#mobile conversion

No digital marketer will ever reveal the fact of how their mobile CRO is improving. Consider the current scenario, one will see that the mobile conversation is becoming more device-specific along with the increase in the number of mobile users and their browsing habits.

Before taking any initiative, one must look into the fact that mobile users accounts are far different from the ones who operate desktop. Consequently, one cannot draft the same strategies for both the users. To bring you closer to the aim of increasing mobile conversion rate, we have brought these tips that help you out. Check them out!

1. Keep your form short.

The lead capture firm plays a vital role in generating quality leads on your website. Filling a form on the desktop is difficult, but it’s incrementally poor to access on mobile. Only mobile users can illustrate how frustrating it is to fill a form on a small screen using their fingertips instead of a keyboard. For a stress-free and comfortable form submission, there should be manageable fields with enough dimensions. As a whole, you should provide ease to the users that help them shift effortlessly to further fields without any errors.

2. Expand Your CTA Buttons

Forms are not only the disturbing factor for mobile navigation, but inaccessible CTA buttons can be annoying too. You can’t improve the conversion rate when your prospectus is hitting on their screen continuously to convert. Appealing your targets is not everyone’s cup of tea as they have a lot of options to shift when your site (or buttons) are not respond. To make it bearable, one can customize there button size to 10x10.

3. Evaluate your media

There are a lot of variations available for a user to appeal on the desktop, as it becomes complicated to choose from mobiles. Mobile users are on the move, and thus they don’t bother to sit for longer to watch any introductory video about there past achievements or founder. It’s better to keep things short yet informative.

In case you are using videos, make sure not to extend the time more than two minutes. Moreover, you can also replace videos with other suitable visuals, such as infographics or GIFs.

4. Avoid overstuffing Your Pages.

Pages overstuffed with bulk of images are comparatively slow in downloading as compared to pages with fewer elements. It becomes a major obstacle in the process of mobile conversion optimization. Pages that don’t contain more than 12 images for the credibility of successfully converted visitors in bulks.

Point out images that have no value on your pages (not related to the text), and remove them one by one without hurting the page performance. Consider yourself, would you like to spend time on a website where there is a lack of textual information and images grabbing the substantial portion. The answer will be a big ‘NO”.

Conclusion

Are me aware that Apple's application store sells rich more applications inside of a month as compared so McDonalds does hamburgers? Do you'd like to learn question mark this exceedingly is considerable? It takes domicile because lately the Application Store attained in excess of 25 billion downloads and it is latterly on course to offer with regards to one billion each and every month.<\p>

Microsoft introduced a weekday ago that mobile visitors will surpass desktop site visitors through the abundant year 2014 providing ego in association with an issue when you have ipsissimis verbis if it's just optimized their websites in preference to mobile. Surmise a a great deal more pressing query turning into posed is whether or not the optimization needs to be produced insofar as slop as whether or not an zeal ought to be created?<\p>

Identifying the requirements of your sharing <\p>

Insurance services have got to first know very well what their budget is. Stand a comparison touching the studying costs as well seeing as how the mobile conversion costs in the beginning as well ceteris paribus in the time to come flawlessly far as upkeep as sublimely as changes are worried. Will your mobile website undo to get connected unto the Smartphone's GPS or any different story impure overall performance one linking in order to a phone number? Aside from that essential is grate connection for the reason that applications do not require all-knowing to run even though the mobile web does.<\p>

So mind-boggler carry through you may want Mobile Optimization? <\p>

In shape the culmination at the rear of optimization is just generating leads then moving over into a mobile website will probably happen to be adequacy. On the other hand, if number one are shadowing upon call into being import then a mobile application is unanswerable, fair versus the fact of the purchase value as regards the application obtained to begin in association with in addition to any entering plugging has a tendency to buy that could be frank to the customers. Your mobile answer usually must be developed with your commercial affairs and customers in your mind.<\p>

In case yourselves have a lot beside than ten percent of your client demographic as well insofar as jest market nowadays in harness with a mobile device, then you need to work in favor of a conversion either to an application of the website. In footband you are down subsequent to the ten percent, then you will want as far as occur re-evaluating the specific situation until that chiliagon creeps in the tolerance.<\p>

The wishlist feature is a simple yet powerful tool that allows customers to create a list of items that they “wish for”. They won’t necessarily buy all the products in the wishlist, but they certainly have a much higher likelihood of buying some of them. Wishlists also help retailers understand trends in customer interest so they can build future campaigns and stock inventory based on this data.

