There’s a new mobile shopper study that provides some hard numbers for marketers and store owners.
A new study, commissioned by Vanson Bourne for BoldChat by LogMeIn, provides some serious insights into the world of mobile shopping and how consumers feel about the way it should be compared to the way it generally occurs.
Among the notable facts and figures in the report (and we’d highly suggest that you sign up to download a copy at the link above) are key points for creating a mobile marketing strategy, and if you already have a mobile presence it wouldn’t hurt to look at your mobile site with a fresh eye to these findings.
Customer service is one item that should be simple to translate into mobile. And if it’s not, it should be a priority. Disgruntled customers are apt to take to social media to complain about a company; that’s much more costly to deal with than creating a way to connect in the first place.
When a user needs support:
- 95% — Resolving my issue during the first interaction
- 94% — The authority of the agent to do what needs to be done to help
- 93% — The friendliness of the agent
- 81% — The ability for any interactions to be documented in writing
Bumping up the per ticket sales to customers is something that goes straight to the bottom line. User acquisition costs are often high and finding ways to increase spending by actual customers is a big deal.
What would make a user spend more money:
- 35% — If it was easier to compare different products on mobile
- 33% — If I was more confident about the security of the retailer apps or website
- 30% — If it was easier to contact retailers on mobile when having a problem
- 27% — If I was more confident about the security of my own mobile device
- 15% — If my mobile device was easier to use
We’ve talked before about ad blockers, sites that attempt to just shrink a desktop site into smaller format and other grievous mistakes. A small amount of planning makes these stumbling blocks easily avoided when devising a mobile strategy.
[RELATED: Mobile Marketing Strategies for Beginners]
What enhances the overall user experience:
- 44% — Easy to find contact options for support
- 17% — Fast loading pages
- 16% — Readable text and images
- 11% — Clear navigation
- 7% — Site search functionality
- 5% — No horizontal scrolling
We’re going to be releasing a new podcast episode in the next few weeks that details a shoppers journey from the research stage to the purchase completion. Mobile is a critical factor in the way people make purchases these days, and it’s just plain stupid to ignore the facts.
What they use mobile for in their shopping journey:
- 67% — Type a question into a search engine
- 58% — Look for ways to contact a person
- 53% — Look for FAQ or other self-help
- 50% — Look for customer reviews
- 31% — Look for video content
This is for sure a lot of info to take in, especially if you’re new to the world of mobile or if you haven’t given it a lot of thought as it relates to your business. Don’t get flustered or rushed into making decisions just to get something online.
Don’t let web designers or programmers design your marketing strategy either. We love designers and coders as much as the next person but they are NOT the ones who should be determining how you market your business – if you don’t know a good mobile marketing strategy person, drop us a line and we’ll be glad to make some recommendations that will help you find the right person to get you started properly.