When it comes to online shopping, more and more consumers are turning to their mobile device to purchase, research and browse for products. In fact, PowerReviews, a provider of ratings, reviews and question and answer technology, has seen a 204% increase in the number of reviews written on mobile year over year. Retailers must be aware that while they can attract shoppers with mobile, a poorly developed site won’t lead them to be buyers. To meet shoppers' mobile expectations, retailers should follow these four tips:
1. Ensure Your Site Provides a Great Mobile Experience
These days, companies’ beautiful, functional websites must also be mobile compatible. Up to 40% of shoppers abandon a website that takes more than 3 seconds to load, so sites must be primed for mobile users across several mobile platforms to prevent customer frustration.
It’s important for brands to have both good mobile site and a good mobile app. Shoppers like options, and while they may want stores to have an app to make mobile purchasing much smoother, 54% prefer to access reviews on a store’s mobile site versus a mobile app while shopping in-store.
2. Pay Attention To Millennial and Generation Z Shoppers
Younger shoppers are more likely to research and purchase products on their mobile devices than their older counterparts. PowerReviews found that 37% of Centennials (or Generation Z) prefer to browse and research products from a mobile phone. Technology is the norm for these young shoppers, so the mobile shopping experience must be seamless.
3. Display Ratings and Reviews
This applies both for and from mobile shoppers. When it comes to shopping by mobile, 70% of mobile shoppers say they are more likely to purchase a product if the website or mobile app has product reviews.
Meanwhile, ensuring the review collection process is mobile optimized can help brands and retailers collect more reviews from shoppers. evo, a leading online retailer of outdoor gear and fashion apparel, increased the number of reviews written on mobile by 204% when they switched to a mobile-friendly post purchase email.
4. Consider Offering Extras to Your Mobile Users
In the battle with Amazon over free perks, it’s become clear that brands and retailers need to continue to offer more to their customers. This includes anything special for your mobile users, as discounts are a top motivating factor.
Increased use of mobile in the shopping journey can be a real opportunity for retailers. Using these tips can increase your chance of seizing that opportunity.
-Theresa O’Neil, Senior Vice President of Marketing, PowerReviews