Why Your Mobile Content Strategy Matters
Retailers have only recently begun to give mobile ecommerce its due. With a smart phone in almost every pocket, it is a huge opportunity to get products in front of your customer – in fact, by the end of 2017, mobile will account for 24.4 percent of overall ecommerce revenues[i]. But if your digital content doesn’t translate to a mobile screen, conversions suffer. 27 percent of consumers will reportedly leave a site if it is not mobile-optimized[ii]. Mobile optimization is worth the investment for retailers.
The mobile user is keenly different than a desktop user. They need to get their content as quickly and easily as possible, with clear and concise descriptions and simple navigation. Coupled with an infamous attention span of only eight seconds[iii], and a much smaller, more compact screen to operate on, retailers are faced with a significant challenge: how can brands deliver a rich and full customer experience on a mobile device?
We break it down to 4 key tips.
1. Make it personal
Personalized content is always impactful – it’s one of the best ways to establish that customer-brand relationship – but especially when delivered on a mobile device. It gives shoppers a reason to buy, even if they’re on the go. From personalized gift guides to an interactive quiz, personalized content translates beautifully to a mobile screen. And by segmenting your email list, it’s easier than ever to serve up relevant and individualized content when your customers want it.
2. Make imagery clickable and shoppable
Shoppable images make purchases intuitive and streamlined. When a customer is using a mobile device, they’ve navigating a small visual space with one hand, often just a single finger. Your layout should accommodate this with large graphics that are clickable and easy to engage with. Engagement can be a tricky metric to hit on mobile devices, but rich and clickable visuals can help get you there.
3. Make it easy to buy
Once shoppers are ready to convert, they should be able to do so in an instant – without leaving the experience. Being sent to another page is frustrating enough on a desktop device; on mobile, it’s enough to simply abandon the process. Quickviews allow shoppers to buy directly from the experience, with as few clicks as possible. Streamlining the path to purchase is a quick and easy way to increase your mobile conversions.
4. Offer a different way to convert
Mobile users are often accessing your content without any intent to buy – they could be casually scrolling through on their morning commute, or while in line for coffee. Making a purchase right then and there might be the last thing on their mind, so give them a chance to “convert” in a different way: subscribing to your email list. That way your brand can continue to engage with them, and hopefully convert them when they’re ready. When designing your mobile pages, keep in mind they should be able to subscribe in as few clicks as possible.
The Mobile-First Content Creation Strategy
When planning mobile experiences, responsive design is sometimes not enough; consider a mobile-first strategy for your next digital content campaign. With such high traffic volumes occurring on smartphones and tablets, it’s a good investment to allow mobile design to sometimes take priority over desktop. Allowing your mobile design to guide desktop design ensures mobile shoppers have the optimal customer experience, regardless of device. Considering your campaigns from the perspective of all potential users can provide new opportunities for innovation.
Whatever your brand’s mobile strategy is, it is undeniable that retailers have to have one. Mobile cannot be an afterthought. In the age of instant gratification and on-the-go purchases, providing a rich customer journey across all devices is the key to a successful brand experience.
[i] ABI Research – Mobile Money and Shopping
[ii] ExactTarget, Mobile Behavior Report
[iii] Microsoft, Attention Spans – Consumer Insights Report