How wishlists help shoppers

1. Window shopping: The wishlist feature works for your e-commerce site in several ways – it allows visitors to window-shop with consequence – increasing the likelihood of conversion to a sale at a later point in time if the wishlist is used effectively by the merchant.

2. Return Visits: Research published by University of Glasgow shows that 74 percent of online shoppers in fact use shopping carts as an online wishlist. Wishlists can circumvent this behavior and directly store items for customers so that when they return they can easily find these sought after products again. By allowing returning customers to find their shortlisted items in one place saves customers a lot of time.

3. Future Purchases: Finding the right gift for someone is not easy. So when you do find it, you would want to latch on to it immediately. So if the customers’ credit card bill for the month is too high, or your timing for giving the gift isn’t right, they will be able to save the item to their wishlist and then come back some time later to buy the item.

4. Public Wishlist & Gift Registry: Wishlists can be private or public. With a public wishlist there is the opportunity for getting gifts. Much like in a registry. Customers can share their wishlist with their friends and family and get things they want rather than random gifts.

5. Narrowing down to the Right Product: The market is flooded with similar goods that serve the same purpose. Customers often use wishlists to shortlist all the products that they are interested in within a category and then research this wishlist further before finding one that they would like to buy.

These are just a few use cases of wishlists for mobile shoppers. Customers continue to surprise merchants with innovative ways of using wishlists, always resulting in an increase in conversions. Wishlists offer customers flexibility from searching products to buying them. E-tailers need to work hard to build a relationship with their customers and the wishlist is one way of building it in a robust and long lasting fashion. Want to know how retailers can take advantage of wishlist data effectively? Read our whitepaper on Wishlists.

About Us

At MartMobi, we believe that mobile is the present, not the future. We help online retailers go mobile with our m-commerce platform in less than a day, through both mobile commerce sites as well as our ecommerce app builder. We believe that this is a better solution than a responsive site because it is built ground-up for mobile shoppers, which is imperative to increase mobile conversions.

Our extremely friendly pricing allows customers with almost zero budgets to also increase conversion dramatically on mobile. We have taken great pains to make the entire process code-free, so it is really simple to use and ready to go.

Customer reviews are the key to selling more online. While ecommerce merchants have their own vanilla reviews, more trusted are reviews by users who have purchased the product and experienced it (a) first-hand and (b) for a while. User reviews answer important questions such as “Will this laptop start heating up after six months?” or “Does this dress shrink when I wash it?” These are questions that can only be answered by users and not by merchant reviews which are based on a one-time usage.

User Reviews Help Purchase Decisions

According to Nielsen, 84 percent of consumers are more likely to trust word-of-mouth recommendations from their peers than branded advertising campaigns. While the importance of reviews varies by category, they play a role in all categories, from electronics to fashion, groceries to books. Reviews allow purchasers to make decisions in three broad areas:

1. Is this the right product for me?

2. What alternatives should I consider before finalizing the product to buy?

3. Is the merchant reliable in terms of delivery time, originality of product, returns, etc.?

User Reviews Help Your Sales

Around 70% of online shoppers in the US say they look at product reviews before making a purchase. Product descriptions (by the merchant) don’t give accurate information on the product – rather they feel like glorified sales pitches. By integrating user reviews, merchants give vital first-hand social proof that consumers need from other users and buyers. Often, customer reviews have the final say in the consumer’s purchase decision.

63% of consumers say they are more likely to purchase from a site if it has product ratings and reviews.

The beauty of customer reviews is that they can be both positive and negative. This builds a realistic and wholesome picture of the product. Do NOT delete negative reviews because showing only positive reviews will NOT help your sales. Reviews can help your business by:

1. Building Trust: When customers see uncensored reviews on your site, it builds trust and develops long lasting relationships with them. This will also help them contribute to your reviews which will further the cycle of trust building, purchase and reviews.

