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BizReport : Mobile Marketing : November 29, 2016

Expert: 3 strategies that will push mobile engagement

Mobile is increasingly becoming a more prominent device for purchase, and this is especially true with holiday spend, where consumers are looking for ways to simplify the chaos associated with holiday shopping. Here's how merchants can get more from mobile this holiday season.

by Kristina Knight

Kristina: How important will mobile be this holiday season?

Jimmy Duvall, Chief Product Officer, BigCommerce: If we look at aggregate trends across the BigCommerce merchant base, mobile dominated consumer purchases during Cyber Five last year. We saw a 116% increase in mobile purchases YoY, compared to a 35% increase and a 31% increase in-store. And this year, mobile commerce sales are expected to reach more than $123 billion - a 39% increase over 2015 and more than double the growth from 2014. In fact, it's expected to account for nearly one-third of all retail ecommerce sales for the year, making it abundantly clear that mobile should be a critical focus for merchants (SOURCE).

Kristina: What can merchants do now to prep for increased mobile spending during the holidays?

Jimmy: Consumers are shopping on their mobile devices more than ever before. In fact, a recent survey from Google found that 92% of respondents who conducted product research on their phone made a purchase within 24 hours. But it goes further than research. People are increasingly making more in-context purchases at the point of research. This will only increase as the holidays approach. As such, retailers need to optimize their online stores for mobile in order to better capture the consumer in this moment and drive instant conversion.

Kristina: What are 3 of the most important strategies merchants can use for mobile?

Jimmy: Think mobile first. According to eMarketer, mobile commerce sales are expected to eclipse $240 billion globally - or 41% of all ecommerce transaction by the year 2021. Add to that the fact that 72% of Americans report owning a smartphone, it's no wonder that we're seeing continued increases in mobile spend. Yet companies are still developing websites designed for desktop and making mobile an afterthought. In order to capture the growing market of consumers that want to make a purchase easy from anywhere, it's critical to begin thinking mobile first.

Don't be difficult. One of the biggest pain points merchants report hearing from their customers is a difficult or slow checkout process. Twenty-three percent of people abandon retail sites after being required to create a new account before purchase and 29% of smartphone users will switch to another site if the current one does not satisfy their needs. Rather than risk losing your customer, look to employ strategies that ease existing pain points and instead create an optimized checkout experience.

Tags: BigCommerce, mobile ads, mobile commerce, mobile marketing, mobile trends

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