Businesses obviously need to work with their customers as well as for them, but a recent retail report suggests that they should do it in a different way from the norm.
NinthDecimal’s recent Q2 audience insights report has thrown up some very useful statistics – and some surprising ones – in regard to how users are using their mobile devices to research their retail purchases.
One of the least surprising is that more and more people are using smartphones to research retail products before they make a purchase – an incredible 45 per cent in 2014 from 20 per cent in 2013.
However, interestingly only 16 per cent in 2014 are using their tablets to research products, a drop from 37 per cent in 2013. That’s a very large drop… have those shoppers lost faith in their tablets?
What do you think of these statistics? Does the drop in tablet figures suggest they’re out of fashion and smartphones are the best mobile experience? Let me know in the comments section below.
NinthDecimal, which is a mobile advertising platform, attributes the drop to people becoming more comfortable with smartphone technology and newer models appearing with larger screens. (I expect the results for smartphones to be even better this time next year after people have had a proper play with Apple Pay.)
But the most fascinating parts of the report show how people use the technology. Instead of just buying products online, 69 per cent of people research retail products at home before going out and buying them on a shopping trip, with 12 per cent doing it at work.
The high street will never die, despite all the doom and gloom that people like to heap upon it. And though a lot of people prefer to do their shopping online the amount of people that do research before they make a purchase should come as good news to brick-and-mortar retailers.
The time spent researching also correlates with the expense of the product, according to the research, with people spending 10 days or less finding out about products under $50, while products above $1,000 took an average of 45 days before a purchase.
It makes sense. You wouldn’t go out and spend £20,000 on a car you’ve just seen, would you? No; you’d find out as much about it as you could such as how it compares against other models, the performance of its engine, its trim levels, how it’ll stretch your budget…
Bigger purchases need more thought. But thought goes into every purchase, and that’s where you as a retailer can give your users as much information as they can on users’ mobile devices to help them make the right decision when they purchase.
How import is creating a fantastic mobile experience for your brand, and what kind of results have you seen from your investment? Let me know below!
The psychology of shopping
I’ve discussed calls-to-action and good web design a number of times in the past, but this survey has excited me so much. It’s always great to see data relating to consumer behaviour and trying to respond to the online challenges thrown up by it.
The challenge here? How to get an online retailer to keep smartphone visitors on their sites and make their business the number one mobile destination in their industry, whether they’re selling something as insignificant as an onion or a brand new house.
Here are some tips to help you create a mobile website that helps shoppers tick all the boxes they need before they commit to making a purchase with you:
#1 Make browsing as easy as possible
Even though mobile phone screens are getting larger a smartphone is still a small space to work with. When it comes to mobile development you have the tricky task of making your site responsive, easy to use, quick, attractive, and able to get as much key information across as possible.
It can be a tough ask for a lot of retailers, but just remember that you’re designing and building your website for the benefit of your users. Research their habits and use platforms such as Unbounce to help create something unique and special for your business.
#2 Create content around your products
81% of shoppers research items via their mobile before they go on shopping trips. That’s a lot of people doing a lot of research. With your products in the virtual shop window, is your mobile site really giving them as much information as possible to make a decision?
I’ve long mentioned how important it is for online retailers to have clear images and solid descriptions of their products, but go a little further for them by creating content such as guides and videos showing how they work in a practical environment.
#3 Calls to action to keep them interested
I’ve previously written about how important a good call to action is to encourage people to stay on your site and keep it flowing. But what about calls to action for people researching products before they commit to a purchase? Keep those habits in mind and design around them.
Personal accounts, for instance. Make it easy for people to log into their profiles and have clear calls to action on products for people interested in making a purchase later on. If they see a product they like can they save it to a favourites list? Can they see related products?
The bottom line is to keep it as simple as possible for shoppers. There’s a huge amount to learn and understand when it comes to mobile marketing and shopper psychology, but once you get into it the benefits can be endless.
The biggest benefit being a solid relationship with your consumers who will visit your site not only to research their next purchase but to, hopefully, make it with you.
If you’d like to learn more about how to improve mobile conversions for your business and how to create a fantastic user experience for shoppers on-the-go contact the Webpresence team today!