5 Takeaways for Developing a Mobile and Tablet Strategy

Apr 01, 2013 8:04 PM  By

Over the past few years consumers have become the anywhere, anytime shopper. They will shop on their smartphone, on their tablet or on their traditional computer, but if a website has yet to adapt to consumer’s preference, it could mean a lost sale.

In the 2013 State of Mobile Features and Functionality Report by Siteworx, 65.7% of those surveyed said when they are shopping on a smartphone they prefer to use a retail mobile website over a retailers mobile app.  The report also found that compared to smartphone users, tablet shoppers are more likely to complete a purchase in the 2012 holiday season.

laptop-smartphone-tablet-300So what do these statistics mean? Smartphone and tablet users should be a major focus in your ecommerce strategy moving forward. Here are five key takeaways from the report on developing a mobile and tablet strategy:

Simplify the shopping experience. Digital marketers need to invest in smartphone/tablet shopping and purchasing experiences. According to the report, “this requires a new paradigm and shift in thinking,” by marketers to not just replicate the online experience on mobile devices.

In order for a mobile shopping experience to be successful, the report said, retailers need to consider all the potential device capabilities that can be found on a mobile device such as vibration, camera, GPS, speakerphone, touch screen, and data/cloud management, and use it to their advantage on their mobile ready site.

Highlight the security features. The report states that since tablet shoppers are generally shopping from the comforts of their own home and under a secure Wi-Fi connection but smartphone shoppers might not be working under secure connections, it’s important to incorporate a message to the shopper that highlights the security or encryption of information. This could help a mobile shopper be more comfortable when entering their payment information.

Customize where it matters. When a mobile app is being developed, it’s important to know that it should not be something that simply mirrors your traditional ecommerce site. Mobile apps, the report said, should have additional features and functions such as “highlighting special features, increasing site speed by having some graphics preload on the device, and integrating more native functionality of the device.”

Accessible product reviews. According to the report, product reviews are a top conversion driver when it comes to making a sale. Digital marketers should make sure that all reviews are easily accessible on the site so consumers can easily find them on a mobile or tablet device.

Get a comprehensive mobile strategy.  Ecommerce technology and the way consumers shop is changing on a regular basis so it makes no sense for retailers to silo their marketing plans for apps, tablets, mobile sites and desktop sites.  The report states that having marketing plans in different silos can be “too costly and is ultimately ineffective” in maintaining your brand’s consistency. Marketers need to develop flexible, adaptable platforms “that will mitigate your risk and reduce your long-term costs.”