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How to boost user purchasing on mobile?

The dream of any e-merchant. Although users have been reluctant to purchase on their mobile so far, it would be seemingly different in the upcoming year. 

According to several surveys, “the mobile online checkout gets an express line,” especially in some parts of the world where desktop usability has dramatically decreased. In India, some retailers have already shut down their desktop website, which is now available only through the mobile app and the mobile website.

However, a huge amount of barriers to mobile shopping success must be eliminated by retailers if they want to acquaint users with making mobile a significant sales channel. From responsive design to slow page loads, retailers are now facing the shift towards mobile purchasing.

Capture mobile moments to deliver customer-driven experiences

In 2015, 71% of retail customers’ journey began from mobile in 2015 according to Google Infographic[1]. Although retailers are aware of this growing trend, most organisations aren’t “moments-ready”. In other words, they haven’t seized yet mobile-moment opportunities to engage further with customers throughout their daily life.

In the last few months, few companies succeed in identifying and measuring mobile moments. Smart technologies and a variety of methodologies exist though such as personas or voice of the customer (VoC) surveys research. If they provide crucial and deep insights to marketers, they appear to be incomplete to deliver useful, relevant messaging: “though companies believe they are delivering seamless experiences in the moment and successfully influencing behaviors, […] only 2% of companies do all that’s required to get there”[2].

However, companies that have already built capabilities around delivering a relevant answer to users’ queries are likely to succeed than others in a more mobile-focused world if they widely invest in mobile capabilities support and integrated mobile experiences into back-ends systems. Furthermore, such new processes enable marketing teams to visualize in real-time customers’ behaviours and business outcomes thanks to an implementation of mobile analytics solutions, leading to boost marketing ROI.

Adopt new strategies to promote touch commerce on tactile devices 

Overall payments on mobile are a mushed-up experience. When it comes to filling out required forms to confirm a purchase, users appear reluctant to check out. In 2016, the touch commerce, e.g “ enabling a customer to make a secure first-time or subsequent payment on any merchant’s website or app without having to provide registration or log-in details either to the merchant or to the payment service. Authorizing the transaction on a mobile device simply requires the application of a fingerprint or a few touches of a screen”[3] is likely to simplify online payments especially on mobile.

Two types of third-party touch-based mobile payment service are bound to emerge: one of them is linked to the device’s operating system, e.g using existing payment card and user home address when the second requires the prior opening of an account with a payment provider. Retailers have high hopes for promoting delightful and efficient mobile experiences: the checkout process could be reduced to 17 seconds instead of 103 seconds via a legacy app.

Embrace the mobile-moments mindset will reap concrete rewards for companies invested in delivering a delightful user experience. In addition to building capabilities in infrastructure, companies must understand how important it is to embrace a new mantra to reap benefits from the shift towards mobile era: “test, learn and optimise”.

[1] https://storage.googleapis.com/think/docs/forrester-moments-that-matter-research-study.pdf

[2] https://storage.googleapis.com/think-v2-emea/docs/infographic/Mobile_en_France_2015.pdf

[3] http://www2.deloitte.com/global/en/pages/technology-media-and-telecommunications/articles/tmt-predictions.html

Photo by freestocks.org

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