Many of us rely on our mobile devices to keep us organized, on time, in the know and connected. Our trust in the medium drives users to these devices for all things personal and professional, and this reliance has had a profound sociological effect on the ways in which we operate. So much so that our dependence on these devices has resulted in a complete saturation of our lives—including purchase behavior. Marketers and business owners like you must understand the extent and intricacies of this relationship to remain competitive and profitable in 2015.
xAd and telmetrics joined forces with Nielsen to to bring us the Mobile Path to Purchase study for 2014. This study tracks consumers from initial purchase intent to conversion while exploring ad effectiveness across key industries. In addition to these findings is a great basic delegation between the way in which males and females interact with their devices. Of these findings, we’ve selected the most important for you as a marketer:
- Men spend the most time on mobile overall, while women spend a longer amount of time per session. Women are more likely to engage with their mobile at home while men are more likely to use mobile on the go.
What this means: Cause and effect. Women have a deeper connection to a limited amount of content, while men have less of a connection with a greater amount of content.
- There is a great deal of room for influence when it comes to the purchase decisions of men and women, as both engage with their devices at the start of a decision without knowing fully what they are looking for.
What this means: Gone are the days of one size-fits-all targeting. You may have similar goals for each audience (sell race registrations, apparel, footwear, increase brand awareness) but a healthy blend of content with tweaked messaging for each audience is the best, and most promising, way to saturate your market.
- Influence changes with age. The older the user, the more of an idea they’ll have regarding what they are looking for. The younger the user, the more shopping they’ll do.
What this means: Age is but a number. But if you’re trying to reach an older audience, statistics show that there is less room for influence. Simple and straightforward messaging should do the trick.
At first glance you may feel that these key findings are not earth shattering, but keeping these findings at the forefront of your 2015 marketing strategy will play a huge part in your success as you develop content for each audience.
MOBILE & PURCHASE BEHAVIORS
Shopping behaviors evolve as access to and availability of modern technology increases. More than half (62%) of US consumers with internet access are shopping online at least once a month. They’re savvy. They’re researching what’s available to them—according to a study done by Google and Inmar, shoppers referenced 12 sources of information before making a purchase in 2013, up from 5 sources in 2010. Sales associates used to be the primary authority on a product; now, consumers are showrooming and using their smartphones to consult various networks to find information.
Despite this trend, a large percentage of shoppers are brand agonistic, tying back to bullet point number three above. Google and Ipsos MediaCT’s post-holiday shopping study shows 57% of shoppers didn’t have a specific brand or product in mind. Instead, shoppers were browsing—men more quickly than women. And your goal as an online retailer is to show them what exactly they’re missing out on in a way that is non obtrusive and relevant.
You’ve surely heard of the approach to sales that seeks to provide the customer with a seamless shopping experience, whether online from desktop or mobile, by phone or in a bricks and mortar store. It’s omnichannel, and it’s everywhere. Consumers’ interests and behaviors vary, but convenience continues to be a top priority across the board when it comes to channel choices. And with customer satisfaction at the core of retailing, a keen retailer will make sure each component of the shopping experience is accounted for.
SOURCE: Think With Google
THE MOBILE-FRIENDLY ECOMMERCE WEBSITE
As a retailer, there’s no denying that omnichannel strategies maximize customer satisfaction and profitability. And ensuring that mobile is a starting point for your strategy as an online retailer—not an afterthought—will keep your business competitive.
Enter the mobile-friendly Ecommerce website.
Like the omnichannel approach, there are a number of things that work together when it comes to creating the ultimate online experience.
Ecommerce retailers need to ensure they have responsive websites and optimized advertisements to work across different sized screens and devices. At Sage Island, we expect 2015 to be a huge year for typography that works well within the responsive design format. Large images, especially product images, are also expected to be more prevalent and impactful. Flat design shifts emphasis on content and products while decreasing bounce rate.
- The problem: Ecommerce navigation does not function like other sites. And if you’re shopping online, it can be pretty frustrating if products don’t appear in the logical place in the navigation.
- The solution: Make sure you have a broad parent category and subcategories. When planning your navigation, think in terms of how users search for your products. Understanding that some customers know exactly what they want, while others are buying gifts and are open to “best seller” suggestions.
- The problem: A website that loads slowly means lost revenue. Recent stats from Radware indicate that 70% of online carts are abandoned before checkout, and a two-second delay in load times can increase the abandonment rate to 87%.
- The solution: Users are accustomed to fast web pages. Choose a server that will accommodate your website’s traffic needs, and benchmark your own website’s load times against those of your competitors.
Updated Shopping System
- The problem: When you’re shopping online, you have limited interaction with the product. If specifics are missing, your customer may search elsewhere. And if you have a convoluted shopping cart? More lost revenue.
- The solution: Don’t just ensure your product descriptions are up to date. Include size charts, buying guides and up to date comments on the brand and designer.
- The problem: According to ByteStart, 62% of people are more likely to buy from a company after seeing positive reviews from other users. Conversion rates increase when users see recommendations from other customers, and consumer reviews are significantly more trusted than descriptions that come from manufacturers. Yet many Ecommerce websites do not incorporate this feature.
- The solution: Creatively attract testimonials and reviews by making the process as simple as possible. You may want to start by incorporating a star rating system or offering an incentive. Incorporate social wherever possible to facilitate conversations. Research from Internet Retailer published by Shopify shows that customer testimonials and product reviews can boost conversion by between 14 and 76%. Absolutely every bit helps!
Ecommerce will continue to play an extremely important role for retailers in 2015. Are you ready?