selling fake reviews since it began investigating the issue in 2018 — pressuring both eBay and Facebook to act against fake review sellers back in 2019.
The two companies pledged to do more to tackle the insidious trade last year, after coming under further pressure from the regulator — which found that Facebook-owned Instagram was also a thriving hub of fake review trades.
The latest intervention by the CMA looks considerably more substantial than last year’s action — when Facebook removed a mere 188 groups and disabled 24 user accounts. Although it’s not clear how many accounts the tech giant has banned and/or suspended this time it has removed orders of magnitude more groups. (We’ve asked.)
Update: We understand that the regulator has focused on the removal of groups trading misleading/fake reviews, rather than individual accounts — as banned or suspended users are able to create new profiles, whereas removing the group in which fake reviews are being traded is seen as a more effective way to impact and deter the activity.
Facebook was also contacted with questions but it did not answer what we asked directly, sending us this statement instead:
“We have engaged extensively with the CMA to address this issue. Fraudulent and deceptive activity is not allowed on our platforms, including offering or trading fake reviews. Our safety and security teams are continually working to help prevent these practices.”
Since the CMA has been raising the issue of fake review trading, Facebook has been repeatedly criticised for not doing enough to clean up its platforms, plural.
Today the regulator said the social media giant has made further changes to the systems it uses for “identifying, removing and preventing the trading of fake and/or misleading reviews on its platforms to ensure it is fulfilling its previous commitments”.
It’s not clear why it’s taken Facebook well over a year — and a number of high profile interventions — to dial up action against the trade in fake reviews. But the company suggested that the resources it has available to tackle the problem had been strained as a result of the COVID-19 pandemic and associated impacts, such as home working. (Facebook’s full year revenue increased in 2020 but so too did its expenses.)
According to the CMA changes Facebook has made to its system for combating traders of fake reviews include:
- suspending or banning users who are repeatedly creating Facebook groups and Instagram profiles that promote, encourage or facilitate fake and misleading reviews
- introducing new automated processes that will improve the detection and removal of this content
- making it harder for people to use Facebook’s search tools to find fake and misleading review groups and profiles on Facebook and Instagram
- putting in place dedicated processes to make sure that these changes continue to work effectively and stop the problems from reappearing
Again it’s not clear why Facebook would not have already been suspending or banning repeat offenders — at least, not if it was actually taking good faith action to genuinely quash the problem, rather than seeing if it could get away with doing the bare minimum.
Commenting in a statement, Andrea Coscelli, chief executive of the CMA, essentially makes that point, saying: “Facebook has a duty to do all it can to stop the trading of such content on its platforms. After we intervened again, the company made significant changes — but it is disappointing it has taken them over a year to fix these issues.”
“We will continue to keep a close eye on Facebook, including its Instagram business. Should we find it is failing to honour its commitments, we will not hesitate to take further action,” Coscelli added.
A quick search on Facebook’s platform for UK groups trading in fake reviews appears to return fewer obviously dubious results than when we’ve checked in on this problem in 2019 and 2020. Although the results that were returned included a number of private groups so it was not immediately possible to verify what content is being solicited from members.
We did also find a number of Facebook groups offering Amazon reviews intended for other European markets, such as France and Spain (and in one public group aimed at Amazon Spain we found someone offering a “fee” via PayPal for a review; see below screengrab) — suggesting Facebook isn’t applying the same level of attention to tackling fake reviews that are being traded by users in markets where it’s faced fewer regulatory pokes than it has in the UK.
Sometimes you’ve just got to confirm an unannounced product to put the rumors to bed, I guess. That was Google’s strategy this afternoon, following earlier rumors from Android Central that a chip shortage had put the kibosh on the mid-budget phone.
In a comment to TechCrunch, a Google spokesperson noted, “Pixel 5a 5G is not cancelled. It will be available later this year in the U.S. and Japan and announced in line with when last year’s a-series phone was introduced.”
That time frame would put the device’s arrival around late-summer, meaning it won’t arrive in time for Google I/O in May, as some speculated. Interestingly, the company appears to be limiting the device’s availability to two countries — at least at launch. That could, perhaps, be due to earlier-reported component shortages.
As The Verge notes, the company hasn’t been particularly precious when it comes to product announcements. The company took a similar approach ahead of the release of the Pixel. Either way, this isn’t exactly the standard big company approach to rumor denial, which is to either not answer or otherwise deflect.
Google may well be on edge about its Pixel line these days. The phone line hasn’t exactly taken the mobile world be storm, resulting in longstanding rumors that the company is looking to shake things up. That, in part, has seemingly been confirmed by some fairly high-profile exits.
