Consumers are increasingly informed mobile users. This article focuses on the needs of nomadic individuals. Do we really know what they expect in terms of mobility?
Mobile users: what expectations and what needs within the purchasing process?
In 2017, mobiles took pride of place when it comes to e-commerce. Consumers are indeed less and less reluctant to place an order from their smartphone, but above all, many of them use the mobile at least once in their purchasing journey (for various reasons such as comparing prices online , etc)
This growing use of smartphones is changing the entire business environment. Consumer expectations are changing and companies must continually adapt their sales strategies.
Innovation in m-commerce is thus becoming a top priority for merchants. In this, understanding the expectations of mobile users seems to represent the first step in the development of a mobile-centric strategy.
#1: The need for speed
It is obvious that Internet users need speed in their purchases because these are increasingly made during travel flows, in a situation of mobility. The loading speed of web pages is therefore a critical element for your online success. The longer a page takes to load, the more rebound rate is high the fewer sales are recorded. On mobile, this loading time is perceived even more negatively by individuals who leave the navigation very easily. It is therefore essential to work on this time lag between the moment an individual clicks on a link and the moment the web page is loaded. Ask yourself THE right question. How can you improve your mobile strategy to optimize the loading speed of your web pages?
#2: The need for up-to-date content
Since you care about the loading time of your web pages, you must have put in place a strategy in this regard; for example, by offering static and not dynamic pages (in other words, for static pages, requests are generated as the consumer interacts with the merchant site and not automatically). Since the content of static pages rarely evolves and does not constantly update, mobile users can sometimes deal with outdated content. It may happen that incorrect content is stored in cache such as a price that is no longer valid for an article. The solution is then to use tools that make it possible to "purge" outdated content. This way your content is always up to date.
#3: Web infrastructure protection
In the minds of consumers, the mobile is a less secure device than a computer when it comes to online purchases. Indeed, the latter are very sensitive to the protection of their personal data and their payment data, even more so on smartphones. As an online merchant, you must therefore offer protection against cyberattacks. Very efficient “cloud” services now exist. It's up to you to communicate that you use such tools in order to reassure mobile users.
The priority of mobile is essential for all merchants. Any strategy omnichannel must use m-commerce as a real vector of success. In this sense, you absolutely must offer a fast, reliable and secure shopping experience in order to reassure and delight mobile consumers.
