Mobile devices have been on the rise for years. Mobile internet usage, in particular, makes smartphones an indispensable companion in everyday life. Fast and up-to-date information acquisition, navigation aid, or mobile shopping partner- The fields of application are diverse, but above all, independent of location and time.
The same applies to mobile marketing: Customers can be targeted with various mobile advertising measures. But this does not always work 100 percent. We will show you how you can successfully optimize the mobile customer journey of your customers with small tricks. Increase your marketing performance!
Table of Contents
Mobile Or Desktop? The Main Thing Is That It Is Optimized!
Create A Comprehensive User Experience
Customers can enter different phases of the customer journey at any time via mobile devices. Accordingly, each stage must be examined to determine which information or needs are queried via which channel or touchpoint. An initial selection is made, for example, as part of a digital marketing or channel strategy. However, selected media and touchpoints must be optimized for both mobile and desktop use. Your customer can easily switch between devices during the customer journey (so-called channel hopping) – without any noticeable deterioration in the user experience.
Pre-Purchase Phase In The Beginning, There Was The Smartphone
Experience has shown that many consumers use mobile devices in the first two phases of the customer journey “Awareness” and “Consideration.” With spontaneous buying impulses or local searches, smartphones are always at hand for quick inquiries on Google. Our price comparison sites are called up in stationary retail to find the optimal price. Search engines and paid advertisements are the first touch points within the mobile customer journey.
For an optimal display of advertisements on smartphones, it is advisable to choose unique mobile advertising campaigns. Relevant information must be placed directly at the beginning of the advertisements. Smartphones usually have smaller screens – not all information is immediately visible. And due to external influences, customers also have a shorter attention span or less time to gather all the information.
Product detail pages must also be optimized for mobile use or specially designed for smartphones. Relevant information should be presented briefly and crisply for customers at the top of the page – without having to scroll the page forever. Do not take this lightly! Surveys have shown that customers abandon purchasing processes on their smartphones more often if mobile devices’ websites are not user-friendly. You can find more tips for mobile search engine optimization here.
Be Available Locally
You can also select keywords or combinations that intercept the local search intentions of customers who are currently on the move. These include, for example, “buy shoes locally,” “nearby,” or the names of specific regions and cities. An entry in “Google My Business” also helps rank directly with local search queries with business location and contact details at the top of the results page.
Include images in paid ads on social media. Potential customers scroll longer for ads or posts over pictures in the mobile news feed. That gives you a higher chance of attracting attention. But do not use oversized pop-up banners or display ads on other pages. These are often perceived as annoying and tend to be harmful to consumers.
Purchase Phase: Right In The Middle Of It With Your Smartphone Instead Of Just Being There
Even if customers mainly shop via the desktop, the tendency to make purchases via smartphones increases continuously. For example, potential customers like to shop on the go when they relax at home or watch TV. Websites and online shops should take these needs into account when designing mobile devices.
Use larger CTA buttons for your mobile pages that can be clicked quickly and easily without extensive zooming. If in doubt, do without unnecessary items and present critical information briefly and crisply. Images should be integrated into compressed form to avoid long loading times.
Unnecessary intermediate steps in the mobile check-out process also cause frustration and abandonment. Simplify the process of purchasing by limiting yourself to the necessary information. Integrate PayPal as an intuitive and quick mobile payment method. In many cases, the search function can also be placed more visibly on websites. In this way, customers can find products faster without having to click through on small screens laboriously.
Post-Purchase Phase: It Ends With The Smartphone
Consumers increasingly integrate their mobile devices in the last two phases of the customer journey – “Service” and “Loyalty.” You send testimonials and reviews about products and companies via smartphone. Or customer service is no longer contacted by phone but via messenger.
Companies are responding to these developments by incorporating live chats on their websites. In this way, they can communicate with their customers quickly and without a lot of effort – provided that time and resources allow. Alternatively, service requests can also be processed via social media. The prerequisites for this are a mobile-optimized display of contributions and the availability of employees.
To actively retain loyal customers, we recommend regular newsletters with exclusive content and offers. Similar to the design of mobile websites, relevant content should be placed high up and compactly. Newsletters with too much information have a deterrent rather than a stimulating effect on smartphones. Avoid tedious scrolling on smartphones!
Increase Your Mobile Performance
The integration of mobile devices into the customer journey offers immense potential to increase company sales over the long term. With our optimization suggestions, you ensure an optimal mobile customer journey for your customers. We are happy to help you with planning, strategy, and implementation!