It’s A Mobile Holiday Miracle!
Dec 22, 2016
You’ve heard it from your agency for over ten years already: it’s the Year of Mobile! And while that statement hasn’t always been false, in 2017 it’s definitively true. We promise…
Let’s cut to the chase: By Holiday Season 2017, most online orders will take place on mobile devices. Pause to take this in. In the past, you could have possibly ignored mobile performance, as at the end of the day you trusted your desktop site to convert your customer. However, you can no longer be okay with this. Mobile traffic and search volume have already eclipsed desktop, and as you can see in the chart below, orders will soon follow by next holiday season:
In this day and age, many companies suffer due to a failure to adopt new technology. So how do you adjust course to avoid Armageddon next holiday season? Let’s looks at few ways to prepare.
First, envision your customer on their phone killing time. Maybe they are waiting to pick up their kid from basketball practice. Perhaps they are on the subway platform. These are what Google calls “mobile moments.” This is a short time period where an impression--or even better, a conversion--can occur via a mobile device. And these are precious moments, indeed. The common dominator is not only the device but the short time frame and how fragile that time frame can be.
Your kid could show up five minutes early, or the train could arrive just as you unlock your phone, and as soon as that happens, the opportunity to convert is over.
“...the expectation that I can get what I want in my immediate context and moments of need…”
The Mobile Mind Shift: Julie Ask
Therefore, if your mobile experience is not optimized to get your customer in and out as fast as possible, you will fail. At a minimum, have a persistent shopping cart. Maybe you will never convince your audience to check out via their phone, but you better make it super simple to continue that shopping experience on their desktop. If they have to search and refill their cart, you are adding friction to the experience and increasing the likelihood they will abandon or worse: purchase from your competitor.
Even better is to leverage a 3rd party payment system to help close the sale. Android Pay, Apple Pay, Pay with Amazon and Paypal will each give you a fighting chance to increase mobile conversions next season.
An implementation may take some time, but if you start now, you should feel confident by next December. You will also have data to justify your decision. What are you waiting for? Call a meeting with your developers to get this rolling!
And this change cannot be possible without a philosophy adjustment, too. A common term that is thrown around is “mobile first.” This is the practice of designing and building an experience so that mobile is the focus and not the afterthought. While this is a good first step, it’s only a half-step. Certain organizations will still rely too heavily on desktop as a crutch—don’t be one of those in 2017!
So instead of thinking mobile first, think Mobile Only. Imagine your customer can only experience your site on their mobile device, with no option of a desktop shopping path. Would you be happy with this situation? If the thought makes you cringe, you are not ready. The majority of shoppers either doesn’t have access to a desktop computer or doesn’t want to shop on a desktop site. This isn’t an imagined situation for these shoppers: it’s their reality.
It’s time to embrace Mobile or risk a significant decline in your online traffic and conversions. Unified.Agency can help you “flatten your funnel” and find the correct path forward, so reach out. We can contribute to making 2017 your Year of Mobile.