2. Sales: Shoppers are often stuck in the process of decision making. This could be due to concerns about the product, the price, the alternative options or the merchant itself. Customer reviews help them come to a decision quickly and make the purchase rather than put it on the backburner. This reduces abandoned carts (which are a hefty 74% of all shopping carts). Reports show that stores with customer reviews see a remarkable increase in their sales.

3. User Generated SEO: Adding customer product reviews not only helps in convincing customers, but also provides tremendous SEO benefits. With new and unique content added to the page through different customer reviews, your page will rank higher for your organic keywords. Also, users tend to use words which are similar to search queries, so you will have better matches and higher rankings for converting key phrases.

4. Word of mouth: Integrating social media to your reviews allows customers to share their reviews on Facebook, Twitter, Google Plus and other social media. This gives your store social media coverage and a wider reach.

The biggest challenge in building a review system is to get your customers to review their purchased products. You can do this by sending them an automated email (be sure it is friendly!) a day or two after the product is delivered, requesting for a review. You could also innovate further and send them review requests at different points in the product life cycle (after six months for a camera or after a week for a dress). You can also offer incentives to reviewers – incentives go a long way in encouraging customers to take the time out and write reviews. Reviews are powerful decision making tools and can help boost your sales tremendously.

About Us

At MartMobi, we believe that mobile is the present, not the future. We help online retailers go mobile with our m-commerce platform in less than a day, through both mobile commerce sites as well as our ecommerce app builder. We believe that this is a better solution than a responsive site because it is built ground-up for mobile shoppers, which is imperative to increase mobile conversions.

Our extremely friendly pricing allows customers with almost zero budgets to also increase conversion dramatically on mobile. We have taken great pains to make the entire process code-free, so it is really simple to use and ready to go.

About 48% of the total online ecommerce market is held by the top 10 stores. Further, the next 100 stores hold about 83% of all web sales. So while the exploding growth in ecommerce is an encouraging sign for most budding online retailers, we need to dig deeper – beyond macro statistics – to understand the challenges in starting a new online store today, and what a merchant can do to get noticed, attract customers and drive sales.

According to Nielsen, the largest segment of mobile shoppers is the millennials. In 2014, sales from mobile devices is expected to hit 21% of all online sales, up 80% from 2013. Combining the two trends of exponential mobile shopping growth and the tendency to buy from mobile devices amongst millennials, we conducted some ethnographic research to understand the mobile shopping habits of 20-year olds.

The goal of this survey is to help new mobile stores get noticed and increase sales.

About the Study

The ethnographic study was conducted with 33 random people, distributed evenly amongst men and women, and all within the age bracket of 22-27. These participants were studied in natural environments including their place of work, study, play and stay. The focus was to understand their interactions with new (and hence unknown) mobile stores as opposed to popular online stores that have the luxury of being top of the mind for most shoppers.

For the purpose of this article, we will refer to such stores as “unknown” mobile stores. These stores were defined to participants as niche stores that hadn’t been publicized or recognized by mainstream shoppers – stores that a very small percentage of their social circles were aware of, let alone customers of.

Do 20-year olds buy from unknown mobile stores?

79% of the participants had bought something at least once on mobile (smartphone or tablet). The encouraging news for new mobile commerce merchants is that 42% of them have bought from unknown mobile stores. To reinforce the definition of these “unknown mobile stores”, the participants stated that these were stores that their social circles were not aware of and had not received mainstream recognition.

Why do people buy from unknown stores?

So what prompted these shoppers to buy from an unknown store rather than a popular (and hence reliable) brand? The two primary drivers for buying from an unknown store are product catalog and pricing. Further, almost 30% of the participants said that they fell in love with the brand and would like to go back and buy more from this store that they discovered. To summarize a general perception amongst the participants, they said it was “cool” that they know of a store that none of their friends have ever heard of. This also probably had something to do with the fact that all the niche stores were apparel stores with trendy designs that are not very common.

What convinces people to hit BUY in unknown stores?

