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Even though smartphone use continues to rise among consumers, many retail organizations share the belief that mobile doesn’t convert. According to Salesforce, on Thanksgiving 2016, while 56% of consumers shopped via smartphone, only 37% of sales took place on smartphones. Meanwhile, desktops and laptops contributed to 35% of traffic, but 51% of sales. The gap between mobile traffic and mobile sales may look like a lack of mobile conversions. But mobile, desktop, and brick-and-mortar aren’t three different sections of your business—they are three different but interrelated aspects of a unified customer experience.
The preconception was that customers were separate, in store or online. But really, almost everyone who buys in store does online activity. - Mike Mace, VP of Product Marketing at UserTesting
Often, the first interaction a customer will have with your brand is by looking the company up on their smartphone, whether to research a purchase or to look up directions to a brick-and-mortar location. If that first impression is negative, it will impact the customer’s viewpoint toward your brand right from the start. If you neglect mobile, you’re negatively impacting online sales and brick and mortar sales as well, and the profitability of your entire business suffers as a result.
To acquire someone on my site and not convert isn’t a failure if they convert in my store. Measuring only online sales could damage the health of my business. - Joe Megibow, President of Joyus, formerly SVP & Chief Digital Officer at American Eagle
User testing allows your team to trace specific customer journeys, such as finding a specific item with a mobile device or placing an online order to pick up in store. In addition to identifying points of friction and opportunities for improvement, you’ll collect users’ thoughts and feelings about your brand. Equipped with this knowledge, your mobile commerce team can incorporate the voice of the customer into all of its decisions. By investing in frequent user research, your organization can uncover a wealth of opportunities to improve the customer experience, determine how to exceed customer expectations, and increase the likelihood that the customer will buy—whether on mobile or through another channel. The success of mobile is inextricably linked to the success of the rest of your company. By understanding that m-commerce, e-commerce, and in-store sales are all connected, instead of separate pieces, you can create a unified strategy to increase customer satisfaction and drive profitability for your business in 2017 and beyond.
Even though smartphone use continues to rise among consumers, many retail organizations share the belief that mobile doesn't convert. Learn how to break the cycle and succeed in mobile commerce.Get the whitepaper
About the author:
As a contributing editor for Fortune, Caitlin works with a great team of writers and editors to cover cool new technology developments.
Caitlin also works as a freelance content marketing writer, writing great case studies to help companies connect with their customers. Some recent clients include Fastly, New Relic, Contegix, and WORK[etc]