Top 5 Omnichannel Tactics for Mobile Conversion
Omnichannel marketing may sound like a buzzword or a growth hacking fad, but it’s absolutely none of those things.
It represents an evolution of consumer behavior online – the ability to offer someone a seamless experience with your brand regardless of what platform they interact with you on.
In today’s marketing, convenience reigns supreme. Why take the time to get dressed and drive several minutes to a physical store when you can literally order something with one click from Amazon in your pjs?
Today’s marketers are not just selling on one platform or website. Across several platforms, a brand’s presence essentially represents a part of a funnel that culminates in a prospect making a purchase.
A recent report published by BigCommerce shows that American consumer spending is evenly distributed between large retailers, marketplaces, web portals and specific niche stores. It also states that people are shopping while they’re in bed, in transit, from inside another store and even when they’re on the toilet.
Omnichannel marketing is about being everywhere at all times and offering consumers the opportunity to buy whenever they feel like doing it – hopping from platform to platform, device to device.
Modern consumers will interact with your brand 6-8 times across different platforms before they ever decide to buy. It is the marketer’s job to make sure this is a smooth experience for potential buyers.
Here is an example of how one of these omnichannel journeys occurs.
- You see an Instagram post from a friend who just bought a new car. Since you have been thinking about buying a new car yourself, you visit the car brand’s profile and click on their website link. You’re interrupted by a meeting notification, so you put down your phone and go on with your day.
- When you get back from work that evening, you visit the same website on your tablet. The website recognizes you as a returning user and shows you the car as a recently viewed item. You take some time to go through the different features and browse a couple of other options.
- Before you buy, you want to physically sit inside the car and see how it feels firsthand. So, you go down to the dealership. The salesperson sees your information from their CRM and knows what product you are interested in. As a result, they’re better equipped to help you make a buying decision for that specific car and close the sale.
- A few days after your purchase, the dealership calls you to ensure everything is OK. A couple of days later, you call customer service to ask them some routine questions about maintenance. The rep on the phone knows exactly model and trim you purchased and is able to give you specific information for the car you bought.
Since so much of our internet usage happens on mobile devices, it is crucial to have an iron-clad omnichannel strategy prepared for mobile.
Let’s take a look at some specific ways to make sure you get the highest possible conversion rates on mobile.
- Provide localized content
People like to buy in an environment where they feel comfortable.
One of the best ways to increase a visitor’s confidence in your brand is to personalize messaging for their local language and currency. If you are selling products internationally, this one is especially relevant.
A simple translation won’t be enough, however. Your visitors need to feel like they’re talking to a local brand, which means the content needs to have the cadence and jargon that they would experience while reading something written by a local.
Customer reviews are a great place where you can implement this strategy. For example, if you are serving up a Spanish version of your website, make sure you highlight the Spanish customer reviews. The Nike website does this really well.
Localization doesn’t stop at your website either. It should extend into all platforms that you are present on. Even your Instagram and Twitter should have localized content.
If there is a payment method that is more preferred in a certain location, make sure you are offering it to your users.
- Make sure your mobile site offers a seamless experience
Mobile devices are the engine that drives omnichannel marketing.
Unfortunately, most mobile websites are still clunkier and less functional versions of their desktop counterparts. Users are less likely to recommend a website to their friends and loved ones if it is not optimized for mobile. What’s worse is that people who are in this buying state will then likely go over to a competitor’s website.
Designing for mobile is an intricate process where you need to prioritize intelligent utilization of limited screen real estate. Everything that is important needs to be front and center, easily accessible at a glance. The secondary elements can be collapsed underneath this first layer.
Loading speed is another important consideration for mobile. If your site takes more than 7 seconds to load, your chances of losing the visitor according to Google’s estimates.
Remove all of the bloat and unnecessary imagery to make sure your mobile site is blazing fast.
- Offer discounts and promotions
A study performed by found that around 80% of shoppers who were undecided finally chose to make a purchase when they were offered a digital coupon. Coupons can make or break a sale.
But since coupons are so commonplace, people are used to seeing the usual “20% off on all products” variety. You need to offer something new, such as
- Multi-buy promos: This offer allows people to buy a group of products together that would otherwise cost much more if purchased separately.
- Volume-based coupons: Offer people additional discounts when they buy over a certain threshold (10% off on purchases of $100 or more)
- Incentivize UGC
Contests are a great way for incentivizing UGC (user-generated content) and creating a lot of promotion and buzz around your brand.
You can ask people to share and comment on your contest posts, which gives you a much larger reach than you would achieve organically.
- Creating user-generated shoppable feeds
Brands like Walls Need Love are using a simple system to leverage user-generated content to create successful ad campaigns.
- They partner with bloggers or incentivize their own users to send them beautiful pictures of their products being used in the real world.
- They measure the organic performance of each of these pieces of content on Pinterest and Instagram.
- They take the best performers and make them into Buyable Pins and promoted Instagram Shoppable posts.
Creating browsable galleries with user-generated content on your website, for example, can show visitors real people using your products which leads to more conversions.
On Instagram it is even easier for people to buy the products they are interested from your feed directly with Shoppable posts.
- Reach customers over multiple channels
At each stage during the consumer journey, you have to communicate with them over as many platforms as possible. If they haven’t made a purchase recently, send them a push notification that reminds them of new offers. Send emails whenever possible to either thank people for their patronage or to inform them when you have something exciting available.
By using a mobile marketing platform like CleverTap, app marketers can send personalized campaigns across multiple channels.
Omnichannel marketing is a response to the evolution of buying habits of today’s consumers. It brings together several disparate aspects under one umbrella with the ultimate aim of making it as easy as possible for a potential consumer.
It isn’t the easiest marketing strategy to execute but the rewards are worth it – happier customers and more profit for brands.