Why the mobile experience is the key to connecting with customers


It can be easy to forget how drastically our digital experiences have changed, even over the past two decades. For example, if youre a millennial like me, you might remember using a search engine to find articles for your college reports, only to be bombarded with ads for products and services you madet want or need.

These days I have a totally different experience. I see advertisements, posts, and recommendations that are relevant to me, such as when my running app recommends a route for me or when my favorite clothing brand shares You lookll Love “when I jump to his website.

But theIt’s an important conversation going on right now about how these personalized moments are made possible. People want to know – and have a right to know – how their data is being used to fuel these personalized experiences. And tech companies and policymakers are answering these questions by introducing new regulations on how data is collected and used by businesses.

EnterprisesFrom a perspective, customer data is crucial to delivering the personalized experiences customers expect. As a result of changes to privacy rules and regulations, changes are made to the data available. This means that advertising platforms and marketers need to be nimble and innovative to continue to create meaningful connections and help improve performance.

Master the customer journey

As businesses begin to navigate this new world, it’s even more essential to remember that connections with customers don’t have to end after an ad is shown. While you may have less control over some of the areas that you are looking to optimize on the ad management side of things, there are areas that you have control over that can have a huge impact on performance. This includes creating smooth experiences on your mobile site.

Based on our lessons learned from working with advertisers, the following recommendations are other ways to embed this mindset and monitor your performance throughout the customer journey, from discovery to consideration and conversion :

Discovery: Help find the right product for me “

Improving the customer experience can start early on, when they are looking for the perfect product. Think about all of the web elements a customer might encounter during this step, including landing pages, category pages, ads, and navigation menus, and think about how you can optimize them. With mobile commerce expected to represent 53.9% of e-commerce in 2021¹, itIt is becoming clear that optimizing mobile page elements is vital to streamlining your customer experience.

Making sure your site is optimized for mobile includes creating an intuitive layout and visuals, reducing site load times to 3 seconds or less, and maintaining continuity between your ads and your site. Web. When design elements such as images, featured products, prices, promotions and messages do notTo line up, it can cause distraction or confusion that disrupts a potential conversion. Your landing page should look like the next page in a storybook, with the cover being your ad.

By implementing mobile experience improvements like these, eco-friendly home essentials retailer Grove Collaborative improved its site speed by 30-40% and recorded a 56% lower bounce, 12% lower cost per page viewed, and 5% lower cost per purchase. .²

Consideration: Make it easy for me to know more “

To help your customers easily find what they’re looking for, make sure your landing page includes key information about the most popular or significant products and benefits. This includes information on pricing, color varieties, sizing details, technical benefits and more. Make it easy and intuitive for customers to find, filter and compare the products they are looking for. For example, clothing retailers should include a number of filters that are relevant to a specific type of product. If theyresell dresses that they might consider in size, color, material, length, occasion and price.

Sock and apparel retailer Bombas reported a 3% increase in mobile conversion rates by incorporating a sticky filter on its landing pages that allowed customers to quickly and easily select the products most relevant to them.³

Conversion:Give me confidence in my decision “

If your customers have come this far on the journey, you can be sure that theyyou are interested in the product and you are looking to get them to checkout. To help reduce friction at this point, have a prominent guest checkout button and a simple login option at the start of the checkout process. Include multiple payment options, and combine and collapse form fields, like a customers first and last name, if possible.

According to the Baymard Institute, $ 260 billion in costs are recoverable through payment optimizations alone. This is just one example of how frictionless experiences can help improve conversion rates.

Keep in mind that before implementing any changes, it isIt is important to identify opportunities for improvement on your website that are unique to your brand. Perform tests and collect data on where your customers may fall in your experience on the site. You can also bring together a team of colleagues to walk the customer journey on mobile and identify areas of friction. Try A / B to test the changes you are implementing so you know what works. The data from your tests will give you the information you need to make the best data-driven decision for your business.

To navigate a privacy-driven advertising ecosystem, marketers will need to change and adapt. But as the past three decades of digital transformation have shown, the digital marketing industry is no stranger to innovation. And with a great challenge comes a great opportunity. We believe that agile and innovative marketers will be able to meet their customersexpectations, not just through ads, but across the entire experience, and balancing performance, personalization and privacy in the new digital ecosystem.


??Mobile retail sales as a percentage of global e-commerce retail sales between 2016 and 2021 ”, Statista, November 2020.

² Case study, Grove Collaborative 2020.

³ Case study, Bombas 2020.

??Cart Abandonment Rates ”, Baymard Institute, December 2020.


About Author

Comments are closed.