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MCOMMERCE Capturing and converting your mobile customer 23 23 23 23 23

Ebook mcommerce

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Page 1: Ebook mcommerce

MCOMMERCE

Capturing and convertingyour mobile customer

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Page 2: Ebook mcommerce

So, you want to start selling to your mobile customers?

It’s no secret that mobile has fueled a significant change in consumer behaviour.

But are businesses keeping pace?

So where do businesses start?

We’ve developed this eBook to give your business a jump start into mCommerce.

We’ve outlined the key considerations for investing & developing your mCommerce

strategy, but we also try to go beyond the aspect of simply selling to mobile

customers. In Chapter 1, we explain how mobile is changing online commerce and

how a well-developed mobile presence can improve your brand and increase your

revenues.

Mobile has also changed acquisition and retention, so in Chapter 3 & 4 we discuss

how to adapt your promotional and engagement strategies to meet your mobile

customer’s expectations.

In the end, we hope that this eBook helps you justify a mobile shift in business

strategy and helps you put mobile in the center of your marketing & sales activites.

A recent study we conducted with OnePoll discovered that

a startling 65.8% of the UK’s 4.9 million small and medium

enterprises (SMEs) do not currently have a mobile presence,

equating to potential lost revenues of £52.6 Billion in the next 12

months alone.

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The AppsBuilder System: Create, Promote, Engage

Create native apps and mobile sites viewable on any type of

mobile device. Customize the look, add content and integrate

social networks, e-commerce platforms and more!

Grow your downloads with mobile redirect, app landing

pages, social share and offline promotional tools. Increase

your exposure & submit your app to the most popular app

stores!

This ebook belongs to:

Engage your customers in a personal way and build a loyal

mobile audience! Create custom content, activate coupons

and loyalty cards, or use geo-targeted push notifications and

pop-ups.

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WHY INVEST IN MCOMMERCE?

There’s no doubt about it: eCommerce has changed the way we buy, and now

mobile is shifting consumer behavior and claiming a bigger slice of online revenues.

However, an overwhelming number of businesses still don’t have a mobile strategy.

So, why invest in mCommerce?

1.The world is mobile

With more than 1 billion smartphones shipped in 2013, smartphone penetration

is almost 70% in the US and 71% in Europe. With worldwide penetration hovering

just below 40%, the mobile minority has quickly become a majority marketers need

to address. 

It wasn’t that long ago that we would switch  to a desktop PC for researching &

purchasing. Nowadays, mobile-friendly sites and apps have streamlined the online

experience making mobile the fast and easy way to make purchasing decisions.

In fact, mobile has recently surpassed desktop usage, accounting for 60% of time

spent accessing digital media. Tablets have also helped cut into desktops share of

time spent interacting with multimedia, as the portable, larger screen was a game

changer for video.

DESKTOP - MOBILE - MOBILE APP

Mar 2013 Jun 2013 Sep 2013 Dec 2013 Mar 2014 Jun 2014

65%

60%

55%

50%

45%

40%

35%

30%

%

%

%

%

%

%

%

53%

40%

47%

52%

60%

40%

Source: Comscore

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This isn’t to say desktop is dead; actually we are more multi-platform than ever,

switching between devices depending on the time of day, the type of content we

want to access and our location.

Although 18-34 year olds show the highest likelihood of being multi-platform (74%),

we’re also seeing a growing percentage of user who have abandoned desktop all

together.

According to statistics from Comscore,  16.8% of 25-34 year olds are mobile

only, while 14.8% of the 18-24 age group have abandoned desktop completely.

Surprisingly enough, even seniors are showing a growing affinity to mobile, likely

linked to the popularity & accessibility of tablets & phablets.

So does this mean the future is mobile-only? It would certainly seem that way.

“People do not put their phone down then go find a desktop to do

something. They use their phone. And we think with clever use of functions

and design, it is possible to give mobile customers 100%.”

(Paul Cousineau, director of mobile shopping at Amazon.com)

24-34 35-54 55+

74.0%

14.8%

11.1% 9.3%

21.2%

37.4%

16.8%

13.1%

11.2%

73.9% 65.7% 51.4%

18-24

100%90%80%70%60%50%40%30%20%10%

0%

Desktop OnlyMobile OnlyMulti-Platform

Source: Comscore

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2. Consumer behavior & expectation favors mobile

We don’t just use mobile to buy things, we leverage on-the-go technology at all

stages of the buying cycle.

