The majority of online retailers are now aware of the relevance of mobile commerce. For 2015, a forecast of 5.9 billion euros is expected to be achieved in mobile sales. If an online shop is to generate a high conversion rate, bind customers to the company in the long term and generate as much sales as possible, a mobile website is required.
The use of apps has also proven itself and is becoming increasingly popular among customers and dealers. But what are the advantages of an app? And what must be considered when using a mobile website?
Who uses mobile commerce?
Mobile consumption undoubtedly includes the use of various marketing tools that are intended to draw users’ attention to the site and to convince them of the product. Here it is particularly important to note that users of mobile commerce are not a homogeneous group, but are very different in themselves and use their smartphone or tablet with different intentions.
Some use their phone directly for mobile shopping while others use it for price comparison. In addition, there are the various customer groups of smartphone and tablet users as well as those who prefer an app to a mobile site.
Correctly used mobile marketing creates, in the best case scenario, a buying incentive for the user in each group. Nevertheless, the different users must be responded to in an adaptive and flexible manner.
With the mobile website, customers are often generated by surfing or searching via search engines, with an app, on the other hand, a targeted search for a specific shop takes place, so the focus is either on the product or on the shop – this knowledge has to be dealt with differently in each case will.
App or mobile website? You have to pay attention to this!
Although the mobile website often has to assert itself against a large number of competitors and providers of similar products, it must by no means be neglected. Do not give up
- meaningful pictures,
- Videos or
- Product descriptions
with the mobile version of the website, but rather use it in a targeted manner. What is important is a reduced form of presentation so that the customer gets a concise impression of the product and shop and at the same time is not exposed to long loading times.
A mobile website is also characterized by the fact that selected information is tailored to a level adapted to the device used. The user can easily and simply scroll through the offer and the product range and is freed from the annoying zooming in and out of content. The loading times are also significantly reduced – a knockout criterion for websites that should not be underestimated: 40% of users leave a page as soon as the loading time is more than three seconds.
Apps and mobile websites differ significantly when it comes to the use of tools that are used for mobile marketing. In contrast to the mobile website, apps are not so much an instrument for new customer loyalty, but rather serve regular customers. From this follows the adapted handling of users of the respective medium: Apps can offer the customer added value by using various features such as PUSH messages, barcode scanners or access to the camera.
Mobile websites, on the other hand, are often used to acquire local data – 95% of smartphone users have already used their device to access local information such as opening times and addresses.
Less is sometimes more!
Like any form of marketing, the mobile version can quickly have the opposite effect if used excessively and scare customers away. Sensitivity is definitely required when using it!
Make absolutely sure that the customer only receives advertising that is tailored to him and can offer him added value. The incorrect use of QR codes, which if used correctly, can be a very valuable marketing tool, is also very harmful for the shop. If a customer is not redirected to a mobile-optimized page when scanning the code, for example, or if the size of the code is unwieldy for scanning, it will have no effect whatsoever.
Of course, social media is also very suitable as a marketing channel, which has an incredibly large reach and at the same time is associated with no or at least low costs. But here, too, the following applies: If you overdo it with the information, it tends to scare off your customers.