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Holiday Season Shows the Importance of Mobile Interaction

This guest post is contributed by Grady Winston. Grady is an avid writer and Internet entrepreneur from Indianapolis. He has worked in the fields of technology, business, marketing, and advertising – implementing multiple creative projects and solutions for a range of clients.

In 2012, shoppers spent $1.46 billion online on the Monday following Thanksgiving (also known as “Cyber Monday”). And more than 18 percent of shoppers used a mobile device to access retail sites that day. As mobile devices become more available – and as retailers designer their websites to be more mobile-friendly – the trend in online shopping is expected to continue.

Of particular interest to retailers is the fact that people who use mobile devices to shop online exhibit a slightly higher rate of conversion when compared to their desktop computer-using counterparts. That’s why it pays to develop a strategy for capturing this audience.

Buying habits

Shopping data pulled from Black Friday and Cyber Monday show that the average mobile shopper is approximately 7 percent more likely to make a purchase in the evening than during the day. While they may not be outside of their home in the evening, the convenience of their tablets and cell phones makes for easy shopping from their favorite leisure spot in their home. To take advantage of this trend, be sure to coordinate your efforts to take place after dinner time to achieve better conversion rates.

Best practices

To achieve sales conversions, you should engage the potential customer in a variety of ways. Some good approaches include:

  • Optimizing your mobile site – To convert visits to sales, you need to use simple features on your website. Especially when dealing with mobile devices, which have less precise input and smaller screens, an optimized site is easier for shoppers to use. Make sure to include basic features customers may be looking for, such as “subscribe” and “contact” fields.
  • Implementing social media campaigns – While a long-term campaign is needed to build a significant following, you can ramp-up customer excitement about sales or new inventory by carefully timing tweets and social media posts. Tying in your message to your other channels (including blogs, emails and print publications) will help to unify your message for any special sales or deals available. Consider including deals or discounts for followers of your accounts to foster brand loyalty.
  • Using SMS messages to get immediate results – A text message is frequently read within four minutes, which can lead to quick conversions on limited-time offers. Brands such as Redbox and Papa John’s effectively use SMS to deliver coupon codes to subscribers, encouraging them to take advantage of deals and generate business on specific days.
  • Building a subscriber list – When it comes to digital marketing, email is a very effective solution. A subscriber list can bring customers back repeatedly, especially if you deliver limited-quantity offers to subscribers on occasion. Making your brand advocates feel appreciated will lead to higher conversions – and people who appreciate your brand are more likely to spread the word about positive interactions with your business.

Mobile shopping could eventually become the main way people buy goods and services. Plan accordingly, always being mindful of how mobile-friendly your website is. And don’t be afraid to ask for input and ideas from your customers – they’ll happily share their opinions about what might make your website easier to use.

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Filed under Connected Devices, Guest Writers, Point of View, Web Site Design