M-Commerce: Get More from Mobile Sales
We don’t want to be the ones to have to remind you but…it’s already coming to the end of October and as an ecommerce retailer, you must be preparing to gear up for this year’s Christmas retail period. We all know that it’s a busy time of year, and that everyone is competing to get those sales, but how do you ensure people are buying from you?
Tracking retail trends is massively important for any ecommerce business that wants to stay ahead of the game. It should come as no surprise to you that increasingly, more and more people are shopping from their mobiles. In fact, Business Insider forecasts that m-commerce will reach 45% of America’s total ecommerce market by 2020.
So, why is this?
There are 2 main reasons why mobile sales are increasing: trust and ease of use.
Not too long ago, people were incredibly wary of purchasing online, particularly through a mobile device. As sites have become more secure, people are more accepting of parting with their money through their smartphones.
Ease of use:
Secondly, mobile sites have become a lot easier to use and this, combined with increased knowledge of technology and online navigation, means that more people know how to purchase through a mobile device. Not only this, but there is an ease with m-commerce that desktop shopping cannot provide, which is the accessibility factor – you can make an order wherever you have internet connection…which is really almost everywhere.
Surprisingly, there are still businesses who are not doing anything to cater for mobile users, which essentially means that they are ignoring a huge percentage of their potential customers. So, what can you do to ensure that this isn’t happening to you? Well, there are several ways that you can adapt your site to make the most of mobile sales:
Firstly, you need to be mobile responsive – no ifs, no buts. With Google taking a mobile-first approach, you need to cater for mobile users or you will be ranked lower in the search engines and get left behind.
Secondly, you should try to cut down the number of steps required for someone to make a purchase. Many businesses are introducing one click payments and where possible you should try to follow suit. People that are shopping via a mobile device want the process to be quick and easy or chances are, they will abandon their shopping cart. Some research by Skava (reported by Marketwired) shows that a complicated checkout process is a pain point for 26% of mobile users – don’t let your checkout process be the reason you lose sales.
Finally, you need to drive traffic to your site to ensure you make the sales you want – no visitors, no customers. Ideally, you should be targeting mobile users with ads, so try placing them in areas you know your target audience will be browsing via a mobile device, like with a Facebook ad, for example. Facebook ads are a great way to target very specific audiences, and when done properly, can generate a huge number of sales. For this time of year, you can really play on the idea of gift-giving and increase the sense of urgency as you get closer to the big day.