Part A: What Do Users Want From Mobile Commerce Sites?


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  • People ask me when will be the year of mobile to which I reply err...last year. You only have to see that since may of last year for markets such as the US, mobile web traffic has more than tripled!
  • Apple absolutely owns the tablet market. Tablets, though growing fast, have slowed and still only comprise 10-15% of all mobile visitors.
  • The biggest reason for having a proper mobile site is to do with User experience –giving your customers what they want, when they want it. Creating and optimizing for mobile then allows you to sell more. A mobile site allows you to reach consumers whenever and wherever they want. This increases the opportunities for people to purchase from your company. If you don't have a mobile site and your competitors do, then you are allowing them a head start in a fast growing commerce channel. According to a recent Essential survey, 42% of mobile internet users earn over £40,000 a year. A mobile site doesn't have to cost the earth. Really! The extra sales channel and exposure to customers shopping on the move means more sales Even if customers aren't buying direct from your site, you can drive sales in store with locator tools and collect and reserve services Some consumers use mobile phones to seek out the best deal while shopping offline. With a website optimized for handsets you have a better chance of grabbing some of this business
  • The first thing to say is that mobile users are frustrated if they don’t get the same good user experience on the mobile site and they do on your company’s web site The trouble is, of course, that the mobile device is not the same as the desktop The 3 things that limit the mobile device, Bandwidth (unless you live in Tokyo, processing power, screen size If you don’t get it right first time you’ll lose them
  • In order to start optimising your mobile strategy, you need to have accurate knowledge about devices that people are using or trying to use to access your site. Don’t just rely on sales stats and the kind of market share stats I showed you earlier. You can find best information from looking at a combination of Google’s Adwords mobile search stats and your own on-site analytics ...on the the subject of analytics. Make sure you invest time getting this right. GA has improved and has just launched a premium version of its analytics product. As a minimum, you should look to segment by device, operating system, screen resolution, manufacturer and device type (tablets, smartphones, feature phones – possibly games consoles and media players). a) There are large audience segments for Android, Apple and some BlackBerry that can give you reach. b) Internationally, the countries may vary but the big players are always around everywhere.c) Android and Apple apps are a priority, apart from the UK and USA where a BlackBerry app would be useful. “ Sixteen percent of consumers have shopped via mobile phones or smartphones, but 27% of them report that it is dissatisfying due to the mobile shopping experience being too slow. One-third of consumers report wanting to shop via their smartphones in the future, with 5% indicating that this will be an important aspect of their loyalty to online retailers.” (Source: Forrester Consulting ) Even if you are a game developer, who only sells apps, you still need a mobile optimised site, even if its primary job is to sell and direct traffic for your app downloads. There isn’t a company out there with traffic, that can’t benefit from an audience focused and optimised mobile site.
  • Part A: What Do Users Want From Mobile Commerce Sites?

    1. 2. Growth in worldwide mobile traffic (% of all unique visitors)
    2. 3. Growth in worldwide tablet traffic (% of all unique visitors)
    3. 4. In the US Google Android dominates Smartphone OS share. *Source Comscore June 2011
    4. 5. 7 Reasons why should you have a mobile commerce site <ul><li>Increased exposure to customers </li></ul><ul><li>Keep up with competitors </li></ul><ul><li>Appeal to an affluent audience </li></ul><ul><li>Relatively low development cost. </li></ul><ul><li>Increased sales. </li></ul><ul><li>Opportunities to drive users into local stores. </li></ul><ul><li>Appeal to comparison shoppers . </li></ul>
    5. 6. What are mobile users looking for? <ul><li>More than half of mobile device users say that they expect sites to download as quickly on their mobile devices as they do on their home computers. </li></ul><ul><li>60% of mobile web users have had a problem when accessing a website in the past year. </li></ul><ul><li>75% said slow load time was the number one issue. </li></ul><ul><li>Three out of 5 say that poor performance will make them less likely to return to a site. </li></ul>
    6. 7. Top tips for mobile marketers <ul><li>Know your devices </li></ul><ul><li>Get good mobile analytics </li></ul><ul><li>Fish where the fish are </li></ul><ul><li>Mobile performance is vital </li></ul><ul><li>Visit the Econsultancy site to get more on how to build the business case for mobile </li></ul>
    7. 8. About Econsultancy <ul><li>Econsultancy is a global independent community-based publisher, focused on best practice digital marketing. We have over 100,000 members worldwide and includes brands agencies and suppliers. </li></ul><ul><li>We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, face-to-face conferences, forums and professional networking. </li></ul><ul><li>For over 10 years, our resources have helped members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practices and innovation. </li></ul><ul><li>Join Econsultancy today at </li></ul> +1 (212) 699 3640 Twitter: @dstradewell