How to win loyalty to a mobile audience
The use of mobile Internet is growing rapidly in Russia and in the world. All this makes companies think more about the convenience of potential customers with smartphones and tablets.
Everything will be mobile
According to TNS and the Public Opinion Foundation (FOM), as well as Yandex, at the end of 2014, 68% of all Internet users in Russian cities at least once a month accessed the network using mobile devices. A year earlier, this figure was 56% - that is, people in different regions of the country began to use mobile Internet more often.
The importance of the mobile environment for business is also growing - in the spring of 2015, Google announced that sites with a mobile version will be ranked higher in search results (the event was compared to the end of the world - this is how Mobilegeddon was born) This means that if the smartphone user is looking for something from his device, then on the first page of the delivery he will be shown sites optimized for display on a small screen.
Another important point: with the help of mobile devices, Russians not only surf the web, but also make purchases - many large retailers from Ozone to Eldorado note an increase in mobile sales.
The growing importance of the mobile environment as a channel for attracting paying customers has a significant impact on various aspects of the business. One of the main trends is the simplification of customer interaction.
The simpler the better
The Google algorithm already mentioned above checks the degree of “friendliness” of a site for mobile users by four criteria:
- The presence of text that can be read without increasing it;
- Using content that does not require horizontal scrolling or zooming to view;
- Lack of content that may not be supported by certain devices (for example, Flash);
- Arrange hyperlinks at a sufficient distance from each other so that you can click on them with your finger.
In general, compliance with the listed criteria is not even necessary in order to climb higher in Google’s issuance - this is an elementary care for your users and potential customers.
If the text on the site can be read from any screen and hit the button with your finger, this facilitates interaction with it. Users love it when they are taken care of and are more likely to buy goods that are sold a lot where, where it is more convenient to do it (the price may even be slightly higher).
People appreciate the care and remember the companies that treated them well - this is called loyalty. And since more and more users are accessing the websites of various organizations from their smartphones and tablets, and are not just logging in and spending money with their help, business should think about building good relationships with mobile clients.
The battle for loyalty
The easier it is for the user to achieve the desired goal, the better. For the sake of this, companies use a “rubber” page layout, simplify contact forms and make large buttons.
We at Cashmyvisit conducted our own small study, which showed that, among other things, people lack an easy way to contact the company they need directly from their mobile device.
That is why we have developed a special button for making a call - it allows the visitor who first appeared on the site not to look for the contact page on it, but to immediately contact the company and ask their questions.
A button is installed at the bottom of each page, and by clicking on it one or more phone numbers are displayed - the user selects the one he likes best and initiates a call in one “tap”.
In addition to simplicity for users, for business it is also an excellent tool for collecting leads after hours - if a potential customer called you on the weekend, you can call him back on Monday and close the deal.
Earlier in our blog, we wrote about how the introduction of a convenient feedback method (callback widget) helped Nissan car dealers significantly increase user loyalty. It happened there on the web, but the same laws work in the mobile - people buy where it’s more convenient and easier.
This means that companies that want to remain competitive in times of crisis and growing competition must make efforts to make it easier for users to interact with them. Implementing a convenient feedback button on the site is just one small step, but it shows concern for users, they appreciate it.