Got a mobile phone? Then, you need to read this one!!
One of the fastest growing digital marketing strategies is mobile marketing whether it’s having a mobile website, running mobile marketing or mobile search.
All signs point to the fact that mobile is here to stay and play a bigger role in your online marketing.
How mobile is growing
According to the report published by Forrester Research back in January, smartphone sales accounted for 17 percent of the total retail sales in 2015. On top of that, the sales of mobile devices have grown steadily at an astounding pace of 53 percent year-over-year.
PayPal, on the other hand, divulged that between the years 2013 and 2016, the annual growth rate of mobile commerce from around the world is pegged at 42 percent, outpacing e-commerce’s seemingly paltry growth rate of 13 percent.
What is fueling mobile commerce’s rapid growth?
One of the main drivers of this growth is the increase in mobile device ownership. In the United States alone, it is estimated that there are about 200 million people who own smart devices.
Another factor that has worked to the advantage of mobile commerce is the wide acceptance of online shopping fuelled largely by benefits like convenience.
Surprisingly, it is not just the younger people who are getting onboard the mobile commerce bandwagon. According to a survey conducted by Verizon, 39 percent of baby boomers who participated reported that they have purchased through their mobile device.
The shift from e-commerce toward mobile commerce
One emerging marketing trend that experts are keenly watching is the shift from e-commerce toward mobile commerce. This does not come as a surprise considering the strides mobile commerce has taken in recent years.
These include the inclusion of buy buttons on social media platforms, the prevalence of commerce-enabled plugins on mobile apps, and the launch of mobile wallets.
PayPal has reported that 33 percent of online shoppers have used a mobile device to make a purchase while 64 percent of consumers have used apps to purchase products.
It is also worthwhile to point out that many consumers no longer view their devices as a tool for calls and messaging. Many consumers now view their devices as a transactional tool. In simple terms, the mobile-first era has begun to set in.
The importance of mobile site user experience
One notable prediction that experts are projecting is the increased prominence of mobile websites. Apps will continue to remain a vital component of a well-thought out mobile commerce and digital marketing strategy. However, experts are recommending the shift toward the idea of using apps for engagement instead of making purchases.
In its current configuration, mobile commerce gets its traffic, and ultimately, its sales, from platforms like online searches, newsletters and social media.
In fact, only a handful of larger entities have found success in using mobile apps as a key component for mobile commerce success. The rest of the players will need to ramp up their efforts on their mobile websites with a keen focus on user experience.
How to boost user experience
Here’s a checklist of the tasks that you need to do in order to improve user experience on your mobile website and grow your business with mobile users.
- Make sure that your calls-to-action are highly visible
- Menus should be kept short
- Make it easy for users to find and get back to the homepage
- Promotions should not get in the way of your mobile website’s content
- The search tool should be easy to find
- Make sure that search yields are relevant to queries
- Consider using filters to improve site search
- Allow your users to purchase as guests
- Do not require visitors to register before they can view your mobile website
- Make conversions easier by using the information you already have
- Add a click-to-call button which users can use when in need of assistance
- Enable users to complete their purchase using a different device
- Make it easier for customers to fill out forms and input information
- Keep form errors to a minimum
- Minimize the number of fields on your forms
- Optimize for mobile
- Give users the power to expand images
- Tweak your site’s design so that users do not have to zoom in on images
- Add high quality close ups of product images
- Inform users of the best orientation to view your website
- Avoid making users switch between windows
The growth in mobile devices has shown how mobile commerce is here to stay. Not taking advantage of the opportunities mobile devices present is a disadvantage for your business.
The increase in popularity of mobile devices has meant more transactions are occurring and e-commerce is growing!
Capturing attention can be difficult but the focus is now on the user’s experience. Improving your mobile website’s experience will encourage customers to make purchases and help you gain repeat customers.
If you want to exploit the e-commerce trends and improve your digital marketing strategy, contact Viva Results.