These days, mobile is an essential part of the global customer experience. According to Trinity Digital Marketing, more than one billion people are using mobile devices worldwide to access the web. Deloitte further affirms that nearly 58% of consumers who own a smartphone have used it for store-related shopping. Mobile optimization should be a priority for every brand, and analyzing mobile customer habits can empower your brand to offer richer customer experiences. Here are five essential rules for mobile optimization that will delight your customers.
Mobile optimization begins with understanding your customers’ habits. Mobile data can reveal critical information such as how often customers use their device in-store, abandonment rates, and sales conversion rates. Does your customer redeem a voucher offered in-store? Does she purchase after receiving live chat assistance? Learning the answers to such questions empowers your brand to use stronger targeted marketing practices and create more seamless customer experiences.
Consistency is key to an optimized mobile experience. Mobile customers should be able to perform the same tasks as they would on a desktop, with access to rich content and timely customer service. Customer data should also be synchronized across touchpoints so as to streamline the customer experience. For example, if a customer has created a profile through your brand app or mobile site, all data (such as transaction history and loyalty points) should be easily accessible on the web or in-store at the time of purchase.
The recent trend of conversational commerce has redefined personalized customer experiences. Messaging is an ideal way to interact with your customers in a personalized manner and offer them the specific support they need. By accessing customer data, your brand can better assist customers on the go who need technical support as well as those looking to make a purchase. Many brands have turned to artificial intelligence to offer personalized product recommendations customers may like based on their purchase history.
Knowing where your customers are when they interact with your brand can help you improve marketing and service practices. For example, using geolocation data to determine when customers are in-store can prompt your brand to offer live chat assistance, sales announcements, coupons, or special discounts to redeem upon purchase. Your brand may also go a step further and announce information about specific items the customer has searched, such as informing the customer that a recently searched item is on sale.
Lastly, remember that great customer experiences are never complicated. Simplify the mobile experience by offering features that empower your customers. For example, offer click-to-chat or call buttons for customer service, visual IVR menus that save them time, and easy checkout options for a seamless purchase process. Mobile interfaces are limited in size and therefore need to be user-friendly.In an increasingly mobile world, it’s more essential than ever to provide your customers with an enhanced mobile experience that will ultimately win their long-term loyalty.
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