Amazon doubled its mobile sales to reach $8bn in 2013. Walmart estimated that 40% of all visits to their internet shopping site was from a mobile device. According to IBM, Mobile sales increased by 46% in Q4 2013. Mobile commerce is booming. What are the reasons for some businesses cracking the secret to m-commerce success?
Let’s start with Groupon, the deal of the day website, present in 150 markets which has approximately 50% of its sales coming from mobile. What marks the difference compared to other mobile commerce apps? Quite simply, the user experience. The navigation of the app is easy and straightforward. The payment gateway is safe and there is added value for users to buy through the app as offers are time-sensitive and payment may be required from their current location.
A good example is ASOS, the UK’s largest online-only fashion and beauty store. On the left, you can see the result of completely re-thinking their design to make the user experience smoother and more comfortable after the first iteration. It’s currently one of the best rated m-commerce apps available.
Let’s also look at an example of a less-successful m-commerce app like the original one released by Macy’s: in the old app, buyers were confused as to where to click to buy. Macy’s decided to completely redesign the user experience and user interface of their app. The image on the right illustrates the new user interface and the good job they have done in addressing user concerns.
What can we learn from the successes in m-commerce strategy? Here are our 7 tips:
- Keep it Simple. Make navigation as simple as possible focusing on user experience. This includes intuitive search and browsing as well as an easy check out process.
- Consider going Native. Developing a native app increases responsiveness and speed of the app delivering the best user experience for the user. However, besides the native app, the mobile web site is core for reach and to cover all platforms.
- Increase Security. Use trusted platforms and remind the customer at which stage they are in the payment process.
- Improve your marketing interactions. Your m-commerce strategy must be an integral part of your marketing strategy and not merely an extension of it. Think mobile advertising, geo targeting, location-based services, coupons, mobile valued-added features, use case based design, mobile email marketing.
- Partner with experienced mobile developers and consultants. They will have past experience of success to build on. Using their experience will save you time, avoid failure, gain on quality and have a faster Return on Investment.
- Encourage social interaction with links like sharing options on social networks
- Use Analytics to track your Key Performance Indicators and efficiently manage your m-commerce project
If you would like to know more about how to become an m-commerce success, contact us to discuss this further with our team.