In the earliest days of the commercialized, advertising-soaked Internet, people had to make do using their desktops and laptops to search for companies, products, and services. Now mobile devices have such tremendous market penetration, companies should consider how smartphones and tablets have changed the way consumers use the Internet.
Mobile devices have drastically affected how people shop online. Learning about these changes and taking steps to address them with your own mobile presence will help bring your business to the next level.
Mobile devices matter a great deal, whether you serve people all across the country or focused on the local market. In fact, 78% of local business searches made via mobile devices turn into purchases, according to a recent report at Kissmetrics.
Keep that percentage in mind as you read about these seven ways mobile devices have changed eCommerce.
Advice from Peers
People no longer make decisions in a vacuum when it comes to ecommerce. They take to social media, asking online friends and peers for advice about products and services. They also note complaints and praise for companies in posts submitted by friends before making their decision.
Now that it is supremely easy to type in search terms and find reviews about a business and its offerings, companies must realize that consumers are now able to develop more informed opinions with just a few taps on their mobile device.
Shop on the Go
With mobile devices always in their purse or pocket, consumers increasingly use them to shop while they’re in motion. They can even begin shopping at home or at work with their PC, and then pick up where they left off when they head out the door with their mobile device.
Fast Price Comparisons
Companies often operate with more marketplace information than customers. With mobile devices, customers can make fast price comparisons, often using the camera on their mobile device to image an item’s bar code and find out which local merchants offer the best deal.
To the dismay of many business owners, customers will go to their brick and mortar location to check out products in person, and then actually make the purchase via the mobile device with an online competitor while still in the store.
Digital coupons are an important aspect of mobile marketing. Consumers receive coupons and special offers on their smartphone, and then show the cashier the screen in order to claim the discount in the store. They can also use online coupon codes when shopping via mobile-friendly websites.
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In-store Mobile Payment
With new, robust security protocols in place, consumers are becoming more comfortable about forgoing their physical wallet to instead use their mobile devices to make payments. Doing so is faster and more convenient, as it allows them to buy directly from the sales floor instead of having to wait in line for a cashier.
Companies can push targeted ads to customers based on their location, such as encouraging them to take advantage of a one-day sale. The GPS technology in mobile devices lets companies locate consumers when they approach their physical location and then send them special offers on the spot.
Paying close attention to how consumers use mobile devices for ecommerce is essential for any company that is trying to boost mobile site engagement. You will see higher conversion rates when you make it easy for customers to learn about your company via their mobile devices and make connections with your sales team or customer service reps via Live Chat.