The impact of ecommerce purchases via mobile device, or Mcommerce, becomes more profound with each passing quarter. According to Goldman Sachs, mcommerce will encompass almost half of all ecommerce by 2018 – valued at approximately $626 billion. Research from PayPal indicates that mcommerce is growing at three times the rate of ecommerce overall. The trend among consumers is clear. And yet, Forrester Research reports that ecommerce businesses have been slow to adopt effective mcommerce strategies. In reality, that’s not surprising – creating a mobile strategy and building a mobile platform that works well requires time, money, technology, and expertise. But, an honest look at the industry will show you: it needs to be done. When you begin to evaluate an mcommerce strategy for your business, use these tips to stay on track.
When you design your mobile site, do not just make a miniature version of your desktop site. Remember: the experience of using a mobile device vs. a traditional PC is very different for the Internet consumer. Your mobile website should utilize scan-able content, intuitive navigation (think: thumb-friendly), and a short conversion path. Likewise, simplify the format of your marketing emails – since most users check their email on a mobile device.
Help users find the products they want quickly and easily. Consider your use of product categories and filters (e.g. best sellers, on sale, new items, etc.) – are they accurate and useful to users? More importantly, site search is one of the main tools customers will use to get around your site. Make sure your site’s search option works well and is a prominent feature on your mobile site.
Take time to understand your target demographics and how those consumers use their mobile devices. For example, tablets – which are considered mobile devices – are mostly used for completing purchases and researching products. Smartphones are mostly used for comparison shopping, couponing, and finding store locations/contact information. Using this knowledge, you can create more efficient and targeted marketing campaigns. For instance, you can push news and reviews about your products to tablets, and promotional offers to smartphones. Since lots of time on mobile devices is spent using social media, buying social ad space has good ROI potential.