Performance Index: Why smartphone optimization is a top 2015 priority

Final results are in for the fourth quarter of 2014, and a clear priority has emerged for merchants: smartphone optimization.

Data from the MarketLive Performance Index shows that year over year mobile usage surged by close to 50%, with fully 44% of all traffic to merchant sites and 25% of all revenues derived from mobile visits.

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What’s perhaps surprising is the marked surge in smartphone contributions specifically. Not only did smartphones’ share of revenues surge close to 125%, but conversion rates on smartphones jumped as well, by 88%.

Tablet growth, meantime, was more moderate, with traffic actually dropping year over year, share of revenue increasing by just under 12%, and conversion by 21%. While these numbers are solid, they represent a marked slowdown from just a year ago, when tablet traffic and revenue both grew by more than 50%, overshadowing smartphone activity.

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Now the situation is completely reversed — and the trend is set to continue. Indeed, MarketLive forecasts that smartphone contributions to the bottom line will overtake tablets in the second quarter of this year.

2014q4index_mobilerevshare

In the past, tablets’ relatively large form-factor compared with smartphones allowed merchants to skate by with near-replicas of the desktop experience — if not with sites that failed to optimize for mobile altogether. With tablet conversion rates edging close to those on the desktop browser, and with order sizes and overall revenue contribution higher than smartphones, predictions were rife (including on this blog) that tablets were the key to achieving mCommerce success.

Now, though, merchants can no longer be complacent and rely on tablet performance to shore up mobile sales. Instead, they must re-imagine their businesses to cater first and foremost to smartphone shoppers — and confront and master the challenges of delivering a user-friendly, secure and context-aware smartphone experience for both research and purchasing. In so doing, merchants will be positioning themselves well to take advantage of two key trends driving smartphone primacy:

The tablet plateau. Forecasts call for tablet penetration to plateau in coming years, with growth in the number of worldwide users set to dip below 20% this year and into single digits by 2018 as the market for tablets matures and stabilizes in the U.S. and other developed regions. With tablets perceived as an optional second device after the mobile phone, their penetration into emerging — and high-growth — markets is in doubt. By contrast, smartphones are poised for worldwide ubiquity, with some forecasts calling for fully 90% of the world’s population over the age of six to own one by 2020. Even within the U.S. smartphone ownership has the potential to growth significantly, with ownership hovering just below 70%.

The seamless store. As discussed in our 2015 trends  webinar, the surge in smartphone usage is leading more and more shoppers to consult mobile devices in physical store outlets. During the 2014 holiday season, more than 45% of shoppers said they planned to consult price and product information in-stores, as well as access promotional offers and coupons, according to the MarketLive Consumer Shopping Survey. That usage is paying off for brick-and-mortar retailers: Performance Index data shows that merchants with physical store outlets saw the percentage of revenue from smartphones jump from 5.02% to 13.18% — a whopping increase of more than 162%.

Our trends presentation outlined a few of the ways merchants can cater to smartphone shoppers — digitized store experiences, adoption of responsive design, and platform-agnostic loyalty rewards. We’ll explore each of these topics in greater depth in the month to come, as well as dive deeply into mobile KPIs and best practices and further emerging trends influencing smartphone usage.

Meantime, consult the official Performance Index press release and download the report with data tables for more in-depth analysis of Q4 performance.

Why responsive design is the starting point for 2015 success – webinar recap

As our prior post explained, the need for merchants to unite their disparate online commerce initiatives into a cohesive brand presence has never been greater. But it’s a tall order to tie  together touchpoints to create a shopping experience that’s both consistent and context-relevant, and for many small-to-mid-sized merchants, defining a starting point — and a starting budget — can be a tricky process.

To help merchants get the ball rolling, last week MarketLive CEO and Founder Ken Burke hosted a webinar outlining the top strategies to support the goal of unified commerce. Underpinning them all: the need for a responsive design framework to support nuanced and highly-differentiated iterations of brand sites.

