Blog Post Texts
- Alisson Galassi
- Dec 15, 2024
- 9 min read
Eight Ways to Increase Mobile Conversion
IBGE (Brazilian Institute of Geography and Statistics) data shows that 33.4% of Brazilians only use their smartphones to access the internet. And, as we mentioned in last week's blog, they are becoming less hesitant to shop online.
If you've invested in making your website better suited for mobile browsing, you'll soon start seeing more favorable results. To help you, we’ve put together 8 valuable tips to help you adapt to this increasingly portable world and increase your conversion rates:
1. Reduce Loading Time
Have you heard the phrase “time is money”? Last year, Google revealed that, on average, websites take 15 seconds to fully load on mobile, and half of users don’t wait longer than 3 seconds.
Focus on what matters! Eliminate anything that might hinder the loading of the homepage, especially when your customers are getting to know your business, and run speed tests frequently. According to Google, about 70% of mobile users worldwide will continue using the slower 3G connection until 2020.
The shorter your website's loading time, the more likely you are to increase mobile conversion.
2. Adjust Your Design
Remember: simplicity can be both beautiful and attractive. The more appealing your design, the more likely consumers are to stay and make a purchase.
Have you paid attention to the design elements and color schemes on your website? According to research, 93% of consumers consider the visual appearance of a site the main factor in their purchase decision.
3. Simplify Navigation
On average, e-shoppers have little patience when it comes to figuring out where to go. Therefore, successful websites have shortcuts and clear links to access all essential information for the buyer (product catalog, customer service, store information, shopping cart, checkout).
4. Eliminate Jargon
Use simple words to describe a product or service. Include important information without overcomplicating things—after all, remember tip 1? Time is money!
5. Improve Your CTAs
If you want to increase conversion, it's essential that the main calls to action (CTAs) on your website are always visible, no matter where the potential customer is on the page. Here’s an example from one of our clients:
6. Simplify the Checkout
On mobile, extra steps during checkout can be reasons for potential buyers to abandon items in their cart. Therefore, eliminate unnecessary form fields and only ask for the information the customer will need to complete the purchase.
7. Encourage Returns
Studies show that the more an e-shopper visits an online store, the more likely they are to return and make a purchase eventually. If you don’t achieve a conversion on the first visit, at least make a good impression – and that goes beyond special offers and sales. Trust is one of the main reasons people return to your website.
8. Build Trust
Displaying security certificates, payment method icons, testimonials from previous buyers, third-party product reviews, return and exchange policies are all great ways to build trust. After all,
one of the main ways to increase mobile conversion is through trust!
Want to discuss this topic further? Leave your question or comment below. If you also want to increase your online store’s conversion, invest in an agency that delivers results. Contact us: (LINKS).
Representation vs. Opportunism: Minorities Are Not Marketing Trends
That feeling of renewal that comes with the turn of the year carries a completely different meaning this time: 2020, despite being apocalyptic in many ways, taught us a lot about adaptation.
The most significant of these, for anyone with a business, was the Digital Revolution that had to be brought forward a little earlier than it was supposed to. The year that finally ended made us rethink a lot of things, and now it’s time to move forward.
Regardless of the marketing strategy your company plans to adopt in 2021, we know that much of it will be inherited from 2020, whose adversities continue to echo in the economy and businesses.
It's important to keep an eye on trends
Whether you're an entrepreneur or a digital marketing professional, you know that staying aligned with trends in this field can be the key to adopting strategies that are even more accurate and that really generate sales.
Blogs and professionals out there sell the secret: relevant trends to focus your actions, long lists of topics to explore, management tools that will increase your numbers on a galactic scale, new resources to be explored on platforms... Some tips are extremely valid, such as, for example,
the use of live streams with strategic partners (which was a huge success in 2020 when virtual gatherings were the only option);
influencer marketing as a powerful gateway to brand visibility (leveraging the success of some social media platforms like TikTok, which had 1 billion downloads in 2020);
integrations of an increasingly omnichannel marketing strategy, and many other options.
But even so, caution is needed
In many of these communication channels aimed at helping entrepreneurs stay updated on the main Trending Topics for advertising, two problematic words stand out in the trend category: "representativity" and "inclusivity." And it’s within this categorization that the danger lies.
To understand why, it’s important to begin by recognizing that advertising, since its inception, has had a significant social role: its primary one, as a tool promoting the capitalist system we live in – whether by setting trends (in fashion, behaviors, markets, and more) – or with a more educational goal (raising awareness and knowledge on important societal aspects).
For a long time, advertising also had the unconscious power to create and perpetuate stereotypes: it wasn’t until the mid-2000s that beer commercials, for example, stopped objectifying women as a promotional appeal.
The issue lies in the understanding that terms like "representation" and "inclusion" do need to be highlighted for the social transformation potential that advertising carries, but not as a marketing trend.
Be Representative, Not Opportunistic!
If you intend to embrace a cause, do it wholeheartedly.
With the daily rise of new and more engaged internet users, a strategy that merely rides the wave of social causes but fails to give minorities the proper visibility can lead to significant profit loss for the company. This has been the case with Nubank last year or with Riachuelo a few years ago.
