People are increasingly relying on smartphones for making decisions more so than on their laptops. The term mobile-first strategy was coined as a design principle, where building a website for smartphones devices takes priority over desktops. However, latest retail figures show that mobile-first is not just a design principal, but a way of conducting business. For e-commerce, the mobile traffic drives 60% of all traffic to retail sites with iOS devices accounting for large majority in comparison to Android devices. Consumers use their phones to compare prices and products, read product reviews and more. Moreover, the mobile phones now account for 41% of all orders converted on a website.
What are the advantages
By 2019, the number of mobile users is expected to exceed 5 billion. Having a solid strategy in place, you can tap into this huge audience and significantly grow your customer base. Given that only 16% of US merchants currently have a mobile shopping channel, adopting mobile-first strategy gives further competitive advantage.
It is also the shortest distance to your customer, with smartphones being always close at hand, it allows to be in touch with your customers almost 24/7.
You could take full advantage of mobile technology such as, GPS, cameras, fingerprint technology, data-collection and more, to create features that are unavailable to desktop users. Such consumer centric approach coupled with convenience helps make smartphones indispensable fostering even greater engagement with customers.
How to increase your customer mobile engagement?
The functionality and features of mobile sites are different from a desktop. The current experience of buying a product through a mobile is often convoluted with a long check out sequence and small images or fields that a user needs to fill out. This kind of buying experience doesn’t align with the way that modern consumers want to shop. Here are some tips to increase your mobile performance.
The mobile experience needs to focus on users what they want and do it quickly.
From functionality perspective, you will require, fast loading webpages and low bandwidth. First, 40% of people abandon sites that take more than 3 seconds to load.
More user-friendly integration with payment or online reviews services.
Since the screen space is limited, consider building a basic app that features large and high quality images of your product with easy zoom in functionality.
Allow easy sign in functionality that utilises the mobile fingerprint authentication with already stored information from the consumer or an autocomplete.
User friendly search and filtering options that limit the time it takes to find the product on a small screen.
Consider shortening the checkout process and utilising some of the mobile phones authentication or digital wallet functionality. If you can get it down to a single step, that’s ideal.
Stay in touch with your customer via push notifications to remind them of a private sale or an item left in the card.
Leverage in app social media channels for seamless integration and attraction of new traffic to the website.
Consider using geolocation, preferences or purchasing behaviour to better derive strategies to accomplish their needs.
It is time for you to view the mobile as a primary tool for your revenue and business growth and utilise this key channel for allowing people to research your product and connecting with your company.