Still, even while there have been issues on the premium side, the company’s budget “a” line has helped buoy its overall numbers. No word yet on specific specs, but the handset is not expected to be a radical departure from its predecessor.
People expect to interact with businesses when and how they like, such as browsing a brand’s website to research a product and then purchasing it later using the brand’s app. Getting insight into these cross-platform journeys is critical for businesses to predict customer needs and provide great experiences—but it can be very challenging.
Currently, many businesses measure app engagement with Google Analytics for Firebase and website engagement with Google Analytics. While each of these products separately offer powerful insights, getting a more unified picture of engagement across your app and website can be a manual and painstaking process.
To make this simpler, we’re announcing a new way to measure apps and websites together for the first time in Google Analytics.
Unified app and web analytics
First, we’re introducing a new property type, App + Web, that allows you to combine app and web data for unified reporting and analysis.
Reports for this new property use a single set of consistent metrics and dimensions, making it possible to see integrated reporting across app and web like never before. Now you can answer questions like: Which marketing channel is responsible for acquiring the most new users across your different platforms? How many total unique users do you have, regardless of which platform they use? How many conversions have occurred on your app and website in the last week—and which platform is driving most of these conversions?
You can also go deeper to understand the effectiveness of your marketing campaigns across platforms. For example, you can see how many users started on your app then visited your website to make a purchase.
Flexible event measurement
Understanding how people engage with your app and website means that you need to measure a diverse range of user interactions like clicks, page views, app opens, and more. We’re making it easier to measure those actions on all of your platforms in a consistent way. The new property type utilizes a more flexible event-based model for collecting the unique interactions that users have with your content, allowing you to measure any custom event that you set up.
This event-based model also allows you to automate the manual work of tagging some of the events on your site with no additional coding required. In addition to page views, enhanced measurement allows you to measure many common web events like scrolls, downloads, video views and more with the flip of a toggle in the admin settings for your property.
Given the many different ways people interact with your brand between app and web, you need flexible tools to make sense of your data and discover insights unique to your business. The new Analysis module enables you to examine your data in ways that are not limited by pre-defined reports.
There are a number of techniques you can use including:
Exploration: Conduct ad-hoc analysis by dragging and dropping multiple variables—the different segments, dimensions, and metrics you use to measure your business—onto a canvas to see instant visualizations of yourdata.
Funnels: Identify important steps to conversion and understand how users navigate among them—where they enter the funnel, as well as where they drop off—with both open and closed funnel options.
Path analysis: Understand the actions users take between the steps within a funnel to help explain why users did or did not convert.
Once you’ve surfaced insights from your analysis, you can use the results to create audiences and use those audiences to deliver more relevant marketing experiences to your customers.
Start measuring across platforms
The first version of this new app and web experience—including the new event model and new analysis capabilities—will be available to all Analytics and Analytics 360 accounts in beta in the coming weeks. If you use Google Tag Manager or the global site tag for Google Analytics today, there’s no re-tagging required for your website. To include your app data, you’ll need the Firebase SDK implemented in your app. See how to get started in Google Analytics, or if you’re an existing Firebase customer, here’s how to upgrade.
If your business has both an app and website, and is looking for a more complete view of how your customers engage across both, we encourage you to participate in this beta and share your feedback. We are working to make Google Analytics the best possible solution for helping you understand the customer journey and create great customer experiences across platforms. Your partnership is essential to help us get there.
The office shut-down at the start of the COVID-19 pandemic last year spurred huge investment in digital transformation and a wave of tech companies helping with that, but there were some distinct losers in the shift, too — specifically those whose business models were predicated on serving the very offices that disappeared overnight. Today, one of the companies that had to make an immediate pivot to keep itself afloat is announcing a round of funding, after finding itself not just growing at a clip, but making a profit, as well.
SnackMagic, a build-your-own snack box service, has raised $ 15 million in a Series A round of funding led by Craft Ventures, with Luxor Capital also participating.
(Both investors have an interesting track record in the food-on-demand space: Most recently, Luxor co-led a $ 528 million round in Glovo in Spain, while Craft backs/has backed the likes of Cloud Kitchens, Postmates and many more.)
The funding comes on the back of a strong year for the company, which hit a $ 20 million revenue run rate in eight months and turned profitable in December 2020.
