‘Must Knows’ on Mobile, Apps and eCommerce

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By Sue Brady

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It’s common knowledge that mobile is playing a bigger role than ever in eCommerce, and it’s important to understand why.

Mobile

I found some interesting stats from Criteo.com that show that consumers are using multiple devices and that a larger and larger number of those consumers are completing their transactions on a mobile device. They studied over 1.4 billion transactions and found that:

  • A full 31% of all transactions happened on a mobile device in 2015
  • 35% who used more than one device ultimately purchased using their mobile
  • More than one device is used in 4 of 10 Internet transactions
  • And, those that have multiple devices are 20% more likely (than the average user) to complete their transaction on their mobile device
  • Mobile share of eCommerce transactions has grown from 27% in Q4, 2014, to 44% in Q3, 2015
  • For mobile purchases, Smartphones outpace tablets (56% smartphone vs 44% tablet).

And all that only serves to highlight that if you take transactions on your website, your mobile site needs to be consumer friendly and mobile appropriate. And mobile appropriate doesn’t mean responsive. In fact, given this data, you should ensure that your mobile website makes it easy for a user to get to, and check out from, the shopping cart. That’s not always easy to do using responsive design so look into other approaches (like Adaptive Design for instance). Here’s a post I wrote a couple of years ago on why I favor adaptive design…and I still do!

Also, your website must load quickly. 40% of users will bail if your site takes more than 3 seconds to load. And each second over that sees an exponential increase in that bounce rate (source: getresponse.com).

Apps

In addition to mobile sites being of greater and greater importance, apps are gaining ground in mobile commerce. Again, more interesting data from Criteo: Of retailers that have over 25% of their transactions coming from mobile, their apps generate 58% of that mobile revenue. Their apps are converting at 3.7% times the rate than their mobile sites. And, order values were higher when a customer ordered via the app – higher than mobile browser and desktop buyers.

There are a number of online sources that give advice on designing mobile apps, and here’s a good one that covers the basics.

Email

If you use email to sell, it’s important to know that 53% of emails are opened on a mobile phone or tablet (source: emailmonday.com). If you don’t have a mobile friendly view, almost everyone who opens your email will bail immediately. And if they open and click thru and land on a non-mobile friendly website, almost 60% will bounce!

Let this year be the year you focus on all things mobile.

New Year

Why Email Needs to be a Part of Your Marketing Mix

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By Sue Brady

email with skitch

Email is like that old loyal friend that keeps on doing right by you. It might not be as sexy as other online marketing tools, but it’s just as important. Why? Because your qualified prospects and customers read them, they are inexpensive to send, and they generate business.

Email gets a bad rap and is frequently miss-categorized as spam. After all, 78% of emails are spam. But the truth is, email is a highly targetable medium and it brings in results. According to Experian, “Email continues to reign as one of the most profitable channels for marketers, and one of the leading paths to purchase.”

The chart below from HubSpot shows that email leads are the 3rd highest in the mix that convert to sales.

Hubspot Lead to Sales Conv Rates

Email doesn’t have to be a stand-alone medium. I’ve seen examples where combining email with direct mail has lifted response rates by as much as 20%! And cost per lead from email vs other channels tends to be lower because of the lower cost, compared to other media types.

Email open rates do vary by industry. And you should test elements of your emails like ‘subject line’ and the ‘from’ address to improve those rates. Figure out what will drive your highest open rates and response and that will vary depending on your campaign goals.

email open rates by industry (2)

As you develop your email programs to nurture your leads, you’ll see response improve. Hubspot conducted a study that showed that emails that were a part of a lead nurturing program generated 4-10 times the response rates when compared to stand-alone email. And, they generated an 8% click-thru rate, compared to 3% from stand-alone emails.

Mobile considerations are important. Over 50% of email opens happen solely on a mobile device (source: Litmus.com). Tweet that stat! What’s really interesting about that is that well over half of marketers surveyed do not design mobile specific emails. According to Kissmetrics, 89% of consumers say they will delete an email if they open it on their phone and it doesn’t look right. (A similar study by Constant Contact put the number at 75% of consumers who will delete an email that doesn’t render properly – still high!) Use a single column format, ‘light-weight’ pictures and larger type with buttons big enough to avoid fat fingering. Keep it simple.

Related to ‘light-weight,’ load times matter too. These are website statistics but give you a general idea of what you’re facing: 40% of desktop users will abandon a website if it takes longer than 3 seconds to load, and 19% of mobile users will wait less than 5 seconds (source: Kissmetrics).

These email benchmarks by yesmail can help you understand the level of metrics you should be achieving with your emails and can help guide you as you optimize your campaign.

email-benchmarks-source-yesmail Interactive Email Compass 3Q13In summary, don’t forget about email when you develop your marketing programs. Know your goals, design your program with those in mind, track results and test,test,test.