Using website best practice to increase mobile site conversion was the focus of a recent post on Mobile Commerce Daily by Mark Simpson, Founder and President of Maxymiser.Mark makes several great points on the mobile commerce frontier. I’d like to specifically touch on Marks point on silos and cross channels for conversion optimization.
Here’s a brief snip-it from the post:
Allow for communication between channels
Time and time again, I see companies optimizing in silos, failing to properly connect their mobile efforts with the rest of their marketing strategy.
Yet, customers are, and will continue to, engage with brands across multiple channels.
Whether a customer uses a Web site, mobile site or bricks-and-mortar store, her brand experience should be consistent and personalized to her preferences and needs – regardless of the channel.
Few marketers currently take advantage of multichannel marketing tools that can create a 360-degree detailed view of each customer, and empower effective, automated Web site personalization during their mobile experience and beyond.
Here’s my take on this:
Since the user experience of mobile browsing at least on a smart phone, is usually a quick simple one task per app or consumption of smaller bite size chunks of content and engagement, it’s vial in my oppinion to create a conversion momentum that can be carried through across silos and different platforms. What i mean by conversion momentum is a course of motion for the visitor that carries conversion in a forward direction of linear movement across platforms and even time. Imagine the conversion process broken up into steps where a visitor moves one step forward in their mind today on a mobile device then moves a bit further perhaps on that same mobile device tomorrow and finally coming over to the side and converting later on on maybe another device all together, be it in store purchase, on their IP connected HDTV or even a traditional old desktop.
This theory of conversion momentum across platforms and devices actually goes against traditional conversion thinking of a linear path with no distractions so I also want to share my view on how mobile devices are in-line with current conversion rate optimization techniques that work today.
In my personal opinion mobile seems to be the perfect platform for conversion rate optimization because of the inherent limitations of screen size limitations and browsing experience. There aren’t a lot of side pathways a visitor can take or get lost down within an app. The rabbit hole only goes one direction, straight. Which is great in the sense that the user is not distracted from competing business or marketing goals that often plague a web page. A mobile app style experience provides the minimum amount if not all together eliminates unsupervised thinking of the user when it comes to helping people convert.
I’d love to hear some of your thoughts on my thinking, so post a comment below and let me know your opinion.
