Mobile Usage Flourishes; Make Sure You Are Covered

The days of the ‘surf­ing the web’ pri­mar­i­ly on one’s desk­top are quick­ly fad­ing.

A few years ago most of us would browse web­sites and check our email on our PCs- whether at home or at the office. Why? We got bet­ter expe­ri­ences on the larg­er screens; smart­phones were too small and few web­sites or emails were mobile friend­ly.

And few shop­pers bought online as the brows­ing and check­out expe­ri­ence was just too oner­ous.

Times have changed, and in 2015, we see for the first time that more users are browsing online stores and checking their emails via their mobile devices (think smartphones and tablets) vs their PCs.
And purchasing on mobile devices has jumped over 30% of the total online sales.

Check out the growth of mobile online activ­i­ty from IBM data for the last 6 years. (Thanks to Silverpop’s Erinne Mejia for shar­ing this data on a recent AMA webi­nar.)

Where are the biggest usage increas­es com­ing from: smart­phones or tablets?

You guessed right if you said smart­phones. Why? Smart­phones’ screens are grow­ing in size cou­pled with bet­ter shop­ping user expe­ri­ences (respon­sive design ensures the web­site mate­ri­als are pre­sent­ed opti­mal­ly on dif­fer­ent sized screens) — result­ing in much high­er num­bers of smart­phones being used for shop­ping activ­i­ties.
Still a chal­lenge: con­ver­sion rates on smart­phones

While con­ver­sions (defined in this case as online sales) on mobile devices are improv­ing, smart­phone con­ver­sions still lag the rates of desk­tops and tablets.  Smart­phones’ con­ver­sions of 2.4% are less than half that of tablets and desk­tops.

Giv­en the increase in smart­phone usage, we mar­keters and mer­chan­dis­ers need to focus on improv­ing this con­ver­sion met­ric.


So what can we do to increase conversions?


  1. Improve the shop­ping expe­ri­ence

We know that the typ­i­cal user spends less time brows­ing a site on their phone- around 3 pages less on aver­age- than on a PC.  And the chances are that with less time spent on the site- the user is less like­ly to find exact­ly what they are look­ing for- reduc­ing con­ver­sions.

If we invest in opti­miz­ing the pages through mobile friend­ly sites, users will spend more time brows­ing pages- rais­ing the like­li­hood of sale con­ver­sions.


  1. Be obvi­ous with the offers and check­outs


Offers can­not be sub­tle on a smart­phone. The copy and image must be large and clear. The email to the right does a decent job of this.

And since there are no mice to click offers on cell phones we need to make the offers eas­i­ly acces­si­ble with the use of a fin­ger.




  1. Remind shop­pers about offers through Remar­ket­ing and with Cart Aban­don­ment emails

The high­est con­ver­sion rates of all take place with cus­tomers who have vis­it­ed your site, and even bet­ter, put prod­ucts in their carts. Make sure you have a pro­gram to remind them of your offer­ings if they aban­don their ses­sion.


  1. Opti­mize the sub­ject lines on emails

Email is typ­i­cal­ly accessed on a smart­phone that has lim­it­ed space to dis­play copy. So be sure you engage your users with com­pelling and lean sub­ject lines that present them­selves well on mobile devices. And be sure to use the pre­view line (below the sub­ject line) to con­vey more of the mes­sage.

The good news is that our smart­phones- the devices we have with us at all times- are pre­sent­ing bet­ter user expe­ri­ences which lead high­er usage and con­ver­sions. We mar­keters need to ride this wave by con­tin­u­ing to invest in bet­ter expe­ri­ences and oth­er mobile best prac­tices.


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