Mobile Optimization At All Steps In The Customer Journey Is Essential
At one time, desktop sales were king. The only thing you needed was a desktop-optimized website, and you'd be set to start making sales.
But in the digital age, more and more sales are happening on mobile platforms. This means it's becoming more and more essential to optimize your ads and site for the mobile experience.
Very recently, the consumer behavior we would consistently see is discovery on a mobile device, then the purchase would be made on a desktop computer.
If you didn't have mobile optimization at in your checkout, it wasn't that big of a deal.
That has changed.
Mobile Discovery, Mobile Checkout
Over the past several months, we have been seeing a dramatic shift in consumer purchasing behavior with our clients at Divine Social.
We are seeing less and less discovery on desktop, and less and less purchases on desktop.
Almost everything is happening on mobile.
And this changes the game for your e-Commerce store. Making it more important than ever to have your checkout mobile optimization game on point.
Mobile Optimized Checkout Reduces Friction
In marketing, friction is anything that makes it hard for a prospect to take the next step on the customer journey.
When was the last time you went through your checkout process from your mobile device?
Do you know how much friction your checkout process is causing?
Do you know how that is impacting your bounce rate and cart abandon rates?
For example, in the past it was common practice to require a customer to create an account before they could check out. According to Tanner Larsson of BuildGrowScale.com, this friction point will INCREASE your abandon cart rate by a minimum of 24%!!
There are so many other things that can lead to friction in your checkout process if you're not focused on mobile optimization.
What makes this friction even worse?
Running social ads to an offer that is not mobile optimized.
Case Study: Amazing Ad, Checkout Process Not Mobile Optimized
Mobile advertising and mobile-friendly websites are some of the best ways to increase conversions and avoid abandoned carts.
In the video below, we have an example of a company with a great ad campaign.
However, the purchase wasn't made just because of one friction point in the mobile checkout process.
Sometimes its the tiny hinges that swing big doors. One small tweak in mobile optimization and this ad would've generated a sale.
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