MEASUREMENT
User can find contact centre availability easily ( e . g . on a Contact Us screen )
Users who choose not to CTC from a high-level icon or CTA ( e . g . on home screen or primary menu bar ), should be able to easily find the brands contact centre screen and availability information , e . g . days and hours ( and special days like bank holidays ); and what happens outside of that availability ( e . g . call when next open , leave a message or call back , etc .).
“ Shoppers who use mobile more , spend more in-store . Frequent mobile shoppers spend 25 % more in-store than people who only occasionally use a mobile phone to help with shopping .”
Mobile in Store Research , 2013 , Google
User can locate a business nearby using Smartphone location data ( e . g . retail store )
Once users have confirmed the app can access the Smartphones ’ location feature , they should be able to easily locate a nearby a brands ’ physical business in-app ( be it a retail store , car hire station , or hotel , etc .). The more complicated the purchase process and / or the higher the price to be paid , or more limited the inventory , or the more experiential the item , the more important it is to position a store locator as a primary call to action , visible and accessible when / where users expect it to be . Mobile-to-offline is a key micro-conversion that should be tracked and the value attributed to mobile . ( See image 20 )
MEASUREMENT
# of product detail scans initiated , and those that lead to conversions
# of image searches initiated , and those that lead to conversions
# of accounts created
# of favourites or wishlists created , and those that lead to conversions
# products shared via email or social channels , and those that lead to conversions
# of store locator initiated and store detail screens viewed , and those that lead to conversions
# of click-to-calls initiated , and those that lead to conversions
# stock / inventory checks , and those that lead to conversions
Estimated cross-device conversions in AdWords
Universal Analytics cross device measurement with USER ID
25