Over the past year we have seen many changes in consumers, from their interests and needs to the way they try to satisfy them. In this transformation, which has not yet been completed, there is one channel that has been strengthened and that will become an important digital touchpoint with consumers: mobile devices.
When creating a business strategy, especially when it comes to marketing, it must be borne in mind that these devices are protagonists of the shopping experience. And as evidence of this, to date, 86% of consumers do research on their smartphones before buying a product or renting a service, even if they are on the physical premises. In addition, according to an e-marketer report, it is estimated that the M-commerce it will double before 2023.
The success of this type of strategy is based on user experience. So we thought of four important questions to consider when planning.
- To find out more, meet the “Consumer 2021” and prepare for the post-pandemic world
The first is: How is the experience that you are offering today? It’s not just about having a website, it is a user-friendly experience for consumers. 69% of digital shoppers attach great importance to simplicity when signing up on the website or in the mobile app, followed by ease of use during the entire shopping experience. Some recommendations are: Present the information so that the website remembers the shipping details so that the user does not have to enter them every time they buy a product and offer alternative payment methods.
The second question is: Are you measuring your website speed with the right metrics? Speed is essential, especially on cell phones. It’s not just how fast it charges initially, but there are several moments that can affect the overall speed. For example, the server’s response time needs to be checked, whether the content initially displayed is sufficient or whether users can interact with the page immediately without having to wait. Tools like Try my website or lighthouse can be very useful to make a complete measurement. This is important because if your website has a great mobile experience, users are 82% more likely to buy from their smartphone.
This is important as your website will have a great mobile experience / Image: Depositphotos.com
Third, it is important to question whether you are communicating the information that customers need to know. Remember that when buying online, there is no person who can explain anything to the customer. Hence, the products must be presented in the clearest possible way and offer a true representation of what they would look like in real life. For example, consider adding full descriptions of the dimensions and details of the materials, taking good-resolution photos, and possibly even consider augmented reality. The content online shoppers look for the most is price (70%). So check that it is always there and updated.
Do you already have your application? During the first quarter of 2020, the average weekly time people spent using mobile applications increased by 20% globally. These have become a fundamental link in omnichannel as they help consumers interact directly with the brand and allow the company to spot the buying trends of the customers thanks to the way they navigate the application. An app is also used to improve customer service. For example, you can reserve a product in advance, support the customer immediately through this channel, send notifications about your order, or add other types of services, such as:
- Learn more: This is the new consumer behavior in retail
Mcommerce is here to stay and now is the perfect time to be there. Consumer interest in purchasing from their mobile phone has skyrocketed over the past year, and brands have had to adapt in record time. However, digital transformation is your ticket to a new era of retail where your products are put right in the hands of your consumers.