7 Ways to Improve your Mobile Commerce Strategy
While desktop shopping numbers still largely dwarf mobile spending, that’s changing quickly. Millennials and Gen X shoppers love their mobile devices, and the former is set to become the largest demographic as Baby Boomers age. Eventually, most purchasing will happen from handhelds, so getting smart about your mobile commerce strategy now is the only way to future-proof your business.
1. SEO Matters Everywhere
A solid mobile commerce strategy improves search results just as much as traditional desktop tactics. Research your keywords and deploy them carefully and strategically. Users are constantly searching on mobile (over half of searches now come from mobile devices), so make sure that your user team is focusing on mobile search results.
2. Push Special Offers to the Top
Want your users to spend more of their mobile shopping dollars on your site? Push your sales and any special discounts to the top of your mobile site so it’s the first thing shoppers see when they browse on their smartphones. You only have about 10-20 seconds to grab a user’s attention, so always give them the good news first. Entice them with money-saving deals, free shipping, or free membership offers up front.
3. Platform Proof Your Mobile Site
It doesn’t matter how well thought-out your mobile commerce strategy is if no one with a new Android phone can see it. You have to constantly check your mobile site’s compatibility with operating system updates and new mobile devices. There are third parties that will do this automatically for you, so you don’t have to think about it. Often, web hosting platforms include this feature as a part of your annual contract. Scale the site so it loads quickly; load times are even more important in the mobile environment than on PCs.
4. Feature Bite-Sized Information
Google defines “micro-moments” as the instantaneous moment when people use their mobile devices to look for a single piece of information, such as celebrity birthdays or last-minute shopping information while they’re standing in the checkout line. Question your micro-moment strategy:
- How can you and your brand capitalize on micro-moments?
- What product-related information can you feature to facilitate this type of quick research?
- How can you curate or create original content that exists solely for these types of searches?
- What kind of useful, brand-relevant information can you deliver for customers while they’re on the go?
5. Develop a Separate Mobile Ad Campaign
Drive users to your site with ad campaigns on social media apps that are tailored to the mobile shopper. Use Facebook’s mobile ad developer tool and cultivate images and videos that pop. Find out which other content-based apps your users spend a lot of time on. Can you do an affordable ad buy on these apps? Include smart and easy to navigate calls to action to make it as convenient as possible for buyers to respond to your mobile ad.
6. Use Push Notifications Creatively
Millennials love push notifications from their social networks. Use yours carefully and thoughtfully when you’re making a big announcement. Mobile shopping isn’t just about impulse purchases. Younger shoppers are educated and aware of value. Tie your marketing campaigns into other promotions and make them as interactive as possible. Personalize your push notifications whenever possible. Experiment with humor and personality.
7. Measure, Measure, Measure
The success of your mobile commerce strategy depends almost entirely on how well you measure and collect data. Try out different campaigns in small batches to clearly defined groups and measure how well each worked. Let the data drive your behavior as a marketer. Your assumptions are never as important as response rates and clicks.
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