Whether your business has a mobile website or app, it is important to understand what mobile devices consumers are looking for when they land on your page. This means understanding the behavioural patterns of consumers. This is set to become even more important with the launch of 5G.
The journey for consumers
Every time someone uses their mobile device, they embark on a journey. The smoother that journey, the more satisfied they are and the more likely they are to buy a product or service in the final stages.
So if a consumer begins by looking for the solution to a problem, the quicker they are able to understand the problem and the best way to solve it, the better. This means that a business should offer specific details of how and why they offer the best way to solve a problem and the easiest way to finalise any purchase that is necessary.
For this reason, rich content is necessary to build trust, while a smooth user experience can help to keep the customer engaged until the vital purchase stage. This can be true for a range of products and services.
For example, a customer looking to play bingo online may begin by performing a browser search. Their ultimate aim is to have fun and user-friendly experience, so they are likely to pick a site that engages with them in a fun way while offering a smooth interface and gaming experience. So if they land on the PP bingo site where they can play Brexit Bingo, a game the company claims is “So good you won’t want to leave,” they might be amused enough by the company’s brand of humour to stick around and play.
Likewise, if a consumer is looking for a local restaurant to book a family meal, any business that clearly demonstrates how it can cater for their specific needs such as location, group size and dietary requirements, is more likely to get the final booking – providing, it also makes the booking process as seamless as possible.
Smooth interface with consumers
Small screen sizes on mobiles mean that websites and apps have to be fast, readable and easy to navigate. This is just as important as the quality and relevance of the content. A consumer who encounters a slow app with pages that freeze and a complicated menu system is quite likely to simply give up and look elsewhere. And any text should be brief and to the point while addressing the main request of the consumer. However, links to more in-depth articles may also be necessary for more complicated consumer problems.
The company needs to build trust through credibility. This means offering an authoritative voice to convince consumers to engage further by signing up to newsletters and building a long-term relationship.
Simple, fast and secure checkout
Finally, any checkout system needs to be simple, fast and secure. Despite, the rise of mobile commerce, many customers are still wary of making online purchases from smaller businesses and websites. If a checkout system is complicated or slow, any trust that has been built may disappear and the customer may turn to a more recognised brand to make a purchase. If your checkout system offers the benefits described, your content should mention this early on and back it up with reviews and feedback.
Customers are spending more time on mobile devices but they are also easily distracted. Being able to engage with them and keep them on board from the start of their journey to the end is the Holy Grail of good mobile marketing.