Why Mobile Matters
We say it again and again: Mobile Matters. The biggest shopping weekend of the year — Thanksgiving weekend – just proved it once again. The Custora E-Commerce Pulse summarized mobile’s growing share of the market over the shopping holiday weekend, and if that doesn’t prove it matters, than nothing will. (See highlights of the stats in the graphic.)
According to a Nielsen study, tablets are used for making purchases, research, and reviews. Smartphones, on the other hand, are preferred for comparison shopping, finding a store, and couponing. So a daily deal site like yours really needs to be mobile-ready to meet the needs of its couponing clients.
Read on to understand the mobile consumer, what’s needed, and how we can help.
Understand the Special Needs of Mobile
Using a mobile device to shop creates different needs for a customer. Consider the following:
- Mobile shoppers are generally on the go — so they want information quickly and easily despite the small screen. Load times of longer than 3 seconds are unacceptable, according to this Conversion XL article.
- Mobile devices are generally touchscreen — so the site links and buttons need to be designed for fingers and thumbs rather than mice and keyboards.
- Mobile Shoppers are dealing with small screens — so they need a clean, uncrowded interface.
- Mobile Shoppers are multi-channel shopping, creating a hybrid of resources between local brick & mortar shops, their computer at home and their portable device.
Essential: Site Design
Based on this information, you can guess that the design of a website for a mobile user has a different set of requirements for ease of use. Furthermore, a bad design is considered a deal breaker by 80% of customers who will abandon a site if they had a bad user experience (Limelight Networks, in., 2011).
What’s a Bad Experience?
- Links and buttons that are too small and require zooming
- Having to scroll left and right to find links, buttons or information
- Having too many steps to take or screens to get through
- Having to wait for content to load
How to Avoid This:
Call NimbleCommerce now to ask about:
- Our mobile-optimized designs for your website, for both iPhone and Android.
- Our SDKs for iPhone and Android mobile apps.
- The option to have us build fully functioning mobile apps for your site.
Essential: Shopping Cart
You probably already know that despite the steady increase in mobile purchases, it’s still a small segment of the market. The main trend is that Mobile drives traffic because it is research friendly, but does not drive many purchases because it’s not purchase friendly… yet.
Research suggests that 37% of customers who research a product on their Smartphone later go on to purchase that product on their computer, rather than their phone.
What Does This Mean?
It means that a significant percentage of smartphone-wielding browsers need to be able to swing seamlessly from screen to screen in order to convert on their terms.
What Are We Doing About It
Next year, NimbleCommerce will add a shopping cart tool to its mobile optimized sites. This will enable users to add items to their shopping cart on a mobile device and complete the purchase on their computer. As you would expect with a shopping cart, customers will also be able to purchase multiple items at once.
According to Litmus, 47% of all emails are now opened on a mobile device. . However, average mobile device users spend only a few seconds reviewing their email. Our research suggests that mobile users make a gut reaction decision based on the ease of appearance: if they don’t like the design of the email, they will most likely delete it after just a few seconds.
How to Avoid This:
Call NimbleCommerce to ask about our responsive email design, offered upon request.
This design changes based on the device being used. Notice the difference in the two screenshots below: the mobile design is cleaner & simpler with large buttons that are perfect for fingers and thumbs.
Ways to Further Optimize Your Emails
- Keep your subject line short: 50 characters max.
- Use Larger Fonts (13px or greater).
- Be Less Wordy – Use short, snappy content.
- Prominent Buttons: Make it is easy for customers to do what you want them to do.
Essential: Location-Based Marketing
Location-based advertising allows businesses to reach relevant mobile audiences. Recent studies have shown that consumer attitudes to being tracked by marketing are now more favorable because it helps decrease the internet noise. This article by Sarah Suddes sited that location-based advertising performed twice as well as other forms of digital advertising.
What to Do Now:
Call NimbleCommerce and ask about our Geo-Location service. This system locates the closest deal to the customer within a pre-defined radius. It’ll satisfy that local multi-channel need, common to most mobile shoppers, in a snap.
Be Mobile Ready for Merchants Too
After all, merchants are just like everyone else, using their mobile devices on a minute-by-minute basis to research, socialize and to do business. Let your merchants know what you can offer them for smooth business processes.
What to Do About It:
Tell your merchants about our free Merchant Redemption Mobile Application through iTunes (iOS) or the Google Play store (Android).
Launched in the summer of 2013, this mobile application allows merchants to process customer vouchers using their Apple or Android mobile phone.
Save your merchants time, effort and the cost of expensive scanning devices.
All they do is scan the barcode on the voucher with their device and redemption and tracking happen automatically “behind the scenes.”
If you want to customize this application with your brand, call NimbleCommerce to get more information on our premium version of the Merchant Redemption App.