WHAT WE LEARNED AT IRCE 2017- MOBILE COMMERCE BEST PRACTICES
Some tips and tricks…3 of 3
We hope you are enjoying our What we learned at IRCE series of posts. In case you missed it, here are links to part 1: Social Media Best Practices and part 2: E-mail Marketing Best Practices posts. This week we are putting the spotlight on mobile commerce or m-commerce to complete our IRCE trifecta. You may be asking yourself what exactly is m-commerce? Some will argue that m-commerce involves shopping through a mobile device (typically a smartphone), while e-commerce involves shopping online through your computer.
We would venture to say that in today’s world, where more and more users are accessing the web from a smartphone or a tablet, there is no difference between e-commerce and m-commerce. As a matter of fact, some web designers will advocate that you should build your site with a “mobile first” mentality. You must absolutely cater to mobile users in order to have a successful site. Why you ask? Here are some compelling statistics:
- 105 Million U.S. consumers have made a purchase online using their mobile device in the last 6 months
- eCommerce dollars now comprise 10% of ALL retail revenue
- 80% of shoppers used a mobile phone inside of a physical store to either look up product reviews, compare prices or find alternative store locations
Ignoring the trends can potentially means missing out on thousands in profits. Here are some tips we think will set you on the right path:
MOBILE COMMERCE BEST PRACTICES:
- Not mobile yet? Mobile optimize your site! A mobile optimized site is a must in today’s world. There are third party mobile commerce solutions out there that can help you build a mobile site from your existing online store. If you are using Magento, Crimson Agility can help!
- RWD is the word: Look for ecommerce platforms that allow you to seamlessly build a responsive website: RWD or Responsive Web Design is what you want. Whenever possible, choose a platform that allows you to build a site that looks good and performs well on desktop, tablet or mobile.
- Mobile App? It is not a necessity. Research your target audience and look at site traffic to determine where most of your traffic is coming from. You may want to consider the investment of building an app if most of your users are accessing your site via mobile devices. Make sure it is an app that customers want to use, not just for shopping. Building an app is not cheap, so always do a cost benefit analysis before making the investment.
- Omnichannel Marketing: Create a plan that supports customer interactions by building value-added services that weave through all channels – online, brick and mortar, social media, mobile, etc. For example a customer comes to your store, opts in for emails which you can then use for targetted promotions via social media or email – see last week’s post on e-mail marketing best practices for more information.
- Mobile First: Design and build your e-commerce site with mobile in mind. The trend is shifting towards a “mobile first design” mentality. Take a minimalist approach to site structure. Arrange the site in such a way that it would make sense to read from top to bottom…much like you would if you were scrolling on your smartphone.
- Tie mobile and social strategies together: Twitter, Facebook, Instagram, Pinterest, etc. all have integrations to both your website and mobile. Be sure you have a consistent strategy for online and mobile
- Go Native: Take advantage of native functionality of mobile apps. For example, leverage geolocation data and push notifications to present valuable messages and offers at the right time and place.
- Allow customers to manage their accounts via mobile: This is a huge loyalty builder. Managing their accounts in an impulse action that customers will want to take care of “now”. Make sure that shoppers can save products to their carts and complete the purchase later on another device.
- Tap to call: Make sure phone numbers on text push notifications are tap-to-call so that it is easy to place the call. Increase padding around clickable links so it is easy to tap on a small screen.
- Keep it short: Use images or infographics instead of a lengthy message that is hard to read while on the go.
In short, it is ALL about the user’s experience while they are browsing your site using a mobile device. Always test your site on several different mobile devices to make sure your content renders correctly. If the customer experience is poor, you might as well say goodbye to that sale.
Is your Magento site mobile reponsive? Ask us and we can do an assessment of your site’s mobile responsiveness and provide a free estimate for what it would take to get you there!
We hope that you found these tips useful. If you have more tips of your own or would like to comment on any of ours, feel free to comment below.
Until next time, let’s get social! Like us on Facebook, follow us on Twitter, Instagram and on Linked In.
Thanks for stopping by! We hope to see you next year at IRCE.
Crimson Agility Team