7 Mobile Marketing Tips to Increase Conversion Put the Customer First: Trust, Efficiency, Design

While mobile devices are the preferred way for users to access the web, desktop systems maintain the lead in online commerce. But technological advances to mobile-optimized, user-friendly mobile commerce (mCommerce) is helping integrated marketers give desktop shopping a run for its money. MarketingProfs has put together 7 tips for improving mCommerce conversion.

Cultivate Trust

One of the top factors that mCommerce users are concerned about is security. Using trust marks on your site or URL demonstrates that your site uses encryption to protect user data. As mCommerce users grow more comfortable with sharing their private information online, we will see this area begin to outpace desktop commerce.

Effective Design

The design of call to action buttons is important in mCommerce. Many users cradle their phone in one hand and use the other pointer finger to press buttons, while some prefer to stretch their thumbs to tap buttons. For this reason, not only is color and design important, but placement and size of those buttons. Don't make your buyers work for their purchases.

Design User-Friendly Forms

Forms can be make-or-break for users. If it's too complex or contains too many fields, users may bounce off your site. Include only those fields that are essential for your business needs, and make sure they are clearly labeled, full-width, large and legible, etc.

Speedy Checkout

Complicated checkout processes are a leading cause of cart abandonment, particularly on a mobile device, so make checkout easy. Users may not want to re-input all of their data or deal with payment details on subsequent site visits, so ensure that site design allows for one-click sign in via trusted sources, field autocomplete, and payment through trusted sites.

Speed it all Up

Slow page and site load times can also hamper consumer conversion. Buyers often use their mobile devices for convenience, but slow shopping and purchase experiences will undermine conversion efforts. Users are not patient when shopping online; studies show that they will abandon a page if it doesn't load in 6-10 seconds. In order to ensure that your site doesn't fall prey to slow downs, simplify your site: include only essential information, get to the point, keep images to a minimum, and avoid complicated design features.

Make Order Editing Easy

Give consumers options without risking a lost sale by allowing them to easily edit their cart at checkout. Rather than sending away from their carts and risking cart abandonment, use simple checkout features to allow buyers to easily modify and save choices (size, color, quantity, shipping details, etc.) without leaving the checkout step.

Click-to-Call

If purchasing merchandise from your site isn't the final step you want consumers to take, include a click-to-call option to easily connect customers with representatives for your business. With the tap of a button, your buyers can talk with someone about your business, saving them the trouble of searching for your phone number or getting lost in the typical call matrix.

Companies engaged in mCommerce practices must prepare to meet the needs of consumers, earning their trust and ensuring smooth transactions. The customer experience is critical for mobile conversions, and the most effective integrated marketers will ensure that no effort is spared when building or enhancing their mCommerce sites.