If you’re an iPhone user like me, you’re likely aware of how many hours you spend tapping and scrolling away each week thanks to a pesky Sunday morning push notification. And if this number is higher than you’d like to admit, it probably won’t come as a shock that two-thirds of eCommerce traffic now comes from mobile, a number that has been consistent globally for the past 12 months and rising YoY for the last decade.
However, traffic doesn’t always translate into conversions. In fact, despite mobile making up the majority of traffic, desktop sites continue to yield higher conversion rates. Many of today’s consumers feel increasingly frustrated by lackluster mobile experiences yet desire the ability to browse and shop on the go. Therefore, especially as the rate of digitization continues to accelerate, it’s up to brands to make the right investments to meet consumer expectations and recover potentially compromised revenue.
With the right personalization and optimization strategies in place, organizations can start seeing mobile AOVs reach those of desktops. Below, learn about four key ways your company can start driving mobile engagement and conversions.
Guide visitors to the right products
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Mobile devices have limited digital real estate, making it all the more essential to optimize homepage layouts and navigation experiences to facilitate product discovery. One way to do so is using a scrolling navigation menu, giving users the ability to see more than what’s in plain view and browse additional product categories that interest them.
Get users back to the context
From browsing a site while watching a TV show to getting a phone call mid-scroll, users are often distracted or interrupted when using mobile devices. As a result, organizations looking to decrease bounce rates can use overlays and drawer recommendation widgets, for example, to re-introduce customers to recently viewed items and help recover potentially lost revenue.
Create omnichannel consistency
Today’s shopping experiences are highly fragmented; you open a tab on your desktop, click a marketing email on your tablet, browse product categories on a mobile website. And while not simple to pull off, matching context to a user’s shopping history – no matter the device – will help create a cohesive user experience. Setting up triggered price drop emails or push notifications, for example, gives customers the ability to take advantage of fleeting deals even when on the go, and keeping track of users’ preferences and browsing history across devices ensures you’ll only notify users about the most relevant products.
Minimize mobile abandonment
Abandonment rates on mobile devices tend to be higher than that of the web, and often, it’s simply because brands don’t have abandonment strategies in place. Use cases that nudge users to complete purchases, such as triggering free shipping offers or countdown clocks for time-sensitive promotions, will keep shoppers on-site longer and encourage conversions.
By prioritizing mobile commerce and mobile CX, brands can not only turn traffic into revenue but also capture net new customers and brand loyalty. Start small if necessary, and test different experiences, create cross-channel cohesion, and implement new use cases to start generating revenue today.