E-Commerce: Get More Sales From Your Mobile Customers

22 December 2016

E-Commerce: Get More Sales From Your Mobile Customers

Smartphones and tablets are everywhere and used by people of all ages. While it’s unlikely that B2B sales transactions will be greatly influenced by this in the near future, in the B2C world, it’s becoming increasingly important to tap into this mobile channel. In addition to being used by customers on the go, mobile devices are also popular for browsing in the home, to the point where some users may opt for tablets (possibly with external keyboards) instead of laptops/desktops. With that in mind, here are four top tips for making the most of mobile.

1. Speed is vital

Gone are the days when customers would simply give a resigned sigh as they waited for a dial-up modem to load a page. Today’s customers expect web pages to load pretty much instantly and, if yours doesn’t, they’ll soon move on to another site that does. This includes the checkout page, otherwise your hard work on the sales pages is likely to disappear in the frustration of basket abandonment.

2. Optimize for mobile (one handed) use

Desktop and laptop users have the benefit of being able to use two hands, a keyboard and a pointing device. Mobile users are generally holding their device in one hand and working it with the other. Therefore, all navigation needs to be both intuitive and straightforward. Again, this is particularly true for the pages where payment information is taken. In an ideal world, all customers would have a secure link to a mobile wallet, which would provide all their payment data in a click or two. In the real world, there are still many customers who either need or prefer to enter their payment details on a case-by-case basis, therefore there needs to be a hassle-free way for customers to enter a 16-digit card number, plus supporting details such as the cardholder’s billing address and possibly a separate delivery address as well. If they find this too much of a challenge, they will simply take their business elsewhere.

3. Make use of video

The smaller a device’s screen, the easier it is for the user to watch a video rather than scroll through text. On the other hand, users with larger screens, even bigger tablets, may prefer to read information at their own pace than to have to follow along with a video. Hence it is strongly recommended to use a belt-and-braces approach to presenting information: let users make their own choice between player a video and reading text. Steer clear of trying to force videos to autoplay, as this can annoy users.

4. Adjust your marketing to mobile

Social media apps are amongst the most downloaded and used apps in both the Google Play store and the Apple Store. Reach your mobile customers in the places they like to be by undertaking advertising and marketing activities on the key social media platforms, such as Facebook, Instagram, Twitter and Snapchat. If you already do so, double-check your content to ensure that it is accessible to users on mobile devices. As a rule of thumb, if you can put information into the form of a video or picture/infographic then do so and, if appropriate, repeat the information in text form, for users with access to larger screens.