The importance of mobile on the path to purchase
Does mobile sell more Alexander McQueen? That was a key question for Reebonz, a luxury marketplace for McQueen shoes, Balenciaga bags, and everything in between. Founded in 2009 to make luxury accessible to consumers, Reebonz reaches fashion-savvy buyers and sellers across the Asia Pacific region, Australia, and Singapore.
As mobile usage skyrockets worldwide, the need for non-siloed digital information grows more critical. Marketers need to understand the impact of their ads along an increasingly fragmented customer journey — one that might begin on one device and end on another. Reebonz set out to find the influence of mobile on its own customers’ path to purchase, and what’s more, how its ad spend was reaching users who convert cross-platform.
Sparkline is a digital analytics consulting company that worked with Reebonz to set up Google Analytics 360 in order to review the full customer journey. That way, Reebonz could better visualize and understand how customers interact with their site. Analytics 360 revealed exciting insights: when mobile web was part of the purchase path, conversions improved up to 2.8 times.
Users have multiple ways of engaging with Reebonz to sell and buy products. Understanding how our advertising can best reach users working across devices is an important step for the company’s marketing strategy. Our work with Google, Sparkline, and Performics helped us understand this shift and act on it. With an over 50% ROAS uplift on search, we’re extremely happy with the results.
, Co-Founder, Reebonz
Finding quick success
To act on this untapped opportunity in mobile, Reebonz approached Performics, its media agency partner. Performics enabled cross-platform conversions in Reebonz’s Google Search Ads 360 bidding strategies. The process was as simple as checking a box, but it produced high returns. The cross-platform signals led to a 55.4% increase in return on ad spend (ROAS) and a 20% increase in transactions originating from paid search.
Using Analytics 360 and Search Ads 360’s capabilities, the company could value its existing activity more accurately and increase conversions. That powerful combination of insights had a large impact on Reebonz’s business.