A mobile site is designed to act as a profitable extension of your business’s e-commerce store online. In essence, the development of a mobile site creates additional funnels to attract conversions through the growing use of smartphones and tablet devices.
It provides a seamless transition for existing and potential customers with the ability for shoppers to view and compare products online using their laptop or desktop and return on the move using a mobile device.
The rapid growth of mobile traffic
Between summer 2011 and summer 2012 alone, traffic from mobile devices to e-commerce websites had risen by at least 200 per cent. Subsequently the birth of mobile commerce and the role it has to play in the success of any online retailer can no longer be ignored.
Business are increasingly reaching out to prospective customers by developing their own branded mobile apps, giving users the opportunity to stay connected to the brand and secure great deals and loyalty discounts right in the palm of their hand.
Cracking the acquisition journey
Refining the acquisition journey for customers is arguably the biggest challenge to overcome for retailers going mobile. There is no greater turn-off for online shoppers than an old, unresponsive or unintuitive website that provides unnecessary obstacles between the consumer and the checkout.
That’s where specific mobile sites and applications can help bridge the gap and improve a business’s bottom line. Mobile sites are generally low-spec, low-res designs that are simplistic and easy-to-use.
Shopping online: a time-saver
Last year statistics indicated that consumers can save over three-quarters of their overall shopping time (78 per cent) just by purchasing goods and services online and mobile rather than in-store. eBay is a very good example of a very profitable website that is now reportedly making as many as half of its total sales on mobile channels alone.
E-mail marketing for mobile users
So you’ve got your customer on the hook. They’ve made their first ever purchase through your mobile site; how do you retain them and ensure they become advocates of your products and services and the brand as a whole? E-mail marketing of course.
E-mail marketing and customer relationship management (CRM) is just as important, if not more so, for mobile customers than High Street customers – simply because the number of consumers purchasing through smartphone and tablet devices is accelerating at an alarming rate of knots.
Nearly half of all marketing emails are now being read on mobile devices, so it makes perfect sense to plan your next e-mail campaign assuming many of your customers will read it on smartphones and tablets rather than a standard web browser.
It is important to consider best practices in terms of mobile e-mail design. A successful e-mail for your customers should be fast and render efficiently across a host of devices and operating systems. It should be presented in a narrow, vertical format that allows users to simply scroll down the message with the flick of a finger, without having to scroll sideways to read text.
Do not be afraid to trial a variety of message templates and layouts. A/B testing is a very effective marketing practice and allows you to improve conversion rates long term by tweaking and reviewing the ways in which users interact with your e-mails.
Track your users
Google Analytics provides a wealth of information to track mobile users when they visit your site or landing page after reading a marketing e-mail. This will enable you to spot any bottlenecks or highlight areas of improvement that can increase engagement and conversions.
Creating a responsive e-mail campaign for your mobile e-commerce site is not super complicated but it does require you to know the language and information your customers want to read; further highlighting the importance of ‘knowing the customer’.