Mobile ‘browsers’ ultimately become buyers…

51% of automotive mobile browsers go on to make a purchase, according to the recent report (2012) released by Nielsen Research xAD and Telmetrics.  This survey leveraged actual observed mobile behaviour matched with survey responses to understand mobile consumption and the consumer patter-to-purchase.  The survey covered 3 target industries:

  • Automotive
  • Travel
  • Restaurants

Another key insight was measuring how mobile can impact a purchase decision.  Surprisingly, 62% of potential automotive buyers had not made a decision during their initial use accessing an app or website with their device.

The significance of this shows us that potential buyers can still be influenced into making a purchase of a particular brand with a particular dealership during their initial mobile (re)search, moreover 51% of automotive mobile browsers go on to make purchases, however is your brand or dealership geared up to deliver on customer expectations across multiple devices?

It’s simple, catch up to the 21st century needs of your customer or lose the business to your competitors!

Many experts argue that marketers (and dare I say agencies) have too great a tendency to view standalone apps and ‘adaptive’ design (also referred to as responsive design) as one-size-fits-all solution (magic wand!) to their digital problems.

With this in mind here are 3 key things to consider for your mobile site:

  • User Experience: When adaptive design works it’s great.  However, if you’re just pushing the same content out over multiple devices it totally ignores the usage profile of those devices, for example you may find the image of a car is not fully displayed and gets cropped when viewed on a particular mobile device compared to the website or tablet.  Ensure you understand the differences between web and mobileweb and what the customer expectations are of multiple devices.  If a customer is just getting the same stuff beautifully resized for different screens/devices, you could well be annoying them and you don’t want to do that!
  • Content: One of the biggest fallacies of adaptive design is that it somehow acts like ‘Aladdin’s magic lamp’ – it magically makes content work on mobile.  Adaptive design on its own does not equate to an optimised mobile or table solution! Caveat emptor! (buyer beware).  Mobile is about immediacy, if a prospective buyer is accessing branded content via a mobile, then the likelihood they want corporate spiel is low – they’re probably just looking for a phone number, address or some location based service.  This means rendering the the same content from your website possibly won’t be what they’re wanting.  Content on mobile is often bite-size and specific.  On the other hand if they are on their sofa watching a movie and whilst perhaps surfing on their tablet, they would probably be more receptive to a fuller site; a more in-depth experience. eBay have a really good mobile site, it’s easy to view your watch list, place a bid and communicate with the buyer/seller.
  • Metrics: it can’t be said enough; measure, measure, measure!  The uniqueness of mobile is the ability to specifically target customers.  However, in order to do this one needs to measure the right goals (actions you intend the customer to carry out e.g. click to call, send an enquiry etc.), understand the data and apply it.  For example, how does a customers content needs vary with different times of the day.  If they hold an executive position and juggle the demands of family life, they may be more likely to consume child related promotions before 9am, whilst being more receptive to other personal related promotions during the day.  Needless to say metrics and reporting go hand in hand, and it’s important that you can provide your senior business stakeholders with the relevant key data to access via tablet, mobile or web.
Try and fail fast – test various design and content format and measure to see what works most effectively for your business.


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