mCommerce is “growing like a weed” according to a recent Criteo report. Mobile shopping grew to almost 30% of all eCommerce transactions in the United States, and an astonishing 50% in South Korea and Japan!
Interestingly, all consumers actually view the same number of products on their mobile devices. The problem is the lower conversion rates for U.S. sales.
If the eCommerce boom is evolving into mCommerce dominance, it’s essential that all online sellers avoid making these simple mobile commerce mistakes this year.
Mistake #1: Believing All Shoppers Are Equal
Although the mCommerce industry is growing, the buying habits of Millennials are in an entirely different category. According to Facebook IQ, 57% of Millennials will buy something using their smartphone next year!
If Millennials are in your target market, you must do everything possible to ensure the entire sales process, from initial marketing message to the final sales process, is tailor-made for this group. This means thinking about non-traditional marketing, like integrating advertising into mobile gaming. And as Millennials are especially drawn into reward-type offers, mobile gaming is an excellent way to connect with the largest mCommerce group.
Mistake #2: Low “Mobile Friendly” Score
Good eCommerce platforms understand the importance of mobile-responsive websites that work seamlessly on any size device. Using a system like Selz is critical, as their checkout experience is designed specifically to work smoothly on mobile. Which is extra important because Google announced last year that it would include a site’s “mobile friendly” score in their search algorithm.
So not only does the site need to be mobile responsive to make it easy for consumers to buy, the site needs to be mobile friendly to gain higher Google rankings. The good news is Google has an easy-to-use tool, called the Mobile-Friendly Test, that measures any site’s mobile scores.
Mistake #3: Don’t Offer a PayPal Option
PayPal seems like it would be the obvious choice for any online seller. In 2014, PayPal processed over 4 billion payments, and more than a quarter of those sales were on a mobile device. But not all online sellers offer the widely popular payment option.
Online retailer Amazon still refuses to consider adding PayPal as an option. Although this tactic can work for the hugely successful Amazon, it won’t work for smaller online stores. In fact, 83% of online merchants say sales have increased by offering PayPal as an option. Plus, it’s considered one of the top trusted ways to purchase items online. To ensure you don’t miss out on any sale, always add PayPal as an online payment option.
Go Where Your Buyers Are
An old marketing rule is to always go where your buyers can see you. As technology changes, our marketing efforts have traveled from newspaper to commercials to online ads. Now, it’s essential to understand that today’s buyers use their phones for much more than a simple communication tool.
This means we have to keep up with the mCommerce revolution to ensure we stay relevant. If we want to grab our share of mCommerce sales, we have to stop treating mCommerce like a novelty and start treating mCommerce like the growing force it has become.
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