Responsive design — which uses a single code base to deliver information across touchpoints — is on the upswing, thanks in large part to merchants acknowledging the need for comprehensive mobile sites. In 2014, 63% of online business leaders ranked responsive design as a technology priority. That’s a jump of nearly 58% compared with 2013, when just 40% did so. Specifically within retail, just 9% of the top 100 sites employ responsive design — but among mobile leaders, the number is much higher, with more than 20% of Internet Retailer’s Mobile 500 using responsive techniques, according to MarketLive and Fit for Commerce.

But many merchants face significant hurdles when it comes to implementing responsive design. After all, the pitfalls of a poorly-executed responsive design project are by now well-known, and require significant time and investment to avoid; by one measure, the development timeframe can average anywhere from 25% to 200% longer than a conventional desktop-based site relaunch.

To justify investment in responsive design, merchants should factor in the potential gains across touchpoints. By investing in responsive, they can more easily execute Total Commerce strategies across touchpoints, including:

The united storefront. Overwhelmingly, shoppers turn to their mobile devices when seeking information while in stores. Consumers by far prefer to consult their phones to check product prices, seek further product information and even to find out where an item is located in the store, rather than seeking out a store kiosk or a live sales associate. And they expect product, price, and promotional information online to be consistent with what they see on store shelves; more than 75% of participants in the 2014 MarketLive Consumer Shopping Survey said consistency in those three categories was crucial. Responsive design supports that consistency by serving content across touchpoints from a common database, making in-store/online connections more seamless.

Loyalty 2.0. With the growth rate for U.S. eCommerce revenues projected to slow to below 10% by 2016, competition for digitally-savvy shoppers’ loyalty will become increasingly fierce. To win repeat business, merchants with rewards programs must update their offerings to include seamless portability among touchpoints, so that shoppers can tap exclusive content and offers in whatever format they choose. And merchants must also recognize new forms of loyalty, from new social followers to shoppers looking to save cart contents for later access on mobile devices. Responsive design enables functionality across touchpoints to unlock the benefits of deep brand engagement — as on the sites for Beauty Brands, where members of the Take 10 program can access their account both on the desktop or laptop site and via mobile device.

20150113_080805beautybrands_desktop_loyaltyEach of these topics — responsive design, digitization of the physical store, and loyalty 2.0 — will be the subject of an upcoming whitepaper. Meantime, download the trends webinar replay and the companion whitepaper for further details and more 2015 priorities. Is responsive design on your 2015 to-do list, and why or why not?

MarketLive Performance Index: Holiday season finishes strong

The 2014 holiday season has drawn to a close, and the initial results from the MarketLive Performance Index are promising. From the period beginning the Monday before Thanksgiving and ending the Sunday after New Year’s Day, revenues are up 11.7% compared with the corresponding timeframe in 2013, and traffic grew 13.3%. The average order size grew a substantial 4.2%, suggesting that Index merchants held the line when it came to pricing and devised creative promotional strategies that succeeded while maintaining margins.

Mobile shopping made its mark, with fully 46% of all eCommerce site traffic generated by smartphones and tablets. And more than a quarter of total online revenues were attributed to mobile devices — with smartphone revenue in particular growing exponentially, at 111%.

But the surge in mobile usage proved a double-edged sword. Overall conversion rates for the season dropped by 4.8% and cart abandonment rose by 3% due to mobile users either consulting sites and adding items to the cart purely for research — or, worse, finding mobile usability impediments too great to continue with their purchases. With mobile poised to make an even greater impact throughout 2015, improving the mobile site experience should remain at the top of merchants’ priority lists.

Holiday results from the MarketLive Performance Index

In addition, the results suggests merchants should:

Front-load the holiday 2015 calendar.  Despite criticism of stores doing business on Thanksgiving day and hand-wringing over tepid Black Friday sales, Index results show that the first part of the holiday season is crucial, with fully 65% of holiday revenue earned before Dec. 14 and the conversion rate for the season peaking on Cyber Monday, Dec. 1, at 5.2%. Data from IBM Digital Analytics suggests that holiday impacts were felt even before Thanksgiving, with revenues the weekend before Thanksgiving surging more than 18% thanks to pre-Black-Friday and “Black Friday Week” deals.  As merchants look ahead to the fourth quarter of 2015, they should plan to launch and promote holiday initiatives earlier than ever in order to accommodate shoppers who seek to buy gifts early in the season.

