Welcome to our latest weekly roundup, bringing you the latest Mobile eCommerce Resources. Last week we covered retail winners, conversion and abandoned cart. The last thing you’ll want to add to your Monday morning is unnecessary research so we’ve done the leg work for you.
Mobile eCommerce Resources
5 Lessons Learned from Major Retailer’s Holiday Marketing
The Meclabs Institute spent 42 days during Black Friday analysing major retailer’s holiday marketing to offer up the following lessons:
- Answer Your Shoppers Questions in Anticipation – during Black Friday they won’t just be asking if they can get a deal, they’ll be asking “How much am I saving?” and “How long is this deal on for?”. Don’t leave them second guessing.
- Plan Offers With the Holiday Calendar in Mind – What might be a useful offer to the customer on Valentine’s Day won’t be the most important for Christmas. We know that customers are researching online for the best deal of them all. Make their research as easy and effortless as possible and show them you know what matters most to them on that holiday. Beginning your deals a few days earlier online than in store is a good call for Black Friday.
- Attract Visitors to Your Holiday Landing Pages – Navigation towards your holiday pages should be effortless. Have a single landing page presenting all your holiday offers in one space and ensure your ads are highly visible with simple and clear holiday messages.
- Make Urgency Crystal Clear – One of the best things about holiday marketing is that you’ve got a clear deadline for purchasing decisions. Clear communication of deadlines and using design features to emphasise them is important.
- Don’t Overlook the Brick and Mortar Experience – Back in August, MarketingSherpa found that 59% of respondents would rather discover new products through “in-store browsing” than search engines or online advertising. One of the reasons people venture out for holiday shopping is to get into the Christmas spirit. Amazon for example made its Christmas playlist free to listen to while users shopped online, replicating an in store commerce experience.
Personalisation Ideas for Four Types of Consumer
We all want to make the mobile eCommerce experience as personal as possible for each consumer, and it helps to understand what types of customer you need to cater for.
The “Just Browsers”
The “Just Browsers” tend to browse frequently and in multiple categories. Personalise new arrivals based on product/ category browsing history. Use real time environmental data and personalise recommendations based on this. For example, if it’s raining – show them raincoats. You get the idea.
They’re picky about how they browse. Just showing them the product isn’t enough. You’ll find the researchers in your review categories and they tend to arrive from external online searches. Add live sales counters to your products where appropriate to illustrate popularity and use social proof within product recommendations. “Social proof” being the fancy term for herd mentality. Word of mouth is your best weapon with the researchers so encourage user generated content.
The “Price Sensitives”
You’ll find “sale” appearing in their search terms a lot and they tend to sort items by price. If your product is a generic one – like lightbulbs for instance – use a price match guarantee to keep them hooked on you. Another good idea is to track mouse moment to monitor the likelihood of abandonment. If they look like they’re going to leave – you might want to display a pop up offering a sales incentive.
We think that this should, however, be used sparingly! You don’t want to be known as a company which will offer you a discount simply if you move a mouse.
The “Ready to Buys”
So the chase is over and they’re ready to buy from you. Have your discount or coupon automatically applied if they come back to your site through a cart abandonment email. Add a little pressure by putting a countdown timer on your coupon too – no one wants to miss out with the clock is ticking. You can increase that sense of urgency by adding in stock numbers, too.
Using Google’s Latest Mobile Shopping Data to Better Inform Your Holiday Strategy
Last week you’ll have seen our article on holiday shopping trends, but let’s delve a little deeper shall we? Here are 3 suggestions we have for better informing your holiday strategy:
- Target Them on Sundays – Google has shown that most mobile commerce happens on this day, so we suggest scheduling abandoned cart emails and site promotions that target mobile users on a Sunday. To attract new customers, we recommend making sure your mobile site functions perfectly and that your site is optimised to show up on Google shopping feeds.
- Tailor Your strategy to “Shopping Moments” – Customers are shopping in their spare moments all the time and you can reach out to these users by producing quick-to-read gift guides with clear CTA’s. Speaking of tailoring, be selective with how many options you include on mobile guides. On a desktop computer they may be willing to scroll the entire length, but not on mobile. Reducing choice is proven to increase conversion – less is more.
- Solidify Your Merchandising Strategy – Merchandising should be the top of your list all year round but it’s particularly important during the holiday season. You need to implement a smart multichannel system to make sure the user can find your products no matter how they searched for them. Amazon is the most important marketplace you can begin utilising. 50% of all online shopping queries begin on Amazon and if you’re not on it, you won’t be reaching those potential customers. You can use SKU testing to find out which products can get you in the box on Amazon.
Bitesize Mobile Stats From the Clickz Live Chicago 2015 Event
If there’s one thing we love it’s short, simple stats. Here’s a few mobile e-commerce statistics that you can take away with you this week:
– Over 51% of all digital time is now spent on mobile and the average time spent per day on digital devices is 5.38 hours a day. Cut that down into these ‘mobile moments’ we keep telling you about and that’s 60-70 seconds per session.
– 82% of consumers are consulting their smartphone while considering what to buy while in store.
– Mobile video spend has increased up to $17bn and over half of that is coming from the US. If you’re wondering how best to dedicate your design practices, 98% of watching is done in portrait mode.
– Do you use Bing to run mobile campaigns? There are more longer tail searches happening on it and this is happening through voice search. It’s worth taking a look into this since Bing saw a 29% increase in click growth and a 64% rise in CTR YoY in recent times.
Older Buyers Just Don’t Care About Same-Day Shipping
eMarketer has confirmed that as digital buyers get older, they care far less about same-day delivery. This means services such as Amazon Now, Uber and Instacart have proliferated. In case you haven’t heard, in two years the number of digital buyers who considered same-day delivery important decreased from 22% to 18%. Millennials however haven’t changed their views much – they care about it just the same as always. Speaking of the younger millennials, it turns out that Young UK millennials are actually among the least frequent digital buyers. The younger generation may have embraced digital fully in most aspects of their lives, but their digital shopping habits are quite similar to the 55-64 age group.