It’s important to measure the customer journey across devices. With the newer trend of responsive web design, this can help explain how smartphones and tablets support overall sales, and why smartphone conversion rates are so low (as customers move between devices to make purchases).
When users are logged in, you get a better understanding into how they interact with different devices to fulfill goals. This will enable you to move away from looking at page views, events and visit analytic’s and instead get a single view of the customer.
For example: An existing customer visits a product page on their smartphone on the bus to work. They find a product they like, and decide to come back to the site during the day to make a purchase. While on a lunch break, they log in on their desktop computer at work. They browse a few more products, and then decide to purchase the item they found in the morning.
If the customer isn’t logged in on their smartphone, they will appear as two separate visitors and you wouldn’t be able to tell if the same person moved between devices. Nor will you be able to report on their total purchase across devices. This limits the amount of insight you can get into your customers and their purchasing behaviors.
To avoid this scenario and track customers across devices, find ways to incentivize them to log in. One strategy is to allow customers to save products to an untimed cart or wish-list. You can also provide a history of items that a customer has recently viewed. Both options make it easy for them to move between devices, while staying logged in.
You’ll also need to make sure that signing in and registering a new account is as friction-less as possible, with minimal form fields.