4 ways to optimize your ecommerce experience for Mobile

According to a study by Custora,  mobile traffic to e-commerce sites has increased from 3% to nearly 37% over the past four years. The convergence of mobile, cloud and big data is re-shaping how shoppers shop, and consequently, how retailers need to market to those shoppers. With over 80% of consumers using mobile devices, mobile as a business priority is no longer something that can be deferred until later for retailers.

While devising your mobile experience, it is imperative that you not cram desktop-like experiences on handheld devices. Instead, the goal of these mobile interactions should be to delight customers and to make their journey to purchase seamless and efficient. Smart mobile marketers will need to go beyond impressions and clicks, and think about ‘how’ consumers actually use their devices. To help you with this, here are 4 ways to optimize your mobile marketing strategy for your e-commerce business.

#4: Keep forms for mobile, simple

Designing forms for a smaller canvas can be challenging. No one likes filling out long forms, especially on a small mobile device with tiny keyboard. So it is best to minimize the amount of information you collect! Here are a few tips to ensure your buyer does not abandon cart right at the end of that funnel:

  1. Only capture data on your Checkout form that is absolutely necessary and relevant to the task on hand.
  2. Invest in technologies that help you identify the shopper and their context so you can pre-populate any information that is needed for checkout. For example, the mobile website should be able to fill in the city and the state once the user types their zip-code. Or better yet, auto-detect the user’s location and offer to pre-populate it for them as an option.
  3. Ensure that you support as many of the popular payment options as you can in a secure fashion to put your shoppers’ mind at ease.
  4. Keep the CTAs such as ‘proceed to checkout’ easy to reach without having to zoom in and out.

#3: Optimize email marketing strategies for mobile

Over 67% of shoppers use smartphones to check their email, so email marketing needs to be a priority in your mobile marketing strategy. Devising unique subject lines, keeping the content relevant and useful, and timing the delivery of email are all great techniques that many marketers are still trying to get the best results out of. But the magic that you create once that mail is opened especially on a mobile device could earn you the brownie points that you need to gain your customer’s attention and click to your website. Here’s how to ensure your emails make an impact on your customers using mobile devices:

  1. Reduce image file sizes- no one wants to wait for the mail to load. Keep those images compelling, sharp and quick to load.
  2. Fit it to the screen. Resize images to fit to small screens. Ensure that your emails render in an optimal fashion on the most common device platforms. Litmus has some great tools that can help you validate your campaigns before you send.
  3. Ensure links and CTAs (Calls-To-Action) are easy to click on handheld devices, by keeping them tall and wide. Also remember to space sufficiently between links, inadvertently clicking on the wrong link can lead to a very frustrating experience.

#2: Notify without being intrusive

Pop-ups and notifications are great tools even for mobile marketing. Notifications should be used to deliver value by navigating the customer to parts of your website that are applicable and relevant. This is tricky to accomplish particularly for mobile devices. So, here are a few points to remember while creating those notifications:

  1. Define the key segments of your website that you want to target through mobile devices, identify the right audience for each of those segments and ensure that your messaging is contextual and targeted
  2. Keep the text easy to read on smaller screens, without crowding the space on the screen making certain that your messages are actionable by using relevant deep links
  3. Make it easy for them to act on the notification – it is important to ensure that notifications are actionable and clicking on the notification to the next logical step in their journey.

#1: Make it easier for your customers to shop, with personalized and intuitive features

Shopping experiences are now journeys and each session is a step in that journey.  Tweet this!

You should therefore make it a priority to provide a delightful experience when customers interact with your brand irrespective of the device they are on. You want them to leave with a lasting impression that brings them back to complete their journey. On smaller screens, as on mobile devices, minimalistic and relevant design are key to driving the most impact. Here are a few checkpoints for you to keep in mind while designing an impressive mobile experience for your users:

  1. Optimize fundamental features (such as store locator) and content for mobile screens with easy-to-navigate, responsive websites and landing pages.
  2. Optimize design such as CTA buttons, the size of your ad banners and font sizes for smaller screens. Keep in mind both portrait and landscape orientations while designing for mobile.
  3. Consider, personalizing the customer’s shopping experience by identifying the shopper and their preferences regardless of the device they use. Retail Dive calls personalized content the next step toward mobile user experiences. (And, Swym can help you with this)
  4. Present links and content on the landing page keeping the user’s needs as the focal point by offering a limited number of choices- help the customer navigate through their path to purchase without too many distractions.
  5. Leverage social sharing and integration such as pinterest buttons and call buttons within social media ads to encourage word-of-mouth promotions

The mobile shift is perceived as a challenge but it really is an opportunity for brands to standout and improve their customer’s interaction with them. While doing so it is necessary to offer relevant functionalities to keep the mobile experience simple and engaging for the customer. Smart marketers that employ such mobile user experiences to create a coherent buying experience for shoppers will be best positioned to successfully navigate this shift.

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