By Derek Broman, CEO of Discount Enterprises LLC
Mobile is such an important space for e-commerce stores of all kinds. Think about it: Consumers are in front of their desktop some of the time, but they are with their mobile device at all times. This is a massive opportunity to scoop up some engagement and conversions if your mobile game is optimized. As generations of people grow up with smartphones and enter the market, they will have lifelong familiarity with making purchases. Let's start with a quick definition of what we're looking for.
Mobile conversion is the percentage of customers who opted into your mobile marketing campaign out of the total number of people who saw it. Basically, the higher this number is, the better you're doing.
Increase the Speed of Your Mobile Site
Speed is consistently one of the best ways to improve mobile conversion rates. The truth is, people tend to bounce within seconds if your page doesn't load fast enough.
Your starting place for increasing page speed is following Google's best practices for mobile page speed. Optimize images, install a caching plugin system, and use a content delivery network to make the site move faster. Personally, I've found that abandoned cart notifications are particularly important. Mobile devices are distraction machines! It can be profitable to offer a one-touch option for completing the purchase if you find your business has abandoned carts.
Tap Into Urgency
Urgency is a powerful psychological tool in sales of all kinds. When we're talking about mobile conversions, urgency tends to happen through mobile messages that indicates the following:
- A fear of missing out on a limited offer
- Using time-sensitive urgent language
- Suggesting an opportunity for more offers if a current opportunity is acted on
For example, I might design a day-long campaign in which purchasing an item creates a discount on a supplemental item (e.g., buy these boots today, the socks are 50 percent off).
Personalize Your Marketing
Personalization doesn't just mean sending an email with a customer's name in it. It means using data to track when customers are most likely buy goods and what category of product they are interested in at that hour. If you can't do it by time (say, a weekly order for gourmet teas) you can always target your ads by geography. For example, I would be better off running snow pants ads in Northern states in winter rather than Florida.
Develop Trust and Relationships
Building trust on mobile platforms means preparing for mobile engagement with secure, one-touch engagement systems, sharing contact information to show that you are a real person in a real place and social proof. Social proof is providing testimonials and reviews for your products and opportunities for consumers to rate your products.
Always Check Your Practices Against the Best
Pay attention to your own mobile purchasing habits. See which systems are most appealing to you and try to apply them to your own store. Mobile e-commerce is one of the most rapidly evolving platforms in the industry. I would look at all of your mobile time as an opportunity to research which setup works best and make sure that your process looks current and is operating at maximum efficiency.
Derek Broman is CEO of Discount Enterprises LLC.