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5 Things You Need to Know About the Role of Mobile in Today’s Customer Journey

Mobile might not convert the way businesses want it to, but the fact that it’s always on means it’s become present at every point of the customer’s journey to purchase.

The traditional sales funnel of awareness, consideration, decision and delight isn’t the linear process it once was. The evolution of buying experiences in recent years, means the process has got somewhat complicated. Now people research at all stages, they share with others, and ask for opinions online throughout too. And mobile technology means that it can be there at every touchpoint.

Econsultancy’s report from earlier this year, Understanding the Customer Journey, took a closer look at the role mobile plays within various phases of the customer journey. Their data shows that a large proportion of customers are primarily interacting with their businesses on mobile while researching products that they later buy online. Whilst pound for pound people are still spending less on their mobile devices than they are on their desktops, the mobile’s role in influencing decisions is now absolutely undeniable.

5 facts we think you should keep in mind when considering the mobile engagement for your business:

1. We’re on the tipping point

In 2016 around 49% of e-commerce transactions involved a smartphone, this is expected to increase to more than 80% by 2020 (report by OC&C Strategy Consultants). Mobile users interact differently with websites, spending less time there and with different priorities. Meeting customer expectations on their mobile devices is becoming increasingly important, with the study showing that UK retail websites remain slow compared to that of international competitors — and that’s the key performance criteria for consumers.

2. Mobile and Social

As Magento point out, 93 percent of consumers are now using their preferred social networks to assist them in making decisions on purchases — and 90 percent are saying they trust product recommendations from their peers — which social media lends itself to so intrinsically.

There are more than 200 social networking websites available to consumers, and that list only seems set to grow. The meteoric rise of the role of social media in the eCommerce landscape has been widely documented — and brands are recognising this, shown via the uptake of carefully targeted social ads and brands rushing to adopt technologies that mean they can sell right there on the social platforms.

3. Your customer is on their phone. A lot.

It was last year that saw the balance shift, before then it was our desktops and laptops that held the accolade for most time spent online. And so it’s inevitable that more and more of the moments across the customer journey are happening right there. Whether it’s performing a search, opening an app, visiting a website or watching a video, people turn to their phone to get answers and, increasingly to take action.

As well as making sure sites are developed for mobile optimization, there’s also a psychological factor that wise retailers will consider: Mobiles are personal. In fact, around 66% of us have one within reach right now. Not delivering a seamless mobile experience is unforgivable — and your customer’s journey will come to an abrupt end if your mobile site isn’t up to scratch — they certainly won’t take to their desktop to find your comfort zone.

4. Customers use mobile devices to price compare

If helping out your competitor is the objective in mind, then make this price-comparison factor cumbersome. In fact, 43% of consumers will visit a competitor’s site next after a negative mobile browsing experience.

Interestingly, much of this price comparison occurs when the customer is in the bricks-and-mortar store, connecting online research with in store buying is an essential tactic for today’s buyer. Savvy customers will search online for offers, vouchers and discounts whilst in stores — all to make sure they’re getting the best deal out there.

5. If in doubt, map it out

If you’re having to persuade colleagues on the importance of mobile, spend some time as a team mapping out the customer journey. Record what they might do during each stage from awareness to purchase, to do this well you should:

  • Complete the exercise from the customer’s view-point, imagine them as a person — consider their entire lifestyle
  • Where possible use actual customer feedback to determine the path taken
  • Keep it simple, the idea is to provide context and understanding to help identify areas for improvement or influence in the customer’s journey

Do this and you’ll doubtlessly prove how your customer, whatever business your in, will use mobile much of the time at some point in the journey.


Read on the Ebizmarts blog here.