Optimizing Cross-Device Experiences

 The Device Strategy Most Accounts Miss I just reviewed an account where desktop traffic had a 5.2% conversion rate while mobile was at 0.8%. Yet they were spending equally on both. The problem wasn't their ads—it was treating all devices the same when performance varied dramatically. Our solution? Complete device segmentation: ➡️ Separate campaigns for mobile, desktop, and tablet users ➡️ Device-specific landing pages optimized for each experience ➡️ Custom bidding strategies reflecting actual conversion data ➡️ Ad copy tailored to the user's device context After implementing this approach: 🟢 Mobile conversion rates increased to 3.7% 🟢 Overall cost per acquisition decreased by 41% 🟢 ROAS improved by 53% with no additional spend Device segmentation isn't just a minor adjustment—it's often the difference between profit and loss in competitive industries. When was the last time you analyzed your Google Ads performance by device type? #MobileOptimization #ConversionRateOptimization #GoogleAds #DigitalStrategy

You’re researching the food scene in Puerto Vallarta on your phone one afternoon. The more you research, the more sure you are that you’re due for a trip. Why not now? Why not buy the ticket? You open a new browser tab and look up affordable flights to Mexico. You find a deal and know you’ve got to jump on it fast, so you start to fill out your information to make the ticket purchase. Then you stop. You drop your phone and open your laptop instead, and you make the purchase from there. It’s an intuitive, connected process across the two well-worn devices. Most of us have had this experience or something similar. Why do we prefer certain devices for specific activities? Understanding the differences in mobile versus desktop usability is essential for design and research teams aiming to create seamless user experiences. Let’s get into it. Mobile devices are typically used for quick interactions and on-the-go tasks. Users expect mobile interfaces to be fast, intuitive, and efficient for brief interactions, such as checking information or initiating plans. Desktops are often reserved for more complex tasks or significant decisions. Users feel they have more control and can access more comprehensive information on desktops. They are more comfortable handling extensive content, like reading legal documents or making big purchases, on a larger screen. Given these patterns, it's crucial that designs are not merely replicated across platforms. Mobile designs should prioritize speed and accessibility, allowing users to achieve their goals with minimal interaction; and desktop designs should focus on supporting more complex tasks and longer engagement. Users have come to expect this kind of cross-usage amongst their devices—it’s not a hassle to them, it’s a habit. Effective design teams integrate cross-device usability into their process, ensuring smooth transitions between mobile and desktop. This provides the continuity of experience, behavior, and motivation that users have come to build their daily decisions around. For business owners, recognizing the distinct needs of mobile and desktop users will significantly elevate product effectiveness and customer satisfaction. If you're considering mobile usability testing to refine your offerings, now is the perfect time to start.

A Deep Dive into Cross-Device Tracking with BigQuery: Analyzing GA4 IDs 🔍 Understanding the cross-device journey of users is crucial in today’s multi-device world. By analyzing GA4 identifiers in BigQuery, you can track users across mobile, desktop, and tablet interactions, giving you a full picture of the customer journey across devices. Here’s how to leverage GA4’s Client ID and User ID for meaningful insights into user behavior: 1. GA4’s User Identifiers: Client ID and User ID: GA4 automatically generates a client ID and assigns it to a user’s device or browser, allowing for device-specific tracking. If your app or website has a login system, you can set up a user ID, which creates a single identifier for users across devices when they’re logged in. 2. Bringing GA4 Data to BigQuery for Cross-Device Analysis: Export your GA4 data to BigQuery to access and merge data by Client ID and User ID. This allows for deep, customizable analysis not available in the GA4 UI. 3. Querying Cross-Device Data with SQL: Write an SQL query to track a user’s journey across devices using Client ID and User ID. And let the query identify unique users by their User ID. 4. Mapping the Customer Journey Across Devices: By combining Client ID (device-level) and User ID (user-level), you can see how users interact with your brand across different devices. For example, a user might start on mobile, research further on a tablet, and make a final purchase on a desktop. Tip: Segment users by device type to understand which devices contribute to each stage of the funnel, from awareness to conversion. 5. Identifying Drop-Offs and Key Conversions Across Devices: Once you have a map of user interactions across devices, write an SQL query in your BigQuery console to analyze where drop-offs occur and which device is most frequently used for conversions. This will provide insights into device behavior at different stages 6. Visualizing the Cross-Device Journey for Stakeholders: Present your findings in Looker Studio or Tableau with visualizations that highlight device-specific engagement, drop-offs, and conversions. Tip: Use flowcharts or Sankey diagrams to show how users move between devices before conversion, making it easy for stakeholders to grasp cross-device trends. What are the benefits of Cross-Device Tracking in BigQuery? By analyzing Client ID and User ID in BigQuery, you gain: ✓ A holistic view of customer journeys across devices, helping you understand user behavior better. ✓ Insight into which devices contribute to which stages of the journey, allowing you to optimize multi-device experiences. ✓ Data to improve personalized marketing and device-specific strategies. Understanding cross-device journeys can be a game-changer in today’s digital world! #DigitalAnalytics #BigQuery #GA4 #CrossDeviceTracking #SQL #WebAnalytics #CustomerJourney #DataScience #UserExperience

