mCommerce: Generate more

In-App purchases

White Paper 5 December 2015

Imagine you are in a shopping mall.

Imagine you are in a shopping mall.

Wherever you look there are dozens of stores, each one of them more attractive than the other one. You then decide to get into one of them, but you find out a disgusting surprise.

Before you enter, a bouncer ask you

for your email account and some

mandatory personal data.

Once you are in the store, already upset, you walk and walk through the corridors without being able to find anything you need.

All products seem to be there without any order at all.

Then you ask naively a shop assistant

you see distracted for the item you are

looking for.

He barely understands you,

so you finally get out the store swearing yourself

you will never visit again that shop.

In front of you you’ve hundreds of other options to buy what you need, so the game is clearly over for our sample store.

As you may have easily interpreted, this parody (which in fact could be far worst) is the

mobile app industry’s bread-and-butter.

Although the coming years are still really promising for

mobile commerce, businesses shouldn’t be content for what they have already achieve opening a new market in a sort of devices that, years ago, were only

seen as hard and unprofitable.

With a fierce bunch of competitors (not just digital) and a consumer far more demanding and experimented than years before, mCommerce apps should

be at least aware of a sort of tips and good practices collected in this

same white paper in terms of:

USER EXPERIENCE

MARKETING

ANALYTICS

While assuming that usability may not be the single most important factor for the mCommerce success (the proper biz management or the constant analysis of the several app behavioral results are equally or more significant in the medium and long term) its relevance is undoubtable.

DESIGN AN EMPATHETIC UX

As we all know, the cost to acquire users has extremely grown in the last years. But convincing a mobile user to download our app is just the first step, as we all should also know.

Once the user opens for the very first time our app, he expects to find a platform far much better than the retailer mobile site he had certainly already visited and than other apps he have deleted before as well.

This way, the first impression, which should provide

surprise and interest, becomes crucial for

avoiding that this 1st session becomes the last one too.

However, the game doesn’t end here. In order to

fulfill the user conversion into a

loyal buyer, you must take into consideration what follows:

Keep clicks to a minimum.

Include a search box in every screen.

Design a consistent look and feel.

Avoid automated carousels.

Custom Drop-Down Menus.

Remove checkout registration.

Make navigation as simple as possible. Remember that mobile users are primarily impatient and extremely challenging.

Consumers love to be in control. Therefore, avoid elements that could distract and irritate. Less is more, don’t forget it.

In order drive up your conversion rate, avoid asking your users for this in the first place. You may prefer their money, not their email, don’t you?

The more visible you make your products, the higher the % of Buyers.

Friction in the user’s purchase journey leads to end sessions. Prevent it.

Let your users customize their own menus so they can have just the App they need. ‘Play’ and Buy, that is the deal.

Focus on the cart.

While designing and promoting your app will involve a huge % of your total budget, don’t forget you need to differentiate your product offer, specially if you are getting started. Even Amazon did so when they began.

Start a segmented Push Notifications strategy.

Analyze your app main behavioral patterns to detect those user clusters which offer a better LTV. Once you define them, work with an automated PN platform to personalize your App Communication limitless.

Create an email CRM strategy for your users.

ACHIEVE A RELEVANT MARKETING

ACHIEVE A RELEVANT MARKETING

Set intelligent free shipping tactics.

Say hello to context and location marketing.

Integrate Social Media.

Generate more product and app reviews.

A 40% of customers are willing to buy more items if retailers offer them free shipping options, according to a Deloitte paper. This will bring higher AOVs, but study if these will compensate all the derived costs.

Beyond analyzing the differences between OS and devices purchase patterns, one thing is clear: 80% of mobile users who search for a local product convert. Embrace location solutions to make a qualitative leap.

WhatsApp, Instagram, Facebook… If there’s something we use the smartphone for is to socialize. As we love going shopping with our friends (more or less), doing so in mobile terms increase CRs and virality.

In order to spread even more your app, generate more confidence in your potential customers and discover which products best/worst work, asking for your customers for their opinion is certainly a good idea.

KEEP AN EYE (OR TWO) ON ANALYTICS

As in life, there’s nothing as knowing what (and why) is going bad with your business and in what are you breaking the standards. For this, listen to your customers with all data that DMPs brings you in terms of:

KEEP AN EYE (OR TWO) ON ANALYTICS

Acquisition: make sure your traffic sources are bringing your commerce potential buyers, not just

merely installs.

Behavior: ensure that you are tracking the correct users tags (gender, age, location, etc.) and events in

order to identify customer trends that helps you optimize the balance between

CAC (Customer Acquisition Cost) < LTV (Lifetime value)

THEREFORE…

Mobile matters. Now more than ever.

What you have read among these slides is just a pick of all you can do to generate more and better app customers. However, as we imagine you have ended wanting more, don’t hesitate to contact us so we can have a talk to see how 2016 can mean THE year for your mCommerce app.

Silvia Justo, our COO,

will be pleased to meet you.

+34 650 046 454 · silvia@emma.io · Skype: silvia.emmasolutions

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