During the #BlackLivesMatter protests, sparked by the death of George Floyd, an American who lost his life due to structural racism, Nubank showcased strong representativity on its social media, filling it with conceptual art about the importance of discussing racism.
A few months later, its reputation was called into question when, on national television, its CEO stated that it was difficult to recruit Black employees for high-ranking positions at the digital bank that has grown the most in Brazil in recent years, citing that these positions require a “high degree of requirements” and that “we can’t lower the bar.”
Riachuelo, the well-known Brazilian fast fashion retailer, is famous for its exclusive clothing lines for the LGBTQI+ community. This could be wonderful, were it not for the fact that its CEO, Flávio Rocha, publicly declared his opposition to gay marriage and “gender ideology.”
A company fulfills its social role when it gives visibility to minorities both inside and outside of its advertising campaigns: in front of and behind the cameras.
Two great examples come from C&A, which since 2018 has had a program exclusively for hiring transgender employees, and Magazine Luiza, with its controversial trainee program exclusively for Black people. This is a significant step toward current awareness and reflection, but it is still small compared to the vast gap that needs to be filled for true historical reparations.
An American market research company found that consumers' decision-making is increasingly influenced by a brand's stance on social issues. Last year alone, 42% of respondents from ethnic minority groups switched to companies that took an active stance on racial causes.
The study also pointed out that consumers may turn away from retailers who do not share their values: 29% of respondents said they would be willing to permanently abandon their favorite brands if those brands make racist comments or propagate racism internally in any way.
Therefore, advertising still has much to learn: UN Women, for example, highlighted some statistics about representation in a study analyzing advertisements aired in 2020.
The results show that the majority of advertisements (74%) still feature young, thin, white people with straight hair. For other social groups, the numbers are even lower: older people (mostly white) have 12% representation; LGBTQI+ individuals have 1.3%, and people with disabilities (PCDs) have 0.8%.
As a company, it is crucial to create a state of awareness about causes, not just aiming for profits from minority groups (such as pink money or black money), but accepting the social role of transformation that advertising carries and embracing it.
After all, education is the greatest tool for social equality among people, and if you can be a transformative tool, do not choose complacency.
Unboxing Experience: One of the Most Important Steps in the Buying Experience
You followed all the steps of the consumer journey, attracted a new customer, got them engaged with your product or solutions, and closed the deal? Everything's good, right? On to the next customer, right? Not quite!
What you need to do now is continue attracting new leads, but don't forget about those who have ALREADY PURCHASED. That's why it's essential to focus on the buying experience for customer loyalty. In addition to continuing to nurture your customer with your online advertising, you need to pay attention to one of the most enjoyable steps for them in the buying process: the unboxing experience.
For some e-shoppers, the unboxing experience is just as important as the purchasing experience. They are more detail-oriented and want to feel special, as if they are receiving a gift. Moreover, for those who are getting to know your business, unboxing is the realization of their contact with you, and as the saying goes: "First impressions last." It is with this delightful experience that you can build customer loyalty.
How is your product being packaged for shipping? What sets you apart in this regard? Check out the 4 tips below on how to create a great experience for your customers when they receive their product.
1. OFFER GIFTS
It doesn’t have to be extravagant: think about cost-effectiveness and usability. Personalized ballpoint pens, buttons, calendars, stickers, bookmarks, keychains—items that, if purchased in bulk, won’t significantly impact the company’s budget (especially considering the number of customers who will feel special and return to make a purchase).
In addition to being a rewarding experience, gifts are a great tool for customer loyalty.
2. QUALITY OF THE BOX
The beauty of the packaging matters, but it’s of no use if it’s weak and deteriorates during transit between your company and the customer. Even if the product arrives safe and sound, if the box is flimsy and dented, the customer will feel disappointed, and their shopping experience will be affected.
To retain customers, it’s important to care about the first impression, the one that sticks. Additionally, a beautiful and high-quality box allows the customer to reuse it, reminding them of your brand every time they use it.
3. OLFACTORY MARKETING
Depending on your business, creating an olfactory experience during the purchase can associate scents with the values, concepts, and ideals of your company. This is called Olfactory Marketing. Scientific studies show that of all human senses, olfactory memory is the most prevalent.
35% of people remember an olfactory experience, 5% a visual experience, and only 2% an auditory one, for example. How to implement this in your packaging? By using perfumes sprayed directly on the products, packaging, or scenting cards, tags, or other stationery items.
4. SHOW CONCERN
Make it clear to the consumer that they made the right choice by purchasing from you. Encourage repeat purchases—through discount cards—and ask for feedback on the purchase: all of this contributes to customer loyalty. Let them feel that their opinion matters!
How to do this? Write a little note. If you can’t dedicate time to writing a handwritten message, create a standardized message to send with every package. It's these small details that enhance the shopping experience.
Remember: loyal customers cost less (since they are already familiar with you and your products), advocate for your brand to others, and provide more honest and valuable feedback. Also, a survey revealed that 4 out of 10 consumers share a photo of a product they just received if it was delivered in exclusive packaging.
That’s why it’s worth investing in a delightful shopping experience, as it helps build customer loyalty, surprises consumers, and even promotes your brand on social media.
Now, if you want to attract more customers to your store with a successful partnership, get in touch with us: (LINKS).