The Reason for increasingly poor conversion of paid channels on mobile (4/7)

A common phenomenon is that mobile traffic converts worse than desktop traffic. There are dozens of articles (or here) and extensive studies on the net.

The difference is often explained by the fact that the screen is too small and navigation is difficult. The user likes to get information on mobile, but then switches to the desktop device and makes the purchase. This is the so-called “cross-device problem“. In this article I would like to not only talk about this problem, but especially about the rather underestimated “cross-browser problem”.

Comparison of usage time and completion rate Desktop/Mobile
Comparison of usage time and completion rate Desktop/Mobile
Continue reading “The Reason for increasingly poor conversion of paid channels on mobile (4/7)”

Does the “private mode” kill the cookies? (3/7)

Screenshot from Google Chrome incognito-mode

Every one of us online marketers knows it and every one of us has used it before – the “private” or “incognito” mode. In the private mode of the browser you surf without leaving permanent traces. The browser history and form data are not stored and cookies, as well as website data, are deleted after the application is closed. So far everything is known – but what influence does the private mode have on the attribution of conversions and, above all, how widespread is its use?

Continue reading “Does the “private mode” kill the cookies? (3/7)”

Privacy blocker – the unknown danger (2/7)

First of all: This article is about the perspective of an online marketer. Of course, neither privacy nor AdBlock are dangerous for users. On the other hand for online marketing and the correct assignment of the conversion to the channels a type of danger exists.

Continue reading “Privacy blocker – the unknown danger (2/7)”

Flying blind through the online attribution (1/7)

When I talk to colleagues from online marketing about tracking and attribution, we quickly come across ad blockers, GDPR, cookies and the associated increased requirements. If you go a little deeper into the discussion and look at the traffic channels, it turns out that for many, the channels SEO and Direct are the most successful – i.e. most conversions result – while the paid channels (e.g. SEA and social) stagnate or even go back. The great success of the direct channel is then explained by their strong brand.

We at everysize can also confirm this statement based on our Google Analytics numbers. But why is that? Out of curiosity, I went into the matter and took a closer look at the reasons for our high proportion of conversions in the direct channel. I came across some very interesting aspects, including: The more we scale our paid channels, the higher our traffic and especially our conversion numbers in the direct channel increase!

Continue reading “Flying blind through the online attribution (1/7)”

Why you should improve your feed-management

Wasting money with Sneaker-Releases

Anyone who knows us knows that we always strive to bring out the maximum in technical possibilities in order to enable the best possible user experience and thus not only to satisfy visitors, but consequently also our partner shops.

Sometimes, however, it is up to the dealer to use the options offered. Today’s release of the long-awaited adidas ZX 8000 Aqua shows why good feed management is important.

Continue reading “Why you should improve your feed-management”

Wrong referal-report in Google Analytics by Paypal & Co.

Recently I had an interesting exchange with an online store. It was about the deviation of his Google Analytics reports with the numbers delivered through his marketing channels. In his case, this involved PSMs (price-comparisons), his social channels (Facebook, Instagram) and his affiliate program. Due to the breadth of marketing channels in which the problem occurred, I became curious. So I asked him if he also got some payment service providers such as Paypal, Sofortüberweisung etc. in his Google Analytics reports. When he said yes, I knew immediately where the problem lies.

Continue reading “Wrong referal-report in Google Analytics by Paypal & Co.”

25% higher conversion with size deeplinks

One of the special features of everysize has always been that the shoe size is in the focus for the user. This simplifies the shopping experience for the user and avoids frustration due to unnecessary clicks.

For this reason, many users start their search on everysize directly with their shoe size or click on the displayed sizes in the product detail.

Continue reading “25% higher conversion with size deeplinks”

Welcome to everysize TechTalk

Welcome to the everysize TechTalk blog, the hub for developers, analysts and online marketing expert. In this blog we will sporadically show you tips, tricks, hacks and bugs around the topics of usability, controlling, security and tracking – always from the technical perspective and insides around everysize.

We look forward to lively interest and constructive feedback and hope to help you with our insides. Sign up for our everysize TechTalk newsletter to be notified about new posts.