7 Mobile Marketing Tips to Increase Conversion - Put the Customer First: Trust, Efficiency, Design
While mobile devices are the preferred way for users to access
the web, desktop systems maintain the lead in online commerce. But
technological advances to mobile-optimized, user-friendly mobile commerce (mCommerce) is helping integrated marketers give desktop shopping a run for
its money. MarketingProfs has put together
7 tips for improving mCommerce conversion.
One of the top factors that mCommerce users are concerned about
is security. Using trust
marks on your site or URL demonstrates that your
site uses encryption to protect user data. As mCommerce users grow more comfortable with sharing their private information online, we will see this
area begin to outpace desktop commerce.
The design of call to action buttons is important in mCommerce.
Many users cradle their phone in one hand and use the other pointer finger to
press buttons, while some prefer to stretch their thumbs to tap buttons. For
this reason, not only is color and design important, but placement and size of those buttons. Don’t make your buyers work for their purchases.
Design User-Friendly Forms
Forms can be make-or-break for users. If it’s too complex or
contains too many fields, users may bounce off your site. Include only those
fields that are essential for your business needs, and make sure they are
clearly labeled, full-width, large and legible, etc.
Complicated checkout processes are a leading cause of cart abandonment,
particularly on a mobile device, so make checkout easy. Users may not want to
re-input all of their data or deal with payment details on subsequent site
visits, so ensure that site design allows for one-click sign in via trusted
sources, field autocomplete, and payment through trusted sites.
Speed it all Up
Slow page and site load times can also hamper consumer
conversion. Buyers often use their mobile devices for convenience, but slow
shopping and purchase experiences will undermine conversion efforts. Users are
not patient when shopping online; studies show that they will abandon a page if
it doesn’t load in 6-10 seconds. In order to ensure that your site doesn’t fall
prey to slow downs, simplify your site: include only essential information, get
to the point, keep images to a minimum, and avoid complicated design features.
Make Order Editing Easy
Give consumers options without risking a lost sale by allowing
them to easily edit their cart at checkout. Rather than sending away from their
carts and risking cart abandonment, use simple checkout features to allow
buyers to easily modify and save choices (size, color, quantity, shipping
details, etc.) without leaving the checkout step.
If purchasing merchandise from your site isn’t the final step
you want consumers to take, include a click-to-call option to easily connect
customers with representatives for your business. With the tap of a button,
your buyers can talk with someone about your business, saving them the trouble
of searching for your phone number or getting lost in the typical call matrix.
Companies engaged in mCommerce practices must prepare to meet the needs
of consumers, earning their trust and ensuring smooth transactions. The
customer experience is critical for mobile conversions, and the most effective
integrated marketers will ensure that no effort is spared when building or
enhancing their mCommerce sites.