We’ve heard it time and time again, mobile is on the rise. And I’ll admit, there have been times where I’ve found myself saying, “Is it? Really? Are people really making purchases on their mobile devices?” Working in ecommerce, I’m fairly tech-savvy, but I’m still a bit wary when it comes to making purchases on my mobile device. Well, I’m here to tell you (and kick myself in the butt for being so old school), mobile is on the rise … big time.
According to our free eCommerce Benchmark Report for Q4 of 2015, mobile sessions make up more than half of all site traffic. But I should note that desktop is still king when it comes to revenue. So while the audience is present, mobile is still about information and price comparison and less about actual transactions.However, as you can see, revenue is slowly starting to come in from mobile and tablets, making up nearly a quarter of all transactions. So don’t doubt the power of mobile to drive revenue. Great. That’s sorted, but now what? As more shoppers start buying from mobile devices, be ready to accommodate them. A bad mobile experience can shut down a sale in the same way difficult browsing and buying experiences on desktops did in the early days of ecommerce:
Here are three tips that will get you ready for the mobile buying revolution:
1. Know Your Database
Once you get an idea of your subscribers’ favorite email clients and devices, you can determine where your email campaigns should look their best. And there are many tools available to help you figure that out. I tend to focus on the top five results, but the number of email clients is growing daily. Keep an eye on those that are being rapidly adopted so you can respond effectively. Trying to ensure your email campaigns look perfect in each and every one is sure to drive anyone crazy.
2. Respond to Their Preferences
Does your database prefer to view your messages on mobile? You’d better be sure your emails are responsive. Canadian retailer Ardene targets a young demographic and found a large portion of their subscribers were opening emails on their mobile devices and moved to a completely mobile optimized template in early 2016. Click rates nearly doubled in the first month.
But remember just how quirky email development can be. If the majority of your database opens email with Gmail’s mobile app, making your templates responsive won’t be a great use of your time and money as Gmail strips out anything in the <head>, including media queries. Perhaps focusing on designing for mobile first is your best bet. Consider incorporating a larger font, larger images or a one-column layout to improve email performance.
3. Make It Easier to Buy
You’ve learned the majority of your database are mobile users and you’ve improved your email templates to look great on mobile devices, but what happens once they click? What happens next can make or break your conversion rate.
If your click rate is decent but conversions are fairly low, try to get to the root of the problem. There are a multitude of factors that contribute to this issue. It could be related to your inventory. Perhaps products featured in the email campaign aren’t actually available on the site. (This happens much more often than you’d think.) Or maybe, just maybe, you’re sending your subscribers to a site on their mobile device that isn’t responsive. Examine your analytics for a better idea. If session times are quite low and your site isn’t optimized for a mobile experience, getting started on your mobile site needs to be in your near future. Here’s an example of how Ardene translated their site for mobile users, giving today’s consumers the easy shopping experience they crave:
To provide a seamless experience, consider designing landing pages specifically for email campaigns. Rather than linking directly to your homepage, create a separate page of all new arrivals featured in the campaign. Something in your email triggered an action, a click, so give shoppers what they want. Don’t make them work for it.
While desktop is still driving revenue, mobile is definitely on the rise. Companies have to ensure the path to purchase is a smooth and seamless one to stay competitive and retain customers. It’s up to marketers to determine where subscribers are engaging and tailor the journey to their needs. Get ahead of the crowd, and be sure your brand’s user experience is as perfect as it can be.