The biggest revenue driver of the year is quickly approaching, and there’s only so much you can do before then. Chat commerce, voice search, drone delivery… These are all great to think about long term, but what’s going to help you compete with Amazon this holiday season? This article will help you distinguish the ecommerce technologies and practices that make a real impact, versus the shiny objects that don’t necessarily help your bottom line.
Mobile is quickly overtaking desktop as the biggest holiday shopping tool, and this year will be no different. Watch our webinar with Astound Commerce to learn how to eliminate barriers to mobile conversion in time for Black Friday, and/or check out these 4 ways you can compete with Amazon this Black Friday:
1. Emphasize Free Shipping
90% of respondents in Walker Sands’ Future of Retail 2016 Study stated that free shipping was the top incentive to convince them to shop online more often. According to our own research, 61% of customers abandon checkout when they discover extra costs, and 24% abandon because they can’t see or calculate shipping costs up-front. Amazon might have Prime (up to 80 million members, according to recent estimates), but you can still compete.
- If free shipping is an option (we definitely recommend it), make sure it’s emphasized early in the shopping flow
- List the requirements shoppers must meet in order to get free shipping throughout the shopping experience i.e. “Free shipping on orders over $50”
- Download these mobile commerce UX Best Practices for more tips and tricks
2. Beat Them On Speed
Research continues to prove that every second matters when it comes to increasing mobile conversion rates. In fact, our Q2 2016 Mobile Insights report revealed that for every half-second decrease in homepage load time, our customers see an average annual revenue increase of $376,789. Luckily for you, speed is one area where Amazon could use some improvements.
Crabtree and Evelyn’s Progressive Web App outperforms Amazon.com on a 3G connection
With all the available technology, there’s no longer an excuse for having a slow mobile site. With this in mind, we recommend focusing on two key areas:
- Accelerated Mobile Pages (AMP) – Mobify was one of the first to launch near-instant loading landing pages with AMP, reducing the early bounce rates that retailers struggle with. AMP for ecommerce is a game changer, and is now part of the Mobify Platform.
- Time to Interactivity – The industry average is 19 seconds, but Mobify can bring yours to under 10 seconds. The time it takes for a customer to be able to interact with all the content on a page is cut in half, meaning they’re less likely to bounce and more likely to convert.
3. Forget Apps – Meet Your Customers on the Mobile Web
In February 2017, 68.78 million mobile customers used the Amazon app, but don’t think that means you need to rush out and build one. The reality is that it’s incredibly hard to convince people to download – let alone keep – apps on their devices.
While the app experience usually drives higher conversions, native apps are very expensive to build and maintain, and only reach a small audience. Consumers spend 60% of their total mobile time in 3 apps – and none of them are for retail.
To compete with Amazon, we recommend investing in a Progressive Web App (PWA) instead. PWAs include the high-converting features of a native app but they’re still websites, accessed directly in the web browser rather than downloaded in the app store. The seamless, app-like web experience not only looks and feels great, it converts extremely well. The average Mobify customer sees 50% more mobile conversions through their Progressive Web App.
See all the benefits of Progressive Web Apps in action
PWAs also get a healthy SEO boost from Google. When combined with AMP, which also gets prioritized on mobile Google searches, you’ll be at the top of organic search results in no time. If you do want to build an app, we recommend building it after your PWA is launched, and tailoring the user experience to just your most loyal customers.
4. Optimize for Mobile
The bottom line is that your customers are on mobile now more than ever before – and that’s only going to escalate in the years to come. Ensuring that you’ve got a conversion-focused user experience isn’t just great for your bottom line, it actually helps your customers complete their own goals. Investing in mobile (and competing with Amazon) is a sink or swim issue for retailers all over the world. Let’s get started.
To ensure a successful 2017 holiday shopping season, watch our webinar with Astound Commerce to learn how to eliminate barriers to mobile conversions for Black Friday.