The hidden conversion funnel of mobile vs. desktop consumers

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Anat Goldstein, Chen Hajaj

Published: 2022, Last Modified: 04 Oct 2024Electron. Commer. Res. Appl. 2022EveryoneRevisionsBibTeXCC BY-SA 4.0
Abstract: 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).