Consumers use their phone to research, discover, purchase, and review your

business, so adopting mobile marketing strategies ensures that you are capturing,

converting and engaging those customers with the ease and fluidity of a tap on a

smartphone screen.

Over 90%of mobile

device searches are local

51% visitedthe location

48% calledthe location

29% madea purchase

in-store

90%

Action taken after local search:

Shopping: finding a store, comparing price, searching

for offers, product research, checking availability

In-store: taking pictures, peer review,

scanning barcodes

Buying: making online purchase via mobile,

mobile payment

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Source: Google Mobile Planet Statistics

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Consumers also expect that companies provide a top-notch mobile experience,

and are prepared to look elsewhere if yours isn’t up to par.

According to Google Research, 61% of people said that they’d quickly move onto

another site if they didn’t find what they were looking for right away on a mobile

site. And that’s not all…

As you can see, being mobile-friendly and meeting your customer’s expectations is

directly tied to your company’s reputation and competitiveness!

It is important that a website is mobile-friendly

I am more likely to return to a mobile-site in the future

I am more likely to buy a service or product from a

brand with a mobile site

A bad mobile experience makes me less likely to

engage with a company

I feel like the company doesn’t care about my

business when their site doesn’t work well on my

smartphone

72%

74%

67%

52%

48%

Source: 2012 Google Research

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3. mCommerceis growing… and shows no signs of slowing down

According to Internet Retailer, traffic from mobile now accounts for more than half

of traffic for top eCommerce retailers, making mobile the primary vehicle for online

consumers.

Rightly so, mCommerce has grown from 1.8% to over 11% of total e-Commerce

spending ($204 billion in 2014). Meanwhile, Goldman Sachs predicts that by

2018 mobile spending will account for half of total eCommerce spending, projecting

$626 billion in sales.

by

2018$626b

mobile spending

Source: comScore m-commerce Measurement

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That being said, mobile traffic is still behind in terms of conversion, with leading

ecommerce brands citing that only 21% of web sales are coming from mobile. So

why the disparity between mobile traffic and revenue?

According to experts¹, this boils down to technology and security, both of which

have come a long way recently. The popularity of larger smartphone and advances

in fingerprint scanners for quicker checkout, will help facilitate easier and quicker

mobile transactions, while comfort levels with purchasing via mobile are growing

thanks to secure web-based and mobile app checkout. Although mobile payment

has not gone mainstream, the popularity of new mobile payment systems  like

Apple Pay, which makes it easier for retailers to take in-app payments, will certainly

help raise consumer’s comfort levels with buying via their mobile.

“Mobile-first and mobile-only customers represent a significant pivot in

online retail… even without the latest advances, people are just getting

more and more comfortable buying things on their smartphones.”

Chris Mason, CEO and co-founder of Branding Brand

1. Internet Retailer: Exclusive: Mobile now the primary way consumers shop

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MCOMMERCE DESIGN & USER EXPERIENCE

Mobile is known for being the quick and easy way to access information in the

palm of our hands. Rightly so, mCommerce sites and apps need to live up this

expectation. In fact, 79% of app users say that they would only retry an app once

or twice if it failed to work the first time². So how can you ensure that your low

tolerance customer actually converts on mobile? The answer is as simple as

following the principles of good design and user experience.

When it comes to building an mCommerce site or app, planning is key. If your

customer can’t easily access what they are looking for, they’ll go elsewhere so think

about the types of content and pages you’ll need to create based on the actions

your customer will need to perform. Here is an overview of some the key content

you’ll want to create and maximize for findability.

Homepage

What your customer sees on the homepage of your app or mobile site is the first

impression they get of your business, so be sure to put your best foot forward.

Dedicate space above the fold to promote your latest offers, provide quick links

to useful tasks (like shopping cart, search or store locations), and ensure that your

menu is simple and clear.

WINE &

DINE

wine&dine.com

2. Techcrunch: Users Have Low Tolerance For Buggy Apps – Only 16% Will Try A Failing App More Than Twice

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Homescreens on your mobile app of site should be streamlined, with quicklinks to the most popular tasks & features. Navigation lists can be “hidden” in sliders or drop down menus. (H&M and Amazon.ca)

People that have turned to a competitor’s website after a bad mobile experience.

Users that say they won’t recommend a business with a poorly designed mobile site.

41%

57%

Product / Service Catalogue

Your product catalogue is the meat of your mobile site or app, so it’s no surprise that

the majority of your efforts should go towards optimizing these pages. Catalogues

should be searchable and sortable to facilitate discovery, with rich images and key

product information.

