So Ecommerce is a quandary for you? You’re scratching your head trying to figure out why your desktop visitors buy more products than on mobile?
Well, the answer is actually quite simple.
To convert your mobile visitors to customers, you must understand their mindsets. You see, mobile shoppers have different goals and obstacles than desktop users.
In a sense, you’re comparing apples to oranges and not comparing apples to apples. Therefore, it’s useless to compare results of the two platforms.
But dramatic improvement is possible. Insights can be gained by analyzing your visitors’ data. Notice the mobile bounce rate is higher, which is why time spent on your mobile site is lower.
All of this means first impressions are critical. You’ll have to make the best use of your mobile site to accommodate the desires of users.
(If you’re not able to do the work yourself, you must pick the right digital partner to do it.)
Emotions of shoppers
It’s all about earning trust. You must highlight reasons for customers to make the emotional decision to buy. The minimum number of reasons to list is five.
Obviously, your download speed should be fast.
Your benefit statements, or value propositions, must be effective – clear and concise to quickly pique the interest of your visitors.
In addition to your image, you must anticipate and answer questions consumers will have about your products’ and services’ utility WIIFM (what’s in it for me), convenience and prices. Your benefit statements must also include superb customer support and free shipping.
Don’t forget to make your contact information, especially phone number, easy to spot.
Capitalizing on insights
Note: It might take 50 percent more time for shoppers on their smartphones than it does on their desktops. So, it can be aggravating.
Email is an excellent way to bond with consumers, if you entice visitors to ultimately register to be notified for discounts, advice or unique offers.
But you’ll hurt your cause if you immediately push notifications. So don’t do it. And don’t outsource social-media engagement. While they work well on desktops, they don’t on mobile.
Make it easy for consumers to favorite certain products, and to make product and care-sharing rather evident. Don’t offer to sign up visitors to join your email list until their second visit. Be prepared to include a discount offer in the product or cart-share subject line.
Unless you’ve taken special measures for mobile, your site merely resizes your content for tablets and smartphones. This means the problem is that it’s too difficult for users to understand the content, especially a large number of reviews even if they’re relevant.
So don’t put them at the top. For higher conversions, your visitor must first see three to five of the most salient points of your product pages.
True, illustrations are important. But show the most-important ones all-at-once – not in a carousel.
Sealing the deal
Always remember your visitors are using mobile because they’re mobile, and not in front of a desktop.
You’ll want to use all the possible tools for shortcuts, such as auto-fill features of Google Chrome and PayPal.
At the same time, your shipping and return policies must be prominent. It must be easy to call you. Your customer support should be in real-time with a chat icon.
Again, showing your phone number is paramount.
Assuming you’re using cutting-edge security and reassuring your shoppers of your security due diligence, make the manual entering of customer information easy and give them an option of not requiring them to do it each time they shop. But ask them it’s OK to save their information.
Don’t assume the shopper wants to immediately complete the purchase. Many want to do it at home or at the office on their desktop.
So, make it possible for them to save and share shopping carts. Naturally, this necessitates features such as keypads, auto-complete and payment options.
From the Coach’s Corner, here is relevant information:
11 Tips for the Best Business Mobile Web Site — If you operate a retail business, it’s increasingly important for your Web site to be easy-to-use for mobile users. The use of smartphones and tablets is skyrocketing, especially among Millennials. Studies also show the majority of mobile aficionados use their devices to access the Internet. Such data continually changes — mobile sales and use of the Internet is consistently rising.
Strategies to Create the Best Possible Mobile Apps — Mobile apps are expected to support initiatives for a company’s return on investment. That includes competitiveness in the marketplace; efficiency; enterprise and consumer relationships; and revenue – better yet, profits would be more ideal.
Marketing Tips via Mobile Devices, Reviews, Coupons – Digital marketing opportunities keep growing and growing. For instance, 70 percent of consumers research product reviews while they shop in stores. Ninety percent are relying on their mobile devices as they make in-store buying decisions.
Your Mobile Site: 7 Precautions for a Top Google Ranking – With the skyrocketing sales of smartphones and tablets, comes a warning from Google. If you don’t have a mobile site, you should. And if you do, make sure it has what Google calls “mobile friendliness.” Here are seven precautions to take.
Dance like nobody is watching, because they are not. They are all checking their phones.