Mobile optimization shouldn’t be an afterthought. Especially for industrial companies. Today’s B2B buyers are evaluating vendors from the field, on-site, or in transit. But many industrial websites still prioritize the desktop experience by default. That worked a decade ago. It doesn’t anymore. Mobile is often the 𝘧𝘪𝘳𝘴𝘵 interaction a buyer has with your brand. And if it’s slow to load, hard to navigate, or difficult to read , that opportunity may quietly disappear. So why is mobile still a challenge in the industrial space? → Older CMS platforms weren’t built with mobile in mind → Product data can be dense and complex, making it hard to format → Stakeholders often review designs on desktop only → "Looks good enough" is used in place of actual device testing Here’s how to start improving mobile UX without a full rebuild: → Design mobile-first → Simplify your navigation → Streamline product information → Test on real devices → Make responsiveness intentional In B2B, trust and credibility often begin with your website. If that experience doesn’t hold up on mobile, it’s a missed opportunity and possibly a missed sale. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone whose site still ignores mobile.

You Saw That Ad on Your Phone… But Bought It on Your Laptop, Right? 💡 Welcome to the fascinating world of Cross-Device Targeting, one of the most quietly powerful tools in digital advertising. It’s not magic, and it’s not just retargeting, it’s about recognizing that people move between devices constantly, and designing smarter ad experiences around that behavior. Let’s break it down: 🔄 It’s 11 PM. You’re scrolling through Instagram on your phone. You spot a sleek coffee machine. Intriguing.. but not tonight. Next morning, you’re back at your desk, logged in on your work laptop. Same product. Different format. Right timing. This time? You click. You buy. ☕ That, in essence, is cross-device targeting done right, treating the customer journey as one continuous experience, not a series of disconnected screens. Why does this matter? • We don’t make decisions on the first click. • Attention spans are short. Devices are many. • Consistency across platforms = Trust + Recall. Pro Tips for Marketers? ▪️ Customize creatives based on device type. → Keep it swipeable on mobile, detailed on desktop. ▪️ Set up frequency caps across devices. → Avoid bombarding the user on every screen they own. ▪️ Use sequential messaging. → Storytelling that unfolds, not repeats, across screens. ▪️ Measure cross-device conversions, not just last-click. → Your attribution model should evolve with your customer behavior. Got a “cross-device moment” where you bought something after seeing it on multiple devices? Share your story below! 👇 #DigitalMarketing #ProgrammaticAdvertising #CrossDeviceTargeting #CustomerJourney #MarketingTips #AdTech

You unlock your phone with Face ID, and your work apps are ready to go. You book a cab on Uber from your phone, step outside, and track it on your smartwatch. You check into a hotel through an app, walk in, and the doors slide open as your digital key activates. You don’t stop to think why these moments feel so effortless—because great UX is ubiquitous. You don’t think about breathing until you can’t. UX works the same way—its brilliance lies in being seamless across devices, platforms, and interactions. No one praises an experience that just works, but the moment something breaks— - A shopping cart that doesn’t sync between your phone and desktop. - A banking app that forces you to start over on a different device. - A chatbot that forgets your query when you switch from web to mobile. That’s when users feel the disconnect. With fast changing customer expectations, we believe great UX isn’t just about removing friction in one place—it’s about ensuring continuity everywhere, across all touch-points and channels... 🔹 Start a purchase on your phone, complete it on your laptop, and when something goes wrong with the delivery, we expect customer service to know everything about our purchase and whereabouts of the package. This is Total-Experience (TX)—where all experiences - Customer Experience, Employee Experience, User Experience, and Multi-Experience- are considered and are fluid across every touch-point. The best experiences don’t demand attention. They just work. What’s a product or service that wowed you because it felt truly connected across experiences? #UXDesign #MultiExperience #UbiquitousUX #SeamlessDesign #TotalExperience