Leveraging Connected Consumers Who Don’t Convert on Mobile

Connected consumers are reshaping what it means to be connected, with an always-on connection right in the palm of their hand. They turn to their mobile device to chat, search, browse, play – so why aren’t they always converting?

With mobile visits officially surpassing desktop and tablet visits, it’s evident that customers are using their mobile devices to shop even if they aren’t always converting. While the journey begins on mobile, it often ends somewhere else. Retailers need to leverage these mobile visits to ensure that they do in fact end in a sale, even if that sale happens to be on desktop or in the store.

Connected Consumers - the shift to mobile

Up to 81% of mobile users visit a website for the first time on mobile. The problem is that many of these customers bounce – or leave your site without interacting with the page – which translates to a lost opportunity. These consumers are always connected, so even if they aren’t converting on their mobile device, you can use that connection to guide them to complete a purchase through a different channel – 54% of mobile users who don’t bounce on mobile will return on a desktop or tablet.

Controlling the Bounce 

Connected consumers have high expectations and endless options, a tough combination for retailers. If you don’t provide an exceptional mobile experience, they will turn elsewhere.

A mobile-optimized website is now just the baseline, retailers must level-up the mobile shopping experience by tailoring it to the individual shopper. For example, a customer in Seattle would be interested in very different clothing than someone in Florida. Homepage content can be tailored to each of their preferences so that one sees a sale on rain gear, and the other sees the newest shorts in stock. The relevant content will keep the shopper engaged and ensure they interact with your site. 

Guiding Connected Consumers to Convert

You’ve kept the shopper on your site, now what? You need to guide them as to what to do next. If they aren’t going to make a purchase on mobile, direct them towards a channel where they are more likely to convert. The mobile device is never out of the connected consumer’s reach and you can use this real-time connection to guide them to your app or store.

App conversion rates are 2.2 times higher than those on mobile web, so you will have a better chance of turning a visitor into a customer through your app. Include a clear call to action on your mobile website to download the app in order to provide connected consumers with another channel to convert.

Connected consumers - conversion rate by channel

Another option is to drive shoppers in-store to convert. Use push notifications and location data to guide customers to the nearest location to make a purchase. Retailers can even continue to influence their buying journey in-store as 75% of consumers use their mobile device while shopping in the store.

Connected consumers - purchases following online research
Combining the capabilities of mobile devices and in-store tech will create rich shopping experiences that drive connected consumers to convert in-store.

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