The customer journey is dramatically changing across every business and if you haven't started to address this you're going to be left behind.
The customer purchase funnel no longer follows a traditional format. You've probably learnt about it in different ways, what was once a simple path of Awareness, Consideration, Purchase and Advocacy is completely different. There are now hundreds of different models that track the customer process.
In Australia we see change happening a lot faster, and it’s basically because of the adoption of Smartphones. In Asia we’ve seen a leap in technology, as inflation and incomes rise and the cost of Smartphones decrease. Users are becoming increasingly likely to choose mobile over desktop to search for products or services, and businesses need to be mindful of this growing trend.
We look at our Smartphones on average 150 times a day. We no longer go online, we live online. This is a device we carry on ourselves at all times. We use it for a whole heaps of stuff, from surfing YouTube, to sending texts and even logging into our home cameras to see how the dog is doing. Because of that there are certain moments when brands can have a substantial impact on consumers, especially if that consumer is looking for quick information.
How do brands capture consumers that are using their mobile devices? If you are a marketer the question is not so much who is using their Smartphone, but at what points during the day is the person is using their phone and how can we reach them?
Google now uses contextual information to present you with the search results. It assumes that if you search pizza at 1pm in the day that you are looking for something to eat for lunch and will offer search results for pizza restaurants in your area, instead of offering up the Wikipedia page on pizza. So how do you make your message relevant to the need of your customer and how do you tap into these moments?
Be there - People are coming to you on a mobile device, you need to be mobile friendly. If your customers are on a mobile device you need to think of what they require. Does your site load quickly on mobile? Is there a button on your site for people to call you off their device? Can they see al of the information on the page?
Be useful – when using this interaction they don’t necessarily want to see an advertisement. They've made the selection to move through the process as fast as possible, be mindful of invasive advertisements that detract from your message or purpose.
Be quick – this is becoming increasingly more important. Because these individuals are on a mobile device they don’t want to wait. Take out and eliminate some steps, for example try pre-filling forms. Afghanistan is the most 'lived in' country because people don’t want to fill out forms. They don’t want to go through the whole process. Why not use geo-location on a smartphone to pre-fill the information? You get more realistic data, whilst speeding up the process.
People have an extremely short attention span on mobile and if you are finding that you are getting good, relevant traffic to your website but they are not converting you might want to look into how long it takes to complete a transaction. Google has made this easy for you by implementing a tool that diagnoses the speed of how fast the website is served up on mobile.
Connect the dots – Cross device purchases. If you are searching for something on your lunch break at your desk at work and then go home and purchase it at home or if you buy online and then pick it up at the store, you are partaking in omni-channel communications. Where possible, connect these channels up and streamline the purchase process for your customers.
Removing friction is a huge part of being mobile friendly. Its not the end goal, more about you helping them get there faster. Less clicks but still picking up as much information so users don’t have to do it again if they come back. If a menu doesn’t help in the process, take it away. Figure out what is important to you in completing that transaction. Credit card scanning is removing friction or making the transaction seamless. Use google API information to tailor your ads and customise information.
When spending money on advertising for mobile devices, normally companies will calculate the mobile traffic by return on investment. This can show a really low conversion rate. But you will find that when you look at the customer journey and realise how much of it includes mobile you can find the true ROI on any investment dollars'
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