In 2013, the online juggernaut Amazon sold $8 billion worth of products from mobile sales. Walmart, best known as a brick and mortar establishment, says that about 40 percent of all visits to its online site were from mobile devices. Groupon is available in 150-some markets across the nation, and nearly half of its “Deal of the Day” sales are coming via mobile technology. In 2008, mobile commerce accounted for just $25 million. A year later, in 2009, mobile commerce jumped to $141 million. It’s been on the rise since.
As you can see, mobile is booming. According to CNET, it’s projected that 65 percent of the U.S. population will own a smartphone by 2015. And that doesn’t even include data on tablets. So with that being noted, it makes a lot of sense for your business to emphasize mobile commerce as a strategy. After all, statistics show that mobile commerce is well past the “trending” stage and is now an important part of the business model of most companies.
Are you making mobile commerce a priority? Here’s a look at some strategies for your new venture:
Simplicity:
It’s crucial to keep navigation as simple as possible for users. If you don’t, you’ll be alienating users and customers. Think about it: What happened the last time you went to a website, used an app or did something seemingly easy that proved to be very difficult? You probably gave up on it and never returned. Use a usability checklist resource and make browsing, searching and check out a breeze for your customer.
Go native with your app:
Develop your application for specific use on a particular device. Yes, it’s more expensive to develop due to the fact that it’s tied to one operating system, but it’s faster, more responsive and allows for the best user experience. A native app should be a perfect complimentary offering to your online web site. And on that note, we should mention that we recommend your website be responsive to mobile formats.
Stay secure:
Security should be a huge focus point when it comes to mobile commerce. An insecure app, where consumer data can be hacked, is a good way to lose credibility fast as well as business. Regularly change your passwords and ensure data is backed up.
Partner with the pros:
If you want the best possible solution, the best route to take is to partner with experienced developers and consultants. They can steer you down the best path to success, while helping you avoid some of the pitfalls that inexperienced developers are apt to make. Yes, the upfront cost will be a bit more, but you’ll end up with a better solution in a faster period of time.
Analyse and adjust:
Once your mobile commerce platform is up and running, don’t just sit back and wait for the magic to happen. Make sure you’re analysing the results, tracking key performance indicators and adjusting things accordingly. Most CMS (content management systems) allow you to upload and download data using Microsoft excel. This will make it easy for you to track your products and communicate with your supply chain. Ensure you analyse your employee’s skills and understand any skill gaps they may have. There are plenty of great excel training resources around to help everyone get up to speed. Remember to interact with users and gather feedback on where improvements can be made.
Market it:
We can’t emphasize this strategy enough – you have to let people know that it’s there. Make your mobile commerce more than just an extension of any marketing you do – but an integrated part of it. Offer coupons, include mobile-only offers and features, and advertise it on various online channels. Set up a Twitter account specifically for this to help increase consumer awareness. And ask yourself often why someone would want to use your mobile app to purchase a product rather than go to the store to do it. This should give you a good baseline at which to make improvements and adjustments to offer more value.
Track your ROI:
Track your mobile commerce strategies using Google analytics or other platforms. Understand where in the world your customers are purchasing from and the exact device such as an iPhone. This will enable you to tailor your marketing and product strategies and will increase your ROI. Find out how your traffic is getting to you via organic, paid or referral traffic. Google offers great training as well which means your employees can learn through their analytics academy.
E-commerce is huge and is only projected to become larger in the years to come. According to a report on Mashable, it’s estimated that global consumers will spend in the neighbourhood of $115 billion by 2015. Is your business taking advantage of this opportunity? Now’s the time to start with your strategy, so you’re not left behind to falter when your competitors stay ahead of you.
