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3 ways your mobile ecommerce efforts are failing

Whether you call it mobile ecommerce or m-commerce, there is no denying that mobile and ecommerce are a match made in shopper heaven.

As ecommerce marketing continues to adapt and the mobile space continues to grow, it’s only natural that these two channels would merge, offering customers a convenient way to shop from just about anywhere.

With that said, there are still a few hiccups that have made it hard for some etailers to integrate their mobile shopping strategies.

To understand how to get more from your mobile ecommerce efforts, it can be very useful to first understand where you are going wrong. Here are some of the biggest mistakes that may be putting your strategies back.

Your mobile store is too slow

You could have the most responsive, beautifully designed mobile store, but it will not generate sales unless it is also fast. By its very nature, mobile is a channel that is meant to be fast, easy and convenient.

Slow loading times, annoying hanging pages, transactions that are clumsy, complicated and tedious, and any other speed issues can all have a direct impact on conversion.

Truly optimising your mobile shopping pages means making sure that they can be accessed from anywhere, quickly and easily.

There’s too much friction

In addition to speed, other friction points include complex payment systems, annoying pop-ups, badly timed subscription forms, and anything else that gets in the way of a fast sale.

The harder it is to proceed to checkout, the higher your chance of abandoned carts.

Customers should first feel complete trust that your website is safe to use on any device. Then, they should be able to make their purchase in as few steps as possible, with minimal interruptions that could jeopardise sales.

You’re not investing in cross-channel marketing

Another mistake to avoid is seeing your mobile and ecommerce channels as separate entities that exist in a vacuum.

In reality, truly effective ecommerce marketing should always be done across channels that are already showing signs of conversion.

If mobile is working, and social media, SEO, and lead nurturing are also bringing results, aim for a cross-channel strategy that incorporates these channels.

Aiming for a holistic strategy that is able to target customers across numerous channels and at numerous stages in their buying journey is the most effective way to grow your reach, month after month.

Stay clear of these mistakes, put a little thought into how you can fine-tune your mobile strategy, and you should start to see the difference.

Feature image: JESHOOTS via Pexels

Author | Anton Koekemoer

Anton Koekemoer
I'm your friendly neighbourhood digital marketing specialist. I specialise in helping brands connect with targeted customers by enhancing their online presence through emerging web-based communication channels. I translate business objectives into comprehensive initiatives that focus on humanising brand identity while maximising measurable business results. More

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