Mobile has become the main gateway to the internet, and this is starting to change how users behave when choosing between options to buy.
When we talk about how users interact on mobile, we talk about the SOLOMO model (Social, Local, Mobile): using social networks, tied to a geographic area, from a mobile phone. But given the latest user behavior and recent changes such as Mobilegeddon, it’s clear that mobile isn’t just an extra; it’s a tool to boost sales.
As we discussed in the previous post, some brands have already succeeded by betting on mobile, and with an Instagram strategy their sales have clearly benefited.
These situations are changing companies’ commercial opportunities and leading them to see mobile as a sales channel. Smartphones can become a two-way link with targeting capabilities few tools can match.
Thanks to mobile we can know who our users are, their habits and their location, and offer them deals that match what they’re looking for. So many people go online from their phones every day that many big companies, like Google, see how important it is to adapt everything for smartphone browsing.
In Spain alone, more than 80% of internet users go online from a mobile device, and the rest of the world also has a high share of internet access via mobile networks.
We have a device that gives us internet access 24 hours a day, 365 days a year. This means mobile is also used to support the different steps of the purchase, although people act differently depending on what they’re buying.
How do users behave when they use their phones during the buying process?
Among the things people do when they’re interested in buying something, we find that they:
• Look up product information
• Want to find a store
• Read reviews of the product or the store
• Scan QR codes or barcodes
• Compare prices while in a physical store.
With these possible scenarios for a potential customer in mind, we need to build what’s needed into our eCommerce so they can easily find the information they want.
The key to making the most of mobile’s popularity among users is USABILITY.
If you want your store ready for m-commerce, here’s a checklist of what your mobile version needs to make the most of this tool.
Mobile usability basics to improve the buying process
Both the homepage and the category pages should make it easy to navigate our m-commerce site. Make the most of images, which help get the message across, and cut text to a minimum. This will make the design much cleaner and more attractive.
2.- Optimized product page.
We’re talking about screens much smaller than a desktop, and just shrinking everything to fit isn’t enough.
It’s better to have a dedicated layout that clearly shows the product and its photos, the price and the buy button without scrolling. Remember that many mobile purchases are impulse buys. That’s why the buy button must be visible, ideally with a “call to action”.
3.- Product information
A small screen doesn’t mean you have to cut back on product information; you just need to organize it practically.
The scroll-down area can hold all the information we have about the product. We can use buttons to group the information so it appears when the user clicks. Don’t be afraid of a very long scrolling page: mobile users are used to scrolling down.
4.- Multiple product images
If this is crucial for an eCommerce site on desktop, on mobile it’s a main key to good conversion. You can display the images as a banner. This keeps the design simple and usability high.
For fashion or clothing items, it’s always a good idea to show photos from several angles so shoppers can see every detail of the product.
5.- Simple selectors
Especially for fashion products, show simple selectors that let shoppers choose the model they want. If there’s a size guide, place it near the selector so it can be checked easily and it’s simple to go back and pick the right model.
6.- Simple checkout
All products added to the cart should be visible, along with the order total, without scrolling down. Users should also be able to change quantities and/or remove products easily.
The steps the user must take to complete the purchase should be clear and inspire confidence.
7.- Store locator
If you have physical stores, you can use mobile geolocation to show which stores are nearby based on the person’s location. For those who don’t want to use that option, it’s always good to offer an alternative, such as selecting a province or city.
Some people check with family or friends before buying something. That’s why you should add buttons to share via social media or email. You can also create a wishlist so people can quickly find the products they liked.
9.- Coupons or discounts section
In the end, people want the cheapest product with the best features on the market. Often that comes through discount coupons or promotions. Some can be exclusive to the mobile platform or activated by scanning a QR code. There are many possibilities to take advantage of.
All of this should be planned with the idea that people now have much more information and resources to make smarter purchases, since they can access endless data just by unlocking their phones.
That’s why we need to personalize online sales and make our m-commerce sites adapt to what our potential customers are looking for.
If your eCommerce doesn’t have a mobile version yet, contact us and we can help.
