Deploying Mobile Advertising with Mobile Shopping
We recently read a shocking statistic: “According to a recent Mobile Advertising Study, 64% of smartphone owners have made a mobile purchase after seeing a mobile ad. However, 74% haven’t received mobile ads from their favorite brands. This likely means that many brands have yet to invest in mobile, or advertisements have yet to become as personalized as they should be in order to be truly affective [sic].”
The time for speculation is over – mobile commerce is here and on pace to account for half of all ecommerce sales volume by the end of 2018! Brands and businesses need to be advertising to mobile users and shoppers in a unique and targeted way, but before you do you’ll want to make sure your mobile shopping experience is exceptional. If you are investing thousands of dollars and dozens of man-hours in creating a perfect mobile advertising campaign, you will be throwing all that away if your respondents click through from your perfect mobile ad to a lame, non-mobile optimized site. Why? Because average mobile conversion rates for non-optimized E-commerce sites range from 0.2% to 0.4%, while average mobile conversion rates for mobile optimized sites range from 1.0% to 3.0%, or more! And did you know that 61% of customers think more favorably about brands that have a mobile optimized site?
It’s possible that brands have yet to invest in mobile advertising yet because they are still trying to implement a mobile-optimized solution (be it deploying an app, responsive web design, or our recommended method, a mobile-optimized, browser-based shopping experience like our mStore). If anything but this is happening (actively trying to deploy mobile), brands simply (and sadly) have yet to accept that mobile is a necessity and not a nice-to-have.
Stop debating and start implementing. And when you start implementing, we have a very important tip for integrating mobile advertising with your mobile shopping experience. We call it “deep linking” and it means mapping your ad/traditional ecommerce product pages to their corresponding mobile versions. Mobile conversions are driven the perfectly succinct, user experience. There needs to be as few layers between discovery and purchase as possible. When shoppers are clicking on mobile ads (once intended for just the desktop/ecommerce experience) and are, instead, redirected to the homepage on the mobile device (instead of the product), it kills conversions. Shoppers shouldn’t have to search again (in your mobile store) for what they just clicked in, their next action should be clicking “add to cart” (and that’s obviously what you want).
So, as you deploy a mobile commerce solution and subsequently launch mobiled-optmized advertisements, be sure you are delivering the best possible holistic experience by deep linking to mobile product pages just like you were doing before to your traditional ecommerce product pages. And a mobile commerce solution that allows you to map your ecommerce product pages to respective mobile version should be tops on your list. (Hint: our mStore does that).