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Why carrier traffic converts better than Wi-Fi traffic
As Affiliate Manager, I've received recently the same question from different partners; â??Why does carrier traffic perform better than Wi-Fi traffic?â??. The answer is actually quite simple: the subscription- or payment flow for users on a 3G connection is more convenient and user-friendly.
A Wi-Fi user has to enter his MSISDN (mobile phone number) or bank details before signing up. This is because it's impossible to automatically detect the info that is needed to bill a user who's visiting the website on a Wi-Fi connection. When the user is on a 3G or 4G connection (carrier traffic) we are able to detect their MSISDN (in most cases). This gives the opportunity to bill the user by just a single click on the 'purchase' button.
Because Wi-Fi users need to enter their mobile phone number or bank details on the payscreen, the conversion rate will usually be lower than carrier traffic (where the conversion is just one click away). As a result, Wi-Fi traffic will generally be less valuable.
So is Wi-Fi traffic completely worthless?
I don't think so! Because it's still possible to get some good conversions out of Wi-Fi traffic, but in another way. Dating or webcam offers, for example, work very well on Wi-Fi connections. Wi-Fi traffic is usually more stable and faster than carrier traffic, which makes it more suitable for webcam streams. Also the flow for dating offers is often the same on both connections, since users need to enter their date of birth, gender and email address.
Do you have more questions about nice targeting settings to convert your traffic? Don't hesitate to contact me on Skype (hendrikjan.trafficcompany).
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