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Clicking to your product pages, users should have a simple overview of the key

product features, with the possibility to get more information by expanding drop

down menus or swiping, pinching or double tapping photos for more views. At

this point, customers are also looking for availability, delivery times and shipping

terms, as well as the possibility to favorite or share the product via social media, so

make sure these options are only a click away. Finally, and most importantly, make

sure you have a clear button to add to cart, with the possibility to select quantities,

styles and sizes with easy to use menus.

Catalogues should be visual, sortable and searchable (Asos)

Product page features swipe-through image gallery, large CTA buttons, social sharing, descriptions and other product recommendations as you scroll down the page (Asos)

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Shopping Cart

The shopping cart page should provide an overview of the items your customer

want to purchase, giving them the option to edit their selection and proceed to

payment.

Other content

As mentioned, you want to give you customer access to any information that they

will need to complete the purchase, including delivery terms, shipping conditions,

etc. But what about the customer who may not necessary complete the purchase

via mobile? Facilitate later desktop viewing with a “email this to me” feature on

product pages, get customers to visit to your showroom or office by providing map

with directions to your location, make it easy for them to contact you via click-to

call or email buttons, or have customers fill out a form for more information.

Give customers a clear review of what they have put into their cart (H&M)

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Pro Tip: Touch interface

Tap, swipe, pinch. Your smartphone’s touch interface is intuive but mobile sites often

fail when they are not designed with this in mind. If you’ve ever had to zoom into a

page because your finger keeps taping the wrong link, you know exactly what we’re

talking about. Avoid this by spacing links far apart, using drop down menus to select

option, enabling swipe slideshows for pictures and invoke customer keyboards (ie.

Numeric vs full keyboard). Luckily for you, AppsBuilder has thought of these things

and built ready-to-use templates that are fully optimized!

What about payment?

You’ve built great product pages that get customers to place items in their shopping

cart, but how do you treat the purchase process you ask? Depending on your

mobile strategy you have two options for selling your products and services.

Web-based payment

With web-based payment, you’re creating a user-friendly transactional site where

customers can pay via PayPal or credit card, much like the desktop version many

consumers are used to.

Web-based payment can be used with HTML 5 webapps and native apps. You can

also integrate a third party shopping cart (like Magento, Shopify, etc) to seamlessly

manage payment via mobile-optimized transaction pages.

Mobile app payment (Native integration)

Unlike web-based payment, integrating paying within the app does not direct the

user to another transactional site, but keeps the user in the app. This option is only

available for native apps.

Keeping you customer “inside” your app can have its benefits, the most important

being that mobile app payments can be done quickly, as users only need to verify

payment via their Google Wallet or Apple Pay account.

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PROMOTION IN A MOBILE WORLD

Mobile shouldn’t be a second thought when it comes to promoting your business.

In fact, if you’re serious about an investment in mCommerce, mobile should be

central to your marketing efforts. Here’s a rundown of ways to transform your

promotional strategies for a mobile world.

Search

Local search is key for businesses. In fact, according to Google, local searches lead

50% of mobile users to visit a store. Spending a bit of time making sure your web

and mobile sites are optimized for search engines can help you see a nice lift in your

organic traffic.

• Check your page titles and descriptions

This is the copy that shows up in search, so put your best foot forward.

Be sure to include keywords and synonyms that your potential customer

might search for, as well as the USPs that set you apart from your

competitors. The goal is to craft a message that will make people

want to click – keeping it between 150-160 characters.

• Get some inbound links

When we say inbound links we don’t mean links from your mom’s blog,

but from websites that are well regarded in your area or sector. For

example, if you have a restaurant try getting your local newspaper to

link to your site when they are running a story on places to wine and

dine. You’ll need to a flex a little PR muscle, but once you have a few

quality inbound links, search engines will take notice.

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• Ensuring your online listings are correct

Any discrepancy in your businesses address is going to throw warning

signs out to potential customers and Google, so be sure that all listings

are correct. Think industry listings, review sites, Yelp, YellowPages, etc.

and, if need be, reach out to webmasters to have details changed.

• Sign up to Google My Business

Google My Businesses helps connect you to people looking for

businesses like yours in Maps, Search and Google+, making it simple

for people to contact your business, see reviews and get directions.

With Google being the predominant engine for search, it’s vital that

local businesses establish a presence to increase visibility and

engagement.

