After generating more than £50million in revenue for its online retailer clients for the period of 2013, European affiliate marketing company, Optimus Performance Marketing (OPM), is closely monitoring the percentage of sales being generated for its top clients through different devices like computers, tablets and smartphones.
OPM specialises in generating greater sales for its collection of clients, with expertise in the area of dedicated affiliate programme management, affiliate marketing training and consultancy. The company works with a range of online retailer clients which fall under a vast array of different sectors including fashion, pharmaceuticals, jewellery, furniture, daily deal sites and visitor attraction sites.
Patterns spotted with regards to the fashion sector highlights that so far in 2014 there has been a significant increase in OPM’s clients making an increased number of sales through smartphone purchases. One of OPM’s biggest fashion retailer clients saw just 1.6% of its sales come through smartphones in 2013, yet since January smartphone purchases have accounted for 6.5%, indicating a 397% year on year increase in smartphone sales. A similar trend has emerged for a voucher site client of OPM, which has seen its sales generated through smartphone increase in percentage from 3% in 2013 to 22% this year, an increase of 735%.
After studying the results of two of the furniture brands on OPM’s roster, the company noted that one company’s sales generated by tablet device purchased had enhanced from 11.4% in 2013 to 17.6% so far in 2014 (a year on year increase of 153%). The second company had also seen a year on year increase of 134% for purchases made through tablets.
Looking at clients from a wider angle, with regards to the total revenue made in 2013, 81% of sales were generated through computer sales, whilst 16% came through tablet devices and 2% came through mobile. For the first two months of 2014, computers have produced 69% of client sales, with tablets accounting for almost a quarter of sales (24%) and almost 6% coming through smartphones.
Mark Russell, CEO of OPM, said: “We are constantly striving to improve our services to clients. One of the ways to do this is to monitor exactly how different sectors are making the most sales, and for which platforms they need to see improvement.
“From simply looking at the first two months of sales activity regarding some of our top clients, it is clear that 2014 is going to be a turning point with regards to more and more customers using their smartphones and mobile devices to make purchases.”
