On Cyber Monday this year, mobile shopping very nearly surpassed desktop shopping.
Mobile traffic set a new record at 47.4% of site visits, however, it only accounted for 33.1% of overall online revenue, according to Adobe.
This means that while mobile shopping and browsing rates were impressive compared to previous years, mobile buying still lags behind. More and more ecommerce shoppers are looking on mobile, yet many of them still make the final purchase on a desktop.
Why is this still such a tough issue for ecommerce? It’s likely because very few brands offer a great mobile shopping experience. Whether you have an app or a mobile site, it’s often harder for consumers to compare prices, find the right products, or input credit card information on a smartphone.
But it doesn’t have to be. The brands that provide a fantastic mobile experience actually see higher revenue, faster time to purchase, and higher overall customer lifetime value (CLTV).
How is your ecommerce brand thinking about mobile shopping? Here are a few tips on getting shoppers to not just browse, but actually convert and buy from your ecommerce brand on their smartphones.
Advertise on mobile-first channels
The best way to convert mobile shoppers is to first reach them where they spend time. If you’re bringing in more mobile traffic to your site, you’ll also have a higher chance of converting it when it arrives. Instagram, for example, is a great channel for reaching mobile shoppers via a combination of paid ads, stories, and influencer marketing. If you have a great mobile campaign that allows buyers to actually “Shop Now”, you can turn an impulse click into an impulse buy.
Have a fantastic mobile site
Once a mobile visitor arrives on your website via their smartphone, your mobile website better look absolutely perfect. It almost goes without saying that your website should be mobile responsive. But mobile responsive isn’t always enough. Today, buyers expect your site to be easy to browse through and easy to add products to the cart.
Sign in for a better experience
Many online stores offer a better mobile shopping experience if you sign up for an account with the brand. Signing in allows your buyers to save their favorite products for later, making it far simpler to come back later and buy the exact products they want on mobile. Even better, it allows you as a B2C marketer to engage buyers through email, since they have to sign up for an account with their email address. If a buyer abandons an item after favoriting it, you can then remind them to come back and buy — nurturing them to a purchase.
Explore an app
Some brands opt to build a mobile app that lets their most loyal customers buy even more easily. In addition to an account, a branded app often has even better functionality than a traditional mobile site, allowing buyers to save their favorite products, get custom recommendations, and rack up brand rewards.
Make checkout easy and fast
All too often, the checkout process is where ecommerce sites lose buyers. Mobile payment can be incredibly annoying if you have to fill out 30 fields on your smartphone, typing on tiny buttons on a small screen. That’s why so many people love Amazon’s 1-Click purchase feature: it’s easy to buy products on the go. All you have to do is click one button, and the product you want is on the way to your house.
With the right mobile strategy, your ecommerce brand can not only bring in online shoppers looking to browse your products but can also convert them to new customers. By creating a great mobile shopping experience, you can actually increase the revenue your ecommerce brand brings in through mobile channels.