When customers use mobile devices to search for local business information, they end up making a purchase 78 percent of the time. Many business professionals are also surprised to realize nearly one third of all eCommerce purchases during the 2013 holiday shopping season were made on a smartphone. The growth of mobile as a major customer source cannot be overlooked. As technology and customer expectations continue to evolve, the use of mobile devices to complete purchases is only going to increase.
Most professionals are already familiar with the growth of mobile. They experience it in their personal lives and see their customers’ responses. For eCommerce brands to take advantage of the mobile explosion, however, they need to put this insight and knowledge into action. The key to converting mobile visitors is engagement.
The value of multi channel engagement
Several decades ago, brands were in charge of broadcasting their messages to attract the attention of potential customers. Thanks to the Internet, that dynamic has changed entirely. Customers now seek out industry and brand information as they need it. With customers taking control, relationships have become the focal point of conversion.
Customers know that they have many options at their fingertips. They are not going to buy from the loudest brand; they are going to buy from the one that engages with them, answers their question, and seems to care about their personal experience. Engagement—providing valuable, relevant information that customers can interact with and that draws them in—is the cornerstone of these valuable relationships.
The mobile persona
To properly engage customers, brands must know precisely with whom they are speaking. While many brands know the value of developing ideal customer personas, it is important to note that mobile customers often have different intents. For example, an estimated one-third of all mobile customers are interested in finding contact information. It is important to modify the customer personas to reflect consumer behavior and intention on a mobile device.
Since April 2015, Google penalizes sites that are not mobile optimized in mobile search results. It is therefore critical to make sure that the website ascribes, at a minimum, to Google’s mobile standards.
The impact of local search on mobile should not be underestimated. People are more likely to use mobile devices on the go, which means they are interested in finding businesses near them. Brands should optimize for local keywords to attract the most applicable audiences.
Remember that mobile customers regularly look for contact information, so phone numbers and addresses should be prominently displayed. Mobile devices also tend to be more challenging for completing certain tasks (such as filling out forms) so minimizing these extras is important for the user experience.
People regularly use mobile devices to read articles and posts, but must scroll considerably more than a desktop user. To keep these users engaged, make it easy for them to find the information they seek. A table of contents with the opportunity to click and see particular parts of the article, as well as back-to-top buttons, are both valuable.
Keeping customers engaged is the key to conversions for both mobile and desktop. On mobile, however, it requires understanding a different set of user intents and mapping content to the mobile persona. Moxie provides a valuable resource for brands looking to individualize the mobile experience by personalizing content for mobile personas and driving digital engagement. Give it a try and see how mobile engagement can help drive profits.