Underdeveloped habit
However, still, as Felipe Romero, director of The Cocktail Analysis, points out, “the buying habit is underdeveloped.” The same IAB study indicates that the 54% of smartphone users have never bought ... but that the 4% has. does daily and the 7%, weekly. For now, the most natural thing, according to this expert, is the purchase of mobile-related services, such as applications. The profile of whoever buys is that of someone with an online shopping habit and, as happened in the web environment, says Romero, "the categories that entered the online commerce very well work: video games, subscriptions ..." Are you going to miss out on the mobile consumer? In the following eight points, all the keys to adapt to this new channel.
To consider
- Relevant information: Neither the moment of use, nor probably the user, when entering a mobile business, are the same as on the web. Put only the information that the user needs the most at that time.
- Purchase steps: Sometimes, the forms are hell, so by putting the purchase steps the customer already knows what he has left. It helps a lot.
- Put your phone: A recommended option is to include it in the purchase process itself: if the consumer has doubts, instead of abandoning they can choose to call. It will increase their trust towards you.
HOW TO JUMP STEP BY STEP
1. ADAPT YOUR WEBSITE
Assuming that you have your own website, the first thing you have to do is adapt it so that it can be seen on all devices. "It is the first step. Basic! ”, Says Rodríguez. Although it seems so obvious knowing that more and more people surf from mobile, there are many companies that have not realized it. "Curiously, there are agencies that do mobile marketing campaigns to attract customers and then they do not have an adapted website or a mobile version of their store, so they only get that potential customer to leave," he continues. And give yourself a bad impression. Adapting the web page is programming it so that it looks good on any screen with adaptive design techniques (responsive design, in English). “The spirit is that: let it be seen everywhere. Define parameters for the web, depending on the device, to interpret this data and present the information and processes in one way or another ”, explains Ricardo Tayar. In addition, in technical terms it is not “that” difficult. "It is more complicated than making a normal website, but less complicated than an app, for example," says Israel Gaviño, CEO of Denox.
2. IS AN APP WORTH IT?
With the boom in apps, many companies have wanted to sign up to have their own. But is it worth it for everyone? “With apps there has been a moment of euphoria, discovery and fascination, in which people downloaded to the maximum and began to accumulate. And now that? It is much more difficult for people to give a brand a space on their screen. So if you are a powerful brand, there you have a clear opportunity. But if not, it will be very difficult for you to get on someone's screen ”. Developing and maintaining an app is not silly. "The cost involved is double since you have to develop one for the iOS system (used by Apple), and another for Android (the rest), in addition to your own website," recalls Ricardo Tayar. “If you adapt it, with a single URL you cover all the devices without making that investment. That later, in addition, the apps must be maintained. Check that they work on all devices: on new ones, on software updates… ”, he continues. "With an adapted website you free yourself from the difficulty of application stores, from the difficulty of making your application see, because now the possibilities of reaching the consumer are very complicated," says Felipe Romero. The key? Try to adapt the web and, if you see that it works, consider the app.
3. IF YOU DESERVE IT, SIMPLIFY…
For Tayar, “the great advantage of mobile design is that it forces you to simplify to the core the primary objective you want to achieve. If you want to sell a train ticket on the app or web, you only have to put the functions to buy. Already on the web you can check strikes, schedules or whatever you want, because you have space and keyboard. But on a mobile, in which you only have one finger and a small screen, it forces you to specify what the primary objective of the web is. So you have to simplify to the maximum! ”, Says Tayar. The Wikipedia mobile app is even simpler than the web: you enter a term and read. That is what you have to be clear about ”.
