9 wayóThe share of spending on mobile in terms of sales growth
According to Allegro and Google data presented at the Digital Marketing Heroes 2016 conference, in 2013 the mobile channel accounted for only 11 percent of. share of e-commerceóin the e-commerce industry, while by 2020 it will reach 45 percent of.
Radoslaw GóAllegro Group’s head of performance, referring to foreign statistics, said that in the age group of consumers, mobileóIn the under-25 age group, already 50 percent. purchaseóin online takes place through the mobile channel. The growing importance of mobile devices does not mean the end of the desktop. Mobile is still fighting for its position and consistently drills holesór in the hard wall of the final shopping stage – of payments for goods.
According to the data from 2015, cited at the conference, on Black Friday as many as 60 percent of. E-commerce traffic came from mobile, but on that day it generated less than 30 percent of all traffic to the site. trading. It shows that although people are actively looking for information via smartphoneów and tabletóThe information provided by Radosław Grzybowski shows that the new generation still prefers to complete the sale on the desktop.
From the information by Radoslaw GóAccording to Radosław Grzybowski, 10 percent of the. user ofóAllegro makes a purchaseó1 percent use only smartphones, and another 10 percent use mobile phones. uses zaróboth on the phone and on the computer. The remaining 80 percent. Buying only on the desktop, although he often browses the offer ró(he/she also saw it in the mobile channel).
Increasing sales directly through mobile is currently the biggest challenge for digital.
So what to do to increase sales through mobile?
One of the waysóAllegro was to enable quick payments in the application. This has led to a situation where more usersóof the population has started to make spontaneous purchases and thus spend more – on average 34 percent. more than users using a mobile website, but still 1/5 less than users buying from a desktop.
Bartosz Witoń. Lead product manager OLX. Previously a senior product owner – mobile solutions at Allegro.
When we look at the shares of mobile payments and what mobile is used for today, we find a reflection of the history of e-commerce. Mobile is therefore going down the same path as desktop did a few years ago.
As recently as 4 years ago, when implementing a mobile application or a mobile website, it was enough to show information and leave the payment elements for the so called “other elements”. then. However, times have changed and what is implemented as an innovation quickly becomes a standard. My suggestions.
1. Let’s include mobile in the entire revenue process – Most companies look directly at a given sales channel, i.e. where the product was sold, that is where we count the revenue. But the world has gone much further in conversion attribution analysis. If a user watched, read, added a product to the basket in a mobile application, but made the final purchase via desktop, can we still say that the desktop drives our sales?? Abroad, sales are increasingly attributed to mobile.
The whole shopping process is very complicated and there is probably no perfect mathematical formula yet, but Polish companies should think in a similar wayób. They should know the potential of a given channel and what benefits it offers in the overall shopping process.
2. Multitasking The human being has moved to another level and it is difficult for us to clearly determine in what situation he or she makes a purchase. Maybe he used to sit hunched over his computer, but today he is able to buy a book on impulse (he saw it e.g. in. in the streetcar of the passenger next to you).
3. We live in very interesting times. On the one hand, we have a generation thatóof under-25s have only become familiar with the internet through computers and only use these devices. On the other hand, the generation whichóre using a computeróin and smartphoneóand the new generation, whichóre only using a smartphoneów. We cannot afford to ignore któThe user does not have to be in any of these groups, unless we make a conscious strategic decision (e.g. mobile only).
Let’s also remember that these generations róThey differ in their approach to life, earnings, knowledge, etc. Product must meet everyone’s needs – zaróincluding those whichóThe longer the better, both for those who earn and buy, and for those whoóThe parents are dependent onów or a partnerów and do not have their own readyówith.
4. Users benefit from róWe are able to adjust our products to the needs of our customersóat different times of the day. They use their phones more in the morning and at work, and in the evening they use their tablets and computers. Hence, it is very important to omnichannel i.e. multi-channel shopping.
For example. Even if the user only buys through the desktop, items can already be added to the cart on the way to work via smartphone. This also gives us additional possibilities and knowledge about how our clients buy and allows us to adjust products to their needs.
5. Many players use the so called “free-to-play” approach. techniques „in mobile’u have more” giving special offers, discounts, points only through applications (e.g. McDonald’s, Aliexpress, Carrefour). This is a good strategy to drive traffic, but we must have a good product (application and website) otherwise we will get króttotally sustainable effect. The product has to defend itself with quality.
7. Website adapted to new devices (tablet, smartphone). Whether it will be RWD or a separate website is a secondary matter. The user should be comfortable, and for an entrepreneur implementing a new sales channel should always be profitable.
8. Do you want to get into the mobile app? You need to establish this in your strategy, but it is worth considering whether to use the app for something else (such as. Carrefour or McDonald’s does it’s). If we go into applications, let’s write them in native language and adjust the appearance to the GUI (Graphical User Interface) of the platform.
9. And finally one of the most important waysóin increasing sales through mobile – dedicated mobile payment tools. An important role is played here by payment with a connected card. Mobile users are already used to them (they learned them during the purchase ofóin the App Store, or in Google Play). If they once go through the payment process positively (in their opinion), they will start using this solution regularly.
Bank transfers are already rather standard, but we still come across banks thatóThey don’t have a mobile responsive website’and during payment. It is therefore worth betting on róVariety of m-commerce payment methods.