Tech Bytes: Lessons learned from holiday 2016 can drive mobile conversions going forward

Mobility’s influence on retail sales has never been stronger. Too bad the same can’t be said for its impact on conversions.



I know what you are thinking — the industry had a stellar holiday shopping season, and it was driven by mobile. Indeed, the 2016 holiday season brought in a total $91.7 billion in online sales, an 11% increase year-over-year. Mobile alone brought in a total of $28.43 billion in revenue, a 23% increase over last year, according to Adobe.



There is no question that mobility is driving visits to retailers’ e-commerce sites, and mobile shoppers are making purchases. However, there’s still a gap between mobile visits and mobile sales — a double-digit (11%) gap to be exact, Matt Asay, Adobe’s VP mobile told Chain Store Age.



So where do retailers struggle most? Challenges run the gamut, from poor mobile navigation and lacking functionality to wonky payment and checkout experiences — all factors that keep shoppers from consistently using their mobile devices to make online purchases.



The struggle is very real, but the good news is this these issues are reversible.



The following tips retailers can help to turn the tide — and drive mobile conversions for 2017:



Create an all-encompassing mobile experience. Too many retailers debate whether they should invest in mobile Web or just an app. If brands want to succeed at mobile commerce however, they need both — and these touchpoints need to work in concert to create an all-encompassing, frictionless experience. Retailers should be presenting their mobile Web as a means of attracting newer shoppers or browsers to the brand. As these casual users become serious shoppers, they will download the app, which becomes a conduit for companies to connect one-on-one with now loyal shoppers.



Test experiences on a small scale. Not all ideas are winners, but ongoing experiments are a great way for retailers to learn what services are most valuable to their shoppers. That said, chains should keep tests small, and not be afraid to explore. The key is to deliver the perfect mix of functionality that will encourage shoppers to launch their app, complement the store experience, and ideally bridge the divide between browsing and conversions.



Integrate analytics. The best way to determine the optimal mix of mobile functionality is to have visibility into what features are most important to users. By integrating analytics within the app and mobile Web, retailers can stay abreast of what shoppers do on their devices, how they use mobility at store-level, and how the overall mobile experience translates into — or just misses — a sale.



This insight enables chains to tweak the experience to drive that conversion. GameStop uses its mobile analytics regularly to ensure that its gaming community stays connected to order shipments.



Keep it personal. There is no doubt that personalized promotions, sales and communications can move the dial on loyalty and conversion. There isn’t a better catalyst for this engagement than mobility — specifically apps. Once downloaded, retailers retain an ongoing presence on shoppers’ personal devices, one they can use to deliver a mix of personalized engagement and promotions — a surefire way to drive conversions and mobile revenue.