Let’s get straight to the point. Gartner Research says that “by 2017, U.S. Customers’ Mobile engagement behavior will drive mobile commerce revenue to 50 percent of U.S. Digital Commerce Revenue”[1]
However, before diving into mobile, the challenge with e-commerce sites must be addressed first. The #1 e-commerce site pain starts with the standard e-commerce funnel. There will always be a drop off rate or in other words, a cart abandonment rate, which most sources claim is around 68%. That’s why e-commerce managers are hired — to figure out how they can convert web visitors into customers and why visitors abandon their carts in the first place… Sounds manageable, right?
No way.
Taking a look at the graphic above. You can see each stage has its own set of disadvantages. There are plenty of reasons why visitors abandon the cart. From impersonal user experiences, complicated payment conditions, to having second thoughts on the offer or product, the reasons go on and on.
However, addressing these issues doesn’t necessarily have to start at the top of the funnel.
It starts with your mobile app. Your customers spend more time on apps than any other digital channel (about 90% apps, 10% mobile sites) according to comScore[1]. Imagine tapping into your app where you can nurture users (leads) through personalized, 1-to-1 engagements, then drive them to purchase either via your e-commerce site or within your mobile commerce app.
So how can you (as a brand) accomplish better mobile e-commerce revenue? How can you drive conversion rates from mobile app engagement? Start with these 3 main points:
Phase I. Nurture them with relevant offers.
Just like an inbound marketing strategy where you nurture your web leads with content/offers that would interest them, mobile has the same nature. Translating that tactic through an app remains the question.
How do you engage your app users with content or offers that would interest them?
First, start by segmenting your persona group. A persona group should have enough valuable or actionable data about them. You need a proper integration of your CRM or e-commerce system with a constant influx of data coming into your mobile app channel. The point of data coming from all channels into your mobile channel is to better segment your persona group, or at least initially before you engage users.
After you choose your persona group, formulate the right kind of engagement that would:
A. Incentivize them to engage back (with mobile assets* as a start)
B. Track their in-app engagement data with mobile analytics setting
C. Learn about your users/customers
D. Make data-driven decisions based on such mobile engagements
D. Calculate the mobile ROI in your e-commerce conversion rate from mobile qualified leads or alternatively, mobile community leads (MCLs)
For instance, let’s say you have a large persona group of business travelers. They only check in the airport through your airline app. Because they prefer to check in via your app, why not send them a voucher for $10 off their next flight if they answer your question (the engagement).
Mobile Engaged Leads
Make sure that John can book this flight by being redirected from the app (via app deep linking) into the airline site with the promotion readily available and the confirmation of his redeemed promo in his in-app wallet. Final conversion example #1 of an omni-channel journey (mobile and e-com. site).
Final conversion example #1 of an omnichannel journey (mobile and e-com. site)
But let’s say John didn’t engage back with an answer. He was disinterested in the $10 voucher and swiped away the notification. Or he simply hit the red opt-out option below. Therefore, approach him with another offer.
Let’s say he was revisiting the app screen on “products.” He has been checking out the weather-proof spinner bag because after his flight back, he discovered his luggage got totally soaked and destroyed.
Why not offer John a voucher for $30 off the weather proof spinner if he upgrades to business class?
If he still doesn’t budge, give him a sense of urgency with a timer ticking away.
Phase II. Enable Precise and Targeted Deep Linking to E-Commerce Site Offer.
Let’s say John does click the call-to-action “Buy now” button. Guide him to the exact product page with the offer in the e-commerce site page (hence, the weather-proof spinner). In order to show him the offer, you must have the capability to enable deep linking. Without getting into the coding or development of deep linking, choosing the right mobile engagement platform can enable you to automate deep linking to the exact product page on your e-commerce site.
Speed should also be taken into account, otherwise, your lead will drop off the funnel if he or she isn’t redirected to the offer immediately. Google claims that, “When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn’t satisfy their needs”[2] At this stage, you have a much higher rate of conversion or converting the mobile user into a paying customer because he or she has been nurtured through your app. How again? Because you nurtured them with contextually relevant offers and personalized 1 on 1 engagements, seen in phase I. John needed that waterproof spinner and you approached him at the right time (he’s back home from the flight), in the right context (he had a history of looking at that spinner on the app) and with the right format/offer (which is the product page on the e-commerce site). Now let’s say John finishes the transaction. He has officially completed the funnel.
At this stage, you have a much higher rate of conversion or converting the mobile user into a paying customer because he or she has been nurtured through your app. How again? Because you nurtured them with contextually relevant offers and personalized 1 on 1 engagements, seen in phase I. John needed that waterproof spinner and you approached him at the right time (he’s back home from the flight), in the right context (he had a history of looking at that spinner on the app) and with the right format/offer (which is the product page on the e-commerce site). Now let’s say John finishes the transaction. He has officially completed the funnel. Now what?
Phase III. Constantly Question Your App’s Value Proposition and Omni-channel Strategy Through Each Conversion.
Whatever your app stands for (the value proposition) one thing is for sure, you have to constantly ask yourself, what is the value of my app for my users like John? What can they learn? What info will help them or make their lives easier? What products are they looking for and how can I help guide them to the right choice/place? How can I keep them engaged, active and keep them coming back?
At the same time, you must ask yourself, what is important for my business so that I can drive conversion rates up and make more sales? How can I better my omnichannel strategy with constantly refined data to/from my app channel? Specifically, what type of important data can I draw from user engagement inside the app and in the e-commerce site?
The questions go on. But this is just the beginning of a new, uncharted territory between high qualified mobile leads going into the e-commerce funnel all through the power of a mobile engagement solution. If you’d like to see this in action, I recommend you to see a demo.
[1] http://www.gartner.com/newsroom/id/2971917 [2] https://www.thinkwithgoogle.com/articles/speed-is-key-optimize-your-mobile-experience.html
Source: B2C
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