By Madeline Ridd, Sales & Marketing
In 2019, we find ourselves more connected than ever to peers, family, strangers and, of course, brands. As a result, consumers are searching for companies and products on all sorts of devices, especially mobile. To read about why your mobile strategy should be coming hand-in-hand with your ecommerce strategy:
Why Should We Care About Mobile?
It’s no secret that the trends around mobile usage and media consumption are changing, but why exactly is it so important to be taking this into account when developing your media strategy? While the amount of time consuming actual “media” has decreased, mobile is increasing its share of this time. With the average user spending 3 hours and 43 minutes on a mobile device, it’s a fact that if you’re not mobile accessible, you’re missing out on a huge amount of time that you could be engaging with your audience. Additionally, 89% of shoppers base their choice of retailer on the quality of their digital interaction. Therefore, it is of paramount importance that the experiences that users have on a business’s site are easy, aesthetically pleasing, and fast loading, regardless of what their device may be.
Mobile Specific Adaptions
Besides literally being in customers pockets, there are several mobile-specific adaptions that help brands get closer to customers when used properly. Some of these can be done right in search, like a click-to-call button, or apps can be leveraged to create and customize something that is perfectly tailored to a company and what it offers. Despite it being some work to piece together what additions are right for you, the pay off can be significant when done correctly. In fact, the latest report from Criteo states that 67% of all ecommerce purchases are made from a mobile device, and shopping apps have a conversion rate of 21%; 3x higher than the standard 6% conversion rate of standard mobile web purchases.
Creative Implications: Formats Should be Optimized for Mobile
Another reason why websites must be optimized for mobile is from a creative perspective. Brands that go through all the effort of making a beautiful webpage that attracts and keeps customers should ensure these pages look equally nice no matter where, or from what device customers are searching on. Significantly, 85% of consumers will abandon a website due to poor design, and 94% of their first impressions are design-related.
Website and Site Speed Should be Mobile Optimized
Currently, almost half of all consumers expect a page to load in two seconds or less, however this stat is expected to rise with the introduction of 5G, which will increase loading speed, and customers expectations regarding website performance. If brands are not ensuring high speed access to their websites, you can see up to a 7% loss in conversion for a one second delay loading.
Checkout Process Should be Easy
Just like with everything mentioned before, the check-out process must be as easy as possible. These final few moments where the conversion occurs is really what everything boils down to – the sell. If a potential customer can’t make the purchase due to any number of reasons that occur with forms and non-dynamic websites, it’s very likely that they will not try again.
When it comes to digital, it’s easy to get caught up in how something looks on a desktop or a laptop, because that is where they’re usually designed. However, the reality of the current and projected ecommerce climate is that mobile is where most potential customers are searching. If brands are not accommodating to customers needs, they will go somewhere else that is. The average attention span of the modern consumer is 8 seconds (for reference, a goldfish’s is 9), which means that if brands can’t catch customers attention and then give them something new within that same time frame, then they can practically kiss that lead goodbye. The world of ecommerce is flourishing and there is a huge part for the businesses who can get onboard with the multi-faceted nature of how people access it. So, what are you waiting for?