The Role of Mobile Technology in Purchasing Decisions
Digital technologies change the interaction with the brand, not only at the moment of purchase, but also at the stages before that. They also have the power to largely influence and determine that action. That is why it is very important to be along your future customers at every step – when they research, plan or simply think about the product.
The growing number of online purchases and the extent to which the process of forming a purchase decision could be influenced, require us to take great responsibility when it comes to our presence in digital environment. Responsive design, intuitive experience, plenty of useful information and customer reviews are only some of the factors that play a role in the purchase decision of our potential clients.
The lines between online and offline experience are already quite blurry. For example, in order to satisfy demanding guests, the Marriott Hotel chain now offers online check-in and check-out, as well as virtual mobile room keys. It is crucial to be up to date with the latest developments in such a rapidly changing environment, because in the context of a digital experience, we no longer compete only with the players in our industry. When users have a pleasant and personalized web experience, they will later compare it with each new website they visit and will even expect higher level of performance.
Regardless of whether purchases are made through a mobile phone, they are ususally preceded by an extensive research online.
Use Reviews:
Enable your customers to speak up. Reviews already have the credibility of a recommendation from a friend in the customers’ heads. They are not perceived as advertising, so they manage to pass through the filter of even the most sensitive to advertising users.
Highlight and Promote Bestsellers:
When you give a more limited choice to the user, it helps them make their decision easier. It is as if someone has already done the dirty work for them - the first filter has been applied and we already have winners.
Show your products in real environment used by real people:
This strategy is extremely effective and this is the reason why we have been encountering a boom in bloggers and vloggers since 2015. That is also why Instagram is the network that leads to the most conversions - there we usually see raw or semi-edited photos of real people who show how they styled their new bag, where they play sports with their new sneakers, where they grab their favorite cup of coffee etc. Show your product in action with a video or a photo. Remember to always tell a story along with your visual content.
Consumers check online for the availability in stores:
Make sure this information is visible on your website. If you currently don’t have the product in your stores, let it be clear when it will be available for purchase again. Most often, customers do their research online, but place their orders directly in the store.
Another way in which consumers use online technology is to look for other customers’ reviews online, once they have liked something in the physical store.
Tag me, I am famous:
The more you engage with your customers online, the more likely it is for them to think of your brand next time they make a purchase decision. Tag your followers on social media in comments, share their photos and thank them for their reviews. Building a strong relationship with them will make them feel heard and important. They will sure return the favor by considering you by their next purchase.
In conclusion, keep in mind the quality of the mobile experience - fast loading time and user-friendly interface have a huge impact on the consumer's decision to buy. 89% of people tend to recommend a brand after a positive experience in the corporate website and 62% after a negative experience would not buy from this business anymore. Don't risk to lose valuable customers and focus your efforts in optimizing the mobile experience of your website. Look around - everyone has a phone in their hand and have their eyes fixed on the display - do not miss this potential!