4.… OR TRANSFORM IT INTO A MARKETING TOOL
Making it clear that having an app is not necessary for everyone (remember: entering the user's screen is increasingly difficult) and that developing and maintaining it is expensive, it is true that “there are functionalities that you will give better in app . If you are a powerful brand and you can play with things like location or couponing, think about the app, ”continues Romero. If not? If you do not have a functionality or product that makes sense within the mobile, in the form of an app, you can think of it in terms of marketing. As they told us in the report on mobile marketing (nº 181), where there are more examples, an app used like this allows us to communicate, retain or manage clients. Israel Gaviño is CEO of Denox, an e-commerce development company that now develops commerce apps: stores such as Maquillalia, for makeup, or e-nuc, for video consoles, have launched theirs. "It has a catalog, news, search engine, share products ... but I miss some addition around the business." That is where you can think of marketing actions, of providing some added service in the form of an app or within it. For example: Gaviño comments that for e-nuc “we thought about developing a game so that the users who win get a discount or gift”.
5. A MATTER OF CONTEXT
Let's see how people buy. “If someone is looking at a computer screen, I know they are in a table setting, in the office or at home, on the AVE traveling. But you have, let's say, time. And that's why on screen you can offer more things. If you are with a mobile, the most common is that you are moving or scrolling. It is another context of use. Understanding that, adapt your activity ”, Tayar explains. “With the mobile, you have little space, time and perhaps little coverage, so it forces you not to load the page and offer the most interesting options. And not only in the aesthetic part! Also what to teach… We, according to the campaigns, show one part of the catalog on the web and another part on the mobile ”, he continues.
6. THE MOMENT OF THE TRANSACTION
"You enter mobile purchases with native mobile products and services," recalls Romero. Today, applications, video games, software and, in general, everything that has to do with digital consumption from the phone itself. “In fact, although we have already forgotten, one of the first things that was sold by mobile phones were ringtones. What advantage did it have? That it was linked to the telephone bill, so the consumer had no doubts about the payment model ”. A useful tip: number the steps until payment. As simple as putting a 1/8, 2/8, etc. on every screen. “It helps a lot. So at least the user already knows what is left, ”says Tatar. And it does not leave in the middle of the process.
7. SO WHAT PAYMENT METHOD DO I USE?
"Anyone who prevents the user from having to insert the card every time they buy is great," says Rodríguez. Many companies want the Amazon 1Click (which stores the user's payment method and shipping address from the first purchase, so that the next ones are just one click away), but is it viable? “Sites like Privalia ask you if you want to save your card in your user account, so you don't have to put it in every time you buy. This way of proceeding is logical and legal, but you have to go through a series of audit processes. What you do if you have a company and you do not want to keep those cards (for which you have to pass some very exhaustive requirements), is to hire a company that does this legally (because it has passed those requirements) and it is she who keeps them ”, Tayar explains. In Blink (see box) for example, they use Zooz.
Paypal, that payment system that works as an electronic wallet (the user has an account and pays with their Paypal balance), also offers payment gateway solutions “useful for tiny e-commerce stores”, Tayar points out. “It is very simple, it is easier than a virtual POS, it needs fewer procedures and requirements. The rest is like any procedure with a bank. With Paypal you sign up, complete a form and on the same day you have it integrated ”, continues Hernán Rodríguez.
8. ADAPTATION OF OFFLINE TRADE
We already told you at the beginning: although the transaction still lacks maturity, more and more activities are carried out around the purchase from the mobile. Not only reservations and product orders (whose transaction, in the end, will be made at the establishment), information is also consulted, opinions are given and shared on social networks ... Whether or not you sell via mobile, it is worth not forgetting that the 64% for smartphone users (and 80% for tablet users) use their device to do things related to shopping.
In the cultural sector, many bookstores are becoming showcases for users who, after seeing the latest news, come home and download the book. We have known a case of commerce that, perceiving these and other behaviors, seeks to adapt. "The Tuyyo toy store, for example," says Gaviño. To this traditional neighborhood store that today sells more online than in a physical store ("if we had not switched to online commerce, perhaps now we would not exist," explains César Fraile, its owner), many customers come because they have seen the product on the web.
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