Develop a refined promotions strategy to maintain margins. Index merchants successfully navigated the holiday season without sacrificing average order value — but with competition tightening for online attention and dollars, they must deliver ever-savvier promotions to entice shoppers to buy. In 2015, with mobile usage poised to dominate, merchants should focus on relevance as the primary goal of promotions — delivering the optimal pricing, products and information to consumers exactly when and on which touchpoint they need it. Connecting in-store and online promotional strategies is an important step toward the goal; with usage of mobile devices to download coupons, check prices and access additional product information while in-store at an all-time high, the time is ripe to develop messages targeted at these online/offline crossover users.

Stay tuned for further discussion of mobile and in-store strategies, plus a 2015 trends webinar and more resources for planning the year ahead. Meantime, how was your holiday, and how will the results impact your 2015 plans?

MarketLive Performance Index: Mobile sales zoom as holiday season peaks

As the peak holiday period passes the midpoint, the latest data from the MarketLive Performance Index shows that merchants are continuing to achieve year-over-year revenue gains — with the biggest spoils going to those brands who’ve optimized their mobile experiences.

In the week that started with CyberMonday, shoppers flocked to mobile devices to browse deals and make purchases. A whopping 43% of all online traffic was on mobile devices, and those visits generated 24% of total online revenues. While tablet revenues increased year-over-year by an impressive 42%, smartphone revenue growth was even more impressive, at 107%, accounting for $1 out of every $10 spent online.

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Overall, seasonal growth remains steady, with merchants seeing revenue gains of more than 9% on increased traffic of more than 18%. But while the add-to-cart rate is showing a modest year-over-year increase of 1.3%, the conversion rate has slipped by two-tenths of a percentage point, for a drop of 5%.

The gap suggests that merchants are missing the opportunity to win sales from highly-qualified shoppers who’ve engaged with the site, identified relevant products, and gone so far as to place them in the cart.

Usage of the cart to to research total order costs is likely partly to blame; past research suggests that more than half of shoppers add items to the cart with no intention of buying in the first place, and a similar percentage use the cart to stash items for further perusal later — an activity that has doubtless spiked as shoppers research on phones and complete purchases on desktop or laptop computers, or in stores.

But with the explosive growth in mobile visits and sales, mobile usage is likely contributing to the conversion gap in another way as well — thanks to checkout experiences that are cumbersome on smaller touchscreens. Indeed, half of online consumers say “easier checkout” would spur them to buy more via mobile devices, while a third specifically cited one-click checkout, according to the 2014 MarketLive Consumer Shopping Survey.

While it’s far too late to streamline checkout processes for this year’s peak season, merchants whose holiday mobile numbers are lackluster so far may be able to institute small changes that have big potential to smooth the mobile path to purchase — and salvage sales. Worth considering:

Prominent customer service messaging. The mobile checkout process should include a prominent link to customer service throughout, including a live chat option and preferably with click-to-call functionality built in.  Merchants who don’t already display that information should investigate whether they can adjust their checkout templates.

Promotion of account creation and wish lists. Another way to combat cart abandonment is to offer viable alternatives for researchers who wish to save items for later access across touchpoints. Merchants should consider promoting wish list and account creation, using prominent messaging in the cart, in email campaigns and on social media to get the message across.

MarketLive merchant The Room Place encourages mobile users to save cart contents with a prominent button. Shoppers who click the link are invited to create an account with a streamlined form that doesn’t require entering delivery or billing addresses or other extraneous data.

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Watch for more holiday results updates through Christmas and a season-end wrap-up after the New Year.

Holiday tip #8: Make mobile tools prominent across touchpoints

With mobile poised to play a dominant role in holiday shopping, merchants should maximize visibility of their mobile offerings by promoting at critical junctures across touchpoints.

The facts

Proof of the power of mobile is everywhere. Statistics show that not only are shoppers using their mobile devices to consult product information and look up store hours, but they’re increasingly making purchases on the go, with 24% of total revenues now attributable to mobile, according to the MarketLive Performance Index.

