8/13/2019 23343 MCM TipSheet Mobile-Commerce

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8/13/2019 23343 MCM TipSheet Mobile-Commerce

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MOBILE COMMERCE

Part of:

TIP SHEET

5 STRATEGIES TO DRIVE RETAIL SALES

Your potential customers are using their

mobile devices at every point o the shop-ping experience rom initial ideas to

urther research to the store itsel , peopleare using their phones or just about every-thing. How do you tap into this ubiquity toincrease retail sales?

1. Change your mindsetMobile is not a tactic to add on to yourmarketing strategy: It needs to in orm ev-erything you do. Nearly 40% o all emailsare opened on a smartphone or a tablet, andmobile accounted or more than 15% o to-tal Web traffic in 2013. Not having a mobilestrategy is like closing your store one day aweek. Can you afford the loss in business?

2. Build for mobileAccording to research rom Canalys, tabletsales will outstrip PC sales in 2014. Wheredoes that leave your retail site i it cantbe viewed on a smaller screen? oo manybusinesses treat responsive Web design

as an optional extra, but it should be the

other way around. In the very near uture,there are going to be more people viewingyour store on a mobile device than on atraditional Web browser. Build the small-scale website rst, and then move on to thedesktop experience.

3. Leverage your relationshipsBrands are paying you to get their stuff in ront o customers and generate sales.Tink about ways you can use digital mar-keting to drive in-store sales. From easysocial media sharing buttons to cross-plat orm campaigns, there are plenty oopportunities to strike a deal.

4. Get people inside storesIt sounds obvious; in act, it might be so ob- vious youre ignoring it. How are you gettingpotential customers to your store once theyreon your mobile site? Tink about contextualoffers, links to local outlets, coupons or dis-counts, and other appetizers. Te average

ecommerceconversion rate ishovering around 4%, but chances are yourin-store conversion rate is a lot higher. Getpeople to the point where theyre morelikely to make a purchase.

5. Start testing the futureEven when youre up to speed with ecom-merce, social media, and mobile, dont stopthere. How can you make your stores evenbetter? Consider in-store beacons and ana-lytics rom services like Nomi. Could in-store pickups rom Amazon work or you?At the same time, dont orget that the so-cial experience o shopping and interactingwith real human beings is a undamentalpart o the attraction or many customers. ANTHONY NICALO, CEO,DNDE

5 TIPS TO TURN TRAFFIC INTO TRANSACTIONS

1. Make small but meaningfulimprovements to your weband mobile sites.Optimize the user experience on revenue-driving pages and those that will receivetraffic. Also, be cognizant o your pageload times or both mobile and desktopdevices to make sure that they are the ast-est possible. While desktop is traditionallythe breadwinner, dont discount mobile.Google research shows that over three-

ourths o online shoppers will browse ontheir mobile devices.

2. Ensure your site canaccommodate increased traffic

o mitigate traffic ow, make sure to timeyour promotions well. Instead o emailingeveryone at the same time, stagger yourcommunications to avoid overwhelm-ing amounts o traffic. Furthermore, useGoogle Webmaster ools to crawl or any404 errors your customers might see, andregularly evaluate server per ormance.

3. Understand search trendsIdenti y popular queries rom last yearsCyber Monday to see what terms weresearched or the most. Among those, iden-ti y the terms that will apply again this year.For example, Shop.org data revealed reeshipping as a popular term rom last year,and it will make sense this season as well.Afer you identi y general trends, mineyour data to see which queries were themost valuable or your particular brand.

4. Target keywords that arewithin striking distanceFirst, mine your data to understand yourcompanys current standing in search. Usetools like Google Keyword Planner to learnhow competitive a given keyword might be,then consider it according to your timeline.Choose keywords that you can make signi-cant gains with, despite a quick turnaround.

5. Create compelling content

Your goal should always be to make yourcustomers shopping experiences the bestpossible, and content is the most straight-

orward means to do so. Develop contentthat ts your audience and their particularneeds. Drive traffic to your site by pushingout content via social media channels, be-ing mind ul o how behaviors and pre er-ences differ across channels. JIM YU, CEO,BRIGHTEDGE

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