Customer browsing habits have changed drastically from what they once were. Instead of participating in the time-consuming act of going into stores, spending hours browsing each aisle and then fumbling around in the changing room, customers want to be in the comfort of their own home with a glass of wine in hand, Grey’s Anatomy reruns playing in the background, and their devices reared up and ready to go in front of them. When reading that, you probably instantaneously pictured a laptop in front of the consumer, as that is the device which usually would be paired with the idea of comfort and ease, but that definitely doesn’t make it more popular; in fact, sixty-four percent of Americans now shop more often on their mobiles. When considering mobile shopping, we need to think of on-the-go consumers. The subtle difference here is that a lot of brands haven’t drastically changed their mobile experience, because they’re not thinking of laptop and mobile shoppers differently. Whether they’re on the train home from work, or waiting in line at the coffee store, mobile consumers only have, on average, two minute intervals to interact with their mobile device in between their daily tasks. This is where marketers and companies have been struggling; to not only grasp, but keep, the attention of these consumers during their brief moments of attention.
Unfortunately, despite all the time spent online shopping through our mobile device, conversion rates still lag. Why? It comes down to the fact that the consumer shopping experience simply has yet to be optimised on mobile – it’s annoying for consumers to have to endlessly scroll past small images, not to mention the various tiny tabs and filters on shopping sites which never seem to get clicked correctly the first time. But the key factor to consider when consumers are using mobile is that their attention can easily get pulled away – either by a text, email, Snapchat, or another site.
Built-for-mobile is the notion that things can no longer be simply “mobile-responsive” but need to be born for mobile from the get-go. In early 2014, desktop did indeed surpass that of mobile users. However, the amount of mobile user sessions now surpasses that of desktop users, with 51.3% of internet usage worldwide coming from mobile and tablet. Seventy-two percent of consumers expect brands to have a mobile-friendly site, so why is it that a whopping 96% of brands don’t satisfy this expectation? Either they don’t know how, or they don’t think it’s necessary.
Let’s not beat about the bush – it’s a pain to enter your card number, email, and other fields on tiny mobile forms. It also doesn’t help the consumer feel valued – they repeatedly go through this, without acknowledgement of their tastes and preferences from brands. Why is it that some brands still don’t treat their customers as individuals? Can they not remember them, or do they not care? There’s only one way to create a mobile experience where consumers feel valued, and that’s mobile-first content and personalization for each consumer.
It’s not just tiny form fields that consumers are turning their noses up at. The same way that we want stores to be clean, well presented and inviting, customers expect the same for a store’s mobile site. Brands who have already submerged themselves into this new era of sublime mobile sites are Etsy, Nationwide Insurance and ABC. All have been ranked well for their clean-cut, easy to navigate and overall friendly customer experience when customers are on their mobile sites. Essentially, that’s what we at Jebbit have built ourselves on: the consumer experience, because…well, why wouldn’t we? It’s the leading factor in retaining customers and ensuring that they have a pleasant experience when interacting with a site. They want something immersive, to hold their ever-precious attention, while not only providing value for the company but for the customer themself. A big part, as in anything, is presentation and preparedness. Working tirelessly to provide a flawless design to easily interact with is vital during a customer’s experience.
Essentially it’s the way companies make the customer feel when they’re on their site. Are they the top priority – being waited on hand and foot? Does everything run smoothly for them? The key in making them feel that way is by making company sites not just mobile compatible, but mobile optimized. Filled to the brim with concise, personalised, immersive and valuable content, loyal customers will return and new customers will become loyal. Built-for-mobile shouldn’t be a side project to lightly dabble in, this is the new necessity for brands.