Mobile spending is set to rise this Christmas, with research showing that more than 62% of smartphone owners have bought something online in the past six months. In order to unlock growth, organisations need a new breed of mobile commerce experience - one that can translate into thousands of pounds of revenue.

Working together, Made to Engage and Episerver help our clients unleash the power of Microsoft Dynamics 365 to create the best mobile commerce experiences on the planet and help supercharge their sales.

Discover a few ways we empower businesses to enhance their mobile experiences below...

ONE: Are you in the Thumb Zone?

Make sure all major calls to action are in comfortable reaching distance for the user. Your user’s journey should be frictionless.  Buttons should span the width of the screen, and all CTA’s should be easily accessible.  Make it as easy as possible for the user to hit that ‘Add to Cart’ button comfortably with their browsing thumb.

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TWO: Site speed

Studies have shown that customers will only wait three seconds for a site to load before they click away.  Therefore it is important to have a lean and efficient site. 

Site speed is important, specifically for mobile – this can directly impact conversion rates and revenue, while also impacting how pages perform in search.  This can be improved by compressing images and assets, only loading essential resources on the initial page load, and caching files that do not change frequently, as well as lots of other optimisation best practices.

 

THREE: Test and Optimise

Ensure your site does nothing to inhibit the buying process.  The experience should be as seamless as possible.  At Made to Engage we are aware that sites have seen a 7% increase in conversion rates through AB testing.  You should test Call To Action messaging, images and headlines.

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FOUR: Personalise

You can imagine your audience is viewing the page on their mobile, at speed and on the go, so it is important to communicate clearly and inspire from the landing page. Customers expect to see relevant and targeted information. Relevant offers should be delivered to the user, based on how they have used the site before, for example, what they have viewed, purchased, or added to their basket. 

Purchasing habits change around Christmas time as customers are more than likely to be shopping for gifts.  Personalisation strategies can leverage browsing behaviour and lead to a boost in sales.

Check out your potential revenue boost from AI based personalisation with this tool from Episerver:

https://www.episerver.com/products/platform/personalization/

 

FIVE: Optimise your navigation

Your site navigation should provide a seamless, but logical, journey for users who wish to navigate your site via the menu.

While the primary function of your navigation is to deliver benefit to users, there are huge implications across search performance which can be directly influenced by a site’s navigation.

Your most important pages should be no more than 3 clicks from your homepage and use features like breadcrumbs to help users and search engines better understand your site hierarchy.

 

SIX: Offer up dynamic checkout flows

23% of users will abandon the shopping cart, if they’re forced to register. Ensure you have a guest checkout available. This means you can facilitate the order as quickly as possible.

Reducing the number of steps a customer needs to take complete a purchase can significantly improve mobile conversion rates.  This can include adding an accelerated payment CTA directly to your product page allowing a user to checkout a single product more easily without having to add to the basket.

 

Some examples of accelerated payment methods include:

 

Paypal

Apple pay

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And finally, make Analytics your friend… Through this you can use it to gain valuable information and learn what works well and what doesn’t.

Then you can create an ongoing optimisation program that should examine different elements of a page over time to be continually aiming to improve conversion rates.