Published on February 28, 2014
M-Commerce: Converting Browsers To Buyers On Mobile 28th February 2014 © Emarketeers 2007
Mobile connects all channels
Put simply: “Customers consuming our content, browsing our products and services, engaging with our brand on social media, sharing their experiences with their friends… are extremely likely to do those things on a mobile device depending on a number of factors that are beyond our control” BUT Not always beyond our detection AND Surely not beyond our wits to make seamless and elegant?
So what do we do?
So what do we do?
Ask different questions Not “How do we get people to convert on mobile?” But “How to we ensure the experience of our website, products, ecommerce, social media, content etc. is optimised for mobile”
Ask better questions Not “How do we create the same experience on mobile as desktop?” But “What information can we gather to inform us about what our customers are looking for when they’re browsing on mobile rather than desktop?”
Device agnostic content
Droplet: what we’ve learned so far Listed by influential news site Mashable as a “Top 25 UK Startup” 5,000+ registered users, 300+ merchants in London and Birmingham First two Enterprise merchants in place: Chiltern Railways & Birmingham City Council London launch from Apple's flagship Regent Street store Television coverage on ITV and BBC, and radio on BBC WM National press coverage in The Daily Express, Guardian, Observer Featured as a “future global giant” in the Sunday Times “The most exciting start up I’ve written about all year” Editor, TechCrunch Management Today “Top 5 UK Payments Startup”
Some numbers… On average mobiles account for 31% of site traffic in the UK, according to Mobify. This compares to 47% in Australia, 40% in Brazil, 34% in South Korea, 31% in the US and just 8% in France. According to IMRG mobile commerce grew by 254% between 2010 and 2011, and by a further 300% between 2011 and 2012. Affiliate Window's m-commerce figures from December show that 14.72% of all sales were through mobile devices (including tablets), up from 12.3% in November.
Beware the self-fulfilling prophecy A survey of 1,000 UK smartphone owners published in November 2013 found that the use of m-commerce has remained relatively stable in the previous 12 months, suggesting that it’s failing to catch on with consumers. Orange’s Exposure report found that 29% of smartphone owners had purchased an item using the mobile web in the past six months, compared to 24% in 2011. This is despite the fact that smartphone ownership has increased from 41% to 49%, which you would think meant that people are becoming more comfortable with the technology.
1. Eating your own dog food If you’re seen to be doing anything in mobile, your website has got to work No difference… Separate “m.” site No longer needed...
1. Eating your own dog food Proper responsive design
2. To app or not to app Why are you building an app? • Our competitors have got one? • Company director said so? • “So people can view our website when they’re offline?” ARE YOU KIDDING?!
Native apps vs web apps Native apps Web apps Cost ✓ ✓✓✓ Cross-platform ✓ ✓✓✓✓ Reach ✓ ✓✓✓ Speed to market ✓✓ ✓✓✓✓ Functionality ✓✓✓✓ ✓ Off line use ✓✓✓✓ ✓ Security ✓✓ ✓ Robustness ✓✓✓ ✓ Marketing Platform ✓✓✓✓ ✓ Analytics ✓✓ ✓✓✓
Native apps vs web apps What can an app do that a webpage can’t? What can you do with access to onboard GPS, compass, video camera, accelerometer, microphone?* The power of geo-location Ease of access Security
3. What’s your app’s value proposition utility entertainment information gaming
4. Adoption Strategy • Build it and they will come – won’t work • Nearly a quarter apps are used once then forgotten • How are you going to get customers to download and use your app? • App Store / Android Market is the shop window • Icon is important marketing • Needs its own entire adoption strategy
5. Operational considerations • How does mobile ordering integrate into your order fulfillment? • What do you need to do so click and collect orders are treated in-store in the same way as customers? • How will you integrate systems so you can identify customers in store at the end of their mobile journey (the most important bit!)
6. Usability • • • • • • Graphic design on touch screens ‘Touch-targets’ Haptics– visual, auditory… Ability to correct? Organise the UI especially for the thumb Avoid bespoke gestures
Are you asking too much? • Asking people to do a new thing in a new way is bound to lead to failure
So: how do we really improve conversion on mobile?
7. Identify…. Change…. Measure… Improve • Just like good web design • Where are people dropping out, getting stuck, giving up? • • • • • Emulators Real people in a lab Real-world ‘alpha’ or ‘beta’ User journey data Tap-stream feedback e.g. Keen.io or Mixpanel
7. Identify…. Change…. Measure… Improve
IT’S NOT ABOUT THE TECHNOLOGY • Strategy • Training • Communication • Measurement
Thank you! • See all our courses and events at: http://www.emarketeers.com • Or call us on 0845 680 1235 or follow us… @Emarketeers http://www.facebook.com/Emarketeers http://www.linkedin.com/company/Emarketeers https://plus.google.com/+Emarketeers
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