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Optimizing the mobile customer journey

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digital marketing

Mobile devices have been on the rise for years. Mobile Internet use in particular makes smartphones indispensable companions in everyday life. Fast and up-to-date information gathering, navigation assistance or mobile shopping partner [1] – The fields of application are diverse but above all independent of location and time. The same applies to mobile marketing: Customers can be targeted with various mobile advertising measures. But this does not always succeed 100 per cent. We will show you how to successfully optimize the mobile customer journey of your customers with just a few tricks. Increase your marketing performance!

MOBILE OR DESKTOP? THE MAIN THING IS OPTIMIZED!

CREATING AN OVERARCHING USER EXPERIENCE

Customers can enter different phases of the customer journey at any time via mobile devices. Accordingly, each phase must be examined to determine which information or needs are queried via which channel or touchpoint. An initial selection is made, for example, as part of a digital marketing or channel strategy. However, selected channels and touchpoints must be both mobile and desktop-optimized. In this way, your customer can easily switch between end devices during the customer journey (so-called channel hopping) – without noticeable deterioration of the user experience.

IN THE BEGINNING, WAS THE SMARTPHONE

Experience has shown that many consumers use their mobile devices in the first two phases of the customer journey “awareness” and “consideration”. In the case of spontaneous purchase impulses or local searches, smartphones are always ready for quick inquiries on Google. Or price comparison pages are called up in stationary retail to find the optimal price.

 Search engines and paid ads are the first touchpoints within the mobile customer journey. For optimal display of advertisements on smartphones, it is advisable to choose special mobile advertising campaigns. Relevant information must be placed directly at the beginning of the ads. Smartphones usually have smaller screens – not all information is immediately visible. And due to external influences, customers also have a shorter attention span or less time to capture all the information.

Product detail pages can also be optimized on the go or designed specifically for smartphones. Relevant information should be short and crisp for customers at the top of the page – without endless scrolling of the page. Don’t take this lightly! Surveys have shown that customers are more likely to cancel purchase transactions on their smartphones if websites are not user-friendly on the go [2].

BE LOCALLY ACCESSIBLE

Also, select keywords or combinations that capture local search intentions from customers who are on the go. These include, for example, “buy shoes locally”, “nearby” or the names of specific regions and cities. An entry on “Google My Business” also helps to rank for local searches directly with business location and contact details at the top of the results page.

Embed images for paid ads on social media. Potential customers scroll longer over images in the mobile newsfeed for ads or posts. This gives you a higher chance of attracting attention. But avoid oversized pop-up banners or display ads on other pages. These are often perceived as disturbing and are rather negatively perceived by consumers.

PURCHASE PHASE

WITH YOUR SMARTPHONE IN THE MIDDLE OF IT, INSTEAD OF JUST THERE

Even if customers mainly shop via the desktop, the tendency to make a purchase via smartphones is constantly increasing [3]. Potential customers, for example, like to shop on the go when they relax at home or watch TV [4].

Websites and online shops should take these needs into account when designing mobile. Use larger CTA buttons for your mobile pages, which can be clicked quickly and easily without time-consuming zooming. In case of doubt, do without superfluous things and present important information in a short and crisp way. Images should be compressed to avoid longer loading times.

Unnecessary intermediate steps in the mobile check-out process also cause frustration and cancellation. Simplify the purchase process by limiting yourself to the necessary information. Integrate PayPal as an intuitive and quickly mobile payment method. In many cases, the search function can also be placed more visibly on websites. This allows customers to find products faster without having to click through on small screens.

POST-PURCHASE PHASE

IT ENDS WITH THE SMARTPHONE

In the last two phases of the customer journey – “service” and “loyalty” – consumers are increasingly involving their mobile devices. They send testimonials and reviews about products and companies via smartphone. Or the customer service is no longer contacted by phone but via messenger.

Companies are responding to these developments by embedding live chats on their websites. This allows them to communicate with their customers easily and without much effort – as long as time and resources allow. Alternatively, service requests can also be processed via social media. Prerequisites for this are a mobile-optimized presentation of contributions and the availability of employees.

In order to actively retain loyal customers, regular newsletters with exclusive content and offers are recommended. Similar to the design of mobile websites, relevant content should be placed high up and compact. Newsletters with too much information are more of a deterrent than a stimulating effect on smartphones. Avoid tedious scrolling on smartphones!

RESULT

BOOST YOUR MOBILE PERFORMANCE

The integration of mobile devices into the customer journey offers immense potential to permanently increase sales in the company. With our conversion rate optimisation suggestions, you ensure an optimal mobile customer journey for your customers.