The holidays present an especially ripe opportunity for mobile engagement, as shoppers are bustling to physical stores to take advantage of seasonal deals as well as intensifying their online purchasing. Last year, mobile visits grew 34% and mobile sales grew 43% on Black Friday alone, and all indications are that this year will see even greater gains.

The action item

Mobile offerings are increasingly integral to merchants’ online offerings — so integral that many brands don’t even promote them separately. But merchants who’ve worked hard to optimize their mobile offerings should promote them as a brand differentiator, and even those with basic mobile sites should let holiday shoppers know they can at least look up store hours and reach customer service on the go.

The key is to place mobile prompts in spots most likely to reach engaged shoppers looking to stay in touch. Top locations include:

  • Black Friday preview pages. Shoppers already scoping out deals are likely to appreciate the opportunity to check in on the go throughout the season.
  • Store locator pages. Let shoppers know they can access the product information and buying advice on the eCommerce site when on the go.
  • Social media. Well over half of all social media consumption occurs on mobile devices, so merchants should promote mobile offerings to brand followers.
  • Mobile sites. It may seem redundant to promote mobile offerings on mobile, but merchants with apps should be sure their mobile Web sites point visitors to the download.
  • Welcome emails. New subscribers who’ve signed up to receive holiday seals should be introduced to all the brand’s offerings, including the availability of mobile purchasing or apps. MarketLive merchant Design Within Reach promotes its iPad app prominently in the first email new subscribers receive, listing the mobile feature alongside shopping categories in the message body’s top navigation.

Example of mobile promo in email from DWR

Holiday tip #2: Tailor mobile images for lightning speed

Another year of explosive growth is on the horizon for mobile holiday shopping. But merely having a mobile site isn’t enough: merchants must deliver lightning-fast response times or risk losing their opportunity to grow mobile engagement and sales.

The facts

When it comes to mobile shopping, consumers’ expectations are high, with 85% expecting mobile pages to load as fast or faster than a desktop site, according to Radware. Close to three-quarters of consumers expect mobile pages to load in five seconds or less, according to performance monitoring firm Gomez — but retail mobile site response times currently average more than 13 seconds as measured by the Keynote Index.

Failure to meet these expectations isn’t merely a matter of consumer frustration; performance impacts revenues, too. A one-second delay in mobile page-load time produced an 8.3% increase in the bounce rate and a 3.5% reduction in conversion rate, Radware found.

The action item

Even at this late juncture, merchants can make changes to improve holiday mobile site performance by focusing on the top cause of performance slowdowns: images. With pages averaging more than 1.9 MB, close to two-thirds of that weight — 1.2 MB — comes from images, according to the HTTP Archive. To drive down image size:

  • Study analytics to identify which devices are driving up load times and use a testing tool such as SizerSoze to test pages using those devices’ breakpoints. By identifying specific problematic image/device combinations, merchants can pinpoint solutions without rewriting all their code.
  • Prioritize static image content. Merchants should ensure that featured product images load first, while resource-heavy content such as video calls, animated .gifs and embedded social media video or images are downpage and load in subsequent server calls.
  • Use progressive .jpgs. With perception as well as actual load time being a crucial factor in how consumers rate mobile page speed, using a progressive .jpg — which loads the whole photo at a lower resolution, then sharpens it, as opposed to loading image fragments one by one — can boost shoppers’ satisfaction with site performance.

MarketLive merchant Cost Plus World Market strikes a balance with image rendering on its mobile site by featuring a rich primary image on the product page and making secondary images available via a slide show shoppers can swipe through. By comparison, on the desktop site thumbnails of each image are loaded.

World Market mobile example World Market exampleWatch for 10 more holiday tips on the blog through Black Friday, and read up on winning strategies in MarketLive’s holiday whitepapers.

Performance Index: Proof mobile-ready merchants will be the winners this holiday season

We’ve long been advocates of mobile commerce competence, and past editions of the MarketLive Performance Index have underscored why: the past year has seen a surge of mobile traffic, but until now mobile revenues have lagged, suggesting merchants must do more to inspire shoppers to complete purchases via their devices.

