Mobile E-Commerce Trends: How to Retain Customers Transitioning from Desktop to Mobile and Vice Versa
Winning both the desktop and mobile markets is critical to expanding your e-commerce presence. Having a great mobile e-commerce site and staying on top of mobile e-commerce trends will help capture those customers who pick up their phones, while the desktop experience can score you the more serious credit-card-out kind of shoppers.
Mobile e-commerce trends shift as the reasons that we use our phones shift. When people grab their phone, sometimes they want to find a brick and mortar location to visit, and other times they’re having a ready-to-buy-moment. You want to convert them in a ready to buy moment.
The Mobile Ecommerce Experience
Building a great mobile experience for e-commerce is similar to a desktop experience, but you’ll have to keep in mind how and why people perform searches on our phones. People search for things on their phones when they’re on the go, on the move, laying in bed late at night or early in the morning.
Searches often come as a response to social media trends. To capture those impulses in the morning or at night, you’re mobile site needs to be a quick, easy, and beautiful experience. The wrong website will make them think that your site can’t deliver the brand and lifestyle that they’re really looking for.
We want our phones to deliver perfectly curated experiences to us whenever we use them. And if we don’t like the way something is, we go to the settings to change it. We want to change our backgrounds, music preferences, color schemes, text boxes, and most used emojis. Ecommerce experiences need to bring the same level of personalization to the mobile experience.
Get on The Phone Somehow
Mobile phone searches are an integral part of our lives, with the data showing that we’re often actually looking to do some online shopping when we reach for our phones.
Using a great social media solution can help grab people from the things that they use on their phone, and get them over to your website. The right Instagram brand will drive sales more than the right website. The right Tweets can drive a bigger following than the perfect product pictures. Combining social media with a beautiful website can convert people who are interested in your products to people who buy your products and eagerly await your next release.
SEO changes a bit in the transition from mobile to desktop experiences. SEO best practices for mobile devices streamline the amount of information that has to download, usually optimizing for mobile through AMP compliance. AMP (Accelerated Mobile Pages) is Google’s mobilization guidelines for speed, and websites with AMP load much quicker on mobile devices. Most of us have closed a mobile webpage for loading too slow, and you don’t want that page to be yours.
One of the big mobile e-commerce trends focuses on speeding up your site’s load times to make sure that people can get to the products that you have before the ready-to-buy moment is gone.
Keep it Simple
Keep it minimalistic. You don’t want to slow down purchasers with large files that load. Keeping enough empty space to highlight products and making the user interface intuitive helps people navigate the experience quickly. If most of us can’t find the right product in just a few taps, we might get bored and bounce to a different site.
The Desktop Ecommerce Experience
For the desktop e-commerce experience, you can generally assume a bit of a different customer. Your desktop customer is a bit more grounded, searching a bit more intently, and they aren’t about to put their phone down to continue cooking dinner. If someone makes it to your desktop site, you’ve got a good chance of converting them to a buyer.
Get people to sign up for deals and newsletters, offer them deals, and get their email address. But do this in a way that doesn’t feel like you’re trying to grab them, but instead like you’re trying to improve their lifestyle. Jarring pop-ups don’t work as well as gentle pop-ups that offer something that people really want.
Marketing in the digital landscape is fierce, because the e-commerce space already occupies around 10% of retail, and is projected to grow to 17% of all retail sales by 2022.
Make Sales Easy and Shipping Easier
Amazon has taught us that anything less than 2-day free shipping on anything we want might be a rip-off. This has had huge psychological effects on the purchasing and loyalty of customers. Even if you have to raise prices a bit to offer free shipping, and plaster the free shipping deals all over your website, this might create a higher conversion rate. Sneaking a $7 shipping charge into the end of purchase can cause people to slide away as they realize that their supposed $20 purchase is actually over $30.
This one is the same for both mobile and desktop e-commerce experiences, although an engaging desktop site should ideally be a bit more complex than a mobile site. Where mobile data speeds can vary by internet connection and network connection, most people have an internet speed that can load more complex HTML layouts, CSS calls, and even images and videos. This is the time to use those images and moving pictures.
Bringing Them Together
Your engaging website and optimized mobile sites don’t mean anything if you can’t drive traffic to them. Using an inbound marketing solution will make sure that those gorgeous sites get visited.
Focus on Mobile
While currently, mobile e-commerce makes up a little under 50% of the total retail e-commerce space, it is projected to grow to above 50% by 2021. Unlike previous years, this means that it can actually be more profitable over the next couple of years to start focusing exclusively on your mobile site instead of your desktop site if you had to choose one. Put resources into mobile e-commerce trends.
A Unified Experience
People want brandings that remain consistent whether they use their phone or their desktop. Nobody wants to feel like they’re on different sites. If you focus too much on mobile and don’t deliver a great desktop experience, you might end up with customers who begin on their phones, move to their computer, and then don’t purchase because they don’t appreciate the way that your desktop site looks. Keep the customer experience consistent. Keep the branding consistent.
Anticipate Why People Switch Devices
Someone might start browsing on their desktop and switch to their phone, and they might start on their phone and transition to their desktop. Anticipate why people might switch. If you have seamless browsing experiences on both mobile and desktop, people won’t lose a step when their phone dies or when they have to leave their computer for lunch.
Make sure that you offer an email login and cart feature so that people can begin shopping on one device and switch to the other to complete their order. Sometimes, even if you have an optimized mobile experience, people will be more comfortable making the purchase on desktop. Make sure the products are the same and the branding remains constant, that way they don’t get confused when they switch.