As personalisation and convenience drive Australians to shop online, there is an increased potential for businesses to win in mobile.
Research tells us that Australia’s e-commerce market value is anticipated to create approximately $35.2 billion by 2021, with 22 million Aussies predicted to purchase online. With over 20 years in the tech industry, I’ve seen digital retail practices evolve at an exponential pace with the shift from traditional brick-and-mortar to desktop and now mobile.
Purchases via smartphones are currently the fastest-growing retail commerce channel, and we don’t expect this to change anytime soon. Nearly 70 percent of digital media is consumed on mobile phones, making them the primary mode of consumer connectivity. However, according to Deloitte’s Mobile Consumer Survey 2019, only a quarter of respondents indicated a preference to make online purchases on their phone, over any other device.
If consumers are spending most of their screen-time on their mobile, but not making purchases there, then there is something wrong with the mobile shopping experience. It’s imperative that organisations are doing all they can to make the online store accessible and user-friendly.
Ensure your website is mobile-friendly
It’s important for organisations to enable a ‘mobile-friendly’ website so shoppers can easily use the site on the go. A user-friendly, streamlined design will increase the likelihood of a purchase being made through a smartphone. Web developers should opt for responsive WordPress themes, enabling websites to be tailored to different screen sizes and resolutions, without having to build this feature from scratch.
Progressive Web Apps or PWAs are another solution, allowing a site to have an ‘app-like experience’ within a browser. It was recently reported that Nova FM used PWAs to ensure their young, on the go audience could access their content anywhere, anytime.
Mobile sites also need to load quickly. Two seconds is the threshold for e-commerce website acceptability, according to Akamai. Yet, research by WP Engine reveals that only 12 percent of enterprises have an average website load time on mobile devices of under 2 seconds. In fact, 41 percent admitted it takes an average of five seconds or longer for their website to load.
Responsive Mobile Pop-up Opt-ins
Pop-up opt-ins are simple yet effective marketing collateral that help businesses connect with customers visiting online. Though pop-ups can sometimes be irritating, the reward for a business is undeniable. Many organisations have been able to increase customer email lists by implementing simple mobile pop-ups and offering an incentive to sign up like coupons.
For the online mobile shopping experience to be effective and enjoyable to the consumer, pop-ups need to be designed and optimized with a ‘mobile-first’ strategy in mind. There are templates designed specifically to turn mobile visitors into subscribers, and eventually customers. Developing and maintaining a detailed email list is imperative to the success of a business and means that customers will likely visit the site again, whether they are on mobile or desktop.
Create the Right Amount of Urgency
If customers feel they may miss an opportunity, they are more likely to complete purchases on the spot. Results can be achieved through a variety of messaging, such as timed sales, countdown trackers and stock level insight. These tactics work really well during flash sales, like Black Friday or Boxing Day when you are offering limited-time offers – for example, 20 percent off for 24 hours. Without setting a time limit, there’s no reason for customers to act immediately. The more time they have to mull over their purchase, the less likely it is they’ll buy.
Remember to use urgency in moderation. If your customers notice you exploiting urgency as a sales tactic, the strategy will lose its effect.
Track Website Analytics
Sometimes customers on mobile will add things to their cart and then get distracted and abandon the purchase altogether. Asking customers for their email address as part of the checkout experience is a great way to reengage with someone who left your store. An email reminder with extra incentives, like free shipping or a coupon code, can bring back a customer, whether they’re on mobile or not.
With nearly 70 percent of digital media being consumed on mobile phones but only 25 percent of those users preferring to purchase online, there’s a clear opportunity for brands to reinvent their digital experience. This doesn’t mean focusing on mobile and neglecting desktop, but creating an experience that caters to both through responsive designs, smart marketing, and data that can influence that change.
Mark Randall is the Country Manager ANZ, WP Engine.
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