April 30, 2012
With 7% of all web traffic coming from smartphones and tablets, according to a 2011 comScore report, it's more important than ever to make sure mobile visitors are getting what they need from your website. If that's not enough motivation to get moving on mobile, research from Experian Simmons indicates that more than 33.3 million U.S. consumers use their mobile phones for shopping, with 7% (2.3 million) of this segment having made a purchase on their devices.
So how can you make sure you're driving and leveraging mobile traffic to increase interactions and sales? Here's what's working:
1. Combine the in-store experience with the mobile experience. Shoppers—in-store and online—are already using their mobile devices non-stop during the purchasing process. So make it easier for them to find the information they want. Make in-store product barcodes scannable so shoppers can scan the code with their phone, and find reviews, ratings, and more without having to hunt around. According to the National Retail Federation's Mobile Retailing Blueprint, making it easier for shoppers to make an informed decision can help close the sale faster.
2. Blend mobile and social. Starbucks had an interesting take on mobile—and how to combine it with social media. The coffee big-wig developed coupons with QR codes for each coffee it brewed. Starbucks-lovers could scan the codes to vote for their favorite blend—and their votes automatically appeared on the voters' Facebook wall. The result: Starbucks combined mobile and social campaigns to drive more traffic and generate conversations about its products on Facebook.
3. Embrace price transparency. Google's latest offering, The Mobile Playbook, makes note of Amazon's price checking strategy. Instead of worrying about shoppers finding better prices elsewhere using their mobile devices over the holiday season, Amazon rewarded them for looking for a better deal. Through Amazon's Price Check, shoppers could scan a product in-store and get $5 off of their purchase if they bought the same product from Amazon on their mobile device. Bottom line: There was some backlash over Amazon's offer, but it underscores an important point. People are going to use their smartphones to hunt for a better deal—so it's best to make it easy for them to compare prices. Further, consider the role shipping plays in purchase decisions, and make sure you're leveraging this factor appropriately to reach your business goals.
There's no way around it: Consumers are already using their mobile devices to access your website. But companies that go above and beyond in an effort to drive and leverage mobile traffic are in a prime position to improve conversion rates, sales, and even social sharing.
And if you want to learn how to convert more of your mobile traffic, tune in to Monetate's webinar, Create Conversion-Friendly Mobile Landing Page, taking place this Wednesday, May 2. Sign up for this free event, and bring your mobile conversion questions for our expert panel to answer.