Every year brings changes to e-commerce, but 2012 saw unprecedented growth. The bar has been raised, and it’s a full time job for marketers just to keep up. Consumers that were once wary of making online purchases are now expecting an optimized and personalized e-commerce experience, and not just on their desktops. Shopping is mobile. Even those that kept up with e-commerce best practices are going back to the drawing board to make their mobile e-commerce sites as seamless, simple, powerful and personalized as their desktop versions.
Make it Seamless
It’s a good time to be a marketer. We’re blessed with unique channels where consumers are willing to make online purchases. But, with great opportunities come great challenges. It’s not enough to just have e-commerce available on multiple mobile devices and platforms. Mobile e-commerce must be seamless across desktop computers, smartphones, tablets and social pages. Do you allow consumers to add an item to their shopping cart from their desktop at home and complete their purchase later from their smartphone? It’s easy, through site wide navigation, a quick sign in process, easily sorted results and utilizing user-friendly design patterns. That’s just one example of creating a great experience for your client’s customer.
Make it Simple and Powerful
Consumers are 67% more likely to make a purchase if the e-commerce site is mobile-friendly . But keep in mind, just because your company has a site optimized for mobile doesn’t mean it’s mobile-friendly. Make sure the design is simple and clear, but functionality isn’t sacrificed for the sake of simplicity. No consumer wants to start a purchase process and realize they can’t complete everything they had hoped without hopping on their laptop. Achieving an intuitive, yet powerful design starts with listening to users, then putting that research into action. In 2011, Google CEO, Larry Page listened to consumer research and jumped on board, demanding the new Google be simple, seamless and powerful. The end product was deemed a “design revolution.”
Make it Personal
Why bother collecting consumer data if you’re not going to use it to create a personalized experience? The tools are out there. Cut through the clutter of all of that information and give the people what they want. Companies like Home Depot get it. They understand their customers’ purchase cycles by tracking order history and quantity. And customers will know they’re buying the same brand and amount of Christmas lights, plants or planting soil they bought the year before, without having to dig through old receipts.
Is your company ready to invest in mobile e-commerce? Join us at the Digital Advertising Summit on March 20, 2013, and learn from brands and thinkers leading the way in the digital space.