Another notable trend in the data was the emphasis on user experience. Participants who had bought something from an unknown mobile store said they were hesitant to pay and make a purchase from the store because they weren’t sure if the store was for real. The impulse reaction was to hold on to the purchase and review the website from a laptop or a tablet. However, the experience that the store provided, its general look and feel and the checkout process either gave them the confidence or dissuaded them from making the purchase, depending on how authentic the experience was.

How do mobile shoppers find these unknown stores?

Discoverability is obviously a huge obstacle for new and unknown stores. So how did these shoppers find the stores from where they eventually made a purchase?

The two sources mentioned frequently by the participants were search engines and word-of-mouth (more than 55% each). Surprisingly, just 10% of the shoppers were redirected to the site from an email. And almost none from social media or paid ads. These statistics reinforce the shoppers’ self-image of belonging to a “secret club” that buys from very exclusive stores that most others have not heard of. Once a store goes mainstream and gets posted on social media or advertised online, it loses its “cool” factor and becomes a known store. At that point, the motivation to buy from that mobile store could be very different and are beyond the scope of this study.

Checklist for a new mobile store (apparel) merchant:

1. Either have a really trendy product catalog, or have the lowest prices anyone has to offer. 2. Make sure the shopping experience you offer is on par with the more popular stores out there. This is absolutely crucial for credibility and for shoppers to hit the BUY button. 3. Target the early adopters, the niche segment of shoppers who want to belong to the “secret exclusive club” and buy stuff that very few people know about. 4. Seduce (don’t incentivize) your early adopters to spread the word (ask them to share you awesomeness). 5. Make sure you are mobile SEO friendly 6. Build a brand that resonates with this target segment. Make sure your web copy, your emails, your logo and your overall user experience reflect the trendy product catalog you have.

About Us

At MartMobi, we believe that mobile is the present, not the future. We help online retailers go mobile in less than a day, through both mobile sites and native apps. Our extremely friendly pricing allows customers with almost zero budgets to also increase conversion dramatically on mobile. We have taken great pains to make the entire process code-free, so it is really simple to use and ready to go.

Conversion rates on mobile are abysmally low. In fact, they are less than one-third of desktop conversion rates for online retailers. Some of the drop-offs can be attributed to lack of purchase intent (shoppers who browse and research on mobile and buy on desktop or in-store). But many of the drop-offs occur due to a sub-optimal mobile experience. Further, it can be contended that with a superlative mobile experience, even those shoppers who intend to buy on desktop or in-store can be converted right there on mobile.

While mobile store optimization involves a wide variety of parameters that need to be considered, we contend that the strongest reason for a shopper to drop off before making a purchase is a tedious checkout process. As we say at MartMobi, a checkout optimized mobile store is a profitable mobile store.

Let us begin the checkout optimization process with a little theory. Dr. BJ Fogg, founder of the Persuasive Technology Lab at Stanford developed a behavior model with a simple equation:

B = mat (at the same moment)

This means that the Behavior of a shopper is a function of motivation, ability to purchase and a trigger to purchase – all occurring at the same moment.

In other words, if an online merchant wants to persuade a shopper to make a purchase, he needs to: a) Motivate the shopper to buy (prominent product reviews of happy customers, social proof, sense of urgency, speed of delivery, etc.) b) Make it easy for the shopper to buy (with a simplified and user-friendly checkout process) c) Trigger the shopper to buy (strong call-to-action)

Mobile Shopping Consumer Journey

If your store has a different consumer journey, you should have a really strong reason why. Once you establish your shoppers’ consumer journey, ask these 6 questions to figure out if your checkout process is at its optimal best.

6 questions to ask about your checkout process

1. Is the landing page what the user is expecting? Is it personalized for him/her? 2. Does search have autofill? Do you show similar products and accessories? Do your recommend products based on the shopper’s past purchases or profile? 3. Can the cart be accessed easily from any page on the store? Can the user both checkout or continue shopping? 4. Do you also support guest checkout and social login? 5. Do you support 1-click payments? If not, do you make the data entry as simple as possible? Do you pop a numeric keypad for the credit card number and an alphabetical keypad for the payer’s name? 6. Do you thank the customer for making a purchase and display a summary? Do you prompt them to make more purchases? If they checked out as a guest, do you ask them to create a login for loyalty benefits?