Founder and CEO Shaunak Amin said in an interview that the plan will be to use the funding both to continue growing SnackMagic’s existing business, as well as extend into other kinds of gifting categories. Currently, you can ship snacks anywhere in the world, but the customizable boxes — recipients are gifted an amount that they can spend, and they choose what they want in the box themselves from SnackMagic’s menu, or one that a business has created and branded as a subset of that — are only available in locations in North America, serviced by SnackMagic’s primary warehouse. Other locations are given options of pre-packed boxes of snacks right now, but the plan is to slowly extend its pick-and-mix model to more geographies, starting with the U.K.
Alongside this, the company plans to continue widening the categories of items that people can gift each other beyond chocolates, chips, hot sauces and other fun food items, into areas like alcohol, meal kits and nonfood items. There’s also scope for expanding to more use cases into areas like corporate gifting, marketing and consumer services, as well as analytics coming out of its sales.
Amin calls the data that SnackMagic is amassing about customer interest in different brands and products “the hidden gem” of the platform.
“It’s one of the most interesting things,” he said. Brands that want to add their items to the wider pool of products — which today numbers between 700 and 800 items — also get access to a dashboard where they monitor what’s selling, how much stock is left of their own items, and so on. “One thing that is very opaque [in the CPG world] is good data.”
For many of the bigger companies that lack their own direct sales channels, it’s a significantly richer data set than what they typically get from selling items in the average brick and mortar store, or from a bigger online retailer like Amazon. “All these bigger brands like Pepsi and Kellogg not only want to know this about their own products more but also about the brands they are trying to buy,” Amin said. Several of them, he added, have approached his company to partner and invest, so I guess we should watch this space.
SnackMagic’s success comes from a somewhat unintended, unlikely beginning, and it’s a testament to the power of compelling, yet extensible technology that can be scaled and repurposed if necessary. In its case, there is personalization technology, logistics management, product inventory and accounting, and lots of data analytics involved.
The company started out as Stadium, a lunch delivery service in New York City that was leveraging the fact that when co-workers ordered lunch or dinner together for the office — say around a team-building event or a late-night working session, or just for a regular work day — oftentimes they found that people all hankered for different things to eat.
In many cases, people typically make separate orders for the different items, but that also means if you are ordering to all eat together, things would not arrive at the same time; if it’s being expensed, it’s more complicated on that front too; and if you’re thinking about carbon footprints, it might also mean a lot less efficiency on that front too.
Stadium’s solution was a platform that provided access to multiple restaurants’ menus, and people could pick from all of them for a single order. The business had been operating for six years and was really starting to take off.
“We were quite well known in the city, and we had plans to expand, and we were on track for March 2020 being our best month ever,” Amin said. Then, COVID-19 hit. “There was no one left in the office,” he said. Revenue disappeared overnight, since the idea of delivering many items to one place instantly stopped being a need.
Amin said that they took a look at the platform they had built to pick many options (and many different costs, and the accounting that came with that) and thought about how to use that for a different end. It turned out that even with people working remotely, companies wanted to give props to their workers, either just to say hello and thanks, or around a specific team event, in the form of food and treats — all the more so since the supply of snacks you typically come across in so many office canteens and kitchens were no longer there for workers to tap.
It’s interesting, but perhaps also unsurprising, that one of the by-products of our new way of working has been the rise of more services that cater (no pun intended) to people working in more decentralised ways, and that companies exploring how to improve rewarding people in those environments are also seeing a bump.
Just yesterday, we wrote about a company called Alyce raising $ 30 million for its corporate gifting platform that is also based on personalization — using AI to help understand the interests of the recipient to make better choices of items that a person might want to receive.
Alyce is taking a somewhat different approach than SnackMagic: it’s not holding any products itself, and there is no warehouse but rather a platform that links buyers with those providing products. And Alyce’s initial audience is different, too: instead of internal employees (the first, but not final, focus for SnackMagic) it is targeting corporate gifting, or presents that sales and marketing people might send to prospects or current clients as a please and thank you gesture.
But you can also see how and where the two might meet in the middle — and compete not just with each other, but the many other online retailers, Amazon and otherwise, plus the consumer goods companies themselves looking for ways of diversifying business by extending beyond the B2C channel.
“We don’t worry about Amazon. We just get better,” Amin said when I asked him about whether he worried that SnackMagic was too easy to replicate. “It might be tough anyway,” he added, since “others might have the snacks but picking and packing and doing individual customization is very different from regular e-commerce. It’s really more like scalable gifting.”
Investors are impressed with the quick turnaround and identification of a market opportunity, and how it quickly retooled its tech to make it fit for purpose.
