Marketers have a lot on their plate these days. Consumers are living multi-screen lives at the expense of broadcast television. Mobile devices are now the preferred method of reading news, listening to music, watching film and episodic shows, and of course shopping.
Here’s the current challenge for marketers: you must not only adapt and thrive in the new mobile marketplace but also figure out how to bridge the divide from old media to new. Marketers who fail in this challenge risk coming off flat-footed in their attempts to cater to consumers’ choice of delivery channel.
NBC’s heavily criticized Rio 2016 coverage must be the casebook for a missed opportunity to engender audience loyalty by using new media along with old. Despite having paid billions for sole U.S. rights for summer and winter Olympic coverage since 1996, viewership in 2016 was down significantly from London 2012. Millennials flocked to social media and mobile devices for results and updates, not to NBC’s broadcast coverage. It turns out that failing to understand the delivery expectations of an audience can be just as bad as being tone deaf in your attempts to cater to them.
Yet, mobile marketing is rife with its own set of challenges and opportunities. Due to screen size, real estate is at a premium, demanding tighter, more polished design and less margin for confusion stemming from poorly executed menus or buttons. But there are a number of tried-and-true techniques that can supercharge your mobile playbook and juice up revenues regardless of the scope of your e-commerce objectives.
Here are 7 proven, effective techniques that will definitely boost your mobile revenue
1. Improve Stickiness: Increase Mobile Page Views
When a visitor spends more time on your website or app, the likelihood of taking action increases. There are several strategies to encourage more engagement. For example, providing a simple mobile menu with a few logical options makes navigation easy and avoids wasted clicks. Adding the functionality of having the menu float as the visitor scrolls down the page keeps it in sight for immediate use. However, keep it low-key and unobtrusive or you risk an annoyance factor. Adding widgets such as “Most Popular” or interestingly categorized content draws user interest and invites participation.
2. Engender Trust among Your Audience
Be straightforward in the design and market positioning of your website or app. State clearly what the value proposition is and provide a commonsense array of actions that are in sync with your sales funnel. Focus on the mobile user’s experience and make the graphics appealing while ensuring all text is clear, cogent and grammatically correct. Double check and spellcheck everything. Consumers can sense deception or trickery, so be upfront in your objectives and the value you deliver to your audience.
3. Don’t Require Signups
Capturing data for remarketing purposes in exchange for a discount code or to download a white paper usually carries minimal risk. However, many people will no longer part with their e-mail address for any reason and will only fill out information while placing an order. Insisting a shopper “register” while making a purchase puts the sale in jeopardy and at best should be completely optional. If a returning customer doesn’t want to log in (they may not remember their password), it’s high-handed and foolish to make logging in compulsory and may only serve as a deal breaker.
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4. Unify Your Social Media Messaging with Your Website or App
What your customers have to say about you can be pure marketing gold (provided they’re satisfied and you’re delivering great service). Take advantage of the hard work going into your Facebook, Twitter, Pinterest and other social channels by encouraging your audience’s participation and by integrating highlights of this content into your mobile presence. Just as customer testimonials give visitors a “warm and fuzzy,” so does viewing activity posted by unbiased patrons.
5. Test, Measure, Optimize. Repeat
As you improve your design, headlines, graphics, menu, and messaging, you should go the next step and further optimize performance through mobile split testing (A/B testing) and by measuring the mobile metrics of each variants being tested. Testing, measuring and refining every aspect of your website or app forms the foundation for better performance, higher revenue, and continual improvement.
6. Create a Sense of Urgency
Although many marketers look at their work from every conceivable angle to anticipate user behavior, the one perspective they may not pay enough attention to begins by putting themselves in the customer’s shoes. People are distracted, easily bored and continually seek stimulation. What can you change about your mobile presence to heighten its appeal? Are you intriguing visitors, surprising them, creating excitement? Look at your work dispassionately. Does your content speak to your target demographic and break through the clutter? Avoid obvious clickbait teaser headlines and off-putting graphics, but strive to be original and daring.
7. Test on Actual Mobile Devices
World-class user experiences don’t happen by chance. It starts at the very inception of your campaign with clear marketing objectives, and it flows into the design and build-out process. By the same token, optimal engagement and conversion are unachievable without knowing that your websites and apps are rendering correctly across a sufficient spectrum of actual mobile devices. As marketers and developers are discovering, the results delivered by mobile device emulators are often flawed and misleading.
Mobilizer gives you and your team a reliable and easy way to inspect, test, monitor, and analyze the customer experience you’re delivering. It provides a QA safety net. Your team can avoid unpleasant surprises by seeing your website rendered on market-leading devices phones and tablets—one right next to another for easy comparison, in addition to capturing such critical metrics as page load time and bounce rates. Identify problems early so you can correct them before they impact your conversions and revenue. To keep your eye on the ball, consider using Mobilizer’s Automated Alerts and Automated Renders—get notified via text or e-mail should any changes occur in your website’s performance.
Increase revenue and customer engagement with Mobilizer, the mobile user experience inspection tool. With Mobilizer, your team can see exactly what your website visitors are seeing on their phones and tablets. Easily identify display issues, monitor mobile performance metrics, and optimize the customer experience.
Top image courtesy of Flickr and David van der Mark