Nowadays the world is dominated by mobile devices. Most of us have a smartphone and want to use its potential, so as to make their lives easier. Businessmen, who want to increase their sales, know about it very well. That is why they are so interested in influence of mobile on sales, both online sales and stationery sales. It’s hard to measure this phenomenon precisely, however there are no doubts about its extreme support for sales. Trend awareness is especially essential for businessmen, who make their first steps in e-commerce, online store owners and businessmen who base on Internet sales. This trend is very important. Leading mobile marketing agencies did much research and market analysis about that how smartphones affect sales. The results of this research has shown that smartphones are used in many fields and at the end of this year over 50% of e-commerce traffic will come from mobile devices.  That is why it’s worth having a closer look at this issue, so as to use a developing channel wiser.

The essential difference in a world of conversion

There is a big difference between desktop and mobile channels, which are used for shopping. Laptop and desktop computer users often spend a lot of time on choosing proper products. They compare prices in different shops, then put their products in virtual shopping carts and pay. The whole shopping process begins then and ends in the same place. This is possible thanks to a big, comfortable screen. However they sometimes complete the shopping process on a different device and then it’s more problematic. In case of smartphones it looks a little different. According to last research the smartphone is used for finding the nearest brick and mortar store – so in this way it also supports a stationery trade. The shopping process in mobile channel is of course possible, mainly then when a shopping path is simple.  If it’s not, users often give up the cart, because they are used to simplicity.

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Mobile – here and now in e-commerce

Today’s lifestyle is characterised by a huge pace of life and large number of information. Companies try to advertise their products with all possible channels such as traditional media, but also (and even more often) mobile apps, social media and advertisements on mobile sites. Perfect tools of this type of convey are just smartphones, and their users are an ideal target group for potential receivers. It would seem that we are stuck in confusion because of large amount of information and advertisements (that flow almost from everywhere), however the research shows completely different tendency. Smartphone users are used to quick selection of content, they have special mechanisms for searching detailed data, so the mobile has huge possibilities of informing about attractive offers. Moreover, as Google observed, consumers express particular intentions in the Internet. They want to buy, do or see something, preferably at this moment and in the easiest way. They look for the nearest organic food store and check how to get there in a shortest way. The success of good use of smartphones is a detailed geolocation and micro-moments. The consumers, who use mobile search engines, type phrases, which suggest location so as to get the most geographically matched results. Businesses and stationery sales points should direct their marketing actions in such a way so as to get to potential customers and at the same time offer them precise information about contact, working hours and driving directions.  However when we talk about sales made by smartphones, the shopping process should be as simple as possible.

The influence of usability on conversion rate

Smartphone users spend less time on websites than desktop users. The Internet consumers prefer to do the shopping on big screens, which guarantee them transparency and better visibility. It’s not all about safety or lack of trust, but comfort. Mobile needs easily available and clear messages. The biggest challenge for sales mobile services is a low information capacity of smartphones screens. Their size causes automatically the minimization of visual impulses, which reach the receiver. Even the best online store depreciates while presenting a particular product. There are of course some businesses, which manage well in a mobile world and offer their users a proper usability. A good example of such a solution is for example SkyCash, which enables us to buy public transport tickets or pay for parking or another example – ‘Biedronka’ (the largest discount supermarket chain in Poland). It may surprise you, but monthly number of advertising leaflet downloads is huge, and information about stores and their locations is extremely precise. That is why such companies set market standards and make our life simple. Dedicated mobile apps also become more and more popular and become our everyday life.

Marek Kosno

CEO at Price-expert.net. Has many years of experience in managing IT projects and automating the price management process in e-commerce.