Search engine optimization is a complicated beast (penguin, panda, hummingbird

– oh my!) but following these steps should help your business’s position on search

results pages. And, if you have a bit of budget, you may also want to consider

investing in SEM (AdWords, Bing Ads).

Social MediaConnecting to social networks is one of the primary activities mobile users do, with 75% of smartphone users and 64% of tablet users checking social media at least once a day³. In fact, Facebook is the most widely used app in the US with over 86 million monthly users! A recent report from Forrester’s suggests that mobile users are more likely to engage with and share company published content, so businesses must think “mobile” when crafting content. That being said, it can be difficult for brands to reach consumers and grab their attention. So how can your business captivate the social-mobile user?

3. 2014 Mobile Behavior Report, Exacttarget

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• Concentrate on storytelling

Social media users are turned off by messages that are too sales-y, so make your

posts or tweets compelling, personal and share-worthy. Do this by digging to the

core of your brand or marketing strategy and connect with users on an emotional

level. Dove is a great example of a company using storytelling brilliantly on social

media.

Don’t have a big budget like Dove? No problem! Post a video or image of someone

using your product / service in a unique or meaningful way, and link to a (mobile

optimized!) blog post or landing page so people can learn more about your

company, brand and product – and then share it!

With over 64 million YouTube views & 275,000 followers on Google+ it’s no surprise the Dove Real Beauty Sketches campaign won Titanium Grand Prix at 2013 Cannes Lions International Festival of Creativity.

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• Diversify your social mix

Mobile users access different social networks differently, so make sure your

activity is representative of the devices most used. For example, if you’re brand is

leveraging Pinterest (which boasts 92% of traffic as mobile), ensure the images and

links are mobile-friendly.

Mobile - Desktop

Mobile only social networks like Snapchat, Vine and Instagram are also to be

considered, especially for consumer products and retail businesses.

It’s also interesting to note than although consumers don’t buy via social, social

media users spend 31% more than the average online user!

Facebook

Pinterest

Twitter

Tumblr

Instagram

Vine

Linkedin

Snapchat

68%

92% 99% 100%46%

86% 98% 26%

32%

8% 1%54%

14% 2% 74%

source: comScore

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• Invest in social advertising

Unfortunately the days of reaching new users on many social networks for free are

behind us. However, the good news is that social media advertising can be done

even on a small budget and can be targeted to specific users to help drive traffic

and sales.

• Promote your page posts • Create Facebook offers to drive • Use Facebook Ads to target by age, gender, location, demographic, interests and connections• Use Custom Audiences to remarket to website visitors

• Promote your tweets• Use targeted Twitter Ads to increase website visits,conversion, app installs or to generate leads

• Slowing rolling outSponsored images

• With Promoted Pins you can target users and payonly when users click through to your website

• +Post Ads can help youamplify your page posts bysharing it across the web

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Email

Email is a great way for brands to let customers (who have opted-in) know the

latest and greatest news and offers. With 91% of smartphone owners reporting

that they check their inbox from their phones, emails not only need to be mobile-

friendly, but the offers and links need to be targeted and optimized to the mobile

user⁴.

The majority of people who sign-up to receive emails are looking to receive coupons

or offers (80%), with 84% of consumers saying that they have made a purchase

based on the email they received⁵.

Make it easy for your mobile user to convert from email with our checklist:

Email is personal, even more so on mobile. Make sure the From field is recognizable and personal.

Subject line is shorter in email, so take advantage of the preview text to improve open rates.

Mobile-friendly email layout. This includes text, images, video and call-to-action.

Ensure links lead to a mobile site or deep link to native app

Use segmentation and localization to target different offers to mobile users

4 & 5. 2014 Mobile Behavior Report, Exacttarget

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What about once your mobile traffic arrives to your site?

Mobile redirect

Once mobile traffic arrives on your site give the user the ability to pick how to

experience your site, be it viewing your mobile site, redirecting to download a

native app or even giving them the option of viewing the desktop version.

• Offline Marketing Strategies

Thinking mobile should also extend to your offline marketing strategies. Here are

a few tips for bringing the digital realm into the real world.

