Why Audience Segmentation is the Key to Successful Mobile Campaigns

Written by Tim Edmundson

What’s Going on in the Mobile World

Mobile constitutes a growing portion of all Internet traffic; in fact mobile usage overtook desktop in 2014, accounting for 60% of time spent online. But the conversion rate from mobile remains low. Mobile devices are often used for research rather than purchase. Perhaps this is because mobile functionality is optimized for every section of the funnel until users reach the point of sale.

The user experience starts out as smooth sailing. Mobile’s capabilities are uniquely suited to satisfy users the second they feel that pang of desire for a product, taking them through a sea of information all easily accessible on their mobile device. But users tend to drop off before making a purchase, largely because there’s no universal standard for website navigation on smartphones – not when you’ve got to account for any combination of screen resolutions, formats, and orientations. But it doesn’t have to end with a sinking ship, it can be the beginning of an opportunity.

It’s helpful to keep in mind that the path to mobile conversion is different: it doesn’t necessarily mean purchase only. It could mean a customer searching for store directions, calling a business directly, visiting in person, downloading an app and then making a purchase, or engaging in shopping that starts on mobile but ends at the desktop.

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That’s where SteelHouse comes in – real-time segmentation helps you identify the right audiences so you can craft the perfect message, no matter where they are in the conversion funnel.


Real-time Mobile Segmentation Just Got Real

SteelHouse has extended their award-winning segmentation engine to now provide unprecedented flexibility over targeting mobile audiences. With CANVAS, marketers can segment by device, against any shopping behavior, all in “real-time”. This real-time feature is exclusive to SteelHouse, not offered by other display platforms in the industry.

Marketers can view their current onsite audience from an intuitive, adjustable dashboard and create unlimited audience segments; all in real time. Simply by moving a slider, marketers can easily segment based on any number of behaviors and activities:

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Based on these options, CANVAS shows you how many people are in each segment at any given time, as well as each the predicted conversion rate. Ultimately, this gives brands the power to drive more mobile site sales.


SteelHouse Customers are Blown Away by their Mobile Campaign Performance

An early adopter of mobile segmentation, a well-known lifestyle apparel brand used CANVAS to test targeting both “Cart Abandoners” and “Repeat Visitors” with mobile campaigns.

Cart Abandoners consisted of anyone who had added items to their cart. This group received custom carousel ads which displayed the items left in their cart.

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Repeat Visitors have visited the site more than once in the last 30 days. Since they have not shown as much intent, they received a general promotion ad that displayed recently viewed items.

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Mobile’s Hit a Milestone

Last year’s holiday shopping season saw mobile traffic surpass desktop for the first time ever, with 52% of all online traffic coming from smartphones and tablets. That’s a huge opportunity for marketing, but it’s critical that campaigns are smart and segmented to reap all the benefits that retargeting on mobile has to offer.