Three Great Ways to Provide Value Through Your Mobile Experience
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Ecommerce has become a powerful force in recent years, and it may not be too long before it completely overtakes brick and mortar as customers' preferred method of shopping. After all, mobile commerce (mcommerce) is rapidly gaining ground as an alternative to shopping on a desktop or laptop computer.
In 2019, mcommerce comprised over a quarter of total ecommerce sales — more than doubling its share since 2015. And mcommerce is showing no signs of slowing down either, with the market predicted to hit $284 billion, or 45%, of the total US ecommerce market in 2020. Smartphone-based sales are set to increase from $128.4 billion in 2019 to $418.9 billion through 2024, with sales originating from tablets predicted to rise from $29 billion to $69 billion in the same period.
This puts enormous pressure on brands to provide their customers with a seamless and engaging mobile experience. Here are five ways to achieve just that.
#1 Social Media Integration
Perhaps one of the biggest drivers of mcommerce comes from social media. It's no great revelation that we humans spend an inordinate amount of time scrolling through various news feeds, liking pictures, posting status updates, sharing interesting articles (hint hint) and more.
However, aside from these functions, when we are spending time on our favorite social media platforms, we are also being exposed to an enormous amount of marketing from targeted advertising. There's an old(ish) saying that users are not Facebook's customers, they are Facebook's product, and this has never been truer.
Many social media platforms — Facebook, Instagram, Twitter, Pinterest, et al — now have buttons that allow users to purchase products straight from their own UI. With the vast majority of social media browsing being carried out on mobile devices, the ease at which customers can transition from scrolling to shopping removes barriers to making a purchase.
We are likely to see this integration deepen even further as time goes on, so brands should make sure they are getting the most from their social media advertising through features such as buy buttons, a lightning-fast checkout process, as well as single-click registration using social media data.
#2 Recognize You Mobile Maturity
Brands are at different stages of mobile maturity. It's important to recognize where your company resides in order to craft an effective strategy — both for making the most of your present situation and planning to expand your mobile experience in the future.
Having an app and sending text message reminders/updates would be two examples of a brand just starting out in the world of mobile. They are generally experimenting with different mobile strategies on an ad hoc basis or as a way of complementing existing channels. Those at the intermediate stage will have mobile more established as a unified channel and will be seeing measurable returns on their investment as well as significant engagement from customers.
Finally, those brands which are expert level will have mobile as a core element of their experience and will include a full-functioning, optimized app complete with strategic in-app messaging. They'll even have a well-orchestrated, personalized push or SMS notifications, as well as a mobile-optimized website.
#3 Leveraging Mobile Technology
Technically, this whole article is about leveraging mobile technology, but here we're talking about the specific features on a smartphone or tablet which allow customers to have experiences which aren't possible — or at least are highly impractical — on other devices.
These features can include using the phone or tablet's built-in camera to capture credit card information and removing the need for customers to manually enter their details. Using location data to auto populate addresses is another great way to remove steps from the checkout process and thus barriers to making a purchase. Brands should also allow customers to set up a guest account for a one-off purchase, with the option to complete registration later.
When shopping on mobile, many people want to make a purchase quickly, so the amount by which you can cut down on the form-filling required will increase your chances of making the sale.
There are three amazing ways you can gain a better understanding of your mobile capabilities and start offering your customers the kind of smartphone- and tablet-based shopping experiences they demand. Mobile is only going to become more critical to ecommerce as time goes on, so those brands which can raise their maturity now are the ones that are likely to see the best results in the future.
Mobile experience is set to be a hot topic at Mobile Connect 2020, taking place in June at the Rancho Bernardo Inn, San Diego, CA.
Download the agenda today for more information and insights.
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