Throughout the holiday season, mobile stole the show. The surge in mobile traffic — and, happily, mobile purchasing — capped a year that demonstrated time and again the importance of catering to shoppers on small screens. Now, quarterly and annual data from the Kibo Performance Index point to a new trend that goes beyond merely mobile to embrace contextual purchasing anywhere.
Throughout the year, commerce-related activity soared not only on mobile devices but on social networks, which drove traffic to merchant sites at a rate 46% higher than in 2014, while revenues attributed to social networks increase 76% year over year. Crucially, on smartphones, social fared even better, with traffic originating from social networks on smartphones increasing 236% and revenue 247% — underscoring the rich symbiosis between mobile and social.
Of course, the totals are still small when it comes to the total commerce picture: social drives just 1.5% of traffic and a little more than 0.5% of revenues (at least according to last-click attribution). But the data hints at the ways mobile is upending commerce in ways beyond the mobile commerce web site and brand app to transform interactions across the Internet. From the predicted rise of mobile wallets to heightened expectations for online/offline fluency to mobile-enabled “shoppable windows” that are increasingly a feature of urban hubs, consumers are on the go not only physically, but in their browsing and transactional habits.
In order to meet these expectations, merchants must not only standardize their processes so that nothing stands in the way of a swift, smooth, and secure purchase; they must also syndicate that functionality so that shoppers need not leave their current environment to transact. While this goal may present technical challenges, the potential upside is that merchants can win business via serendipitous finds arising organically from content or community engagement, rather than expecting shoppers to set aside time to “shop online”, or interrupt what they’re doing to visit an online store.
To stay ahead of the “buy anywhere” trend, merchants should:
Aim beyond functional for mobile experiences. But while functional, many mobile sites remain workmanlike, with little accommodation for mobile shoppers’ unique priorities – not an encouraging sign in an era when relevance trumps all.
One possible culprit behind generic mobile experiences may well be responsive design, the coding methodology by which multiple iterations of sites for different screen sizes and devices can be derived from a single base of code. We believe responsive design delivers significant benefits, especially when it comes to standardizing checkout and payment options; after all, ease of checkout and availability of alternative payments topped consumers’ wish lists of features that would convince them to buy more via mobile devices, according to the MarketLive/E-Tailing Group Consumer Shopping Survey.
But the standardization that’s so welcome during transactions can translate into monotony when it comes to site merchandising and content. Designing truly differentiated experiences within a responsive framework — for example, by moving functions such as the store locator and click-to-call customer service front and center for mobile users — requires significant coding prowess, but it’s a necessary investment if merchants are to prove their brand’s relevance to smartphone shoppers.
Kibo merchant Marc Jacobs Beauty creates a compelling mobile experience via responsive design by making apt content choices. Video, a crucial element for mobile shoppers, is front and center, along with reviews, and product details are available in an accordion-style layout.
Experiment with “buy” buttons. As we’ve discussed previously, nascent “buy” button offerings from Facebook, Pinterest, Twitter, and Instagram deserve a cautious approach — but that doesn’t mean merchants shouldn’t wait to use them, especially as early results suggest they’ll be an effective way to encourage purchasing. While Facebook, Pinterest, Twitter, and Instagram are still in the process of rolling out their “buy” button programs, Pinterest reports that pinned items with “buy” buttons convert at twice the rate of regular posts on mobile devices.
To take an appropriately measured approach, merchants should identify the social networks where their most engaged audiences gather and pinpoint which product categories or sale offers would be most effective — essentially viewing social media outposts as a new form of third-party marketplace, with all the attendant potential benefits and drawbacks.
Go deep with content/commerce connections. Marrying Web content management and eCommerce platform functionality has been the initial hurdle for merchants to overcome in order to provide shoppers the perfect mix of content and products. Now, with social media and mobile offerings further complicating the picture, it’s become even trickier for merchants to ensure that pathways through engaging content lead to actionable products and offers. Tools such as Paypal’s “In-Context Checkout” provide a model for merchants to emulate for delivering truly seamless purchasing alongside their most compelling content; on the path toward realizing that vision, merchants must avoid actionless dead ends with a relentless focus on integrating new content sources with existing touchpoints and commerce functionality.
Kibo merchant Helzberg Diamonds blends commerce and content effectively by showcasing photos submitted to its branded hashtag campaign on the eCommerce home page. Product images and links are displayed alongside the submitted photo, with a prominent “shop” link as well as the option to share on social media.
Download the latest Performance Index for further data from Q4 and 2015 as a whole, including detailed breakouts by sector, and read the official press release for further statistics. How are you enabling shoppers to buy anywhere?