Over the years, the use of mobile devices are on the rise which has resulted to massive use of mobile commerce (mobile sites). Given the fact the mobile usage is fast outpacing desktop usage; mobile commerce will soon become a norm rather than an exception. But sadly, a large fraction of e-commerce retailers haven’t yet awakened to the immense commercial potential of mobile.
No doubt, when it comes to mobile commerce (mobile sites), the usability of the design and features for potential customers who are using a brand’s site is a critical factor. According to statistics, Mobile commerce now accounts for over half of online sales in the UK. Mobile now generates over 30% of sales in all retail verticals. Yet another study reveals that 78% mobile searches for local business information result in a purchase.
Tips on How to Skyrocket Your Mobile Commerce Performance Effectively
The under listed are some steps (tips) etailers can take to improve their mobile performance.
1. Keep It Very Simple (Avoid Complexity & Ambiguity)
You must be familiar with the term “simple is beautiful!” But let us tell you, simple is useful too! Remember, visitors often shy away from complex designs cluttered with unnecessary design elements. So, it pays to keep your mobile site simple so that your customers and prospects are able to easily locate relevant information. Simplicity will make important elements of your site pop up.
2. Make Product Search Easy
Customers often use a traditional hamburger menu as the way to find products in brand catalogs, some of which include thousands of items. Coupled with the small screen, brands face a real challenge when it comes to increasing the conversion rates and RPV in mobile, especially when traffic to mobile is increasing
3. Ensure Large Buttons
Ok! Time for a reboot! How many times have you left a online store and went to another one when accidentally hit something else trying to add items to your shopping cart? Why did you do that? Probably, because you weren’t able to click the back button quickly or worst yet, you weren’t able to locate a back button.
To make sure that it doesn’t happen with your customers, you must do well to larger and easily spottable buttons. BuzzFeed cleverly uses menu items enhanced into large buttons at the bottom half of the screen to help users quickly select which option they’re interested in learning more about.
4. Send Push Notifications
It’s crucial to re-engage shoppers, and one of the best ways to do that is through push notifications.
When shoppers add items to their cart but do not check out, etailers “can send them a reminder with personalized details, like their name and cart time, to gently push them toward conversion,” Solano said.
Sending mobile push notifications using the app in-box, and sending emails at scale will “increase revenue exponentially, which more than pays for itself,” she pointed out.
Marketers sent 2.7 times as many mobile push notifications on Black Friday, and users opened those notifications 2.6 times as often as they normally do would, according to the Black Friday Mobile Report LeanPlum and Branding Brand released.
5. Add Muscle to Push Notifications
Make it easy for consumers to make a purchase when they open your push notification by giving them a seamless checkout flow, the report advises.
- Offer a sign-in option with stored information from the customer’s previous checkout;
- Add a progress bar if the process is long; and
- Offer streamlined payment with a digital wallet or Apple Pay.
Run A/B tests of all new changes against the original to continually optimize, the report advises.
6. Reinforce Site Security
Data breaches have become common, and they can cost etailers customers. Sixty-one percent of the online shoppers who took part in a recent survey said they would stop doing business with a company that experienced a data breach, Gemalto found.
Some of the main access points that need to be secured are mobile apps, mobile Web browsers and APIs, said Deepak Dutt, CEO of Zighra.
Existing solutions based on rules engines that look at device ID, blacklists and IP addresses are becoming ineffective as fraudsters change their patterns. Thus, it is paramount that etailers continue to monitor their site security and ensure necessary measures to secure their site
7. Provide Payment Choices
Given the ever-increasing cases of online identity thefts and credit card frauds, a fair share of shoppers are often hesitant giving out their credit card details. And unavailability of payment options forces them to abandon their shopping carts midway.
So, to ensure that your customers actually complete purchase process, you need to provide them with different payment options. Besides credit cards, you may offer the options of PayPal, Skrill and other popular payment platforms.
8. Remove Unwanted Buying Steps
Feeding in too many details just to buy a product may put off any one. Remember, most mobile customers prefer making purchases on the go and therefore they are less likely to make it through a lengthy checkout process without abandoning their carts.
Make sure your mobile website checkouts don’t include several steps. Do well to only include the checkout steps that are absolutely necessary. Express does well to pleasingly delight its visitors with a fairly shorter and easier checkout process.
9. Ensure Personalized Experiences
Info Tech Spotlight reveals that customers expect a VIP treatment from brands both online and in-person. Providing customers with the same personalized experience when shopping through mobiles can go a long way in boosting your bottom line.
A great way to interject a personalized shopping experience into a mobile commerce platform is to offer personalized product discounts and personalized product recommendations. So, consider offering features to encourage repeated business.
Shutterfly is a great example of a company that offers personalized experiences to its consumers. Shutterfly recognized the need to create a great mobile experience for their customers — and they delivered. Remember, personalized shopping experience across channels can increase sales by 40%.
Before you go ahead and apply these tips, check out these additional tips to maximize the impact and minimize the risks:
- Optimize your mobile site’s content with the best keywords.
- Resize images and content.
- Remove duplicate content/error pages.
- Test your mobile site on multiple browsers.
- Test your site on different screen sizes.