Mobile is the future of e-commerce. M-commerce (mobile e-commerce) is becoming the norm for customers to do product research, discover brands, and purchase goods. In 2017, mobile accounted for 58.9% of total e-commerce sales. Statista estimates that mobile will account for 72.9% of total e-commerce by 2021.
Mobile commerce is a broad industry that naturally branched from e-commerce. It includes everything from mobile banking and money transfers to electronic tickets to mobile coupons and credit cards to mobile storefronts and checkout options. Some of the most common uses of mobile commerce for consumers include product research/comparison and social media purchasing.
How can you leverage the boom of mobile commerce for your business in 2019?
How Can Your Business Use Mobile?
Have an intuitive website.
It used to be that only some audiences were mobile, so you only really had to care if you were specifically selling to a mobile audience. Now, almost every customer persona involves mobile devices. Learn more about the mobile commerce customer here.
Your website has to be optimized for mobile searches or you could be missing out on a majority of your customers. If half of all e-commerce sales are happening on mobile, that means you could potentially be cutting your revenue in half just by not having a mobile-friendly website.
Most website builders now offer mobile-optimized templates. You may have to pay a slight premium, but that a slight increase in cost is definitely worth the mobile revenue you’ll see in response. In fact, companies with mobile-optimized sites triple their chances of increasing their conversion rate to over 5%, according to Invesp’s infographic.
Focus on visual content.
On-the-go customers prefer visual content to written text. Consumers are generally investing less time on sites, and the smaller screen makes it harder to read text. So you want to focus on high-impact visuals that explain the benefits of your product or service without overloading on details. Besides, a picture is worth a thousand words—so use this to your advantage!
Visual looks better on a mobile device and improves your engagement and conversion as well. Individuals retain only 10% of the information they read, but they’ll retain 65% of info they see with a relevant image or visual. If you’re trying to convince an audience to believe in your product benefits, compelling visuals are a strong way to grab their attention and engagement.
One of the best types of visual content is the infographic. This lets you share relevant statistics and product benefits in an approachable, aesthetically-pleasing way. Infographics intrigue and engage the viewer, and they’re easily repurposed on multiple platforms and sites.
Start incorporating videos.
Video has become one of the most popular marketing trends, especially in the mobile commerce world. Cisco actually predicts that videos will account for 82% of all consumer internet traffic by 2021. More importantly, the majority of video watching (75%) is happening on mobile devices.
Video has become one of the most effective ways to reach a wide mobile audience and convert them from browsers to purchasers. It’s actually easy to create videos for mobile usage because you can just grab your own mobile device, point, and shoot. Check out our resources below to learn more about how to use video marketing in mobile and e-commerce:
Get on social media.
You’re already creating visual and video content, so repurpose it on social media. Social media is one of the best marketing tools, but it has recently become one of the top spots for mobile commerce as well.
Social networking platforms are starting to integrate storefronts right into their apps. For example, Instagram allows businesses to market and sell to customers right on the Instagram advertisement itself. Get more info on social media e-commerce offerings here.
You want to sell where your customers are already hanging out. You’d rather open a lemonade stand in the middle of a park as opposed to on a side street without traffic. That’s why social selling works so well. You’re bringing the products and checkout experience right to the customers, which creates a more seamless conversion process.
Acknowledge your competitors.
Product research is one of the top uses of mobile commerce. Customers want to see which brands are offering comparable products with slightly different benefits and pricing. In fact, 80% of shoppers have used a mobile phone within a physical store to look up product reviews, compare prices, find alternative store locations, or even buy the product online. The internet is filled with product information, and customers have access to that wealth of knowledge wherever they go thanks to mobile.
You shouldn’t ignore your competition or try to turn a blind eye to curious shoppers. In fact, acknowledging the competition is one of the best ways to beat them! You’re more likely to win the race if you know who you’re up against.
Don’t be afraid to mention your direct competitors—as long as you’re explaining why your product is different and better. This shows customers that you’re honest and transparent while helping them choose the right product for their needs. Plus, you’re doing their comparison shopping for them, which actually streamlines the decision-making process so they’ll convert with you faster.
For example, Amazon’s Enhanced Brand Content encourages brands to use comparison charts. This allows businesses to compare their own products as well as products from their competitors. These simply list different specs and benefits in an objective way, but these benefits are handpicked to promote your product over your competitors’.
Acknowledge mobile comparison shopping. Be honest. Promote your product.
Create secure payment options.
Customers are more comfortable with mobile purchasing than they have ever been before. Cell phones are ubiquitous, and with that trust came more public trust and familiarity with the functions of mobile devices. Consumers used to be wary about giving out their information through insecure mobile platforms, but the introduction of mobile banking, Apple pay, and other payment processing have made mobile checkout safe and secure.
You still want to instill this sense of security with your customers. They want to know that their information is safeguarded and protected, especially when they’re handing over their credit card info.
In fact, that’s the main reason Facebook hasn’t yet expanded into the commerce world. Facebook gets a bad reputation for sharing information and being hacked. Users are hesitant to put their payment info in an insecure platform like Facebook.
But your store can make mobile and desktop checkout simple, safe, and streamlined. It’s also a smart idea to offer a variety of payment options, so customers have the option to choose the one they feel most comfortable with. Popular mobile payment options include:
Note: Customers prefer one-click checkout, which creates less friction and improves conversion. They often also prefer to deal with a trustworthy third party like Apple or PayPal as opposed to inputting their credit info directly into a site they’ve never used before.
Mobile commerce isn’t just for big companies or banks. It’s become a staple of the e-commerce world. As more internet traffic goes mobile, we anticipate that brand browsing and purchases will occur at a higher volume on mobile devices as well. There’s a greater intent to shop on smartphones than ever before—which gives businesses the perfect opportunity to attract, engage, and convert eager mobile customers.
If you’re not optimizing for mobile marketing and selling in 2019, you’re already lagging behind. Don’t let your competitors get ahead of you. Contact Seller’s Choice now to start creating a smartphone-friendly website and marketing plan that will usher your business into the mobile era this year.