Necessity is the mother of all invention. We are all well versed with this proverb; some of us know this all too better. The urge to create a global identity, increase business opportunities, and earn revenue has taken men and women to several corners of the world where they have created business solely to serve the mentioned purpose. They have invented business process models and ideas with the help of technology, which has driven the world economy to a different level. Whenever a new medium comes along, we apply conventions of the old method, this is our initial reaction. This has been the scenario for several decades for men and women in business.
Even after so many years things haven’t changed, people have not learnt enough. Especially in the case of ecommerce, nothing much has been practiced and changed to get the average conversion rates into the high single digits. The reason for this lag is our insistence on applying old patterns to a new method of selling.
Retailing was once a simple concept. It was based on four pillars-awareness, interest, desire and action. You open a store, advertise, shoppers visit and buy. The point here is before all this new online shopping experience, brick and mortar retail was a simple and straight line to follow. Today there is a strong mind shift between online retailers and their conversion. Things that were once obsolete are now the primary concern for all retailers.
Along Came Mobile Devices
All this was not enough and the old straight line of retail was not enough that along came mobile devices with their smart features. Mobiles shifted our thought pattern related to ecommerce yet again. After listening to so much, you may wonder what has all this to do with improving mobile conversion. Well, you have everything to do with mobile devices. The term “mobile devices” in itself holds a major key to modern day ecommerce. Though mobile devices refer to items like mobile phones and tablets with similar functionalities, yet there are significant differences between the two when it comes to ecommerce. How many times have you used you iPad to make an online product search? The number of search and purchase conducted over the phones is much higher than in tablets. A study conducted on this matter revealed annual ecommerce sales performed with a tablet quadrupled between 2012 and 2015, while on smartphones, they were more than double in the same time period.
A Cross Platform Affair
Optimizing websites and mobile apps for your retail ecommerce business is just like creating a virtual showroom, where the buyer can look for products, understand its quality and specification and then make a purchase if they like. It is essential to optimize for Smartphone conversions. You need a multi-device approach to sell online. Here are 5 quirky ideas you can use to maximize mobile conversion rates.
- Tweak Your Analytics to Get A Better Idea of the Role Mobile Plays in the Conversion Of Your Online Customer. Tracking mobile sale can be difficult as most of the time customers just use the mobile site to research about a product which may not turn into a conversion. Even with a full proof analytic set, tracking the performance of any mobile device is not adequate and accurate. To make this better and more effective for conversion tracking services like Google forwarding phone number or offering something similar can be a game changer.
- Offer the Option to Shop on Another Device. If shoppers are using mobile devices for research and other devices or desktops to make purchases, then why not make the process much easier for them? Allow your shoppers to save their shopping cart, create ‘wishlist’ etc. so they can research and shop from different devices without losing data.
- Always Be Extra Careful With Any App Pop-ups. Try using features and optimization techniques on your mobile app that will help the process of research and shopping easy for customers. App pop-ups and flash updates on the app frustrate viewers and hinders mobile conversion. So always say a no-no to app pop-ups, instead divert them to your desktop site.
- Try Using Device Detection to Optimize Your App. Each device has a different screen resolution, so one size does not fit all. Check your website on all devices for screen resolution, ease of navigation, font size, readability, etc. Use device detections feature to make your mobile app or website more accurate and alluring.
- Offer a Consistent Mobile Experience. Mobile conversions always include lead generation, so do not forget the pages that lead to your call to action page. Ensure that every page of the website and app is equally optimized to provide proper view and easy experience for customers. A customer should not see mobile view in one and desktop view in another. The experience a customer receives does matter and effect conversions.
It’s time to change your thinking. Check your data, perform research and then optimize your site and create mobile app. Do not use old methods to this new ecommerce trend, as that won’t yield you much positive results.