The strong emergence of mobile devices (mobile phones, tablets, but also phablets) has changed the situation substantially, allowing Exploding mobile users when it comes to purchases, The “mobile revolution” is really here and its benefits are innumerable…
In fact, whatever the time of day and location, the chances of a mobile user browsing a business site are very high. According to an Adobe survey of mobile users (2014), 84 percent of mobile users primarily use their smartphones and 47% of consumers commonly use tablets to make their purchases, compared to 43% in 2013.
Create mobile experiences based on the devices used!
Today, half of French smartphone users (49%) have visited an online store in the past three months via their terminal (RetailMeNot study). This trend is forcing merchants to revise the shopping journey and renew themselves mobile strategy, because it is The entire shopping chain that has been affected : From finding stores and products to in-store advice and support. In addition, consumers often switch from device to device during the same transaction, adopting different behavior depending on whether they are shopping on a smartphone or tablet.
To improve the mobile user experience and drive buying action, Adobe recommends in its white paper “Mobile Marketing and Merchandising”:
- on smartphone : to facilitate research and filtering of results; Display the images of the searched products in the appropriate format. Another important point, he recommends offering 360° product overview to make the user experience more engaging and engaging;
- on tablet : Make sure the Add to Cart button is clearly visible and works correctly; To provide customers with the ability to purchase a product with a single click on an image, catalog or video.
Ultra-equipped customers need a seamless, integrated experience across all the devices they use. That’s why it’s essential to build a mobile experience based on the devices used.
How to make purchases on a mobile terminal?
Mobile customers connect from anywhere to quickly browse a site, check an item’s availability, compare prices, or get reviews and recommendations. So brands should be able to deliver personalized and targeted experiences to customers, wherever they are. Use mobile analytics tools to provide relevant feedback to customers:
- identify customer preferences through analysis of the data generated by each of these interactions;
- Analyze each customer’s journey across smartphones, tablets and workstations;
- Create key performance indicators tailored to each platform;
- Monitor conversion rates across devices to improve the experience at a particular terminal;
- Check conversion and abandonment rates for each terminal.
As we can see, in order to establish a lasting relationship, it is necessary to adapt the content to the personality, habits and behavior of the customers. According to a recent study by Forrester, businesses that personalize web experiences have increased their income by an average of 19%.
Of course, to be effective, companies must not only collect this data, but also gradually supplement this data. They will thus acquire better customer knowledge and act To take the guesswork out of marketing functions and provide tailor-made materials. Because knowing the browsing behavior of customers and the terminal used should be an opportunity for brands Create relevant and engaging mobile experiences,
You can also ask yourself the following questions:
- Does my customers’ behavior differ depending on whether they use their mobile device or their workstation?
- Has my customer downloaded our app? Does he use it?
- Did he search for our brand on Google from his tablet?
While mobile devices have revolutionized the way you shop, they also make it possible to improve in-store experiences. Indeed, an online store offers a wider choice of products than a traditional point of sale. Furthermore, out of 93% of consumers searching for a product/brand from their smartphone, 57% have visited the brand’s online store or mobile site. (Ipsos/Google study “Moment critical research”).
In France, in the first quarter of 2015, mobile devices (smartphones, tablets) accounted for 40% of the traffic done on commercial sites (compared to 31% in the first quarter of 2014) and 23% of online purchases (up from 17% in Q1 2014). Compete) captured – Source Demandware published in June 2015 ,
It remains to improve the customer’s shopping experience and optimize the offer support so that site visits from mobile turn into shopping cart verification.
Image Source: Shutterstock