We’ve heard it all: “The year of mobile,” “Mobile-first,” “Omni-channel,” “Cross-device,” “Increased traffic,” “Decreased conversion rates,” …it’s no surprise to retailers that mobile is here. (It’s been here.)
Despite mobile e-commerce traffic being on the rise, mobile conversions rates round out to be just a third of desktop conversion rates. This disparity leads retailers to put intense pressure on mobile conversion rate optimization.
While mobile presents the opportunity to increase sales, this shouldn’t be the only end. Mobile apps and m-web experiences present an opportunity to be present throughout the shopping journey, not just the final transaction. The trick is knowing when to apply and not apply conversion pressure on the consumer.
What we’re dealing with is a delicate balancing act of when to ease and push mobile conversion rate optimization.
The mobile experience is different and consumers expect it to be treated as such.
Gone are the days when successful retailers built experiences for desktop and forced it to “look nice on mobile”. The experience of sitting at a desktop is remarkably different than when we engage with our smartphones.
We have intimate relationships with our mobile devices. They give us unprecedented access to information and tools. And we’ve been trained by the Amazons, the Instagrams, and the Spotify's to demand a personalized and frictionless experience.
Mobile standards are high. On mobile, relevant information should be immediately prominent—if not fed to us at the moment we need it. Whereas on desktops, there is a lot more “real estate” to organize information and the user can be asked to find it.
While mobile presents more opportunity for growth, innovation, creativity, and high engagement with the customer, introducing too much or too little on that small screen causes friction. Mobile strategies need to be precise.
Not everyone will buy today—and that’s okay
Google reports that “Six in 10 internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they’re about to make in a store.”
Think With Google, a blog-style publication by Google, published a five-part series about shopping micro-moments. Micro-moments are the times we reach for our phones “to act on a need to learn something, do something, discover something, watch something, or buy something.” Regarding shopping, Google identifies three types of micro-moments as part of the buying journey:
- I-Need-Some-Ideas Moments
- Which-One’s-Best Moments
- I-Want-To-Buy-It Moments
Not every visit to your mobile experience will (or should) lead to a conversion—but give folks what they want! Retailers who take a personalized and thoughtful approach to the first two types of micro-moments are winning the attention and ultimate conversion of their potential audience.
Mobile conversion rate optimization should be focused on those who are open to buying.
Counterintuitively, you can raise your mobile conversion rate by limiting who you push to buy. Your challenge is to know when the mobile shopper is “window shopping” and when they can be influenced.
Between the high standards of mobile users and the small screen size of mobile devices, you need to be selective with who you target for mobile conversion. You need to be able to identify those who are persuadable now. If mobile window-shoppers are getting I-Want-To-Buy-It messages in I-Need-Some-Ideas moments, it causes friction. You’re not giving the shopper what they want, so they’ll go somewhere else to get it instead.
Making informed decisions about who, how, and when to interact with potential buyers to improve your conversion rate and limit friction is not easy. But, using data to optimize your mobile experience can make all the difference—both for your mobile conversion rate and shopper satisfaction.
When you deliver the I-Want-To-Buy-It message to the customers who actually might buy, it can lead to a conversion!
At Granify, we take a behavioral approach to understanding your mobile shoppers’ needs and increasing your CVR. We use machine learning to analyze the thousands of behavioral data points individuals produce as they engage with your mobile experience and find the right opportunities to influence a conversion.