With mobile devices becoming ever more popular, and consumers now transacting through them a number of advertisers already have m-commerce sites in place.
For any advertiser that has an m-commerce site, it is important that affiliate tracking is added to their mobile site, to avoid missing out on affiliate sales through mobile devices.
This post provides statistics on the amount of traffic and sales we are seeing across the network through mobile devices. It also highlights the benefits of implementing affiliate tracking across mobile sites.
There has been a significant increase in the amount of traffic and sales that we have seen coming through mobile devices since the end of 2010. Since the end of November 2010 the percentage of all traffic that came through mobile devices on average was 2.23%.
The proportion of sales through mobile devices has doubled in this time. In November 1.3% of total sales for the network came via mobile devices. By February 2011 this had increased to 2.8% of all transactions.
In January almost 30,000 sales were delivered through mobile devices with in excess of £2m in sales revenue generated.
Throughout March we have seen more than 1,000 transactions a day through mobile devices. This peaked on March 9th with just under 2,000 sales being delivered.
When looking at conversion rates, mobile devices have shown to convert at 2% on average. Conversion rates through the iPad and iPhone are typically higher than those seen across the network as a whole. Perhaps unsurprisingly, the iPad has demonstrated the most significant conversion rates, peaking at just over 4%.
Sales volume recorded through the Affiliate Window network, with the three mobile platforms’ sales plotted on the left hand axis.
One of our mobile clients commented that the above graph mirrored the uptake in smartphones. This indicates that sales through mobile devices will continue to grow at the rate of smartphone consumption.
Reasons for adding mobile tracking
The above stats indicate how rapidly mobile is developing. The following information also highlights the importance of implementing affiliate tracking across mobile sites.
Up to 7% of affiliate sales are coming through mobile sites
We have seen a significant amount of sales coming through advertiser’s mobile sites. Figures of around 7% have been seen for advertisers who have added tracking to their mobile site. By not adding affiliate tracking you could be missing out on affiliate sales.
Affiliates could promote you over competitors
If you have a mobile site but do not have mobile tracking in place, affiliates could be missing out on a significant amount of sales that should have been allocated to them. If a competitor is able to offer tracking through their mobile site affiliates are likely to give them increased exposure due to increased conversions. This will become even more significant as traffic through mobile devices increases even further in the coming months.
Ability to work with additional technology partners
Mobile tracking opens up your campaign to additional technologies that certain affiliates are able to offer. Companies such as Snap Now and Sccope offer the ability to increase sales through mobile devices. More and more affiliates are developing mobile sites themselves which will enhance user experience through mobile devices.
Decrease in disputed transactions through loyalty sites
When a customer visits an incentive site through a mobile device and then clicks through to an advertiser site, if the advertiser has a mobile site the customer will be automatically directed to the mobile site. If the advertiser does not have affiliate tracking set up on their mobile site, any purchases will not track. The customer would not be aware that this transaction would not track and they would raise a missing transaction.
With the volume of traffic we have seen across the network through mobile devices steadily increasing, the number of missing transactions that require a resolution are also likely to increase if mobile tracking is not added.
“At Quidco, we are seeing an ever increasing volume of traffic coming to our site through mobile devices. This rise in traffic, combined with greater numbers of retailers with dedicated mobile sites which lack integrated affiliate tracking, has led to us receiving far higher levels of missing transaction enquiries related to sales made via mobile devices.
The rising popularity of mobile device use has made the mobile channel one of increasing importance to all publishers, and Quidco is no different. Due to our business model, where we pass any commission we earn back to our members as cashback, any proactive promotion of retailers within the mobile channel will require the retailer to have affiliate tracking integrated into their mobile site. As such, we fully support Affiliate Window’s drive to implement mobile tracking.” Joshua James, Head of Commercial Products, Quidco
How to add mobile tracking
Adding mobile tracking to your site is essentially the same as adding the standard Affiliate Window tracking to your e-commerce site. The tracking tag needs to be placed on the sales confirmation page and the master tag can be placed on all pages of your m-commerce site. Please view the Technical Tracking Guide here.
At this initial stage, please contact your Account Manager to make them aware that you would like to setup or find out more information about mobile tracking. At this point they will notify the Technical Services team who will ensure the correct variables are being applied to the tracking. Technical Services can help to test the mobile site to ensure the relevant transactions are filtering through to your merchant account.
If you are interested in setting up mobile tracking or for more information, please contact your Account Manager or email@example.com.