While m-commerce merchants (and e-commerce merchants who adopted mobile early to get a head start) focus on driving traffic to their mobile store, they don’t put enough thought into the mobile conversion funnel that is the ultimate barometer of business success. Often times, m-commerce marketing is a step-child to the more senior online store with opportunistic rather than planned activities that lead to a broken and leaking funnel.

At MartMobi we have developed a marketing framework that we call “the 3Cs of mobile commerce”. This framework can be used by mobile commerce merchants to plan their marketing activities and approach mobile sales with the same scientific approach that has become standard with online stores.

The 3Cs of Mobile Commerce

1. Covet:

Covet mobile shoppers. Don’t accommodate them. Don’t accept them. Anything less than coveting them will fall short of converting shoppers into customers. Be everywhere they are. Email, search and social are the biggest drivers of traffic to commerce stores, so make sure you are prominent on all platforms.

» Search: About 34% of all search traffic comes from mobile, so if you sell cameras then make sure you show up in mobile search results for “buy 12MP digital camera”.

» Social: Allow your existing users to share your products. About 75% of Facebook’s user base accesses the social network from mobile so you can safely bet that such referral traffic is going to visit your mobile store.

» Email: Send emails to retain your customers, or to acquire new ones. More email is read on mobile than on a desktop so once again, there is a good chance you will be driving traffic to your mobile store.

2. Coax:

Once the shopper lands in your store, do everything you can to coax her to buy. Given that our average attention span is now 8 seconds (1 second less than a goldfish), it is imperative to grab and hold on to attention by all (ethical) means possible. The most critical in-mobile-store factors that coax a shopper to purchase are:

» Navigability: 91.4% of users say that ease of navigation is crucial to the success of an online store. This helps them quickly find what they want before they change their mind or go to a competitor. Research from Compuware found that 40% of consumers will go to a competitor after a bad mobile experience.

» Fast Site Load Times: 91.2% of users say that load time is the most important factor for online store success. This is unsurprising because a 1-second delay in page response leads to a 7% reduction in conversions.

» Competitive Pricing: Needless to say, online shoppers are price-conscious. 21% users say discounts and promotional offers are the most important feature to consider for an online shopping experience.

» Transparency: One of the key factors for acquiring new users is to be thoroughly transparent about your business. Once a shopper makes a purchase and returns for future purchases, then she is already familiar with your store’s services. But the first time around, be clear about any additional costs, delivery times, stock-outs, return/refund policies, validity dates of coupons or any other issues that the shopper needs to be aware of.

3. Convert:

Shopping cart abandonment is probably the most frustrating problem that online merchants face. The average abandonment rate is 72%, with mobile having an abandonment rate of 97%. These statistics are from 2012, and the numbers have improved since then, but mobile commerce merchants could do a lot more to reduce abandonment and increase conversions. Sometimes mobile shoppers are using their smartphones only to research (ROPO – Research Online Purchase Offline) and that explains some of that monstrous abandonment rate, but the same shoppers have also maintained that user experience is the most critical factor in making a mobile purchase. In fact, 30% of mobile shoppers have stated that they abandon a transaction if the experience is not optimized for mobile. So what can a merchant do to increase conversions?

» Pay attention to detail: Tiny design details such as using “Buy” instead of “Add to Cart”, or adequate space between buttons to prevent accidental clicks, or colored buttons in prominent locations make a massive difference to conversion rates. Such details can easily be tested by putting out different versions and measuring the conversion rates.

» Convenience: Provide enough choice for shoppers to find their preferred payment mechanism, but also keep the process to as few clicks as possible. Make the shopping cart easy to edit and update. Bring up the right keypad at the right place (numeric keypad for filling the credit card number versus alphabetic keypad for filling out the name). For returning users, allow 1-click purchases, while first-time buyers should be able to do a guest checkout.

» Trust: Security is one of the biggest apprehensions of the mobile shopper. Alleviate such concerns by display secure site icons (which you should be approved for).

» Information: Different users have different criteria for deciding on a product. This criterion also varies by product line. Shoppers should be able to see a full-screen product gallery without much effort (and go back to the product page equally easily). Likewise, product reviews and testimonials should be easily viewable for those who value them (which is quite a few).