To understand how mobile commerce is affecting businesses across the board, we can look at some data:
Even if we have an increase in mobile traffic, the conversion rate for mobile users is still lower than the one of desktop users. This is due to a phenomenon which is called webrooming whereby consumers are only using their phone to conduct research and compare prices, without actually following through with the transaction.
Here’s a breakdown of this article’s content:
1. How purchase behaviour is affected by mobile
2. Mobile commerce disrupts distribution and consumer behaviour
3. What changes is mobile commerce bringing to the picture?
4. 8 Tips to increase the success of your e-commerce design
5. Readings for further research
The model we’re going to use was developed by Kotler and describes the stages consumers go through when they approach a purchase decision.
Before, the mobile revolution, all these four stages were conducted offline. Now depending on the types of products and services we need to acquire the customer journey can happen online or offline. Let’s see to what extent the buyer behaviour model can be applied in the context of mobile commerce:
What other elements apply specifically by mobile devices? Let’s see what unique set of features mobile commerce brings to the picture.
Consumer behaviour is fundamental to design any business strategy. If you don’t understand your customer, you don’t understand his needs and pains, and you’re unlikely to find a problem to solve for him.
It may be much easier to deal with a customer he shows up at your physical store. In this context, through thoughtful customer service, it’s possible to create a connection to a one time shopper and turn him\her into a regular.
How can this be done online? In the rest of this post, we’re going to discuss how interface design can really help narrow down the distance between an online and in-store experience.
Some may argue that a physical store experience may never be replaced, but research suggests that in reality, digital sales will account for at least 20% of all sale by 2020. If we focus on the unique elements of mobile commerce we realise that technology has some extraordinary advantages based mobile sourcing of user data. This proves to be a very effective weapon to create user experiences and interface designs which convert traffic into sales. In the following paragraphs, we’ll address how a well-conceived design can make any website a perfectly functioning online shop.
Technology has levelled the playing field, creating a more equal competitive environment where larger is often a synonym of inefficient and wasteful, and the distribution channels are much more pull-oriented than push-oriented.
This change in business strategy was made possible by a series of unique features in mobile commerce development:
All of these different elements, therefore, allow for marketing strategies which adopt the personas marketing framework. This approach provides with a large amount of information and creates shopping experiences that perfectly meet our customer’s needs.
After having analysed the way in which companies are adapting to mobile commerce to reassess the trajectories followed by consumers throughout their established purchase process, we will now focus on e-commerce to see how this is brought to action on the digital premises, of the company, looking at UX design.
We need to consider mobile commerce, or m-commerce in the same way we assess a customer coming into a store, with the striking difference that if in the real world we would use physical stores, now reality converts into screen real estate, which in mobile devices is actually very small.
In order to continue our discussion, we have to put on a different “hat”, one which allows us to assess ways in which a digital experience can be delivered by looking at the best practices for e-commerce design.
Here are some facts that allow us to understand how to create a seamless e-commerce experience based on consumer behaviour and UX (user experience) design:
Moreover, it’s necessary to clarify how many stages the purchase process entails so that every single click informs customers of what they are doing and what will happen next.
Other issues have to do with the fact that typing is really hard on the phone. We delve more into these types of issues in this post where we look at native application design. There are a few overlaps between e-commerce and native apps, and this is because to some extent mobile responsive websites need to look more and more like apps.
We hope you enjoyed the article, and we recommend looking through our suggested reading list for more details on this interesting topic.
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