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Is mobile a channel? Sales channels are defined as, "a way of bringing products or services to market so that they can be PURCHASED by consumers." Sounds like mobile qualifies, right? Well, if mobile is a channel, it's not very effective. Cart abandonment is abysmal, with 91% of people abandoning on a mobile device, versus 67% on a desktop and just 1% in-store. So what can we do to combat this? Being more aware of multi-screen behavior and of the unique ways people use and perceive mobile is what this presentation explores.
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digital worth experiencing
presented by Danny DavisMay 13, 2013
5 WAYS TO MAKE MOBILE APPS MULTI-SCREEN READY
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PART 1:UNDERSTANDING THE MOBILE CHANNEL
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sales chan•nel | noun
• A way of bringing products or services to market so that they can be
purchased by consumers.
Is mobile a sales channel?
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If mobile is a channel, it’s not very effective.
SHOPPING CART ABANDONMENT RATES 4
in-store1%
desktop67%
mobile91%
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THE MULTI-SCREEN WORLD 5
Mobile is one band of the digital sales channel.
The goal of commerce-oriented mobile app is to ensure the transaction is completed with your brand or store — regardless of device.
65% of users have started shopping on
mobile...FINISH
START
... and finished on another device.
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THE BUYER’S JOURNEY TO PURCHASE 6
recognize need
investigate solutions
comparealternatives
purchase
merchant’s intended use of cart
consumer’s actual use of cart
Merchants and consumers perceive carts differently.
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THE REAL PROBLEMS TO BE SOLVED
recognize need
investigate solutions
comparealternatives
purchase
Top 3 reasons shoppers abandon mobile carts
1.continue investigating
By helping users at each stage, consumers will convert more on mobile and other platforms.
2.compare prices
3.pay with credit cart
7
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PART 2: MOBILE CART ABANDONMENT SOLUTIONS
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INVESTIGATION SOLUTIONS 9
Embedding Twitter, Facebook, and other social messages from
friends about the specific products
or brands they are investigating
gives consumers confidence.
1. Social Messages
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INVESTIGATION SOLUTIONS 10
Allowing shoppers to save their searches makes it easy for them
to continue investigating on other
platforms.
2. Saved Search
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PRICE COMPARISON SOLUTIONS 11
Comparative shopping engine functionality embedded in the app
lets consumers validate prices.
3. Competitor Prices
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PRICE COMPARISON SOLUTIONS 12
Bargain hunters find it hard to resist this age-old technique when applied
to mobile shopping.
4. Act-Now Offers
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Mobile shoppers prefer one-click options over credit card.
46% PAYPAL
32% AMAZON PAYMENTS
22% CREDIT CARDS
PURCHASE SOLUTIONS 13
5. Alternative Payments
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Getting permission to follow-up within the context of the shopping
experience turns an abandoned cart
into an ongoing conversation.
PURCHASE SOLUTIONS 14
5b. In-Context Permission
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Proving Ground develops digital experiences that generate revenue,
differentiate brands and launch entirely
new lines of business. Proving Ground
helps its clients determine what to build
and how to build it. Headquartered in Midtown Atlanta, Proving Ground serves
major brands, mid-sized companies, and
venture backed start-ups.
About Proving Ground
@Davis_Danny
