Clip 5 - Anderl et al., 2016 - Device Switching (cross-device journey) another article

5 important questions on Clip 5 - Anderl et al., 2016 - Device Switching (cross-device journey) another article

De Haan et al., 2018 looked into what happens when people switch device during their online path-to-purchase. What did they look into?

What happens when you switch from a more mobile (smartphone) to a less mobile (desktop) device along the journey?

What did the article find with regards to cross-device journeys?

When customers switch from a more mobile (smartphone) device to a less mobile divide (desktop) their conversion rate is significantly higher.

In which 3 conditions is this effect larger?

  1. Product category - related perceived risk is higher;
  2. Product price is higher;
  3. Customer's experience with the product category and the online retailer is lower.
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What do the findings illustrate with regards to the focus of companies?

Focus on conversion across the combination of devices rather than only one device. How important an Omnidevice approach is, integrate your devices.

Why do people prefer a desktop to make a purchase?

Due to the devices functionalities.

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