A Dynamic Approach to M-Commerce Marketing

The revolutionized arena of E-commerce means the customer shopping experience is moving from an in-store transaction experience to mobile and other hand held devices.

In-store sales are highly influenced by the mobile experience. Customers now tend to check online presence, reviews and other product details on their smartphones before visiting any shop. Did you know?

More than half of all customers (60%) research products online using their mobile device. (Source: Lemonstand)
As per the Nielsen, mobile web growth is 8 times faster than the web growth did in the 1990’s and early 2000’s.

Most of the retailers are still unaware of the importance of adopting the mobile strategy and those who do, are missing at some point. Let’s review the possible approaches to be taken for mobile strategy for E-commerce websites.

1. Embrace Your Mobile Strategy Now this remains a major confusion for the retailers that either they should only focus on website appearance of different browsers or they should go for an app?

As it’s all about investing money. You need to take your decisions wisely. Both of these technologies have their unique worth. If you have just taken a start and intend to take things from the scratch, then I will recommend you to initiate your business with a responsiveness or mobile site.

Make sure to answer these questions below before you plan on bringing your website to the mobile platform:

a. Should I Choose RWD or mobile site? Before proceeding you need to first decide whether you choose responsive web design or a mobile site. There are certain factors that make them stand out from each other which have been further discussed later in this article.

b. Is my UX up-to the users and Google standards? Once you decide, think of its UX. How will it appear on a mobile? When people will visit your website on a mobile phone, is it capable enough to deliver the right shopping experience?

So below are some significant factors to bear in mind while building a mobile friendly website:

    • CTAs need to be placed on the visible spots, preferably in the first scroll of mobile.
    • Avoid flash based content as most of the browsers can’t render it. Try different modern web technologies to enhance the look and feel of your website.
    • Implement meta viewport tag to communicate with browsers, how to adjust the pages’ dimension to entertain the visitors from variety of devices.
    • Make sure to size your content to viewport. Your content and images should be placed properly so that it doesn’t contain horizontal scroll.
    • Ensure decent font size that should be readable for your targeted audience.
    • Touch elements shouldn’t be placed too close with each other. Each and every element of your design should be easily touchable.
    • Avoid unnecessary pop-ups on mobile as it might force visitors to leave your website.
    • Check your mobile score on Google Page Speed Insight. Bring that score to 70 or more.

2. Social Media Optimization While launching your first mobile marketing campaign on social media make sure that the below factors are met adequately.

a. Selection of Platform Before proceeding towards your social campaign, first you need to list down those social media platforms that drive sales. Your social media ad or post should be properly visible on desktop as well as mobile.

Now the selection of the social platforms depends entirely on the nature of your business. Audiences of various social medias are different from others now and it’s up to you which one you select or which one suits best for your need.

b. Type of Posts Being a social media observer you might find different types of posts either on Facebook, Twitter, LinkedIn or any other social media platform. It can be a simple text post, picture post, video post or polls.

Fractl in collaboration with BuzzStream did an analysis and divided the post in 5 different types:

  • How-to
  • Lists
  • What-posts
  • Why-posts
  • Videos
Besides this you need to be careful about the content you are displaying as it should properly appear in the mobile.

c. Targeting As we are aware of the fact that more than half of the globe is on mobile and major of its percentage are social addict. In order to extract reasonable amount of juice from a fruit, proper targeting on mobile plays a critically vital role. Here’s the answer how?

For example, you are scrolling down your Facebook feed on your iPhone and suddenly an ad comes up offering the best quality iPhone accessories. Being an iPhone user; that ad might get adequate attention and engagement from your end, isn’t it? This is how a perfect mobile targeting works.

d. Destination Path Social ads are not merely dependent on the content and its appearance, but its success also matters on the destination path where that specific ad is redirecting.

The landing page for which you are pooling in all your efforts matters a lot. It is necessary that your landing page is performing well on a mobile. Visitors can easily track the main areas of your page and make a goal complete.

3. Conversational Commerce ‘Conversional Commerce’ is a term initiated by Uber’s Chris Messina in a 2015 in his article on Medium. It is basically an idea of bringing a store to the next level of personalization. This technique allows users to directly co-ordinate with the customers regarding order placement, instant reviews, and product suggestions. Did you know that live chat has a 73% customer satisfaction rate?

Facebook launched a Messenger Business that lets users to chat directly with the company representatives. As the users’ account will be connected with their respective Facebook accounts so they can easily make a purchase staying in the boundaries of the messenger.

4. Local Search Should Be Strengthened Local search plays a significant role while implementing a mobile strategy in your business. Whenever you find restaurant, store or any business Google give preferences to your nearby locations in its search results.

In order to rank well in the local search results, it is important to emphasize more on listing your business on different high authority business listing websites.

I found some great stats on the importance of local SEO on Search Engine Land which I believe will strengthen my point:

  • Local searches lead 50% of Mobile visitors to visit stores within one day
  • More than 60% of consumers have used local information in ads
  • 88% of consumers trust online reviews as much as personal recommendations
  • Business address/location is the primary piece of information sought by local searchers
  • 18% of local mobile searches lead to a sale within one day
  • 50% of mobile users prefer a mobile browser to a mobile app
5. Responsive E-mail Newsletters From 2010 to 2015, email open ratio arose by 30% as per the stats found on Campaign Monitor. Before shooting any e-mails to the users, keep the following points in mind:
    • Your e-mails are purely responsive and give a perfect display on mobile. You can also consider the readymade mobile templates.
    • Touch elements should contain space between them so that users can easily point to their desired page.
    • Write short subject lines so that it can easily be read and attract the users at the same time.
    • Senders name should be personalized, avoid names like ‘admin’, ‘info’ or other related names.
    • Keep the colors, images, fonts and all the other elements balanced. Avoid stuffing them all in a single e-mail neither use shocking colors in your email.
    • Keep your high priority elements in the first fold and on the visible spot.
  • Proper traction of visits and different metrics.
6. Responsive vs. mDOT vs. Adaptive Before cutting out the best piece of the cake, let’s briefly discuss a bit to understand and distinguish between these technologies.

Responsive: RWD is an approach focused on delivering the best user experience, look and feel. It is built to provide the optimal viewing experience to the user from any device of any screen-size. Intelligence use of CSS media queries tend to give a website a flexibility to adjust on any screen resolution.

mDOT: It is basically a separate version of your website and aims to give a better experience to the mobile users. It is accessed by adding ‘m.’ in the beginning of a URL. For instance, the mDOT version of Facebook is https://m.facebook.com/

Adaptive: It is a dynamic design solution and updated alternative of mDOT website design. In this case, the server identifies the device type and shows the result accordingly.

Now here a question arises, which would be a better go? If you are taking things from the scratch then RWD is highly recommended. Otherwise, if you are already using another technique other than RWD then bear in mind the below concerns.

    • If you are using mDOT or adaptive website, make sure that you have to manage two websites on the same time.
    • If you are on the mDOT web design technique then you need to be aware of the canonicalization technique. Learn the technique of canonicalization for separate URLs by Google here.
    • You need to make sure that the content you are displaying is supported on mobile.
  • Ensure that the desktop URLs are properly redirecting to an appropriate mobile URL version. Avoid faulty redirects on your mobile website.
Other common possible mistakes can be found here on Google’s Developer section. These issues are taken lightly and hence prove as a failure factor behind any mobile strategy.

Commanding on the mobile strategy with these techniques will not only help you built trust among your audience but will also certainly help you in boosting your sales generation process. Feel free to share your feedback or if you have any other mobile approach that you believe is valuable and fruitful enough then you’re most welcome.



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Tuesday, 23 July 2019
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