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Mobile marketing: Boost eCommerce conversions

Marianna Muscat - Tuesday, August 4, 2020
mobile marketing

Your mobile marketing strategy can go a long way in boosting the conversions that you get from your eCommerce activities. Here are four techniques that you can incorporate to ensure that your eCommerce conversions grow along with your business strategy. 

4 Mobile marketing techniques to boost mobile eCommerce conversions

1. Optimize the mobile experience

Mobile-first design should be your priority when tackling your eCommerce strategy. You need to ensure that everything on your eCommerce site is designed to be consumed on mobile devices. This includes the layout, images, and checkout process. All of these aspects need to be optimized for mobile so that your customers have an amazing experience when purchasing from your store. If you neglect to understand how important mobile-first design is, you’re going to add barriers to your buying experience, and you’ll lose sales. Think about things that disrupt the process, such as unnecessary pop-ups, intrusive ads, design issues, and slow load times.

You also need to keep in mind that while customers may initiate the purchase process on a mobile device, many people may cross over to another device or platform to finalize the process. You need to ensure that the cross over is seamless and that the user won’t need to start over when they switch to a new device. 

The key to optimizing the mobile experience? Testing! You need to test every phase of the process to ensure that the mobile experience doesn’t suffer from breakdowns along the way. Remember that testing includes user experience, not just the actual process, so ensure that the process works, but also that it is a pleasant experience for your customers. 

2. Follow up 

Conversion doesn’t stop at optimization of the process. It continues to post-sales support and engagement with customers. If you’ve made one sale, you can target the customer with special offers, or you can include a follow-up communication to show the customer that their support is valued. A great strategy to implement is to contact customers who have abandoned their carts. It can be a simple message that prompts the customer to reclaim their cart, or you can offer a small discount to entice the customer to conclude the sale. 

Creating a successful follow-up strategy is not as simple as programming an automatic email. It needs to be thoughtfully constructed to be enticing and exciting, but not annoying and desperate. If the prompts are intrusive, this may hurt your brand image and deter customers from wanting to purchase from you in the future. 

3. Target potential leaks 

When was the last time you checked your conversion funnel for leaks? Now is a great time to use your analytics tool of choice to see what’s really happening during the sales process.  

If you see multiple leaks in your conversion funnels, you need to target those areas to ensure that you retain the customers who are already interested in purchasing. A lot of leaks can be plugged with minor changes, but you need to prepare to experiment and investigate the leaks, so you’re sure the fixes will improve conversion rates. 

An excellent place to start is your terms of sale/ delivery. If you’re not upfront about your delivery costs, taxes, and production times, people may abandon their purchase at the last step because they are taken by surprise. 

4. Use urgency

If you place a limit on an offer, you can convert customers who are on the fence to complete the purchase. If you can successfully establish urgency, you’ll see an improvement in your conversion rates. This is because most people (even if only on a subconscious level) don’t like to feel like they are missing out on something. If you want to use a positive nudge, you can always include a limited-time discount or special incentive to conclude a purchase. 

Do you want to learn more about mobile app marketing, mobile marketing services, and mobile content marketing? Visit our website for mobile marketing advice from WSI New Media Marketing in Greensboro, North Carolina.

What KPIs Should Your Mobile Marketing Analytics Track?

Ken Bowden - Wednesday, October 2, 2019

what-kris-should-your-mobile-analytics-track

As fun as mobile marketing campaigns can be, they have no use unless they actually yield measurable results related to the growth and profitability of your business. Mobile marketing is there to boost the acquisition of new users/customers, and the retention of existing ones, and to aid in increasing your business’s revenue and/or profit.

Perhaps the above is stating the obvious, but how do we actually measure these variables? Well, in order to do so, you need to focus on a set of central key performance indicators (KPIs). Here are the four main KPIs your mobile analytics should be tracking daily so as to ensure you aren’t just ‘winging it’ with your marketing efforts:

  1. Cost per Install and/or Acquisition (Cpi/Cpa)

This is a question of the feasibility and profitability of your business, as well as the cost-effectiveness of your mobile marketing. Whatever analytics system you are using, make sure it can tell you exactly how much it costs you to acquire one new user/customer. You can then adjust your marketing budget accordingly or, if all goes well, have real figures to take to your finance department when they question your ad spend.

2. Customer Lifetime Value (CLTV)

This crucial metric tells you how much gross profit is generated by a single customer over the entire time you are doing business with them. It’s calculated by multiplying the average period payment (say your monthly or annual subscription fee) by your average gross margin and the number of periods the customer is expected to be with you. Together with your CPI/CPA measurements, this metric enables you to work out and project the profitability of individual users and groups of users. This helps you know where to focus your marketing and customer retention efforts.

3. Daily Active Users (DAU)

Acquisitions are fine. But, they mean little to your business in the long run if they don’t translate to consistent, regular customers. This KPI enables you to see how many active customers you have and to set goals for their retention, as well as for the addition of new active customers and the targeted acquisition of more.

4. Revenue

What is the net impact of your mobile marketing on overall revenue for the business? This is something you can and should measure. It is perhaps the simplest KPI to measure. The figures acquired from this, together with your user data, will often enable you – or your analytics software – to calculate the three KPIs above, as well as a range of others.

The beauty of mobile marketing analytics is that they offer the tools to use marketing in a targeted and scientific way, with the stats to back you up. They also help you to adjust your strategies by giving you clear indicators of what works and what doesn’t.

WSI are experts in mobile marketing. Contact us to refine your campaign.

 

 

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