The explosion of information technology has improved our living standard a lot, we can forget the period when you have to work with a big and heavy computer if you want to access Internet and purchase anything. Smart devices such as tablet, laptop, especially mobile phone have become more and more popular with everyone and it causes the fact that the traffic shifting to mobile increases as well ( it is predicted that retail sales on smartphones and tablets will reach the number of $115 billion in 2015 and $252 billion in the US by 2020).
However, the recent survey releases the truth that if 47% of traffic comes from mobile devices, only approximately a half of sales do due to problems with the mobile experience. This means that you will lose huge amount of profit from this potential market, for example, the proportion of mobile traffic is 2% of desktop, but your conversion rate on mobile is only 0.5% of the conversion rate on desktop. A question given is how to increase the number of 0.5% to 0.75% to promote your business?
Here are the three tips for you!
- Customer experience matters
The most concerning problem is confidence in the products or services offered to customers. Trading online means that customers cannot touch directly to products on shop; therefore, it is crucial to add more detail as much as possible through some functions like zooming in, viewing alternate angles, or watching a short video describing more about the product or services being offered. From the survey done with retail customers, the statistic shows that a correlation between customers zooming in on product details and increasing in conversion for those customers is by 300% on average. And that correlation also happen the same with people watching all or part of video but a smaller percentage (200%).
With desktop-optimized sites, you could find the high-quality product zooms and video, but a brand’s mobile site we might replace a “fake” zoom experience with a low-quality, pixelated rendition of the product details, and without video.
- Identifying areas of improvement
There are few businesses taking the lead of solving with this issue. Let’s take an example of Vera Bradley, its rich visual aspects on mobile shopping experience is on par with desktop – providing a lot of angles and views of each handbag along with high quality, touch-optimized, in-line zoom to view the smallest details in fabric color and stitching. Even the bag with 3D effect and video about real experience of customers are also added. On a mobile screen, the images are adjusted to remain the product as a prominent center of interest, and the quality and performance is excellent.
- Evolving your experience and watching for improved results
With analytic function coming from modern content delivery systems, you can realize the aspect where you can enrich your mobile experience. At that part found, the test can be run to check whether mobile conversion does indeed rise with each change you make. A typical example is if the data points out that a correlation to higher conversion rates when customers watch a video on your desktop-optimized site, but at that time there is not video on mobile, all you need is adding video for a portion of your mobile site traffic and watch for improved results.