GENERATE LEADS WITH MOBILE MARKETING
30
WWW.HUBSPOT.COM
Assigning Value to Mobile
Even though we are in the early stages of calculating mobile ROI,
there are some companies who have made it a priority to figure out the
benefits of their mobile presence. Let's look at Adidas as a case study.
Adidas worked with iProspect to figure out whether or not they were
getting a positive ROI from their mobile app. Previously, the company
tried to calculate its mobile ROI and made the assumption that one in
every five people who clicked on the "Find a Store" option actually went
into the store.
Data showed 13% of people who come into an
Adidas store make a purchase. The average
order value of these purchases is $71. When
evalutating these figures, though, Adidas and
iProspect took into account that if someone
is actively looking at the Adidas mobile app
and searching for a specific product, they
probably have a much higher intent to purchase.
Considering all these factors, they estimated
that that there would be a 20% conversion rate
and an $80 average order value for visitors who
started on the mobile app.
After considering all of these factors, Adidas and iProspect concluded
they could assign $3.20 per-store-locator-click, a much higher value than
they had originally expected.
CASE
STUDY
