In "3 Ways Consumers Use Mobile Commerce," my article last month, I explained that mobile buyers usually collaborate with e-commerce sites while waiting in line, at work breaks, or relaxing at home. Two of these situations – in the workplace and waiting in a row – account for about 60 percent of mobile shopping visits in my experience.
It is important for retailers to understand the broader approach of mobile sessions. A visitor's physical environment affects how she engages with your site and whether she returns.
Consumers who come to your mobile website while at work are often on a fast break. Small adjustments to the site can catch your attention. Think about the following ideas.
- Get involved quickly. A mobile discovery site doesn't have to be full of your latest products. It should engage your visitors with videos, insightful articles about your industry and instructional tips.
- Improve usability. Make your discovery pages dramatically different from the rest of your site. Increase the photo size of key products to expand edge to edge and use more in-depth text to highlight these key products. Focus on showing off your products rather than just selling them.
- Use interactive elements. Interactions, such as accordion, controls and carousels, can greatly enhance engagement and discovery. They make product discovery fun and different, which is what makes your visitors remember your business and its products.
Wait in line
Visitors to your site waiting for, for example, an oil fee usually examine a thought. They often land on your site for the first time. Think about how and when your site could get useful information.
For example, what tools can a car parts retailer build to engage a consumer repairing or servicing their car? Ideas can include maintenance tips to minimize repairs or do self-study, such as replacing air filters. Both can be about buying products from the store.
Ecommerce websites often offer tools to solve online problems, but rarely for offline. Even a simple 3-month reminder to change oil can be helpful. Ask yourself what kind of problems your target buyers are having and then solve them.
Support tools and articles and videos to do so have the added benefit of driving organic search traffic.