It’s no secret that mobile use is on a steady rise. The latest KPCB mobile technology trends report found that, as of May 2015, mobile digital media time in the U.S. is much higher at 51% compared to desktop at 42%. Consumers are also turning to their mobile devices for product research and purchases: Prosper Mobile Insights indicates that 81% of smartphone users have done product research from their phones with 50% eventually making a purchase through the same device. The rising mobile trend has created an unprecedented opportunity for brands to engage with customers in fresh new ways—providing superior customer service on the go, making targeted marketing offers, and offering easy payment methods. When done right, brands can significantly drive sales, attract new customers, and build a solid reputation for excellent customer service in an increasingly competitive global marketplace. So how can brands provide optimal mobile customer engagement and achieve such results?
Optimize the website for mobile. Research has shown that shoppers are more likely to purchase from a brand that offers an engaging mobile experience. The mobile version needs to be visually appealing yet functional, with everything one would find on the desktop web version: buttons for quick access to information, an easy navigation menu, a simple layout with minimal graphics, and easily legible text. Lastly, the color scheme and design of the mobile version should visually match the aesthetics of the web version for easy brand recognition and consistency.
Consider offering an app. Some statistics suggest that consumers may not want the extra step of downloading a brand’s app, but for loyal customers who frequently purchase from the same brand, an app may be more than necessary. This is especially true for the millennial generation—a Baymard Institute study cited that over half of millennials abandon a brand after having a poor mobile app experience. Furthermore, a Nielsen study comparing the monthly usage of mobile app and mobile web showed that 89% of the consumers’ time spent on media was through apps, with only 11% spent on mobile web. For retail and service-oriented brands, offering an app that enables quick and easy purchase may prove critical to driving sales and customer loyalty.
Use geolocation and push notifications for targeted marketing and increased sales. A recent InReality study found that 75% of store shoppers use their mobile devices in-store, with 25% making purchases before leaving the store. Furthermore, a Teradata study conducted in the UK found that 67% of online retailers are asking for customers’ location, yet only one-third of online retailers who gathered data on customer preferences and had permission to send targeted push notifications actually did so. By tracking location and purchase preferences, brands can deliver relevant messages to customers while they are in the store—sales announcements, coupons, or checkout discounts, for example—driving sales and customer satisfaction. This gives customers a personalized experience based on their shopping preferences—the brand is right there with them, making the process easier and more enjoyable.
Make the payment process quick and painless. The payment process should always be painless and worthy of the customer’s trust. Make payment options simple, with dropdown menus and limited data entry to keep the process short. Large text and simple entry forms are very user-friendly as well. Also, be sure to include any icons that ensure the security of making payments on the site to instill customer confidence. Lastly, make sure the customer is notified when the transaction is complete with a reference number for their purchase.
Offer all the necessary buttons. Consumers often access their social media accounts from mobile devices, so businesses may reach a greater audience by marketing directly to their customers through these sites and making it easy for them to leave reviews. Consumers also like to look up reviews before making purchases—a process which often takes place in-store. Brands should therefore integrate a mobile program with customer reviews and offer social media sharing buttons on mobile to facilitate mobile marketing. Customers also need to be able to contact a brand easily on mobile, so using click-to-call and click-to-chat buttons are the fastest way to enable customers to contact a company.
Make the mobile experience seamless and user-friendly. It’s critical to make the mobile experience seamless. Due to the size limitations of a mobile interface, brands must make an effort to enable user-friendly functions such as swiping or scrolling to allow for option selection. Data entry should also be limited to keep the experience efficient, and buttons are preferable to links as they are easier to tap.
The rising trend for mobile customer engagement presents tremendous opportunities for brands to attract new customers, personalize the customer experience, drive sales, and foster brand loyalty. Learn about Vocalcom contact center software solutions for optimal mobile customer engagement.
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