Using Mobile to Add Value to your E-Commerce Strategy
by Jon Bosanac (LinkedIn)
Mobile Commerce Will Grow to 45% of All E-Commerce by 2020
In 2016, overall Internet usage via mobile devices surpassed usage via PCs for the first time. Recent trends indicate that e-commerce is moving in the same direction, with mobile commerce growing faster than traditional desktop commerce. According to a report by Business Intelligence, U.S. shopping on mobile devices will grow from 11.6% in 2014 to 45% of all e-commerce purchasing by 2020, accounting for $284 billion in sales. Although consumers view the same number of products via mobile and desktop, mobile conversions in the US have remained lower than desktop mostly due to slower network speeds, smaller screens, longer image and page load times, and security concerns. By accelerating mobile content delivery, optimizing images, and speeding up page loading, a business can see major improvements in conversions from their mobile end users.
Omnichannel Content Strategies
To achieve the same conversions across mobile and desktop, mobile store content owners need to adopt multi-screen, omnichannel retailing strategies that deliver the same level of user experience and engagement in mobile as they do on the desktop. Here are two important points to take note of:
Mobile Website Value = Mobile App Value
A mobile app is a great way to keep customers engaged and build a loyal customer base; however, that is not the only way customers access information about your company’s services. On average, 68% of smartphone users research online before making a purchase. By optimizing your website for a mobile audience, your business can promote its services earlier in the consumer research cycle while also building trust and loyalty. Publishers who leverage both mobile web and mobile apps to create a faster and more engaging user experience will have more success maintaining shoppers’ interest and improving the chance of converting browsers into paying customers.
User Experience and Engagement is Key
A rich, personalized, and an engaging user experience is now a basic expectation of all consumers whether they are browsing products via mobile web, app, or desktop. Retailers need to focus on the information consumers are looking for when they use each device. According to a recent study, smartphone users typically use their device to research general information about a company, such as performance reviews. On the other hand, desktop/tablet users tend to research more specific points such as price information, or special offers. By tailoring the user experience to each device, moving consumers through the purchasing cycle is made more efficient. With the sheer number of devices that people use to access information currently, it is necessary for all companies to adopt an omnichannel strategy that will let them reach customers wherever they might be, and feel confident that their business is great to look at and easy to interact with on any device, on any network, anywhere.
Delivering omnichannel content is key
Three key tools to help you find, keep, and convert customers across all online channels are:
- CDN services to accelerate your web pages
- Image Optimization to help make sure you can present your products in high-quality images, quickly, on any device, anywhere
- Global, optimized transport services tuned for mobile users, to make sure the fastest, most engaging user experience for your customers on mobile devices and networks
When your business is evaluating services to improve your website performance, it’s more important than ever to consider the impact any service of the solution will have on your mobile website or app, and how that can affect end user engagement and loyalty. The key is to make it easier and faster for your customers to browse and buy on any device.