“SnackMagic’s immediate success was due to an excellent combination of timing, innovative thinking and world-class execution,” said Bryan Rosenblatt, principal investor at Craft Ventures, in a statement. “As companies embrace the future of a flexible workplace, SnackMagic is not just a snack box delivery platform but a company culture builder.”
- Find out how Clubhouse differentiates itself within the sea of social media apps
- Clubhouse has turned its voice-only design from a potential constraint into its key strength
- Users are able to multi-task while staying on the platform as background chatter (like in a coffee shop!)
- Because the app is so new and fresh it took some time, but many brands are now using Clubhouse
- Wherever there are influencers, advertisers aren’t far behind
- Just this week Clubhouse announced a new monetization feature, Clubhouse Payments, as “the first of many features that allow creators to get paid directly on Clubhouse”
- Now might be a good time to consider building an online community to add value and deepen the connection with your audience, here’s how
Clubhouse is the latest entrant into the ring of popular social media apps. The pandemic fast-tracked broader usage and many A-list celebrities have adopted the platform pivoting it into a more mainstream space and conversation. Clubhouse is an audio-only network that has become a disruptor to more mainstream social media channels and has provided a breath of fresh air and a much-needed distraction for those of us suffering from video and zoom fatigue.
It’s a welcome change for many of us as the app is built on a voice-led, live, concept and hosts conversations around very impromptu and diverse topics. The topics vary and the app is still limited however as more people continue to get invited a broader array of lifestyle and societal conversations will continue to blend into the feeds.
Clubhouse exclusivity: pro or con?
The MAJOR problem with the app is that the allure still is around its exclusivity. You can’t join unless you’re invited (and using an iPhone) and for many who have heard of Clubhouse but haven’t joined or been invited it’s a big problem for major expansion.
The “voice only” advantage
One notable differentiator for Clubhouse is that it’s managed to turn its voice-only design from a potential constraint into its key strength. Users are able to use the app as passive background chatter while doing other work and listening in which is a breath of fresh air for many multi-tasking marketers such as me.
Real-time conversations: the heart of what makes Clubhouse tick
The reason Clubhouse is different and exciting is because it’s synchronous. It’s happening live and never again. If you’re not there, you will miss the conversation forever. Traditional social media channels are asynchronous. You can access and revisit content and review or engage at any time that works for you and catch up at your own pace. Rooms can be recorded if permission is granted, but that is seemingly rare as the value is in the authenticity of real-time communication and conversation.
As an excited and relatively new Clubhouse user, I’m trying to figure out the value of the platform for my clients as well as myself. This got me thinking about how brands can use Clubhouse to build an online community to add value. Clubhouse is a platform centered firmly on creators, not brands, at least for now. A creator can certainly be a brand leader working to expand thought leadership and build community or interest for a brand but within the Club the conversation is around authenticity and the person and NOT the bigger brand.
How brands can use Clubhouse to add to build an online community that adds value
I asked several of my friends and industry colleagues for their opinions on the platform and I found their answers to be useful and inspiring and noteworthy. Below are several responses relevant to the conversation of how brands can use Clubhouse to add to build an online community to add value.
- Amberly Hilinski, Director of marketing at SodaStream International said “Clubhouse is weighing the reward of facilitating and respecting relevant content you don’t own. Long lead earned media for brand owners who have the privilege (or budget) to think in terms of years and not quarters. As the inevitable stampede of influencer dollars roll in, I worry how the conversations shift and how many truly “tune-in” worthy guests are booked.”
- Margaret Molloy, CMO of Siegel + Gale said, “Time is the primary challenge for many thought leaders, a major consideration is whether we want to dedicate the effort to build a following on another platform. This is especially true for B2B leaders with an active social graph on LinkedIn and/or Twitter already. Clubhouse is centered firmly on creators, not brands, at least for now. A creator could be a brand employee hosting a community as a thought leader/community builder, however, it’s about the person, not the corporate brand.”
- Ashley Stevens, Brand, Content & Experiential Marketing Expert said, “Brands can use Clubhouse as an extension of another online community or event. It’s a great place to “continue the conversation” and develop more personal relationships with current and potential clients.
- Rob Durant, Founder of Flywheel Results said, “Brands cannot use Clubhouse the way they have used other platforms. There’s no automating it, There’s no outsourcing it, There’s no editing it, There’s no photoshopping it. People only get to know you when you show up and are fully present. That being said, Brands, even B2B Brands, CAN use Clubhouse. They just need to facilitate conversations instead of dominating them.”
