Both consumers and companies that depend on them continue to value smartphones and apps. The Apigee Institute conducted a survey of 1,000 smartphone owners in the United States, and the United Kingdom to find out how mobile devices have influenced shopping behavior.
According to the 2014 Digital Impact Survey by the Apigee Institute, which was conducted in collaboration with Stanford University's Mobile Innovation Group (a group of businesses that are founded to do business in today's Internet age) large retailers are still far behind companies like Amazon, Google, and Facebook. Surprisingly, only 27% of smartphone owners in the United States have downloaded apps from retailers. This despite the fact people love shopping on smartphones (more than 8 out 10 U.S. phone owners have positive opinions). Nearly twice as many (45%), have downloaded and been satisfied with apps from banks.
This is a problem. Smartphone owners in the U.S., U.K., and Canada estimate they will spend $20.4 billion on mobile devices. More than one-third of this figure is through apps. Retailers cannot afford to fall behind consumer expectations. Retailers who fail to adapt to changing customer expectations will fall behind those who do.
Smartphone use is ubiquitous, regardless of where you are or what time it is. Smartphone owners are able to wake up with their phones and go to bed. 90% of them have used their phones at night. Over half of smartphone owners say they use their phone almost every day or more often when they're in bed. Eighty-one per cent admit to using their smartphones in the bathroom. One in four worshippers admits to using their smartphone in church.
Smartphones and apps are gaining popularity as people become more familiar with them. From 13 percent to 7 percentage, the number of U.S. smartphone users who fear that their smartphones will make it harder to control their lives has dropped by half since last year's survey. A staggering 96 per cent of U.S. smartphone users report that their smartphones significantly help them keep in touch with their friends and family. 77 percent also report that mobile phones significantly aid them in sharing ideas and creations with others. 56 percent claim that mobile devices greatly improve their job performance.
This is crucial for retailers who are constantly competing to attract smartphone owners' attention and increase sales. Sixty-three per cent of U.S. smartphone users use apps at least once per month to shop, and almost a quarter of them anticipate an increase in the amount they spend via apps in 2015.
This year's survey results could have dire implications for stores that are not competitive with app providers.
* 74% U.S. smartphone owners believe they would shop more often at stores that offer key functions and services through an app.
Nearly 60% of U.S. smartphone users report that their shopping habits have changed since they got a tablet or mobile phone.
* Ninety percent of Americans expect their department stores to offer key services via apps in the next two-years.
* 17% of U.S.- and U.K. smartphone users say that they have started shopping at new stores because of the app.
Mobile app mastery allows some retailers to seize market share from others who are unable to adapt.
Retailers are far behind other consumer-centric industries in terms of delivering apps that consumers love and use. Every retailer must create a mobile user experience that is great, deliver apps on time, and keep up with the leaders in today's market.
A compelling mobile app is a must for retailers. You are wasting money. Retailers who met customer expectations in 2013 should be aware that the standard has been raised to include adaptive apps and the IoT. The sector's leaders are already taking advantage of the opportunity. It is not possible to "wait and see". However, the possibilities are endless.
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Smooth Checkouts Make Lasting Customers
The checkout process is a key element of any ecommerce website. The checkout process is what keeps a visitor from making a purchase. Once they have added an item to their cart, and are ready to checkout, it is imperative that you ensure that the checkout process goes smoothly and securely.
There are many types of checkouts, from single-page checkouts to multi-step checkouts. Each style has its pros and cons, but the truth is that no matter what style you choose, it doesn't matter what the process looks like if it fails to convert the customer into a buyer. Even a flawless checkout process, one shouldn't expect a 100% checkout rate.
You don't have to expect perfection. Instead, you should aim to reduce cart abandonment rates and increase conversions. These are the essential components of a successful checkout.
Incorporate customer points of assurance. These points of assurance answer any questions that the customer may have about how the store handles their data and what they can expect following the sale. Customer points of assurance build trust, which in turn leads to increased sales. It is crucial to offer these in the right time and at the right places to increase conversion. These points of assurance can include links to privacy policies and guarantees, returns policies and FAQs.
These links are often displayed in boxes that say "shop with confidance." The box below informs customers that the store has a "Money back Guarantee" and "100% secure ordering." These points of assurance are also sales points.
Clearly display security seals. Some shops feel that simply listing a secure seal at the footer is sufficient. While this may be true for other parts of the shopping experience, it's not wise to include secure logos during checkout.
The point where shoppers enter their payment information is one point that should clearly display a security logo. It is at this point that customers will ask "Is my transaction secured?". Being able to answer the question accurately will help you win them over.
To reinforce the message, you can also include text under the seal. The most secure words are "Your transaction is 100% safe" and "Your transaction is secure."
Display clearly the shipping costs associated with the order. It is important to clearly display shipping costs as soon as possible. Don't wait for checkout to inform them about shipping costs. Hidden shipping costs can lead to higher abandonment rates.
Visual progress indicators are a great way to organize. Indicate how many steps there are, what step they are at and how many steps they need to go. It's not enough to simply list "Step x"; a graphic indicator should be used in conjunction with the appropriate text. Remember that a picture is worth a thousand word.
Always be available to assist. Even if your website does its job and provides the information necessary to make informed purchasing decisions, there will still be times when shoppers need assistance during checkout.
It is crucial to offer a visible and reliable way for customers to contact you. Many businesses have a live chat or phone number. Regardless of how you do it, don't make it difficult to find this information. And don't limit the options available to your customers to email. To close the sale, you want to provide the customer with a way of contacting you immediately and directly when they need it. Customers who are forced to use email will lose sales.
Multiple payment options are available. You shouldn't limit your sales potential by offering fewer payment options. While some customers prefer ordering online, others prefer ordering by phone or fax.
Your customers will have the option to place their orders over the phone. Make sure you clearly display the customer service number. This can be done in a simple and effective manner. Although some stores might not get many phone/fax orders per year, having this option will increase sales.
Multiple payment options are available. Multiple payment options are essential, whether you're selling locally or internationally. You have many options for payment. These include PayPal, Google checkout, credit card, money order and money order. You should at the minimum offer PayPal and credit card options.
Remember that once a customer enters your checkout process, they are sold. Shoppers who complete the checkout process are considered qualified and interested. Although they want to be customers, that doesn't necessarily mean they will. To help customers make their purchases confidently, and get out of the store quickly with a positive experience, stores must do the right thing.
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