The hidden conversion funnel of mobile vs. desktop consumers

作者：

Highlights：

• We compare online search behavior across mobile and desktop platforms.

• We use Hidden-Markov Model to capture the users’ stages (states) in the conversion funnel: research, decision, or purchase.

• We analyze the differences between the progress through the funnel of mobile and desktop users.

• Mobile and desktop funnels are characterized by similar funnel stages.

• However, a larger percentage of mobile visits resides in more advanced stages (where less cognitive effort is required).

摘要

•We compare online search behavior across mobile and desktop platforms.•We use Hidden-Markov Model to capture the users’ stages (states) in the conversion funnel: research, decision, or purchase.•We analyze the differences between the progress through the funnel of mobile and desktop users.•Mobile and desktop funnels are characterized by similar funnel stages.•However, a larger percentage of mobile visits resides in more advanced stages (where less cognitive effort is required).

论文关键词：M-commerce,Mobile,Conversion funnel,Purchasing funnel,Hidden Markov models,HMM

论文评审过程：Received 3 August 2021, Revised 27 January 2022, Accepted 9 March 2022, Available online 11 March 2022, Version of Record 15 March 2022.

论文官网地址：https://doi.org/10.1016/j.elerap.2022.101135