Mobile optimization is not a fashionable concept, but a necessity for all companies that want to have an effective presence on the internet. Especially in the case of retailers. Not surprisingly, traffic from mobile devices already represents 40% of the volume of visits registered in e-commerce. In the middle of the Netherlands Mobile Database technological era, users demand a user experience in optimal conditions, integrated through all channels. Capgemini’s Digital Shopper Relevancy indicated that 56% of consumers planned to spend more in stores whose information is accessible online. In the United States, 54% of adults already have a smartphone, a percentage that in Spain raises up to 66%. An activity that they combine with the use of other devices, such as the PC. 77% of mobile searches happen in front of a computer. 98% of users move between multiple screens throughout the day, both in isolation and in combination. Hence the need for this new behavior to be taken into account when designing the online sales strategy.
A bad mcommerce experience damages the image of the brand. 57% of users would not recommend a company that did not have a mobile optimized website. 88% acknowledge that it produces negative feelings, such as anger, frustration or mistrust (SOASTA).
Usability is a fundamental factor. 40% will leave the page of a company that does not allow them to easily find what they are looking for, or is not optimized for their device. In addition, its consequences are not only specific, 46% of mobile buyers will not return to a website that did not work correctly on their mobile. A situation that benefits the competition. 34% of customers choose to continue their search on the web for other brands.
In order to improve the user experience through the multiple screens, we can help ourselves with cookies, in order to keep the session open through the different devices, and to be able to remember data as essential as the products in which he was interested and, of course, his shopping cart. In this way, the user will be able to continue the process, regardless of the place and device where they left it. Another very important point in order to offer a personalized mobile experience is to use the information regarding your location to show you offers suitable to your interests. More than half of customers would buy more in physical stores if they received a coupon with a geolocated offer (RetailMeNot). Likewise, the social login can facilitate the registration tasks and access to the purchase phase, in addition to allowing a more direct and effective contact with the customer.
Mobile devices are the ideal channels to reach the female audience. 70% of mothers use mobile devices to make purchases for their family (BabyBump). This is a trend that has been increasing. 93% of these women bought much more with their smartphone or tablet than in 2011 (Tech Journal). More than half of the Brother Cell Phone List moms with a mobile device buy daily or weekly (Average post). Therefore, they need retailers to allow them to make their purchases, counting on a site optimized for it.
Customers are already mobile, and they expect brands to be as well. Sine qua non condition to develop your business in the online environment. All of this involves working on mobile optimization and offering a personalized experience through all channels.
