Are you ready to easily and efficiently sell your product or service via smartphone? Are you doing it already? If your answer is anything but a hearty “YES,” then it’s time to reprioritize your business development plan ASAP.
A Forrester Report released in October projected that by 2020, more than $250 billion will be spent by consumers making purchases on smartphones and tablets. That’s a 119 percent increase from the $115 billion spent this year on mobile shopping!
So what does that mean for you? Well, if you own a business and you’re actually trying to be profitable, you should take this well-calculated prediction as a very real sign that you need to guarantee your mobile shopping game is on point. Not so sure? Here are five easy ways to get it right:
- Assume consumers will visit your website on their phones. Even though plenty of reports on increasing mobile shopping are available, you don’t need to be an analyst to know that mobile shopping isn’t going away. Get it in your head that your customers WILL be making purchases via smartphones so your company website better be ready. And there’s no better way to get prepared than to:
- Follow ecommerce best practices set by Amazon and Google. With nearly $90 billion in net sales in 2014, Amazon is the largest (and probably most recognizable) ecommerce hub based in the U.S. And Google is one of the most popular search engines in the world. Taking these facts into account, you can assume that your potential customers will already be familiar with both Amazon and Google’s ecommerce user experience (UX) designs.
Use this to your advantage and consider making your mobile shopping UX design similar (including elements like the checkout page layout and the process of paying for products). This will make it more familiar and ultimately easier for your customers to follow through on their purchases.
And if don’t have development resources to create a seamless ecommerce checkout system, you can outsource. This might be a good time to try the Google Buy Button or Amazon Payments.
- Make your website content clear and concise. A cluttered, confusing checkout process is one of the biggest problems blocking your potential customers from making a purchase. Don’t be afraid to trim the fat. All of it. This is especially important on mobile site. Clear calls to action are critical in ensuring your customers take the desired next steps.
Marketing Architects was able to decrease checkout abandonment by half on the website for our newest direct response product, Beauty Whip Retinol, by taking several optimizing steps. Some of the most beneficial changes included:
- Making the checkout steps clearer and more succinct
- Simplifying the billing/shipping address section
- Breaking up validation for information fields into multiple steps
- Making items in the shopping cart editable at every stage of checkout
- Position your customer service phone numbers prominently on your site. By making sure your customer service information is easily findable on your website (and you’re your customer service hub is staffed with knowledgeable representatives) you are building trust with consumers. This helps prove to potential customers that your business is not a scam because you’re offering up real help.
- Build a lead capture net into your checkout process. Some checkout abandonment is going to happen regardless of your efforts, but that doesn’t necessarily mean game over. When building out your checkout process, consider asking for an email address early on (ex. at the shipping address information stage). Then, if your customer gets to the payment stage and decides to jump ship, you’ll still have an email address to use in your remarketing efforts.
While a seamless mobile shopping experience is important in the success of your business, so is effective marketing. Do people know about your product or service? Marketing Architects can help make sure the answer to that question is “YES!” Give us a call today and we’ll tell you how we can use nearly two decades of all-encompassing direct response marketing knowledge to build a killer campaign for you.