But third-quarter results suggests that merchants are finally hitting their stride. Not only did mobile traffic surge again to account for 43% of all shopping visits, but mobile revenue jumped to 24% of the total — with the most significant increase coming from smartphone purchases, which grew 110% year over year to account for 11% of all purchases. Tablet revenues comprised 13% of all purchases for an increase of 18% year over year — still an impressive gain, but one that’s dwarfed by the smartphone growth.

Data from the MarketLIve Performance INdex

While the top-line numbers are impressive, a deeper dive into the data shows that plenty of opportunity still exists to capitalize fully on mobile audience growth. After all, more than 40% of traffic is now generated by smartphones and tablets — but low conversion and high abandonment rates plague mobile sites, resulting in failure to earn immediate revenues from mobile interactions. The 0.90% conversion rate for smartphones caused the overall Index conversion rate to drop by 2.7% to 2.05%; the smartphone cart abandonment rate was 83% — 20% higher than on desktop sites.

Still, as merchants head into the holiday season, the Index data suggest that those who’ve worked to optimize mobile offerings have reason to expect strong results. And for those with sub-par experiences, the Index results add fuel to the argument that mobile is 2015’s top priority.

Regardless of whether merchants offer a cutting-edge mobile experience or are getting by with limited mobile resources, they can still take advantage of the holiday season to advance their mobile goals. Two last-minute tactics to adopt:

Promote what you have. As discussed previously, all the mobile savvy in the world won’t pay off unless shoppers know it’s available to them. Merchants should double-check their social media presence, email campaign lineup and eCommerce site supporting content to ensure that mobile receives prominent mention.

Track performance wins and gaps. To justify 2015 investment in mobile, merchants should closely track usage of existing mobile tools. Not only should they attempt to capture any traffic and sales growth, but they should also provide data on where performance gaps hindered purchasing and what mobile content proved most engaging.

Download the full Performance Index report for industry-specific data, mobile analysis and more. And watch this space for further holiday tips in the countdown to Black Friday, including last-minute mobile tactics that can boost sales and engagement.

Making the case for responsive design – from ROI Magazine

While we’re on the topic of 2015 priorities, now seems the ideal time to revisit responsive design. Building a single code base to serve different versions of merchant sites depending on whether shoppers are using mobile devices or desktop/laptop computers is not a project to be undertaken lightly.

But as MarketLive CEO Ken Burke argues in a recent edition of Retail Online Integration Magazine, for most merchants responsive design represents the best solution for navigating a multi-touchpoint commerce landscape.

Burke writes:

“Most merchants can’t afford to build or manage new platforms for every new device to come down the pike, but responsive commerce uses templates that can easily be adapted and optimized for all existing devices as well as those around the corner, effectively ‘future proofing’ sites by preparing them for changes ahead.”

Mobile site experience improvements due to responsive design implementations for MarketLive clients have resulted in mobile conversion rate improvements of up to 100 percent, Burke reports. With most merchants still seeing mobile traffic far outpace mobile revenue, it’s clear that most eCommerce sites could benefit from such a lift.

While responsive is a worthy project to consider — especially in tandem with a redesign or replatforming project that also requires significant code changes — Burke cautions the move may not be right for everyone. The investment in time and dollars is significant, and merchants whose target audience largely doesn’t shop via mobile device yet may be able to justify delay.

“Every organization will have to make its own careful assessment of the pros and cons of responsive commerce before making the call,” Burke writes. At the end of the day, however, Burke considers responsive design implementation to be “a necessary cost of doing business in a multidevice world.”

The upcoming holiday season is an ideal time to gather data to support a responsive redesign. Merchants should track device usage, mobile revenue, the influence of mobile touchpoints on in-store sales — as well as “lost opportunity” data such as mobile cart and checkout abandonment and “bounce” rates — to quantify how responsive could boost holiday sales in 2015.

Read the full ROI Magazine article for a comprehensive overview of responsive design, including checklists of pros and cons.

