Multiscreen usage and the conversion funnel for mobile users can be a complicated path for ecommerce brands to maneuver; yet it's very important they understand how.
Today, big data app company BloomReach announced a way it aims to bridge the gap between multidevice shopping by delivering custom content to mobile users.
BloomReach said that while responsive design is a great first step in optimizing for mobile, that's only half the story.
Mobile shoppers are typically in two modes, according to BloomReach: looking to save time or kill time. The new mobile technology caters to these modes in several ways.
First, shoppers looking to save time can discover products faster with BloomReach Mobile. Its predictive search uses data collected daily from "150 million web pages and more than a billion consumer interactions" in order to make suggestions for products after only a couple characters are typed into a search bar.
Once a product category is chosen, BloomReach Mobile shows relevant products based on consumer intent.
Another highlight of this technology is the ability to deliver personalized shopping results to mobile users based on what they've browsed for on their PC, without being signed in.
How does this work?
"When BloomReach detects that the intent and behavior on a single merchant's web and mobile sites are significantly similar, the system observes and correlates the anonymous users to determine if its the same person," according to Joelle Kaufman, BloomReach director of marketing. "Once the engine is reasonably confident, the BloomReach Mobile application will begin to incorporate behavior from the website into the mobile experience through 'Just for You' dynamic categories and even the priority of search suggestions.
"BloomReach continuously learns, so if the consumer doesn't engage with those optimizations, they'll simply fade away," she added. "And if they do, BloomReach Mobile will continue to leverage behavior on both the website and mobile site to improve the mobile experience."
The "Just For You" feature creates personalized categories for the mobile user based on shared product attributes like brand, color, style, categories, or on-sale items.
"For example, if a shopper often uses her laptop to look at new heels that are on sale, then she would have a category showing her the latest heels on sale on her smartphone. Furthermore, if she shifts browsing toward a certain style – like open-toed – BloomReach Mobile can adapt the experience and create a dynamic category such as open-toe heels on sale to reflect a more unique fit," BloomReach said in its announcement.
The "What's Hot" feature addresses the "killing time" aspect of mobile shopping, said BloomReach, and integrates social by showing which products the site carries that are currently trending on places like Pinterest, Facebook, and Twitter.
BloomReach said its goal is to optimize the entire shopping experience. With 90 percent of respondents in Google's New Multiscreen World study saying they used multiple screens sequentially to complete a task over time, this is an important consideration.
Kaufman illustrated how BloomReach Mobile fits into the multidevice shopping experience at several stages of the conversion funnel:
"The 'What's Hot/Trending' and 'Just For You/Dynamic Categories' are top-of-funnel discovery mechanisms that effectively introduce a consumer to relevant, curated products. Predictive search and autosuggest is a directed effort generally close to purchase. 'More Like This' is mid-funnel engagement and indicates more precise interest in specific products. This can quickly advance the consumer lower in the purchase funnel."
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