• Speak about the benefits of your app in your PR activities (press releases, interviews)

• Include QR codes or shortlink to your app on any and all printed materials that your customer receives (ie. Special invites, print catalogues, menus)• Include QR codes or shortlink to your app on promotional swag• Include QR codes or shortlink to your in advertisements • Print a QR code or shortlink onto your booth at tradeshows• Print a QR code or shortlink onto your vehicle fleet

• Sign customers up to your mailing list while they are in your premise (ie tablet station, manually at the POS) and include a link to your app in a welcome email

• Promote your app in-store or at the POS with signage (i.e download today and save on purchase)

• Promote your app on a decal outside your storefront, near the hours of operation

• Have sales and support staff let customers know about the app benefits (ie. Customer calls to enquire about store hours, staff can let customer know to download the app to stay up-to-date with store hours and the latest news)

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ENGAGING & RETAINING MOBILE CUSTOMERS

When eCommerce first came on the scene, marketers were thrilled to be able to

engage users based on data like visits, views and purchases, using tools like direct

mail and personalized content.

With the growth of social media, marketers tapped into the power

of social sharing and advocacy to increase their brand equity and

give support to their customers 24/7.

Now, with mobile, a new day is dawning where our customer is on the go, and is

no longer looking for “touch-point” marketing messages, but a flow of relevant

content that speaks to their individual needs.

Mobile doesn’t reinvent the wheel, but it does give marketers a whole new set of

tools to use to achieve their goals. Using location based marketing, push notification,

QR codes and a host of other strategies, you can put mobile in the center of your

acquisition and retention strategies.

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Key mobile applications

OFFLINESALES

IN - STOREENGAGEMENT

COMMUNITYINTERACTION

REDEMPTIONOF SALES

PROMOTIONS

REPEAT SITEVISITS

Newproduct

&offers

Alertshoppers in

vicinity of timesensitive

promotions

Real timeproduct

information

Reviews, recommendations

and ratings

Timely offers,mobile

only coupon

Product availability,

sales & promotions

GOAL

Mobile messagingand push

notifications

Location based

services

QR code & image

recognition

Socialcommerce

features

Coupon&

offers

Push Notifications

ACTION CONTENT

CUSTOMERENGAGEMENT

Source: Adapted from www.developingrevenues.co.uk by eibDIGITAL

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MOBILE CUSTOMER RELATIONSHIP MANAGEMENT (MCRM)

CRM is a system businesses can use to guide a customer’s journey to purchase,

facilitate continued engagement and prompt repeat purchases. Thanks to the

increased capabilities of mobile apps, businesses can adapt their CRM strategies

to deliver a more relevant experience for mobile users before and after a purchase.

Offer incentives & coupons

Consumers look to branded apps for incentives such as special deals,

discounts, coupons or additional services specifically devised for mobile

users. Make sure users can access coupons when making a payment via

mobile.

In-app pop-up alerts

In-app pop-ups can help you sell more to an already engaged customer.

Use pop-up alerts to suggest add-on items, remind users of items in

their shopping cart or to highlight special promotions.

Push Notifications

Did your customer leave mid-purchase? Use notifications to bring them

back. Remind customers of the benefits of the product they viewed,

point your customer in the direction of similar products, or let them

know the product they liked is now on sale! Just remember to direct

users to mobile-optimized pages or deep-link to your app.

PROMOFOR YOU

MESSAGEFOR YOU

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Leverage the power of social media

Social networking is a friendly and effective way to engage with

customers, keep in touch with old clients and encourage peer

review and sharing.

Take your customer service mobile

Mobile apps are a great way to get to know better customers and

learn how to satisfy their needs. Businesses can use an in-app wall

chat to engage customers and encourage them to exchange opinions

with other customers. Businesses can also provide quick click to call or

email links to their support center for quick issue resolution.

Bring your loyalty program mobile

Reward customers for their purchases (via mobile or in-store) with

savings or gifts. Drive repeat purchases & increase customer fidelity,

and get an overview of who your most loyal customer are.

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THE ESSENTIALS:

1. MOBILE IS CHANGING HOW WE DISCOVER, RESEARCH AND SHOP

2. CREATE USEFUL & VALUABLE CONTENT THAT YOUR USER WILL LOVE!

3. MCOMMERCE GROWTH IS SHOWING NO SIGNS OF SLOWING DOWN; BUSINESSES NEED TO CATCH UP OR RISK LOOSING THE MOBILE CUSTOMER TO COMPETITORS

4. DESIGN YOUR MCOMMERCE SITE OR APP KEEPING THE KEY TASKS YOUR CUSTOMER WANTS TO PERFORM IN MIND

5. ADOPT A MCRM STRATEGY AND NURTURE YOUR MOBILE LEADS

KEY TAKEAWAYS

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