Will you implement responsive design in the year ahead — or have you done it already? Why or why not?

Webinar recap: what savvy multi-touchpoint shoppers seek this holiday season

The so-called “360-degree view” of the customer is something of a holy grail for merchants. When it comes to presenting shoppers with relevant products and offers, sellers aim to combine data from in-store, online and mobile activity to create a holistic understanding of how their customers behave.

Last week’s 2014 MarketLive Consumer Shopping Survey webinar revealed that the “360-degree view” is important to shoppers, too — but with a twist. As consumers become more savvy and conduct shopping research on mobile devices as well as on desktop computers and in stores, they favor brands that present a unified message across touchpoints, making consistency a crucial differentiator this holiday season.

When asked which components of the brand experience should be consistent and which could be different, a high percentage of consumers said consistency was ideal nearly across the board.

Shopping survey results

Perhaps not surprisingly given holiday shoppers’ hunger for good deals, survey participants reported seeking consistent product pricing, free shipping offers and other promotional discounts across touchpoints. Close to 80% of participants said product assortment was also important; in particular, 45% of shoppers said that a comprehensive product assortment would encourage them to purchase more on mobile devices.

At the same time, exclusive or unique offers continue to appeal to shoppers as an incentive to engage with brands. For example, an exclusive discount available only to followers ranked second only to free shipping as the type of incentive that would spur purchasing via a social networking site. And merchants frequently dangle the lure of exclusive discounts as a reason to sign up for email alerts.

Striking a balance between the demand for consistency and the desire for touchpoint-specific perks requires promotional finesse. To achieve it, merchants should follow these guidelines:

Merchants should message with absolute consistency across touchpoints on:

 

  • Product pricing and pricing guarantees. With fully 90% of shoppers saying they consult Amazon to check prices even when purchasing elsewhere online, it’s crucial for merchants to deliver the same price in stores that shoppers see on their mobile devices, for example.
  • Site-wide free shipping policies. With free shipping remaining the top promotion shoppers seek, whether via eCommerce sites or on social media, offers such as free shipping above a threshold and free ship-to-store services should be universally and prominently messaged.
  • Key customer service information. Shoppers rate guaranteed delivery and free returns as crucial when deciding which brands to patronize, with 49% rating both as “most important”. The overall flexibility of the return policy and the availability of delivery timelines were sought by 41% and 27%, respectively.

 

Merchants have leeway to offer by touchpoint:

  • Sneak peeks at exclusive or new products. More than half of shoppers said access to exclusive products would spur them to purchase via social networks, for example.
  • Flash sale items. Email alerts promoting limited-time offers can motivate shoppers to engage with brands more frequently throughout the season.
  • Loyalty or rewards points tie-ins. Close to 60% of shoppers said loyalty rewards offered via social media would prompt them to make purchases, while 46% said the availability of a loyalty program would encourage repeat sales — making an offer of extra points potentially enticing as a means to lure back existing first-time customers.

Download the webinar replay for many more insights on mobile shopping, the role of social media, discount timing and in-store activities and more. And watch the MarketLive site for the follow-up holiday compendium produced in conjunction with the Consumer Shopping Survey.

3 top priorities for engaging a coveted demographic (no, not that one)

In their quest to achieve online sales growth, merchants are often counseled to target the young. Appealing to the 18-to-34 age bracket is considered the holy grail when it comes to proving brands are cutting-edge and poised for future success.

Bolstering this obsession are statistics showing that today’s youth do indeed consider the multi-touchpoint universe to be retail reality. While their lower incomes means that they rank lower in terms of total dollars contributed, members of Generation Z spend a higher percentage of their earnings via online commerce than other age groups — close to 9%, according to research from Business Insider.

But there’s another age cohort that deserves attention: seniors. As the large and affluent Baby Boomer population, which controls 70% of disposable income in the U.S.,  heads toward retirement, there’s mounting evidence that older consumers are not only increasingly tech-savvy, but willing to commit dollars online like never before.

Merchants need look no further than Amazon for proof of the importance of the senior demographic. The eCommerce giant launched a “50+ Active and Healthy Living” lifestyle microsite in April of this year, featuring a curated collection of wellness products, vitamins and supplements, fitness supplies and travel resources.

