How to Turn Passive Mobile Browsing into Sales 2018 will see more shoppers browsing online shops and retail websites with their smartphones than ever. Many retailers spent 2017 improving their user experience and ramping up mobile strategies. The retail industry saw an […]
How to Turn Passive Mobile Browsing into Sales
2018 will see more shoppers browsing online shops and retail websites with their smartphones than ever. Many retailers spent 2017 improving their user experience and ramping up mobile strategies. The retail industry saw an increase in mobile traffic during the holiday season. But how does this translate into sales?
“Mobile shopping almost surpassed desktop shopping on Cyber Monday,” said Cara Hogan (Content Strategist at Zaius). Mobile traffic was a new record with 47.4% site visits. However, it only accounted to 33.1% overall online revenue according to Adobe.” Many shoppers prefer the convenience of shopping from their smartphones or tablets to compare prices and shop for products. For a variety of reasons, however, the majority of online shoppers still make purchases from their desktops.
You can improve your mobile marketing strategy in 2018 if your online conversions are slowing down. Hogan states that the best way to convert mobile shoppers to your site is to reach them at their place of business. You’ll have a better chance of converting mobile traffic to your website if you bring in more.
Hogan explains how social media marketing such as Instagram’s “Shop Now” button can help prospective customers seamlessly transition from a serendipitous product discover to a mobile checkout through an app or online shop. Find out which social media channels are most popular among your customers by doing some research. Facebook advertising might be a better choice if Instagram isn’t for you.
ASOS was able increase online orders by threefold and to get more than twice the return on their advertising spend with dynamic Facebook ads. ASOS targeted Facebook ads to customers who browsed the retailer’s mobile apps primarily.
Facebook says that ASOS can send users directly from its Facebook app into ASOS to view products they have viewed previously and give them personalized recommendations. This enabled seamless app browsing, with a simple mobile checkout. It was all done in the user’s preferred shopping environment.
Advertise on Facebook or your website if shoppers have already visited your site. This could increase the number of shoppers who are interested in your products. Perhaps the customer forgot to complete the credit card information or was too busy. Perhaps a targeted ad appears on the customer’s Facebook feed and reminds them to complete the process. Facebook ads are possible if you use Shopify, Magento, or BigCommerce for your website.
An Honest Look at Web Usability
Perhaps you are already using social media to reach key prospects and you still wonder why you aren’t seeing the benefits. Are you a mobile user and have you ever visited your website from a mobile device. Even though you may have one, it doesn’t mean that your website is optimized for mobile browsers. Your shoppers will quickly lose interest in your business if they have to zoom in and out to navigate. Shopify already has your website designed to be responsive to mobile devices. Ask customers if they have visited your mobile website and if so, what could you do to improve it.
Google team members Pat Meenan and Daniel An researched mobile conversions. According to their findings, the average U.S. mobile site was loaded in 6.9 seconds in July 2016. However, according to most recent data, 40% will abandon a page that takes more than three seconds to load.
An and Meenan found that mobile customers lost to conversions were mostly due to a lack of images and other elements. Both of these factors can slow down website loading speeds. According to the duo, web images should be saved as JPEG files. PNG files can increase loading times by up to twice. Your website will be faster if you compress and resize images.
Create Personal Accounts
Customers can create accounts on your mobile site. This will help you generate sales. Hogan says that customers can also create accounts through your mobile site to increase sales.
Retailers can also collect customer information such as email addresses to offer future promotions. Hogan continues by saying that if a customer abandons an item they can use their email address for reminders, to let them know when a limited amount of stock is available, or to tell them when the product will be on sale.
What retail looks like without net neutrality
Our website recently published an article explaining why net neutrality is important for retail. This was before the FCC voted on December 14, 2017, to repeal it. We are now looking at net neutrality in a world without it. Net neutrality guarantees that all websites have equal access to the internet. An independent ecommerce website can be reached as easily as Amazon, or any other large company’s site. Big retailers could have an advantage without net neutrality – nobody knows for certain at the moment. What will it look like if this is true?
Many internet service providers (ISPs), have their own media products. Verizon, for example, owns AOL. It also owns TechCrunch, HuffPost, and TechCrunch. The ISPs have the power to make their products and media sites more popular than those of others without net neutrality. This can be done by blocking or slowing down their competitors. Users with Verizon internet will have fast access to HuffPost news, but may experience slower loading times for Fox News and The Washington Post.
This means that large retailers with connections to ISPs may get more traffic and page views, while smaller retailers will struggle to keep their customers and remain available. ISPs are able to charge more money to companies so that their content loads quicker for users. These fees will be more affordable for large retailers than they are for small retailers.
Small businesses are not in a good position in this situation. These are extreme examples of what the internet could look like. As businesses have higher fees, it is possible that there will be both slow and fast lanes. We don’t know how fast those lanes will develop or how long it will take ISPs for that differentiation to occur. We will have to wait to see how strict ISPs are regarding blocking and censoring content.
17 states have filed lawsuits against the FCC over their decision. Politicians are also working hard to restore net neutrality. No matter what your position on the issue is, you can make sure that your voice is heard in this discussion. Independent retailers need to voice their opinions and not be silenced by larger corporations. Your representatives should be notified if you have concerns about the future success of your business.
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