omni channel marketing conference - mal chia
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Mobile Commerce:
Are You Ready?
Mal Chia
Digital Marketing Manager
Mobile is growing
• 68% smartphone penetration amongst 15-65yo
Australians
• 2nd highest smartphone penetration (behind
Singapore)
• Mobile internet usage will overtake desktop by
2014
• 2 billion iOS app downloads per month
• 2.7 hours social networking per day from mobile
56%
23%
7%
2% 12%
Android
Apple
Blackberry
Windows
Other
60% 15%
2%
9%
14%
Android
Apple
Blackberry
Windows
Other
Future state?
Is Apple in danger of becoming your
parents phone?
Mobile commerce is growing
• 60% of Australians have purchased from a
smartphone
• 58% purchase at least once a month
Mobile commerce in Australia has grown from
$155 million in 2010 to $5.6 billion in
2012
(that’s >3500% growth in 2 years)
Mobile commerce is where e-commerce was in
2000: new, strange but with the potential to change
everything.
Transforming customer experience
• Research products
• Compare prices
• Read reviews
• Scan QR code
• Check stock levels
• Find the nearest location
• Look up retailer information
• Pick-up in-store
Barriers to purchasing on smartphone
Where do we research?
Where do we purchase?
Insight: Security and comfort are crucial to mobile
purchasing
Want more stats?
http://www.thinkwithgoogle.com/mobileplanet/
Apps vs. Mobile site
Native App Mobile Website
Superior UI Can recreate look of an app but without fluidity or polish
Integrate with native functionality Works on every device
Cache for offline viewing No way to notify if new features/updates
Faster No integration with native features
Innovation is faster due to aggressive competition in mobile industry
Slower to load
Must be downloaded from an app store Available to anyone online
Native development is expensive and time consuming
Cheaper but with several disadvantages
Consider the user experience
• Design mobile forms
• Don’t make registration compulsory
• Provide a progress meter
• Only collect the essentials
• Clearly label links
• Large CTAs
• Keep pages small
• Anticipate and correct common errors – Search
The mobile paradox
of choice:
less is often best
Is your website responsive?
Product pages
• Price
• Product description
• Detailed product information
• Images
• Add to cart
• Delivery charges
• Average review score
• Customer service number
97% of shopping
carts on mobile devices
are abandoned
Optimise the check out
• Keep it smooth
• Keep form filling to a minimum
• Make sure it’s mobile friendly
• Provide security reassurances
Payment options
• Standard credit / debit card checkout
• Pre-registered users
• PayPal
• Cash on delivery
• Click-to-call
• Charge to phone bill
Track and measure everything
What about QR codes?
Key takeaways
• Native app or mobile website
• What behaviour are you trying to influence
• Simplify everything
• Optimise checkout
Is Google Glass Commerce next?