- Danielle Guzman, Global Head of Social Media at Mercer added, “Clubhouse is an opportunity for brands to rethink how they engage with their audiences. Most brand social channels are broadcast channels, very few have conversations with their audiences, because of resource constraints, lack of know-how, compliance reasons, and other concerns. Platforms like Clubhouse and the audio tools that Twitter, LinkedIn, and other platforms are working on will challenge corporates to review & redesign how they social up on social media.
It’s taken some time, but brands are now joining the Clubhouse conversations. Many of my colleagues remained dubious of the long-standing return and the overall future of the platform and insisted that brands should concentrate efforts in places providing maximum return. Clubhouse lacks analytics and tangible metrics to measure the investment of time and energy for brands.
I remain interested and active on the platform for now I’m cautious that it’s the “popular kids” hangout and the allure and interest is largely based around buzz. Certainly, brands can and should listen into ongoing conversations and get ideas on the audience tuning in and having conversations. Brands who listen to ideas and have a pulse on the culture and content their market is exposed to will have a long-standing advantage and edge.
Wherever there are influencers, the advertisers aren’t far behind. As it stands today, Clubhouse still is limited with around two million active weekly users on the app. It offers what every advertiser wants – a highly targeted, used in one contained place, but the question remains of how and when to get advertisers involved.
Just this week within Clubhouse’s blog post, the startup announced a new monetization feature, Clubhouse Payments, as “the first of many features that allow creators to get paid directly on Clubhouse.”
This is the first step towards monetizing Clubhouse and the first of what many assume will come towards steps to monetize the platform.
As Twitter, LinkedIn, and other audio apps emerge Clubhouse will quickly have to adapt and make some changes if it wants to become a mainstream platform for brand marketers. It will be interesting to see how it all unfolds over time!
Marissa Pick is a social & digital strategist and Senior Marketing Director at Marissa Pick Consulting LLC. Marissa can be found on Twitter @marissapick.
The post Clubhouse: popular kids’ hangout or a true asset for brands’ community building? appeared first on Search Engine Watch.
Software makers can’t catch every bug every time, but Facebook had ample warning about the privacy problems with its “contact import” feature.
Feed: All Latest
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Drive Leads with Hotel Property Promotion Ads Details: Property Promotion Ads are now available globally. Previous to this launch, direct participation in property promotion ads was done through an allowlist. They show prominently in search results for […]
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Does your mobile website have a lower conversion rate than your desktop version? As some people are spending up to 70% of their time on mobile, imagine how much additional revenue you could gain if the conversion rate levels were the same.
A recent report showed that mobile conversion rates are 47 percent of the levels achieved on desktop. As more and more of your customers are using mobile devices, you need to ensure your mobile conversion rate is keeping up, and maintain your revenue.
One way you can monitor your mobile website performance is by reviewing your Relative Mobile Conversion Rate (Rel mCvR), which is calculated by dividing the mobile conversion rate with the desktop conversion rate.
Mobile and desktop conversion rates are influenced by two main parameters. The first is traffic influencers—this can be things like channel mix, marketing campaign, seasonality. The second is the performance of the website, for example UX and site speed. Any of these can cause your mobile or desktop conversion rate to go up or down.
The benefit of using Rel mCvR to evaluate your mobile performance is that traffic influencers tend to not impact the metric. Why? Because the same campaigns and seasonalities will reach both mobile and desktop versions of your website, a good marketing campaign will make both the mobile and desktop conversion rate go up but leave Rel mCvR stable. When you evaluate the metric over time, it will show us if we have improved our mobile website.
Things to keep in mind when evaluating Rel mCvR:
Always keep an eye on your desktop conversion rate. If Rel mCvR has an abnormal peak, check if it’s due to the desktop having a technical problem that made the desktop conversion rate decrease.
Track your Rel mCvR weekly. Because the metric is based on your entire website’s performance, driving improvement will take time. Reviewing your data daily can be too volatile, look for the large movements over time instead.
Be mindful of that companies with physical stores may never reach 100 percent in Rel mCvR, as mobile is often used for doing research before or while visiting a store. 70 percent is a good target to start with.
How to improve your mobile site and Rel mCvR
A better user experience on your mobile site leads to increased revenue and better Rel mCvR. To get there, I recommend you start A/B testing on your mobile site to improve your mobile conversion rate. It’s through A/B tests that you become guided by your customers and provide what they need.
Start with these three steps:
Review the process of conversion optimization in the Optimize Resource Hub.
Get inspired by what other companies have done.
Set up your first test–for free–in Google Optimize.
When you’re focused on improving your mobile site with conversion optimization and A/B tests—your Rel mCvR will start to show your progress.
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