Amazon's site for seniors

While Amazon has the advantage of a vast selection of merchandise from which to create a tailored product array, even niche merchants can successfully cater to seniors by adopting a series of best practices that boost cross-touchpoint functionality and service. The bonus? These tactics can not only win sales from older shoppers, but can boost brand appeal for shoppers of all ages. The three top priorities:

Customer service ease-of-use. Seniors are actually less tolerant of inefficient customer service transactions than the young, Forrester found, with 52% of those aged 69 and up and 54% of Baby Boomers saying they’ll abandon a transaction if they can’t find a quick answer to their question — slightly more than Generation Z, 50% of whom report the same tendency. To satisfy the need for quick and comprehensive service, merchants should ensure that key information is close at hand regardless of the touchpoint. Tactics include:

  • Making customer service content searchable. On-site search should employ redirects to commonly-sought information, such as shipping rates and timeframes, and links to service should be displayed for frequently-used keywords.
  • Since seniors are still apt to use the phone and shop in-store as well as browse and buy online and via mobile devices, merchants should ensure policies are communicated consistently across the board — and consider investing in customer service solutions that give reps visibility into shopping behavior across touchpoints (in-store purchases as well as online activity, for example).
  • Simplifying live chat. We recently discussed how live chat should now be a fixture, and merchants should both subject their offerings to rigorous testing and track results to ensure the process is as smooth as possible. In particular, they should strike a balance between collecting information up-front as part of the chat initiation process and speeding the time to connection with a live person; long forms with many required fields are likely to be a turnoff.

Cross-touchpoint functionality. Customer service isn’t the only area where merchants should strive for a seamless and consistent shopping experience. To cater to seniors — as well as an increasingly mobile general population — they should prioritize investments in features that ease the shopping journey from touchpoint to touchpoint. Among them:

  • Print and email buttons, in the cart and elsewhere. Merchants should make product information portable all along the path to purchase, including for offline use in-stores.
  • “Save Cart” as a perk of registration. As we’ve discussed previously, while forced account creation remains a bad idea, merchants should highlight the ability to save products in order to facilitate mobile-to-web, mobile-to-store and web-to-mobile transactions.
  • Alternative payments. We’ve long been an advocate of alternative payments, which can smooth the path to purchase both for desktop and laptop users as well as for mobile shoppers. Additionally, the availability of alternative payments can reassure seniors new to the online shopping process, who may be more hesitant than other cohorts to enter credit card information online.

MarketLive merchant Full of Life puts it all together with a bevy of shopping cart options. The ability to save cart contents is highlighted, and Paypal is offered as an alternative payment option. Finallly, the merchant places a helpful graphic within the cart content to show shoppers how to connect their purchase to the customer ID printed on their print catalogs.

Example from Full of Life

 

Mobile fluency. With seniors freely using mobile devices to shop, merchants should invest in creating a user-friendly experience that both engages and builds trust. Among the tactics to consider:

  • Mobile-minded design. Merchants should review their design standards and ensure that navigation, buttons and images are all tap- and swipe-friendly. Whether employing responsive design or maintaining dedicated mobile and tablet sites, merchants should strive for clarity and readability on mobile devices, ensuring images are sized appropriately to prevent muddiness and text contrasts sufficiently with the background.
  • Apps for focused engagement. While in general we recommend prioritizing mobile Web site development, specialty merchants who can identify a unique offering for their target audience should consider building an app as a way of fostering deeper brand connections. Replenishment reminders, results trackers and wellness tips are potential tools in the health category that might appeal to seniors.

MarketLive merchant Rogaine offers a simple mobile site with icons as well as text in the navigation and a bold, easy-to-read color scheme. The brand offers a results-tracking app for iPhone users that employs similarly user-friendly graphics, such as a meter for measuring progress. Connections to the customer community and access to FAQs make the app a worthwhile download for the audience.

Rogaine mobile site

Rogaine app

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Does your eCommerce offering cater specifically to seniors, and if so, how?