When ecommerce retailers made their first forays into mobile marketing, they obsessed over getting their desktop sites to work on smaller screens. Now we view non-responsive mobile sites as rudimentary. But in the not-so-distant past, that is what most companies relied on to reach consumers on tablets and smartphones.
Research shows that tablet and smartphone users are five times more likely to navigate away from sites that are not optimized for mobile than from those that are.
With mobile-optimized sites also earning 160% higher conversion rates than non-optimized ones, developing an effective mobile experience is a no-brainer.
But it is not enough just to offer mobile-ready sites. You need to deliver a seamless experience across all browsers and applications, and seamless does not mean identical.
Customers have different motivations and expectations based on the platforms that they are using at a given time, so you must anticipate their needs across screens.
For instance, the immediacy of mobile lends itself to impulse purchases. Customers are more likely to hit “Buy Now” and follow through on their smartphones than when they are sitting at their desktops and are comparing prices in five different tabs.
The best way to harness the power of mobile is by using location data to send targeted content to your customers and inspire them to buy.
Read on to learn the three key ways customer location data can work for you.